《数字营销资料》Scottsnote.docxVIP

[Self-intro]Let’s start with a video, in this video, you can feel a little bit how modern technology changes consumer’s life as well as ads industry, which also inspire us to imagine the future of our industry.[click to play the art copy code video]The world move to mobile and multi screen, China is leading the way in many aspects:China smartphone penetration has grown from 35% to 70% in recent 2 years. China tablet penetration is as high as 11%. (Source: Google/TNS Connected Consumer Study 2014.)China smartphone penetration surpass US in Nielson studay (71% vs. US 67%)Consumers are faced with a myriad of marketing messages from many different sources. They have become very good at filtering out those things that are not relevant to them.One of the changes happening now is that we are re-defining the advertisingLet’ stake a look at advertising, in Chinese it’s [pronounce in Chinese] GuangGao. [click] we define advertising as 广而告之 (GuangErGaod?i:) , meaning “tell broad people”.[click] However, this definition is not true for modern advertising. For broadness, we may need more on precise targeting[click]; for “tell” [click] we may need more two way communication of “interactions” [click]So how can we manage the complexity and unlock the opportunity that the technology and data affords us? Data allows us to know your audience. (FIND)We’ve all heard the scary statistics about how data is growing exponentially -- how the total amount of data generated from the beginning of time to 2003 is the same amount that we will generate every 10 minutes in 2013. But - Big Data is really just the collection of individual signals that our users give us across all screens and all devices, all the time. And – there are many examples of how better signals allow us to develop better user experiences. This has been true in other areas for years. (examples: Apple, Amazon, Google Search)Technology allows us to reach them. (TARGET)We – the technology companies – are actively building the so