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科技驱动沟通变革 整合化是大势所趋
———专访PHD亚太区CEO Susana Tsui
作者:Sherry | 来源:媒介360
发布于:2014-07-22
新媒介发展环境下,所有人都在谈数字化,不论广告主或是代理商,都将各自发展中心转移到了数字营销,但数字营销真的是解决一切难题的灵丹妙药吗?PHD亚太区CEO Susana Tsui并不这样认为,她在采访中直接对我们表示,如果现在关注点还是只停留在数字营销,那已经落后了。营销人士们要把目光放到更宏观的科技上。

  新媒介发展环境下,所有人都在谈数字化,不论广告主或是代理商,都将各自发展中心转移到了数字营销,但数字营销真的是解决一切难题的灵丹妙药吗?PHD亚太区CEO Susana Tsui并不这样认为,她在采访中直接对我们表示,如果现在关注点还是只停留在数字营销,那已经落后了。营销人士们要把目光放到更宏观的科技上。

  Q:你可以和我们分享一下PHD2014年的发展计划吗?

  Q: Can you share us some development plans about PHD in 2014?

  A: 目光放在更大的科技平台,而不是局限于数字方面。

  A:PHD开展业务已经24年了。我们在英国起步的方法是,在媒体购买和交易前是非常着重在计划和策略方面。25年后,我们所关注的部分不再是媒体方面,而是通过科技方法来推动沟通。所以我们在2014年的关注是如何通过科技的优势来和消费者同步。这是非常重要的因为其他的代理商会将他们所有的关注都放在数字方面。但我认为如果你的关注点还停留在数字方面,那么你已经落后于市场了。因为新的科技会使顾客的流动性非常快。如果你只谈及通讯的一部分,数字,手机,或者网络方面,已经不再只是局限于这些方面。科技促进了所有通讯平台的发展,从电视到ITV,从显示广告形式到视频,从CRM到社会化CRM。从零售业到电子商务,或者更多的O2O的模式。当我们谈论到沟通的时候,不可以只局限在数字方面,因为科技已经帮助了其他方面的发展。很多的代理商仍然固守着传统的和数字市场。要将目光放在更大的科技平台,而不是局限于数字方面,这样我们才能走在消费者之前,吸引到更多客户加入。

  A: PHD has been in the business for over 24 years. The way we started in UK is that we very much focused on planning and strategy that came before all the media buying and trading. After 25 years, we are now moving into an era that all is not about media anymore, it’s about communications which is enabled by technology. So our focus on 2014 is very much about how we use leverage technology to keep up with the consumer. That’s very important because other agencies will say their focus is all about digital. But I think if your focus is still on digital, you are somehow late to the market, because now technology has enabled the consumer to move so quickly that if you only talk about a small part of communication which is digital, mobile or web, it’s not about that anymore. Technology is enabled all the communication channels, even from TV to ITV, from display format to video, from CRM to social CRM, from retail to e-commerce, and more so like O2O. When we talk about communications, we can’t just talk about digital, because technology has enabled rest of the channels. A lot of clients and agencies are stuck in traditional and digital marketing, and the only way we can be ahead of the consumer so that we can take out our clients with us is that you focus on the large technology platform and not just digital.

  敏捷灵活快速的员工标准

  PHD在亚洲的15个国家有了17个办公室,形成了一个巨大的网络。PHD所倡导的文化是敏捷,灵活且快速的。我觉得会有很大的机会尤其是在亚洲,因为科技的飞速发展以及中国市场的与众不同。所以我们需要有很敏捷,灵活的队伍。

  PHD in Asia has been in 15 countries and 17 offices which is such a big network. The culture in PHD is very agile, moving flexible and fast. I think that’s a big opportunity and especially in Asia, because technology moves too fast and China market is very different from the other market. So we need to have very agile and flexible teams.

  Q:您可以说一下中国和其他亚洲地区市场的不同之处吗?

  Q: Can you talk about the difference between China market and the rest of Asia market?

