回顾金投赏巅峰讨论：移动互联时代，这5个方面注定要被改变。

ReviewROIFestivalPanel:ReinventingInnovationintheMobileEra回顾金投赏巅峰讨论:改写移动互联时代的创新基因...



如今移动端成为每个人生活中最重要的媒体，市场人如何在品牌营销竞争中“全面升级系统”而不只是“打补丁”？在刚刚结束的金投赏大会上，几位有着眼未来的行业巨头关于移动互联时代的创新展开了一场激烈讨论。

How can brand marketers game change the Marketing Operation System versus just a Simple Update Patch in this ever competitive business environment? At ROI Festival 2015, a group of forward thinking business leaders engaged in a heated debate about reinventing innovation in the mobile era.





让我们看看在移动时代有那些事情正在改变。

Let’s review what’s changing in mobile era.

查立 著名天使投资人 起点创业投资基金/起点创业营创始合伙人

Cha Li, Angel investor, Managing Partner of Istart Incubator and Istart Ventures

从中心化媒体到社交媒体

“我想看饭店的评论，不会再去杂志上看，我相信朋友的推荐。这整个获取信息的过程都已经改变了，就这一点，我们需要新的想法。”

Centralized media to social media

“I don’t read magazines for restaurant reviews. I listen to my friends. The whole thing is changing and I am looking for strange ideas. ”

Miranda Tan 革命性社会化营销和内容营销平台Robin8 CEO及创始人

Founder and CEO of Robin8. Robin8 is the next generation social and content marketing platform.“有了大数据技术，我们可以实现对每个人的个性化。就如这个人之前他搜索过哪些东西，你是可以知道的。有了手机这个超级电脑，对市场人来说，是个梦想。因为有了数据，你可以知道每一个消费者的情况，来有策略的为他们定制相关和有价值的信息。人们不想看到任何垃圾信息。人们并不想看到广告，但是如果是从朋友那边看来的，你就会相信它。因为这是你的朋友传达的。如何能把这方面的信息处理好，就可以产生巨大的影响。”

“With data you can personalize it down to each person. Before the person actually searches something, you know what they want already. Mobile is a super computer. It’s like a dream now. With big data, we can actually personalize to each one of you. It’s relevant and it’s useful. People don’t want crap out there. They don’t want to see ads but if it’s from our friend, I trust that. That’s my friend. It’s super powerful now. Get the message processed. ”

Anne Dumesges 知名品牌主强生视力健市场总监

Anne Dumesges, Marketing Director of Johnson& Johnson Vision Care

“移动端现在变得至关重要。之前手机只是一个工具，如今已经变成人们身体的一部分了。移动端的内容必须是短小精悍并且有分享性的。我们在阅读手机信息的时候注意力可以有多久？如果你在阅读一个加载不是特别顺利的网页，你会停留几秒钟？3秒？”

“Mobile is critical. Before mobile was just a tool, now it’s part of your body. The content should be snappy, short and sharable. What is the attention spin on mobile? Whenever you get a message that is not loading very well, how much are you willing to spend on that? 3 seconds? ”

Jeanette Pang: 说90后完全没有耐心是有缺陷的假设。

“因为用户得到的内容并不是有针对性的，也不是为移动端定制的。广告主有了一个推广的想法，就裁剪一下放到手机上，对我来说一点互动性的都没有，为什么我要停留呢？千万不要迫使90后去读内容。如果这个内容是我感兴趣的，我会不惜花几个小时去阅读和调研”

Jeanette Pang: It’s a flaw to say the 90’s generation doesn’t have attention span.

“The content is not targeted to me and it’s not mobile first. Whatever your idea is, you cut it down for mobile. It’s not engaging to me why should I stay? Absolutely don’t push me to read the content. If it is something I want to read, I will spend hours to read it and research it. ”查立：人们并不知道自己想要什么

“我曾经错过了一个投资机会，是投资一个陌生人叫你起床的移动应用。那个创始人在上海见过30位VC但是没有人明白他的想法。早上刚起床是个特别私人的时间，为什么你需要陌生人叫你起床呢？没有人理解，可如今这个APP有超过1000万的用户。10年前，人们并不需要手机。你甚至也不需要一日三餐，我曾经闭谷28天没有吃东西，现在我还。你其实不知道你需要什么。”

Cha Li: People don’t know what they want.

“I missed an opportunity of investing in a mobile app that would have strangers wake people in the morning. The founder met with 30 VCs in Shanghai but nobody got his idea. During your private moments in the morning, why do you need strangers to wake you up? Now this app has over 10 million downloads. You didn’t need a mobile phone 10 years ago. You don’t need to eat three times a day. I have fasted for 28 days. You don’t know really know what you want.”

Jeanette Phang 新生代代表 浩腾媒体业务智询总监

Jeanette Pang, Director of Business Intelligence of OMD China, Millennial representatives

Jeanette Pang：着眼最基本的人类需求去解决代沟问题

“人们总是强调不同年代出生的人的巨大差异，而往往忘记了那些人类最基本的需求。有时候我们的差异只是源自于年龄阶段，00后他们处在一个不懂得掩饰天性，希望获得别人疼爱的阶段。不同生代的差异其实没有你想象的那么大，做为市场人，如果你越觉得生代的差异不可逾越，你越难找到跟他们接触和互动的方法。”

Jeanette Pang: Fundamental human needs solve generational differences.

“People always say there is a huge gap between different generations. We start to forget there are fundamental human needs. Sometime it’s age. The 2000’s generation are in the age of getting people to like them. Generation differences are not as big as we think. As marketers, the more you think it is, the harder for you to understand and to reach and engage them. ”

符传志 宏盟媒体集团移动营销Airwave总经理

Alvin Foo, the Head of Airwave,the Mobility Business Unit at Omnicom Media Group China.

遇到颠覆性科技的时候一定要快速作出反应。

很多被颠覆性的科技打败的公司问题都出在

a.)

不够关心顾客的需求

b.)

革新的速度不够快

React fast when you meet disruptive technologies.

The problems for companies that failed are

a.) not caring what the customer wants

b.) not innovating fast enough

那么，未来5年将会有哪些变革呢？

在查立看来，哪些地方会需要创新？

What is gonna happen in the next 5 years?

Where does Cha Li see things that need innovation?





请点击阅读原文来观看金投赏视频（从23:32开始）

Please click [read more] to watch the ROI Festival video (start from 23:32) .

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