On December 11, 2016, the 15th China Advertising Education Annual Conference, the 1212 Advertising China Forum, and the 3rd International Forum on New Media Development and Innovation was held in Guangzhou. Nearly 100 experts, renowned advertising professionals, and business owners attended the event. Among them was Wang Danying, Vice President of Global Tone Communication Technology Co., Ltd. (GTCOM). At the event, participants had in-depth discussion on the current status of advertising in China and the direction of its development and change. GTCOM proposed that there should be lasting and close ties between brands and consumers so as to unleash the lifelong value of users and promote the efficiency of marketing in China.

Senior professionals gather to discuss the future of the advertising industry

Themed on “Mission and Responsibility: Innovation and the Future of Advertising in China,” the event witnessed in-depth discussions concerning advertising in China in a new era, the transformation and reconstruction of advertising theories, standards and ethics of digital marketing, advertising talent cultivation and innovation in teaching methods, integration and innovation of traditional advertising with new media, and the future trends of the advertising industry.

At the event

This annual event has been held for 15 consecutive years so far. This year, the host, China Advertising Education Research Institute, invited Don E. Schultz, Professor Emeritus of Service at Northwestern University's Medill School and the father of integrated marketing communication; Chen Gang, Vice President of the School of Journalism & Communication, Peking University; Ding Junjie, President of National Advertising Research Institute; and Isi Huh, President of AAA Advertising Association of the United States, to give keynote speeches.

Wang Danying gave a speech titled "How to do event marketing amid a storm of data", sharing her opinions about how to conduct in-depth analysis on target population and make marketing efforts better targeted. She took YeeSight as an example to explain how to understand an event and a brand better with the help of big data, presenting the value that big data may bring to the advertising industry and other relevant industries.

GTCOM Vice President Wang Danying giving her speech

Big Data Makes Marketing Better Targeted

In recent years, media has developed from mass media to audience segmentation, and further to individual-targeted communication; and the way people receive information has turned from passive reception to active reception and then to interaction. These brought both opportunities and challenges to the advertising industry. Big data has exerted profound influence on advertising strategies. Big data enable advertisers to make better-targeted and more effective strategies and make advertising a marketing tool of super high efficiency, by doing the marketing at the right time point via the right media in the right way and to the right people. This is definitely a complete overthrow of the traditional way of marketing.

YeeSight can be used to analyze information and intelligence, do industry-specific investigations, and do a lot of other things. It helps enterprises and other institutions collect and analyze information to grasp why something happens and where things will probably go, providing support for decision making.

GTCOM has been building its big data ecosystem with continuous efforts, and promoting the development and transformation of the advertising industry

Since YeeCloud was launched in 2013, GTCOM started strategic cooperation with many renowned universities and enterprises in China and launched the Language Big Data Alliance together with more than 20 key universities. Thus, it has provided support for the language service teaching, practice, research and business operation of higher education institutions, research institutes, and enterprises and carried out cooperation with them. By gathering, exchanging and sharing global resources, it has greatly built the capacity of its language big data. YeeSight was launched on July 30 and GTCOM has since stepped up its efforts in the field of big data. While striving for innovation through research, it has created a big data analysis platform and a language big data platform on the basis of natural language processing, big data and artificial intelligence technologies and the data accumulated over more than 40 years, making itself a world-leading big data and artificial intelligence company.

In the future, GTCOM will join hands with partners from more industries and launch more in-depth cooperation, make more efforts to apply big data to advertising, contribute to the theoretical progress in China regarding the transformation and integration of the advertising industry, and promote the development and transformation of the industry.