The father of Lau dialogue Marketing: Marketing needs people-oriented in the new media era

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[Guide] The new era of marketing needs to attach great importance to the relationship between enterprises and consumers. Enterprises focus on consumers not only should be marketing department, but the entire enterprise needs to focus on consumers as the core.

Tencent Science and technology news March 5, the traditional marketing is dead? How does the marketing of the new media age work? This afternoon, the Mindstorm and connector activities sponsored by Tencent were held in Beijing, and the CEO of Tencent's network media business Group, senior executive vice president of the group and Lau, and invited to visit China. The father of modern marketing "Philip to start a dialogue on this.

Lau points out that the snowball effect on technology subversive marketing is somewhat exaggerated, at least in the context of the Chinese market.

Now, he says, some people are putting too much emphasis on the sales side of marketing, but not focusing enough on consumers – to meet consumer demand.

Kotler agreed with the idea. The new era of marketing needs to attach great importance to the relationship between enterprises and consumers. From this point of view, the enterprise focus on consumers is not only the marketing department, but the whole enterprise needs around the consumer as the core.

Kotler that the core of marketing should be creativity. This is more evident in the internet age, as marketers cannot be as conservative as they used to be. "There are only a small number of people who do not need the internet and are often older than 80 years old." If you want to win young people, be sure to contact them. "he said.

Lau points out that global consumers are changing and companies should consider how to make some contributions. For example, like Nokia and some other companies, there are some well-known brands unfortunately, they gradually disappeared.

Kotler said that if the company has such shortcomings, can not solve their own, then it will fail. For example, Kodak, Kodak is a very good example, they should be earlier to give up the film industry, in order to better development.

The following is the active record:

Traditional marketing is dead?

Moderator: First I ask Mr. Kotler a question. Under the influence of new media, is traditional marketing already dead?

Philip: When you travel around the world, you will find that marketing is very useful at various levels, and many people in different parts of the world think that marketing is sales behavior. You say you do marketing, he thinks you're doing sales. Generally speaking, marketing can help enterprises to promote product information to customers.

I am surprised to see that, when I went to Japan two days ago, I found that the chief marketing officer of their company is generally the vice president of marketing, and many companies now have CMO to protect many American companies. We see the role of these chief marketing officers in the academic press, and we all know that in the United States.

Compere: This question also throws to Mr. Lau.

Lau: If we can look at this problem more objectively, there is an emotional saying that marketing is dead. But I think this may be a bit exaggerated, for example, in the past when we do marketing, we say that the market is the survival of the fittest, for a long time has been so.

In addition, we have to understand that the Chinese market was established after the reform and opening-up. For example, Professor Kotler just now talked about some of the values of Japan and the United States to the market. We generally think that the ideal market is the emphasis on sales, this view of the concept of marketing is indeed dead. Because people are getting smarter now, people don't want you to sell them a lot of things, offer a lot of ideas, etc.

Philip: Marketing is in fact constantly evolving, evolving, in the earliest time marketing is mainly based on products, these enterprises to the product marketing, and then on the basis of sales. But this has not touched our hearts, so now is gradually from the production of the best product this concept, to enhance our emotional to move customers, so that customers have a better understanding of enterprises.

There is a third angle, from mind to soul to spiritual level. We think that this method is not only what this enterprise does, not only the brand of enterprises, but also what kind of faith enterprises have, the value of the enterprise, whether the enterprise can care about the world, whether the world has made a contribution. Our 3.0 concept of marketing, that is, the future of marketing in which direction of development, is the mind, mind and spirit.

How to look at Tencent's marketing?

Moderator: Mr. Lau, do you think Tencent and other High-tech companies are now at what level?

Lau: I think Tencent has a history of 15 years, and we are very young compared to many great companies in the world.

Moderator: We are talking about a new era and now the new era is actually developing very quickly.

Lau: to Evergreen, long-term development. The marketing perspective is of course very important, no matter what the future looks like, we think that from a philosophical standpoint of the market concept, it is to meet people's needs, to use good methods, no matter what technology, whether he is poor or rich, you have to meet them, to have the right pricing strategy. These are very important ideas from the market.

Moderator: Mr. Kotler, do you think Mr. Lau is too modest, in your conversation before the Tencent is a very great company, and Tencent is increasingly moving to the center of the stage, many companies are based on your role model.

Philip: Tencent is a market capitalisation of 150 billion of dollars and technically can buy any company, which is undoubtedly strong. I want to say that such a company itself is a value creator, which is the core of marketing.

