Looking back at 2023, the AIGC craze detonated by Chat GPT has become the new focus of smash hits, the increasing maturity of virtual reality technology has prompted virtual humans to become the new darlings of brand marketing, and the creative digital content dissemination has helped the offline economy to rejuvenate ... After ten years of exploration and change, the mobile marketing industry is ushering in a new scene of "everything moving new".
On December 14, the 2023 TMA Mobile Marketing Ceremony was held in Guangzhou. The ceremony was co-sponsored by NetWin World and Guangzhou 4A, with exclusive strategic cooperation with NetEase Media, co-organized by D&S Media, Kuaishou Magnetic Engine, Xiaohongshu and Douyin Public Welfare Special Organisers, co-organized by Zhihu, iFLYTEK and Freedom Transcendence, and undertaken by Beijing Zhijie Tiancheng Public Relations Consulting.
From "unveiling the era of mobile marketing" in 2014 to "everything moving new" in 2023, TMA's past ten years have also been the first decade of rapid development of mobile marketing. Standing at an important juncture of the 10th anniversary review and outlook, this year's TMA Mobile Marketing Festival brought together 500+ marketing elites from brand enterprises, online platforms, advertising companies, technology companies, third-party research institutions, well-known universities and other fields to exchange mobile marketing trends and innovative practices in multiple dimensions, and jointly explore new growth opportunities under the new starting point of the decade.
The 2023 TMA Mobile Marketing Ceremony includes many wonderful sections such as [Keynote Speech], [Gold Medal Case Appreciation], [Grand Prize PK Competition], [Guangzhou 4A Exchange Cocktail Party], [The 10th TMA Mobile Marketing Awards Ceremony] and many other wonderful sections, with high-density and high-quality content as the carrier, to build an excellent platform for exchanging new ideas, opening up new horizons, and inspiring new possibilities.
Opening remarks: Fang Lijun, founder and chief architect of Netwin World.com, co-founder and executive chairman of TMA Mobile Marketing Awards.
Speech: Chen Gang, Dean of the School of Journalism and Communication, Peking University, and Chairman of the Judging Committee of the TMA Mobile Marketing Awards.
Speech: Zhong Jian, Chairman of Guangdong Shenghuo Media Technology Group Co., Ltd. and Chairman of Guangzhou 4A.
Annual speech trend sharing, bringing together new marketing trends.
Lv Xi, chairman of Yingyang Legend Growth Strategy Consulting and the main lecturer of Zhenghe Island marketing, said in his opening speech "The Power of Passing Through the Market Mist" that in the face of "growth convergence", enterprises are more likely to amplify short-term anxiety and underestimate long-term value. How to get rid of confusion? The certainty of the road ahead depends on the demand and perception in the market. Consumption upgrading is reflected in the continuous differentiation of new scenarios and new needs, which contain new opportunities. At the same time, decision-making depends on cognition, and market competition focuses on grasping the minds of customers, so the brand strategy needs to be based on the foresight of industry needs to create brand awareness construction with information sharpness, depth and strength.
Gao Jinmin, deputy director of the Economic Committee of the Shenzhen CPPCC and executive president of Shenzhen Neptunus Group Co., Ltd., and Gong Boyang, chairman of Titanium, brought an interactive speech "The Journey of National Brand Renewal". Neptunus Group has ranked first in the brand value of China's pharmaceutical and health industry for 20 consecutive years, and has created many textbook-level marketing cases. The center of this is that if there is no good idea, no matter how good the communication is, it is impossible to produce good results. From a small enterprise 20 years ago to today's 100 billion level, Neptunus not only relies on the core advantages of the whole industry chain, based on product quality and quality, but also grasps the opportunities of the current era, always maintains a sense of crisis, grasps the opportunity of mobile Internet and data to build a brand, and promotes the successful renewal of old national brands.
Sun Huifeng, head of marketing strategy of Kuaishou Magnetic Engine, said in his keynote speech on "Rooting Downwards and Growing Towards New Growth" that users are deeply rooted and growing, and have achieved today's national Kuaishou. Based on this, Kuaishou can bring three major marketing values to the brand: global operation guarantee, marketing integration and series, and value content supply. Through the magnetic engine commercial product matrix, we will promote mental and long-term growth, make good use of the asset management of the whole group to achieve the integration of seed and income, and stimulate greater business for more brands.