  A: 中国市场与众不同,本土巨头高速发展。

  A:中国市场是很不同的,这是经济实力很强的新兴市场之一。在中国,经济是具有主导性的,并能在广告传播行业推动技术的成熟。在中国并没有像Google、Facebook这样的全球巨头,这也使得中国市场很特别,因为我们有百度、腾讯等类似的巨头企业。这使得中国市场很刺激。比如腾讯有微信、社交网络、游戏平台、电子商务等多款产品服务。Facebook还在尝试去研究如何做,Google在尝试发展Google+和其他产品。这些全球巨头就不如本地巨头发展迅速。中国市场之所以发展快速,在于人口规模大,每人一点小钱就能聚合成大钱。我喜欢中国的精神,你只需要去尝试,然后你去适当调节,就可以发展得很快。

  A: China market is very different. It’s one of the first emerging markets that prove to be economically strong. The economy is actually driving all the prosperous things in China. As in advertising and communication industry, that prosperity leads to a huge maturity in technology. In China we don’t have the global big players like Google, Facebook and all those players, this makes China very special because we have the equivalent like Baidu, Tencent and all these developers. That makes China very exciting, if you look at partners like Tencent, you’ve got WeChat platform, social network platform, games platform, e-commerce platform all together. Facebook is still trying to figure out how to do it. Google is trying to launch Google+ and other parts. They can’t do it fast. And the thing is that doing it fast in a market, you ask for small money and make big money. I like the spirit in China. You just go try and then you adjust and that’s a lot faster.

  Q:您认为中国市场的趋势是什么?

  Q: What do you think of the trends in China market?

  A: 中国电子商务规模已超越美国,如何吸引顾客线下消费更为关键。

  A:已经提及的大事之一是电子商务用最快的速度席卷了中国市场。如果你看到了亚马逊和eBay的成绩,已经持续了很多年,而中国的电子商务市场规模已经超过了美国。人们花钱的方式中最大的趋势之一,是从线下零售变到了线上,现在大家更多在谈O2O模式。如何吸引和挖掘到更多顾客进行线下购物变得更重要。

  A: One of the big things and it’s already reported is that e-commerce is going to take up in China in the quickest time ever. If you look at the development in Amazon and eBay, all is going on for so many years, and now China e-commerce market is bigger than US. How people spend money is one of the big trends coming out instead of retail, from offline to online. Now there is O2O. How you get and drag people to the offline business is important.

  以消费者为重,整合性产品是大势所趋。

  人们无法将注意力分散到不同的事物上,比如在你使用的苹果手机上有50个应用程序,但你不可能每一个都去研究。所以整合型、最匹配消费者需求、有最好用户体验的产品会赢得最多人的青睐。你登陆了很多的平台,尝试着去购买不同的公司,但到了最后消费者才是最关键的。所有的一切都是以用户为重,而不是公司的品牌名字,不是售价多少钱,而是产品对于消费者而言是否合适,简单,便捷和有用。产品的整合性会成为另一个大趋势。

  People do not have that attention to go to different things, like you have 50 apps in iPhone and you cannot read all of them, so the convergence to product that is the most suited and of best usability for the consumer wins. You get on a lot of platforms, trying to buy from different companies, but at the end it’s all about the consumer. It’s all about the user, not about the brand name of the company, not how much money they have, but whether their product is actually suitable, easy, convenient and useful for the consumer. Convergence is going to be another big trend.

  一二线城市以外的市场值得关注。

  对于中国市场来说,另一件有趣的事情也和其他人口众多的新兴市场一样,就是开拓1,2线城市以外的市场。中国是这个领域最好的例子因为中国已经成为很多年的最好的发展中的市场之一。营销人需要延伸突破,如果你仔细研究1,2线城市的人口,和国内其他地区相比,还是显得太微不足道。但是如果你研究人们的行为趋势,会发现人们想赚更多的钱,搬往城市。住在小山村的人们想要搬到小城镇,住在小城镇的人们想要搬到大城市。1线城市的广告费是很高昂的。如果你是一名卖瓶装水的售货员,你在不同的地方不可能赚到相同的钱,因为1线城市高昂的广告费。而如果你在2,3,4线城市花费广告费,你会获得更多的受众。10年前,3,4线城市的居民不能负担瓶装水的费用,而现在他们可以了,因为中产阶级已经富起来了。人们有更多的钱,市场变得有趣的部分是我们需要去观察1,2线城市以外的趋势。

