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Willy Yang: 360 Group’s Art of Digital Marketing Empowered by Screen Integration

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Willy Yang: 360 Group’s Art of Digital Marketing Empowered by Screen Integration

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In the new consumption age, which is seeing the rise of new technologies such as cloud computing, big data and artificial intelligence and the genesis of various new concepts including “new retail” and “blockchain”, consumer demands are becoming ever more varied and personalised. As a new infotech revolution is sweeping across the globe, the philosophies, business models and marketing strategies of corporations are evolving under the subtle influence of digitalisation and new technologies. A case in point is 360 Advertising, an online marketing platform with a value of about 10 billion yuan. The company has its unique views on the future of digital marketing. Willy Yang, the helmsman of 360 Advertising and Vice President of 360 Group, who is in the forefront of digital marketing in China, shares with us his thoughts on marketing in the artificial intelligence age.

Consolidating Fragmented Scenarios,Overcoming Marketing Hurdles Through AI and Data Technologies

According to market research company Gartner, worldwide PC shipments totalled 62.1 million units in the second quarter of 2018, a 1.4 percent increase from the same period last year. That was the first global PC shipment growth in six years. In Yang’s view, the rebound marks the revival of PC’s value. It is time to re-evaluate the multi-screen digital marketing strategy and, in particular, the commercial value of PCs.

Today, marketing has moved from traditional to digital. In view of the trend, Yang believes greater importance should now be attached to what he describes as a “mobile internet-driven mentality”, instead of merely utilising different mobile internet devices, and this mentality can maximise the ability of scenario marketing to meet people’s needs for content and also help brands disseminate information on their products accurately and precisely. According to Yang, the mobile internet age is characterised by the co-existence of PC and mobile, and real-time changes in terms of people’s habits of using the media, their spending habits and different scenarios will “gradually unlock the hidden value of scenario marketing”.

“Cross-screen connection is now an increasingly common practice. Online activities are often completed with the use of more than one screen and one device. We call that ‘screen integration’. At 360, we have our unique screen integration marketing methodology and solutions. Unlike multi-screen and cross-screen marketing, screen integration marketing gives importance to interactions between people, situations and time. 360 Advertising connects content with consumption scenarios to fulfil users’ needs for touchscreens in different situations. By seeing users through from the moment they get to know a brand to consume its products, we help brands build and deepen relationships with their customers. This way, the brand image and client base are ultimately enhanced,” Yang notes.

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