Tencent is very sensitive to the needs of users, get better and faster communication, and the company provides these services, can help business-to-business companies to contact, as well as the company of companies, I think this is the focus. Some businesses are already less important to give up in time to win more important business.

Lau: I would like to add to that, we say that the basic concept of national wealth is the control of the factors of production. We say that the production of things must be the needs of society, and now we are talking about social media data, now it is subverting our marketing methods, subversion of the organization's marketing. Why are these marketers so afraid of social media? Because they're losing control. So afraid of the media, they are losing control of consumers.

The concept of consumer sovereignty was discussed at the beginning of 20th century, and we say that all business activities are customer-centric, and my point of view is value creation, which I think is the most important of an organization or institution, and the most important thing in the future is the creation of value.

We used to be sales-oriented marketing, now more of a relationship-oriented marketing, to provide a very suitable for our era of marketing communication, and now we are in this marketing transformation process.

How to marketing in the new media age?

Moderator: Mr. Kotler, let's talk about the current Chinese attitude towards social media, the possibility that some users are using these different apps for 24 hours, how do you define business operations and activities that meet the needs of consumers while challenging our way of life, Even challenge our health. Because we've been using these devices, so how do you balance the two sides of social media? As a marketing team, how can you best use the corporate or corporate sense of responsibility?

Philip: From 1967 when I was writing the first book about marketing management, I talked about four p, products, prices, locations and promotions. At that time found that many countries are not implementing four p, they are just "a P", that is, promotions. Products are created from the development process, not from the marketing link. The product is more engineering, or the responsibility of the research and development team. Sometimes the marketing team faces the challenge of selling bad products.

Moderator: Are there any engineering staff here?

Philip: They have also created a lot of good products, but they do not bring great convenience to marketing staff. We say that Peter is the marketing ancestor, we think that marketing is the most important, is finance, is production? is the ability to create and marketing things, this core.

So Drucker pointed out the importance of marketing. But this importance is also changing, the Internet will create a change, if any company is conservative tradition, your target customers may be only 80 years old, they do not use computers, mobile phones, still most of the time to watch TV, or go to the physical store to buy things.

If you use this as an excuse, you don't need the Internet, but these are a small part of the population. If you want to win young people, be sure to contact them. The real change is that consumers have so much power and empowerment, and I will soon be able to blog on the Internet, or to post, so their information is very developed, the way of communication is very developed, so the product presented a challenge.

Moderator: In fact, most of the time, we do not know how to achieve your said this, I think this is a more important issue. Mr Liu has just talked about the challenge and the historical comparison, but what is the actual reality now? For example, in the United States, are these theories effective and applicable to China's markets?

Lau: Before we said, in the contemporary Chinese market there are a lot of hard work and creative marketing talent, but to say what we lack, is the leadership and marketing theory framework, how to establish such a framework within the organization, this is what we lack.

This may be needed for marketing and is a pillar of the marketing concept. Back to what you said about social media, social media makes consumers more right, in China, many consumers are more likely to emphasize market behavior, some companies have some improper market behavior may be larger amplification.

If you read a newspaper, you can see a lot of stories in the newspaper, so you can't blindly pursue GDP. At the same time, President Xi also spoke of soft power, and also to fight corruption and bribery. We can get back to the market and make it more honest and transparent. More on the basis of honest marketing, for example, when we sell water or sell other products, sometimes integrity will become a more important factor in marketing efforts.

Moderator: You were just saying that the company is in the infancy, but I think the point you just said is very advanced.

Lau: True, the company is still in the infancy. But we've been thinking a little bit farther. When we talk about market value, when people get up in the morning and read micro-letters, they communicate with micro-letters, and if there are unfortunate events, such as the violence in Kunming, may soon spread in the platform. If you want to understand the market, they may use Tencent's microblog or QQ to share their views.

Moderator: We are now faced with such a reality, so when we wake up to decide this day to do good things, to take responsibility to face the day-to-day problems, daily challenges. Finally, although there is such an idea or lofty ambitions, but back to reality in the traditional form. Marketing changes in China when do you think it will happen? or would you please Mr. Kotler to express his ideas?

Philip: I think this is the inevitable trend, when it comes to inevitability, it is also a social trend. History tells us that if you can't keep up with the trend of the times, you may disappear. If this is the right thing to do, any organization should ensure that the governance of our consumers is not compromised, so it is not just that the marketing department cares about consumers, but that consumers should be at the heart of all sectors.

Some companies may not even have a chief marketing officer, but that doesn't mean marketing isn't important to the company. For example, from the founder of Tencent to CPO, to the company's most basic staff, they know that the core of responsibility is to ensure that the user experience, we are responsible for the user experience. Our experience is in the user experience of the consideration, this is our guide to go forward.