  One of the interesting things about China, also very similar to other big emerging market with lots of people, is the trend of exploring outside tier 1 and tier 2 cities. So rural marketing is going to be very important. China is the perfect example because China has been one of the top developing markets in the world for many years. Marketers now need to expand, if you look at the population of the tier 1 and tier 2 cities, it’s still relatively small compared to rest of the country. But if you look at the trend of people, people make more money and move to the city, you have this whole migration of people wanting, people who live in small village want to move to town, people who live in small town want to move to big city. The cost of advertising in tier 1 city is very high. If you are a client and you have to sell bottle water, you can’t make the same money because the cost of advertising is so high. Instead of that, you spend advertising in tier 2, 3 and 4 city, you get more people. 10 years ago, tier 3 and tier 4 city people cannot afford bottle water, but now they can because middle class is expanding. People have more money. The interesting part about marketing is that we need to look at trends outside tier 1 and tier 2 cities.

  中国市场引领多屏营销发展,电视媒体不会灭亡。

  我认为其他需要重视的趋势之一是中国正在引领如何跨越电视,平板,电脑和手机上的多屏营销方式。科技会带来更多的趋势,而更多屏幕的发展也会由于科技的发展而应蕴而生。但是我不认为电视会从市场上消失,因为电视也已经是完全不同的了。因为它已经是不同的电视模式,我们习惯于过去的电视的模式,现在的电视也会带来相同的内容,它带走了过去很大一部分的内容,但其实也是在做相同的事情。科技改变了真实电视平台和电视广告。我认为在优酷网站上观看节目和看电视是类似的模式,当然你可以把优酷网站上的内容视作视频,依然是在一个屏幕上给你带来的相同的娱乐方式。

  I think one of the other trends leading in China is that China is leading the way notice screen how do you do marketing across TV, tablets, PC and mobile phone. There will be more trends, technology will have more. There will be more screens because the technology will have more. But I don’t think TV will be gone, it’s just different. Because it is a different TV, we used to TV and now the TV brings the same, used to have a big big TV, it takes a big piece, now it is on the one thing. Technology has changed TV, the actual TV and TV advertising. I think watching Youku is similar to watching TV and you have to call that video. It’s about the same entertainment on the screen.

  Q:您如何看移动营销?

  Q: How about mobile marketing?

  移动与社交之间的商业化更需关注,手机已成沟通中心。

  A:我认为移动营销已经是人们生活中很大的一部分了,不算是什么特别的事情。我认为特别的应该是移动和社交之间的商业化,因为这两者在现今看来几乎是同一件事。除非是办公室同事或是社交网络的好友,我认识的人其实并不算多。你一直是通过手机登录社交网络,因为能很快速及时地上传照片或是和好友沟通。没有人等着回家或者回到办公室再打开电脑登陆社交网络。手机已经占据了沟通传播的中心位置。因为你在手机上购物,而不像过去那样用电脑上网再买。现在如果遇到了堵车,你就可以在车里购物,不管是淘宝,天猫,一号店或者是其他的网站。你所购买的物品将会很方便地被送到你家。

  A: I think mobile marketing is already such a big part of everyone’s lives that it shouldn’t be anything special. I think what’s special should be commercial between mobile and social, because social and mobile now are the same thing. I don’t know a lot of people unless you are in the office or you go to a social network. You always go to your social network on your phone, because you can upload photo and talk to your friends and it’s fast. Nobody wait to go home or go to the office to use the social network. The mobile is already a very central piece of communications, because you buy things on mobile and you used to buy them on computer, now in a traffic jam, you are in your car and probably shopping, either through Taobao, Tmall, Yihaodian and others. It will be delivered to your home and it’s just so convenient.

  Q:您认为未来O2O的发展如何?

  Q: What do you think of the development of O2O in the future?

