On November 17th, 2023, at the 30th China International Advertising Festival, the 2023 Digital Marketing Innovation and Development Forum and Cosmetic Brand Ecology Conference was successfully held. Under the guidance of China Advertising Association, this event was sponsored by China Advertising Association’s Internet Advertising Working Committee, China Advertising Association’s Cosmetics Working Committee and China Advertising Association’s Data Security and Personal Information Protection Working Committee, and was co-sponsored by the media, IAB China, New Media Research Center of Central University for Nationalities, Beijing Technology and Business University, Shandong Cosmetics Industry Association and other institutions. This activity is divided into two halves in the morning and afternoon, of which the second half is the honor ceremony of the 2023 Digital Marketing Innovation and Development Forum and Digital Marketing Practical Competition.
Zhang Guohua, global vice president of the International Advertising Association and president of China Advertising Association, delivered a speech for the conference. President Zhang said, "The Digital Marketing Competition and the Digital Marketing Innovation and Development Forum are held for the second time this year by China Advertising Association. We must stick to it, and the forum and competition will play a greater influence and benchmarking role in the industry." He also stressed that brand building is not a day’s work, but a long time. China Advertising Association will provide as many services as possible for the industry in terms of guidance, communication and empowerment of digital marketing, as well as in terms of advertising norms of various brands and healthy growth of brands. "We hope that all parties in the industry will unite around the China Advertising Association and jointly make the association a warm home for brand marketing in China!"
Then, in the afternoon, the mysterious guests were announced-IAB China, as an important co-organizer, invited IAB CEO David Cohen to send a video message to the forum.
The theme of the activity is "Crossing Mountains and Seas, Innovating Connection, Digital Intelligence Times and Better Life", based on helping brands to connect with service providers deeply, and taking all parties involved in the ecology as the core concept to create a "better life" for consumers, aiming at promoting the global innovation and development of digital marketing. There were more than 300 officials from famous brand enterprises such as Unilever, Baby Tree, Dewu, Four Seasons Muge, Zhongshun Jierou, No.9 Electric Vehicle, Yukou Bio, Lunan Pharmaceutical, BMW Brilliance, China Telecom, and professors from universities such as Peking University, Xiamen University, Jinan University, Shanghai University, China Communication University, Zhejiang University of Finance and Economics, Beijing Technology and Business University, as well as senior digital marketing service providers and agents.
Brand home
Brand digitalization, serving a better life
At the home of the brand, Lu Bai, chief content officer of Zhongshun Jierou Group, the main household paper enterprise listed in the first batch of A shares in China, took the lead in opening and shared the brand essence of an established traditional manufacturing enterprise. Lv Bai believes that in the era of sharp product surplus, it is not feasible to rely solely on product selling points. Brands need to be "set by people", and they need to look at consumers as well as their friends around them to attract "tap water" users. Communication is an open-book exam, which needs to be innovated in the process of learning from competitors to achieve the commercial purpose of the brand. In the era of stock competition, the core of efficient and low-cost communication in the future is to entertain and stalk enterprises and brands.
The new generation of trendy online shopping community has a unique understanding of brand digitalization. Zou Ziyi, head of commercialization and director of community operation, said in his speech that as the home of youth marketing, more and more brands tend to talk to young people on the platform and hope to have a strong emotional connection with them. Therefore, Dewu is providing the brand with four kinds of marketing values, such as high net worth crowd penetration, interest breaking, trend endorsement and young marketing, to help the brand connect with young users deeply.
The times are developing, and enterprises should also evolve. Baby Tree, the head platform of China Internet mother-baby community, has been launched since 2007, and it has passed through the two eras of PC Internet and mobile Internet, showing strong evolutionary ability. Regarding brand digitalization, Zhao Jie, president of Baby Tree, said that the real maternal and child consumers are very focused and refined, and all her periodic labels need to be finely ground, so as to reach them through different scenes and get better transformation. How does a platform build stickiness with users? On the one hand, we should create value for users, on the other hand, we should realize value for them.
