Tencent Explores Global Trends in Digital Marketing with Leading Experts at Harvard Business School

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Jun 08, 2016, 07:32 ET

BEIJING, June 8, 2016 /PRNewswire/ -- Steven Chang, corporate vice president of Tencent Online Media Group (OMG), along with Tencent marketing partners from an array of industries in China including FMCG, automotive, finance and e-commerce, last week participated in a two-day seminar at Harvard Business School led by renowned digital marketing expert Professor John A. Deighton and business management guru Professor Ramon Casadesus-Masanell.

Tencent and its marketing partners at Harvard Campus

The team explored and exchanged ideas on the latest trends and topics regarding marketing and management innovation, and discussed how to build a strong competitive strategy in the era of big data.

During the two-day seminar, Mr. Chang presented an overview of the ever-changing digital China, examining how the mobile Internet, media pluralism and the rise of young consumers are producing profound impacts on brand marketing strategy and tactics.

To this end, he said, Tencent is striving to build competitive advantages in the areas of content, technology and mobility, thus helping marketers deliver innovative brand experiences while shortening the path to purchase. Mr. Chang noted that, "The Internet allows interconnection of all things and the development of new business models, so digital marketing calls for a higher level of innovation."

Professor Deighton said at the seminar on big data and marketing, "The data ecosystem consists of personal data gathered by hundreds of firms, processed by hundreds more, and used by hundreds more to build relationships with consumers. Platform competition depends not only on the user base but on the data ecosystem that supports it."

He said he believes that data used to be a by-product of other activities, but now in the digital age it is at the heart of business strategy. Successful companies, he said, define themselves not by the industry they compete in, but by the ecosystem in which they collaborate.

Business management expert Professor Casadesus-Masanell delivered a presentation on how Chinese enterprises can create and maintain competitive strength. He used Apple and Wal-Mart as examples to illustrate competition models for business owners and marketing professionals. The professor also provided guidance on how to identify and build a company's competitive strength in the digital age.

Tencent Online Media Group, being a forward-looking leader in mobile marketing innovation, is always passionate in exploring the latest global trends and cutting-edge technologies, so as to grow together with all its partners to propel the development of the digital marketing industry in China.

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SOURCE Tencent