Jason Wong, 深圳MWI合伙人 — Founding Partner, MWI, Shenzhen
DB: 首先，请问什么是中国市场营销峰会？ First things first, what is China Marketing Summit?
The China Marketing Summit is the largest marketing conference in China and covers all aspects of marketing including offline and online, consumer and B2B. It is for companies targeting China as well as those targeting Western markets.
DB: 谁会参与会议？ Who will be there?
Attendees include CEOs, CMOs, marketers at all levels and entrepreneurs.
Speakers include CMOs and other marketing executives from large multinationals, to agency heads, to growth hackers and marketing-savvy entrepreneurs.
DB: 参与峰会的好处是什么？ What are the benefits of attending?
The world of marketing is changing at a rapid pace and companies and individuals are always at risk of falling behind. Our conference is designed to give individuals who attend the most up to date marketing knowledge so they can grow their companies and their careers.
DB: 你们的与会者来自世界各地。据您的经验，您觉得中西方企业在市场营销方面最大的不同是什么？You have attendees from all over the world. From your personal experience, what would you say is the biggest difference between marketing in China and the West?
To understand the biggest difference between marketing in China and the West, one has to understand something Josh Steimle, CEO of marketing agency MWI, has created called the Ease of Marketing Measurement Spectrum, or ‘EMMS’. Some forms of marketing are very easy to measure, like paid search or online advertising. Companies can measure how much they spend per click on an ad, track an individual click as it travels to their website and makes a purchase and so they can measure that entire process with almost perfect transparency. On the other hand, you have marketing investments like public relations. If a major publication like Forbes Magazine publishes an article about our company, what is that worth? If you see a bump in sales right after the article comes out, you might be able to attribute part of that bump in sales to the article, but what if you’re a large company like Huawei or Alibaba and there are 10 articles being published about your company every single day? It becomes almost impossible to track how effective your PR is.
Traditionally, companies will spend first on marketing that is easy to measure and as they max out the benefit that marketing can bring them, they move along the spectrum towards marketing that is more difficult to measure. The secret, however, is that companies that invest first, before their competitors, in the marketing that is harder to measure, can gain an enormous advantage because they are often able to access that marketing at a lower cost and they can own a space. For example, a company that invests in search engine optimization (SEO), which is harder to measure and which also takes longer to generate a return than paid search, can build an advantage in search engines in the West, like Google, in such a way that even once their competitors start copying them, they can’t win, because the first mover already owns the search results and can easily maintain their advantage.
The difference between marketing in the China and the West is that in China most companies are stuck on one end of the spectrum–they only want to invest in marketing that is easy to track and which provides a quick return. They don’t want to do anything new until everyone else is already doing it. In the West companies have been competing for a longer time, so they have already been investing in SEO, branding, and PR for decades and they’re not afraid to try new things, in fact, they’re always looking for new things because they know that’s where they can gain an advantage over the competition.
DB: 中国市场营销峰会适合不同规模的公司。请问在与刚建立的创业公司以及已经发展良好的跨国公司对接时的策略是否有所不同？China Marketing Summit caters for companies of all different sizes. How does the strategic process differ when dealing with a startup as opposed to a well-established multinational company?
Startups often have an advantage when it comes to marketing because they don’t have the legacy habits and traditions of a large company. They also don’t need to worry about alienating existing customers. Large companies often become slow with their marketing because they have so many concerns and so many layers of approval to go through to get anything done, whereas a startup can make decisions quickly. Changing course when you’re a large multinational is like steering a large oil tanker and a startup is a speed boat. On the other hand, large companies have resources startups can only dream of. If used wisely, large companies can establish growth hacker departments that have the freedom to experiment in their marketing, much like a startup and they can produce effective marketing campaigns quickly.
DB: 请问您从经营中国市场营销峰会经历中学到些什么？What have you learned from your experience running China Marketing Summit?
Putting on an event is very challenging. There are a lot of parts that have to come together for it to work out well and for people to be happy with the results, but there are great rewards as well. We’re excited to be able to bring together East and West so there can be an exchange of knowledge and ideas. It’s a lot of fun.
DB: 请问我们的读者可以怎样订票、参与到中国市场营销峰会当中？How can our readers book tickets and get involved?
On our website at ChinaMarketingSummit.com
WeChat account: MWIChina (We are officially launching this public account NOW!)