The round-table forum was hosted by Lu Jiabin, the external liaison director of the Internet Advertising Committee of China Advertising Association and the deputy editor-in-chief of China Advertising Report. Ma Hongfei, head of Unilever’s media and data team, Jiang Chengming, CEO of Yukou Biotechnology, and li wenping, brand director of Four Seasons Muge Group, were the guests of the forum, and the theme was "The Age of Digital Intelligence, New Opportunities for Brand Growth".
"In the stock market, innovation is a very popular word. The innovative marketing of the brand needs to consider the fitness with the core population, brand concept and interactive content. " Ma Hongfei said that there is no end to brand building, product polishing and content creation, but anxiety can’t solve any problems. Unilever’s brand marketing strategy will eventually return to the essence of marketing and brand building to understand consumer demand and build good brands and products.
Jiang Chengming believes that in 2024, the deterministic growth dividend of brand marketing is, first, to find neglected emotions, and second, to find neglected needs. To solve the problem of anxiety is to find a completely anxiety-free track and discover new demands.
Li wenping said that marketing will eventually return to the essence of marketing. To solve anxiety, enterprises should do well in two production lines: one is product production line, and do well in products, because products are the most effective way and medium for brands to communicate with users; The second is the content production line, which uses good content to interact with users and express brand values. In short, use good products to create users’ value and use good content to create users’ values.
Lv Jiabin said that Mr. kotler said that the market always changes faster than marketing. With the evolution of technology, the media environment and marketing technology are also changing, and the customer groups are constantly differentiated and updated, which in turn leads to more differentiated expectations for brands. As the driving force of enterprise growth, marketing itself must also keep pace with the times, constantly changing and constantly changing.
Smart marketing home
Overseas and at home, smart connection.
In the era of digital marketing, the continuous rise of global brands and deepening management have become the "new normal". ToBid, as an aggregated advertising platform that helps developers to intensively cultivate traffic value, always relies on strong data-driven business capabilities to help more developers to finely operate traffic and maximize the realized value of advertisements. Chen Yu, the head of ToBid’s aggregated advertising platform, published "When advertising is more than advertising, how to measure the balance of commercialization of developers?" Keynote speech. He said that at present, the overall traffic of the Internet has narrowed and the "involution" of the industry has intensified, and the growth of customer acquisition and realization has entered a certain bottleneck period. For developers, how to intensively cultivate the flow value and develop a new business realization model has become a topic that everyone needs to study in depth.
At the home of smart marketing, the awarding ceremony of the first presidium of IAB China and the awarding ceremony of the first representative unit of IAB China were successfully held.
Roundtable Forum on Marketing Globalization, hosted by Fan Qiuhua, Executive Director of IAB China and founder &CEO of RTBAsia, Zhang Zhiyan, Chairman of IAB China Brand Growth Committee and former Yum! Senior Director, Du Xiaofei, Chairman of IAB China Technology Committee and founder &CEO of Digital Technology, Gu Shiyi, Chairman of IAB China International Development Committee, Qiu Liting, Chairman of IAB China Compliance Committee and Managing Partner of PricewaterhouseCoopers China Mainland and Hong Kong Media Industry, and other guests held a wonderful dialogue around IAB China’s positioning, platform nature, and the promotion and value it can bring to the whole industry with the theme of "Smart Connection at Home and Abroad".
For marketing, Zhang Zhiyan believes that the essence of marketing is to solve the matching between consumer demand and enterprise goods. When the matching is extreme, growth is naturally not a problem. Qiu Liting said that compared with domestic marketing, the overseas market environment is very complicated. Faced with different cultures, different regulations and tax rates, the marketing strategies seem to be a little different, but they will make great differences. Therefore, "compliance" is very important. Du Xiaofei said that he will continue to promote the innovative ability and products of China’s programmatic advertising technology, and help China advertisers to build infrastructure in overseas markets in advance, so that their overseas marketing can be based on standards and get twice the result with half the effort. Gu Shiyi said that the IAB China International Development Committee will know the latest developments around the world in real time, discuss the similarities and differences between different markets and different projects, and add weight to the empowerment of overseas brands.
Data empowerment home
Heavy release, service industry development
At the home of data empowerment, China Advertising Association and China ICT Institute made several heavy releases.
