At the beginning of the meeting, Xu Haoyu, President of Effie Greater China and Senior Vice President of Global Effie, gave a speech and pointed out: "The Effie Awards, founded in 1968, are committed to supporting practitioners who support effective marketing, focusing on effective marketing works, and encouraging effective marketing. Dialogue between drivers. As a brand-new award, the Effie Performance Marketing Award hopes to use technology empowerment to realize the presentation of commercial value, thereby promoting the continuous growth and development of the industry, making Party A more aware of the importance of performance marketing, and letting Party B Expand the scope of your services and allow the platform to embrace more participants.”
Then Allen, head of commercial monetization of Ads business of Huawei Consumer BG Cloud Service Department, shared the development status of Huawei terminals. Huawei terminals’ 1+8+N full-scenario hardware ecosystem creates a better all-scenario smart life experience for global consumers. . Huawei continues to build the HMS (Huawei Mobile Services) ecosystem and the Huawei terminal cloud service ecosystem globally to achieve high-quality applications, content, and services. It also provides partners with high-quality marketing services through the HUAWEI Ads platform to improve advertisers' sales conversions. .
Subsequently, Chen Yongzeng, Vice President of Yundong Times, shared the exploration and achievements of HUAWEI Ads in the field of performance marketing on behalf of the company. He said that Yundong Times, as the core agent of HUAWEI Ads, has witnessed the start and development of HUAWEI Ads and has great influence on HUAWEI Ads. With in-depth knowledge and understanding, and accumulated rich operational experience, Yundong Times has always led the new trend in the development of China's mobile phone ecological marketing. In view of the current market situation and customer pain points, Yundong Times has teamed up with HUAWEI Ads to continuously explore the field of performance marketing to provide advertisers with a set of smart marketing solutions that reduce costs, increase efficiency, and improve ROI.
Under Huawei's smart ecosystem of software + hardware + technology + platform, Huawei's mobile phone system big data is used to solve the problem of advertiser marketing link faults. By building a full-link marketing system, multi-scenario reach solutions can be implemented to increase advertising sales. Transformation. In the post-epidemic era, Huawei can use Huawei’s smart negative screen, global search, quick application services and many other resources to reach users without opening any APP, helping customers in automobile, travel, e-commerce and other industries to shorten the conversion path and achieve the shortest conversion path. Link, marketing upgrade for efficient conversion
The subsequent roundtable dialogue session was hosted by President Effie of Greater China, and was attended by Simon, Director of HUAWEI Ads Product Department, Huang Xiaojie, CMO of Qunar.com, and Chen Yongzeng, Vice President of Yundong Times.Conduct in-depth discussions from three levels: marketing upgrade, technology empowerment, and win-win ecology.. Regarding the impact of this year's epidemic on the performance marketing industry, experts at the meeting agreed that it has stimulated user demand to a certain extent, catalyzed and accelerated the development process of some industries.
Director of HUAWEI Ads Product Department:
Huawei's smart ecosystem continues to upgrade, and HUAWEI Ads user scale and traffic resources continue to increase. HUAWEI Ads has become China's largest terminal media platform, providing advertisers with more and better users and traffic. The system's big data and platform capabilities have been upgraded, and technical means such as OCPX, RTA, and conversion tracking have been continuously introduced to help advertisers find target users more accurately, reduce customer acquisition costs, and improve customer back-end conversions.
Huang Xiaojie, CMO of Qunar.com:
We must make good use of the new digital capabilities of the advertising platform to empower our own business marketing, combine it with the tourism business to find the most accurate potential users, provide matching delivery strategies, and improve the overall delivery efficiency. The combination of Qunar and Huawei's full-scenario smart software ecosystem and the application of future 5G hardware terminal technology will empower tourism through technology, innovate in products, technologies and other aspects to meet users' needs for personalized and scenario-based experiences, and provide travel users with Bringing a better service experience will upgrade the marketing of travel products to a new era.
Chen Yongzeng, Vice President of Yundong Times:
Make full use of the big data and historical delivery data of the HUAWEI Ads system to provide advertisers with data insights into target users, competitors, and potential users. Through media delivery data analysis, we can provide advertisers with more refined crowd tags and user behavior analysis, combined with The resource traffic status of Huawei Ads provides advertisers with more efficient marketing and promotion strategies. In the future, based on the hardware ecosystem, we will open up user links and solve the problem of marketing link faults. Shorten marketing links, quickly reach users, improve conversion efficiency, and drive new business growth.
The sharing and summaries of the guests brought the atmosphere to a climax, and the salon came to an end with everyone's unfinished thoughts. Since then, the 2020 Effie Effective Marketing Awards Huawei’s special offline salon has concluded successfully. We look forward to seeing more platforms like HUAWEI Ads create more brilliant results on the future performance marketing track!