Recently, the 2nd China Content Marketing Summit has been held in Beijing. The summit is sponsored by the China International Public Relations Association (CIPRA) and the Content Marketing Committee of China Advertising Association of Commerce, organized by D&S Media Group, and supported by Herun Media Group and weiboyi.com. The industry elites have assembled and discussed the current development and future trends of content marketing.
Innovation-Power of Convergence
Zhao Dali, Acting President of CIPRA, said in his speech that with the implementation of the Belt and Road Initiative, China’s PR industry will enter a 100 billion-level market in the near future. Entertainment marketing and sports marketing are the new growth points in the field of service, and content marketing has become a new impetus for the development of the industry. In the meantime, artificial intelligence is subverting and innovating communication and marketing. It is better for marketing personnel to have a clear understanding of situations and embrace changes so that artificial intelligence can help PR industry step onto a higher stage.
Steaph Huang, Chairman of the Working Committee of PR Agencies of CIPRA, Vice Chairman of China Advertising Association of Commerce, and Co-president of Spearhead IMC Group and Chairman of D&S Media Group, delivered a speech. In his speech, it has been pointed out that the most fundamental change that mobile internet has brought to the world is that the way of communication has become much simpler and more effective. The mode of communication has turned from the previous one-way communication into Contents + Sharing and Interactive Experience + Application Scenario. In the future, content marketing leading the whole PR advertising industry will be the general trend of development. And the core of good content marketing is value sharing. With deep insights into the era, Spearhead IMC Group takes “Big Data” and “Rich Content” as the Group’s development strategy, advocates collaboration, and shares its internal and external resources to maximize the values of more customers. D&S Media Group and Spearhead IMC Group will seize the historical opportunity, register higher and faster development and realize leapfrog transformation towards a larger and broader space.
The 13th China Best PR Case Contest was launched at this forum as well. Guo Huimin, Vice Chairman of CIPRA and Vice President of University of International Relations, made detailed explanations about the Contest. Gao Ge, a Ph.D candidate from the Journalism School of Renmin University of China and Assistant Director of the Institute of Public Communication, conducted vivid analysis of the previous award-winning cases.
During the subsequent guest speeches, Shen Jian, Senior Vice President of D&S Media Group delivered the speech titled Latest Trends in Content Marketing- Newest Tactics of Applying IP to Strengthen Brands, in which a number of vivid examples were used to explain the newest tactics of applying IP to brand communication and content marketing. Xu Yang, CEO of weiboyi.com delivered the speech titled With New Vision, in which the latest trends and future development of video clips were elaborated through a number of exciting video cases.
The Roundtable Forum is hosted by Jeffery Li, President of VisionWe Consultancy Service and the renowned Geoff Li of PR industry. Jeffery Li, Jiao Long, CEO of Blue Focus Digital Marketing Agency, Gao Lijun, General Manager of Mega International Public Relations Consulting Co., Ltd., Shen Jian, Senior Vice President of D&S Media Group and Zhang Yutong, CEO of TopKlout carried out discussions on the features and future development of various innovation forces such as IP in content marketing and WeMedia around the theme of Innovation-Power of Convergence.
Subversion--Upgrade in Intelligence Age
Li Xisha, President of China Advertising Association of Commerce (CAAC) and Co-president of the Business Brand Development Strategy Committee of CAAC, delivered a speech at the forum in the afternoon. Li Xisha pointed out that advertising industry should have its cultural layout, enterprises should have their cultural layouts, cultural transmission should be based on contents, and many contents appear in form of story. What content marketing advocates is actually a way of living and we are producing and creating a way of marketing and lifestyle. A healthy lifestyle should be used to guide the community at large and communications. Content marketing optimizes and maximizes such guidance.
Subsequently, D&S Media Group announced the joint establishment of Brand Communication Research Center with the Advertising School of Communication University of China. Li Xisha, President of CAAC and Co-president of the Business Brand Development Strategy Committee of CAAC, Zhao Dali, Acting President of CIPRA, Steaph Huang, Chairman of the Working Committee of PR Agencies of CIPRA of 2017, Co-president of Spearhead IMC Group and Chairman of D&S Media Group, and Zhang Xiang, professor of the Advertising School of Communication University of China and Vice President of National Institute of Advertising attended the inauguration ceremony and conferred Letters of Appointment to senior researchers and special fellows.
(From left) Zhang Xiang, Zhao Dali, Li Xisha, and Steaph Huang
Researchers from Brand Communication Research Center Receiving Letters of Appointment
Next, the distinguished guests conducted sharing and communication with on-site audience on their own research areas, which was organically integrated with exciting cases.
The 2nd China Content Marketing Summit was concluded with the Roundtable Summit themed by Subversion-Upgrade in Intelligence Age. The forum was chaired by Ma Qiji, a famous marketing specialist in China and a researcher from the New Media Research Center of Peking University. Ma Qiji, Wang Yajuan, Vice President of Microblog, Wang Jian, President of IDG DMG China, Chi Xiaoyan, Vice President of ifeng.com and Chu Zhiheng, Brand Supervisor of Shandong Luhua Group Co., Ltd., together explored the subversion and transformation in the areas of communication and marketing brought about by artificial intelligence.
China Content Marketing Summit is the first high-end forum integrating both PR industry and advertising industry, which is a model of cross-border integration. China Content Marketing Summit Forum is held annually to show the latest research achievements and experience in content marketing development and explore the method and practice of rapid promotion and improvement in the whole industry of content marketing. Next year, movie &TV content implantation and We Media Operation will be introduced into the Summit. Your continuous attention is greatly appreciated.