Research report on circulation technology of digital advertising data elements
Yang Yang, a researcher at China ICT Institute, brought the publication and interpretation of the Research Report on the Circulation Technology of Digital Advertising Data Elements. She shared that interconnection is an inevitable choice for the high-quality development of the Internet industry, and enabling data to circulate safely and efficiently throughout the Internet is an effort of the Internet industry.
Then, Pan Infinite, a senior expert in the privacy computing department of Ant Group, gave a speech entitled "Building a data circulation platform based on technical trust". He said that technical trust is the most important. That is, all data security capabilities are provided through technology, and the data side can verify whether these security measures are implemented correctly through technology. Only in this way, the data side can let the data flow with confidence and peace of mind.
"Star Project"
Chen Junyi, managing director of EDGE of Publicis Group, released the "Star Project", a service application for anonymizing Internet advertising data. The "Star Project" takes the group standard of the China Advertising Association’s "Guidelines for the Implementation of Anonymization of Internet Advertising" as the core cornerstone, and as one of the landing schemes, it promotes the evolution of programmatic advertising and increases efficiency for advertisers more transparently and effectively.
IPID service
At the event site, China Advertising Association officially released the IPID service, using China Telecom’s regular enterprise number card. This innovative service aims to provide MCN institutions with all-round account asset protection, thus assisting MCN institutions to manage account assets efficiently and conveniently, saving effort. As a service operator, Shanghai Lami Information Technology Co., Ltd. was explained by product manager Chen Yuting.
OTT weight library
Fan Qiuhua, executive director of IAB China and founder &CEO of RTBAsia, announced the release of OTT Weight Library of China Advertising Association. As the first function release of a series of public data services, the OTT Weight Library of China Broadcasting Association can analyze the OTT brand corresponding to the OTT advertisement identifier, aiming at improving the data transparency and measurability of the advertising industry, and will release relevant public data services on the mobile side later. OTT manufacturers and other sectors are welcome to participate in the joint construction.
Advertising spokesperson home court
Digital content marketing sunshine and beautiful life
At the home of the advertising spokesperson, the spokesperson working committee officially announced its name change to "China Advertising Association Content Marketing and Advertising Spokesperson Working Committee" and held an unveiling ceremony on the spot. Ying Yang, Commercial Director of China Film Foundation-Wu Tianming Youth Film Special Fund, CEO of Shanghai Yinzhi Yingye Cultural Consulting Studio, Fang Yuntao, Deputy Director of Zhejiang Yimo Law Firm, Pang Suer, Director of Entertainment Commercialization in Weibo, Gao Wentao, General Manager of East China of Yi ‘en, Zhang Zhipeng, Secretary General of China Advertising Association’s Content Marketing and Advertising Spokesperson Working Committee, Gao Yuan, Executive Secretary of China Advertising Association’s Content Marketing and Advertising Spokesperson Working Committee, and others attended the unveiling ceremony, and Deputy Secretary General Huo Yan presented certificates to all members.
In the dialogue session, Zhang Zhipeng, Ying Yang, Pang Suer, Gao Wentao and others started a wonderful dialogue with the theme of "Content Empowering and Entertaining with the Times". Zhang Zhipeng, Ying Yang, Pang Suer and Gao Wentao all expressed their views on the understanding that "content empowers and entertainment keeps pace with the times".
Verifying the value of high-quality digital media
In order to guide the digital media advertising service to develop in a scientific, standardized and high-quality direction, China Advertising Association started the management of the use of "gold (silver) and bronze" certification trademarks based on its intensive work in standard construction, practical research and evaluation and certification. This work aims to build a professional, scientific and standardized digital media value evaluation system, strengthen the self-discipline of Internet advertising industry, improve the scientificity of digital media advertising effect evaluation and the authenticity of data, and create an Internet advertising ecology of "good money drives out bad money".
Huo Yan, Deputy Secretary-General of China Advertising Association, awarded the brand to the first batch of evaluated units of the "Gold (Silver, Bronze) Ruler" certification trademark. Iqiyi mobile terminal and Iqiyi digital TV terminal have obtained the right to use the "Golden Ruler" certification trademark of China Advertising Association.