Lin Manting, a strategic researcher at NetEase Cultural Tourism, shared the "Content Cultural Tourism, Co-creation and Departure", with the differentiated positioning of "Content Cultural Tourism", relying on NetEase's capabilities and technologies, and relying on the advantages of NetEase Group, NetEase Cultural Tourism is committed to the exploration and application of diversified cultural tourism scenarios, providing differentiated communication and landing solutions for brands, enterprises, cities and destinations. NetEase Cultural Tourism integrates the group's capabilities and local culture to show a better life in a city; Unleash the power of originality, brand, etc., and stimulate the same frequency of the destination; Injecting NetEase IP into local culture to tell new stories for the old city; Open up the digital interaction of people and goods yards, and open up a new imagination of cultural tourism marketing; Output popular tourism content and go to the mountains and rivers to love.
Ruan Thanh Miao, Director of Dongcheng Group and Chairman and CEO of City Convenience Business Group, said in the "Hotel Experiential Marketing Innovation Based on User Insights" that all products that are detached from users will be eliminated from the market. From the perspective of users, through the insight of human nature and user emotions, with meticulous "intimate" design, under the condition of controllable cost, Dongsheng allows users to get a relaxed experience in business travel, and gives interesting user communication, and cooperates with online + offline integration to create a super traffic pool, bringing convenient and experiential marketing innovation in the city.
Hongxin, the head of Xiaohongshu's commercialization ** footwear industry, shared that "taking advantage of the wind to help the high-quality growth of fashion trend brands", young and energetic people who pursue quality are constantly gathering in Xiaohongshu to set off a new wave of fashion. Facing the trend and new wind, Xiaohongshu brings good content into the needs of users, makes good products bring users a good experience, and breaks the circle of marketing with a unique crowd anti-funnel model, bringing different grass planting value to brands, helping brands grasp popular passwords in advance, and allowing good products to ride the wind and grow.
Gong Ying, brand marketing director of MINISO, said in "How Brands Play Younger Marketing Under the Trend of Interest Consumption" that in the past, it was the brand that empowered consumers, and now it is a consumer empowered brand. Brand rejuvenation is not only to target consumer groups to the younger generation and cater to their preferences, but to obtain their different eyes, enterprises and brands should continue to innovate and constantly bring new value experiences to the public. Through super stores + super users + super IP, MINISO allows users to contribute their needs and opinions, participate in brand co-creation, realize two-way travel between brands and users, and build a deeper emotional link with super symbol wink.
Tan Beiping, President of Miaozhen Academy of Marketing Sciences, showed us that there is only one purpose of an enterprise, that is, to create customers. To achieve this, companies have only two basic functions: marketing and innovation. The return curve of brand digital investment observed in the TMA award-winning case also reaffirms that innovation is a continuous task, and enterprises need to keep up with the trend of the times, and continue to market, innovate and change in order to continue to stay ahead of the curve and achieve sustained high shareholder returns.
Chen Xiaotong, a marketing strategy researcher at NetEase Media, said in the "Co-innovation Cycle" that new trends in the four cycles of new technologies, new content, new experiences, and new blue oceans are emerging. New technologies drive new businesses, and NetEase leads the AI track, opening a new pattern of mobile transformation with "technology-driven + Yuanli empowerment"; To cater to the upgrading of content consumption, NetEase News + NetEase Cultural and Creative set off a new trend of co-creation culture; NetEase Cultural Tourism + NetEase Ledong breaks the boundary between tourism and **, and explores new experiences for modern people; From products going overseas to brands going overseas, NetEase leads the brand to sail through the waves in overseas markets.
Gold medal cases appreciate the frontiers of practical practice and explore innovative communication examples.
What is the most efficient path between product power and communication power? Zhou Shanfeng, a marketing expert in the Zhihu FMCG industry, said, "[Scream], product power! TMA Gold Award cases were shared for the theme. She said that the market has entered the era of product power, but when hard-core product power becomes the "heart" of a marketing, communication power has become a scarce resource. With the help of the "Novelty Lab" IP, Zhihu highlights the selling point of "screaming" hard-core products through the interweaving of rationality and creativity, and creates popular science, topics, and round tables on the site to stimulate spontaneous discussions among users. With the best value product power content as the link, Zhihu is becoming a key trust hub between brands and consumers.