As for a company need not need a marketing department, need special marketing? Perhaps the company may claim that we want to be able to create more relevant value. Is it necessary to have a dedicated marketing department to do this? I think that the concept of marketing to the organization of relevant departments, such as two different departments, two marketing departments, in the past they focus on sales.

There is also a strategic department, we now have to consider the future production of what products, from that point of view to obtain this product. What are we going to develop in the future? For example, as a car company, whether to build electric cars in the future is necessary in China, because it is to reduce pollution.

From the market, not only to provide an answer, but also to ask some strategic questions, so I gradually believe that there should be different departments, such as an internet marketing department. If you use other departments to do promotional activities, you will also use the old ideas to do, they are some old media, they may have to consider from the old method. In general, only pay more attention to brand building, or some old content.

So I think there should be some people to do the old media, some people to do new media, such as Internet media Marketing. Some departments do very well, now most of the products are consumer-centered enterprises, they have 15% of the product marketing activities to 50%, from 15% to 50% are used to do internet marketing, they want to hire some of the number of interested Aboriginal people to do these departments marketing activities.

Moderator: Do you want to make some comments, Mr. Liu?

Lau: I think Mr. Kotler is very good at this, for example, some new media are very new to consumer-centered products.

What is human-centered marketing?

Moderator: Just now Mr. Liu talked about the marketing from Mr. Kotler's 3.0 point of view has learned a lot, I think this is a very new, very difficult to understand the concept. Can Mr. Kotler introduce your new idea to me?

Philip: I talked about people-centred marketing, which means I think marketing is about solving people's problems and providing solutions to all kinds of problems in life. What are the responsibilities of a company and what are its responsibilities? For example, to take responsibility for environmental problems, pollution problems, or other bad situations, such as the problem of poverty, how to alleviate poverty.

There is also the humanism, the thing that a business does to support humanism, for example, I am very supportive of Bill Gates and Melinda's foundation, and Microsoft's commitment to the world. He signed a statement with Buffett and other billionaires to donate a large chunk of their property to address some of the gaps in human society. If these people's problems are not solved, the market will eventually collapse.

For these rich people, they have gathered a lot of the world's wealth, if they do not donate their wealth to the community is good?

Moderator: Do you think this is useful from a marketing point of view?

Philip: You want to be different, as an enterprise must have a certain sense of social responsibility. I want to focus on things that people don't care about and make the world a better place. We will not only measure the final development result with GDP, but also improve the environment and improve the living standard of human beings. If we work so hard, our GDP goes up, and our family life is not happy, that's no good.

Moderator: At this point, how do you look at Chinese enterprises?

Philip: We think the responsibility of Chinese enterprises to society is also very clear.

Lau: To be honest, I very much agree with Mr. Kotler's view that business has made a contribution to society. Now the world is very complex, I very much agree with the concept of marketing 3.0. It also talks about the rise of consumer society, the participation of everyone in globalization, and the most fundamental view of humanism.

The first is to say that marketing has to do with the world, including China. Because consumers around the world are changing, how and how they should make a contribution.

Chinese enterprises may take into account some of the values, many years ago without these values, we feel that Tencent has a lot of experience in this area, our product line is very rich, such as games, entertainment, media, electricity and so on. We can look at the spiritual level to ensure that people are gathered together, encouraging people to have these new innovations, inspiration. Because we hope that every generation of Chinese people can better use the Internet, so that our society will be better.

Moderator: Mr. Liu gave us some understanding of his strategy, I would like to remind you that the new technology in the competition has become extremely fierce, every two years some enterprises have risen, and some enterprises have dropped. What is the reason for life and death? First, pay attention to humanism, or to the survival of enterprises?

Lau: Like Nokia and other companies, there are some famous brands that are sadly disappearing. My point of view, survival in the Internet industry, the enterprise must first consider the leadership, it is necessary to consider the future of the enterprise can not die, it is necessary to make some decisions.

Philip: For society, there's a Harvard study where every business has to think about its weaknesses. Because of the development of new technology and so on, some enterprises will be challenged, you have to ask inside the company, to imagine if there is a mutation occurred, there are serious problems, perhaps you will be yourself subversion.

If you have such shortcomings and weaknesses, you cannot solve them yourself, then you will fail. For example, Kodak, Kodak is a very good example, they should be earlier to give up the film industry, in order to better development.

Moderator: Mr. Liu, do you think this is a lesson?

Lau: Yes, from today's point of view this is an example of a lesson.

Moderator: Yes, we have absorbed a lot of lessons now.