Focusing on the management of the use of "gold (silver) and bronze" certification trademarks, China Advertising Association will continue to bring substantial achievements and reforms to the digital advertising industry, constantly promote the promotion of high-quality value of the industry, cooperate with the regulatory authorities to do a good job in self-discipline of the advertising industry, lead the industry to solve problems in development, and promote the healthy and sustainable development of the industry. Gather experts from advertisers, marketing agents, monitoring companies, universities, scientific research institutions, etc., and jointly create a professional, scientific and standardized digital media value evaluation system to verify the value of high-quality digital media with the "gold (silver, copper) scale" certification trademark of China Advertising Association!
Ecological Atlas of Global Digital Marketing Business Services
Drive the innovation and development of the whole process of digital marketing business
As the co-sponsor of Digital Marketing Innovation and Development Forum and Digital Marketing Competition, Qiao Yunyun, the founder of Zuniuer Media and the chief architect of Marketing Business Research Institute, released the 3.0 version of Global Digital Marketing Business Service Ecological Atlas on the spot. 3.0 Atlas adheres to the principle of clarifying the systematic construction of digital marketing business service ecological model, bringing together nearly 1,000 corporate brands of key products and service categories, and innovatively adding meta-universe marketing, AIGC and other tracks. Newly added and optimized include Xinhua News Agency client Shicang, Miss Dunhuang Feitian, Tobid, Mathematical Technology, Sigmob, Blue Beacon, Eastcom Group, Weizhuo, Nanxun, VIOOH, Digital 100, Hi-Pu Intelligence, Fruit Set, Jiuge Xinzhi, Tomato Interactive, Deep Play Intelligence, Time Fun Interactive, Yuanmei Technology, OneSight, Meishu Technology, Shanghai Times.
CDMEC 2023 honor ceremony
Discover the innovative power of digital marketing industry
The honor ceremony of the 2023 Digital Marketing Competition was successfully presented at the finale. The Digital Marketing Competition (hereinafter referred to as "CDMEC") is directed by China Advertising Association, and the Internet Advertising Working Committee of China Advertising Association is jointly sponsored by Niuer Media and IAB China. As a heavyweight marketing event to discover the changing forces and emerging trends that affect the growth in the digital business ecology, "CDMEC" aims to select excellent cases in the digital marketing industry, where business and correct value orientation can be well combined and technology and creativity can be well combined, so as to play a leading and exemplary role in the development of the digital marketing industry. All the finalists and the winning works witnessed the glorious moment together. The winners of the grand prize, gold prize, silver prize, bronze prize and annual honor of CDMEC 2023 were announced respectively.
Huo Yan, Deputy Secretary-General of China Advertising Association, Fan Qiuhua, Chairman of Supervision and Examination of CDMEC2023, And Ma Hongfei, head of Unilever’s media and data team, Sun Mingxin, director of the advertising department of Beijing Technology and Business University, member of the Academic and Education Committee of China Advertising Association, Jie Yu, brand director of Lunan Pharmaceutical Group, li wenping, brand director of Four Seasons Muge Group, and Jiang Chengming, CEO of Yuxi Biotechnology. Zhang Jicheng, Secretary General of the Film and Television Advertising Committee of China Advertising Association, Associate Professor of Ningbo University, Pang Juai, member of the Academic and Education Committee of China Advertising Association, Cui Yan, Deputy Secretary-General of the Internet Advertising Working Committee of China Advertising Association and Deputy Director of the Technical Standards Department (presiding), as the representative of the CDMEC2023 evaluation expert who attended the on-site honor ceremony, jointly presented the honor to the enterprises that won the honor.
Connect good partners
Empower a better life
It is worth mentioning that the "Good Life" exhibition area at the event site is connected with the support of beautiful partners such as vaseline, Dewu App, Zhongshun Jierou, Yukou Biotechnology, anti-aging brands OANA, Baby Tree, IPID, ToBid, etc. of Unilever, which attracts high popularity and enthusiastic interaction.
In the warm atmosphere at the scene, the 2023 Digital Marketing Innovation and Development Forum and the Honor Ceremony of Digital Marketing Practical Competition came to a successful conclusion. Crossing mountains and seas and gathering the potential energy of brands, platforms, service providers and investors, many innovative forces in the digital marketing industry chain have achieved deep connection on this stage. The forum was officially supported by Tik Tok, iQiyi, Netease and other media platforms, and the number of online views exceeded one million.