  A: 电商商业模式仍待改善,科技让带来更多可能。

  A:我认为无论对线上还是线下都是很好的发展机会。电子商务如今非常受欢迎,这个产业也试图找出让它发展得更好的方法,因为我不认为如今顾客的满意度达到了100%,有时候没有合适的尺码,有时候送货不准时。从在线购物、网站体验、到库存和物流配送,整个商业模式仍然需要改善。

  A: I think it’s a big opportunity for both online and offline. E-commerce is so popular right now, and the industry is still trying to figure a way to do it better, because I don’t think all the consumers are 100% happy. Sometimes you don’t get the right size, sometimes they deliver not on time, the whole business model from online shop, the usability of the website, to inventory and logistics delivery can still improve.

  科技会让这些都变得更简单,并能吸引更多人去线上购物。因为电商平台上购物更便宜,你不需要花很多钱。科技也让支付方式更便捷,只需要关联你的账户,就能付款。在未来的几年内,电子商务将会是一个很好的机会,无论是从体验或者服务上,也都会变得更好。

  Technology will only make this easier and get more people to do it. You don’t have to spend a lot of money to buy on e-commerce, because it’s much cheaper. Technology also has enabled payment, and you just link to your account and pay the money. E-commerce is a big opportunity there and in the next few years, it will only get better including the experience and the service.

  O2O以整合性服务推动平台产业整体发展

  O2O还处于起步阶段,当你去看Groupon等类似的O2O网站,它向不同的受众提供不同的产品。越来越多人习惯用手机购买电商商品,但如果有些商品不能快递到你家呢,比如餐厅、预定和旅游产品。这些事情更需要着重服务,而你可以用整合的服务来推动平台发展。如果你对某类型的内容感兴趣,你可以上网搜索,他们会推荐10种不同的选择。对我而言,我想去做一下spa,我去一个女性美容网站,查看了网页内容,它会推荐我十家不同的spa。我选择其中比较满意的一家,同一时间,可以在网上进行预订和付费。在没有这样的平台前,spa只可能是在附近做营销推广,或者是通过传单或者是销售员。他们无法负担电视或者打印广告的费用,但在网上宣传的费用是比较低廉的。所有的内容从线下到线上的成功通常可以归类为两个原因。第一个原因是越来越多的人在上网,第二个原因是越来越多人在电商平台上购买产品。这些也正是PHD想要拓展的事情。我认为新时代的广告人需要注意到这些方面,带着好奇心来关注社交、经济、政治、文化等各方面的不同事情。我不认为在未来一个不喜欢科技的人可以做好广告。未来将会是科技的天下。这不是因为我在推动它而是所有我们的消费者都是被可以所推动的,这也是我们为什么要这么做的原因。这也是PHD可以在和其他人的竞争中做得更好的不同之处,因为我们花了很多功夫去深入了解消费者。

  O2O is just beginning. If you look at the different website equivalent to Groupon and others, it serves a very different audience and different product. More and more people are used to getting on mobile to buy things on e-commerce, once you’ve done that, what if you want thing that can’t get delivered like restaurant, booking and travel. Those things are more service oriented, now you can use its platform because you are actually promoting it through aggregated services. If you are interested to read certain kind of content, you go to this place and they recommend you 10 different options. For me, I go to spa to do massage, I go to a woman beauty website and look at the content and then it recommends you 10 spas, I choose the right offer and at the same time I can book, make reservation and pay all online. Before without the platform, that spa could only do marketing around there, and it was just a small business like flyer or some salesman. They cannot afford TV or print ads, but it’s cheap to do it online, with the whole concept of driving business from online to offline, it will be successful and there are 2 reasons. One is that there will be more people online, second is that there will be more people doing e-commerce. These are the things PHD wants to explore. I think the new age of advertising person needs to have that, be very curious about different things socially, economically, politically and culturally. I also think that the new type of advertising talents needs to be very welcoming to technology. I don’t know anybody that will do well in the advertising in the future if you don’t like technology. It’s all about technology. It’s not because I promote it, it’s because all of our consumers are technology enabled, and that’s why we do it. That’s the difference between how PHD looks at the issue that we think so many steps deeper to understand it so that we can do better campaigns.

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