The ultimate showdown of the grand prize PK competition, the competition for the pinnacle of marketing of the year.
The nominees for the 10th TMA Mobile Marketing Awards were selected by nearly 70 final judges, including "BYD's 5 Million Vehicle Milestone: Igniting National Sentiment and Delivering Industry Power" submitted by Weibo; "Ponderers of 'Paid' (Age-appropriate Transformation Project)" submitted by the Provincial Guangzhou Group; Kuaishou Magnetic Engine reported "through the fireworks in the market, see [small earning youth]"; "Recommending a Wonderful City: Discovering Together, Xishuangbanna" submitted by e-link; "What is Dignity" Public Welfare Case submitted by Guangdong Guang Group.
Wu Xiaoming, a senior advertiser, well-known digital marketing expert, and executive chairman of the TMA Mobile Marketing Awards, served as the host of the PK competition.
More than 50 industry leaders, including industry experts and scholars, brand enterprises, first-class companies, third-party research institutions, and well-known first-class platforms, will conduct a fair and impartial review based on the content of the case and the performance of the on-site proposal.
Representatives of the five nominated case companies draw lots to determine the order of proposals, and then conduct 15 minutes of wonderful proposals to comprehensively display and interpret the cases.
After the proposal, each proposal representative will receive 5 minutes of questions from the on-site judges and answer them.
After the judges interacted and answered questions, Li Zhe, brand director of Mengjinyuan ** Jewelry Group, Du Gang, senior vice president of Jiangxi Zhongcan Interactive Technology Co., Ltd., Shen Hong, researcher of the new ** Research Center of Minzu University, Shen Hong, founder of Wecreation Brand Growth Consulting, and Xie Hao, CEO of Sishu Technology, respectively commented on the five cases on the spot.
At the end of the review, the PK competition entered an exciting voting session. Chen Yifeng, Founder & Chairman of WE Marketing Group, and Chen Zhifeng, President of Dongyi Blog***, supervised the voting process as a member of the supervisory review committee. After the judges voted on the stage in turn, the votes were counted and the results were counted in real time on the spot, and the overall process was open and transparent.
In the end, the "BYD 5 Million Vehicle Milestone: Igniting National Sentiment and Conveying Industry Power" submitted by Weibo won the Grand Prize and the Best Popularity Award at the 10th TMA Mobile Marketing Awards.
Guangzhou 4A exchange cocktail party will talk about the "seven-year itch".
The exchange reception was presented by Guangzhou 4A. From 2017 to 2023, TMA and Guangzhou 4A have worked together for seven years to jointly build the TMA Festival into a highly influential industry event in South China. At the reception, many new and old friends took the stage to share, recalling all kinds of interesting things about meeting and knowing TMA, and won the applause and resonance of the guests present.
The special beauty night of the special beauty award ceremony, enjoy the exclusive moment of glory.
As a professional award focusing on the mobile marketing industry chain, the TMA Mobile Marketing Award ("Temei" Award) is not only a witness to the development of the industry, but also a pioneer of marketing innovation, and a builder of cross-border cooperation. After 10 years of development, the scale and influence of the event have steadily increased.
The award ceremony opened with a lion dance performance represented by Lingnan culture, and the ceremony symbolizing honor and respect and the interaction of lion dancing and small gifts were unveiled for the award ceremony.
Speech: Chen Gang, Dean of the School of Journalism and Communication, Peking University, and Chairman of the Judging Committee of the TMA Mobile Marketing Awards.
Speech: Gao Chao, General Manager of NetEase Media Sales Operation Center.
Witnessed by more than 200 Temei marketers, the 10th TMA Mobile Marketing Awards were awarded in various categories.
Special thanks to Pinyuan Wenhua, Mengjinyuan, Zhengdian Future, Namiao, Zhaoji Craft Beer, Heran Advertising, Yibo Digital Marketing, Tsingtao White Beer and other companies for their strong support to the 2023 TMA Mobile Marketing Festival.
Based on the present and looking forward to the future, TMA Mobile Marketing Awards actively creates a 4C business ecosystem that promotes communication, discovers opportunities, creates connections, and welcomes changes, providing full energy for industry upgrading and bringing more opportunities for business development.