Click to read the original article for details. Source: Tencent Ads (ID: e_qq_com) On June 12, "Queen of the Internet" Mary Meeker released this year's Internet Trends Report. The report shows that against the backdrop of declining internet user growth rates in recent years, although advertisers' internet advertising spending continues to rise, marketing effectiveness is not satisfactory. How to achieve "efficient + effective" marketing has become a challenge that all enterprises must face on the road to growth. Looking at China, a report by the China Internet Network Information Center (CNNIC) shows that as of the end of December 2018, China's mobile internet users alone reached 820 million, an increase of 64.33 million compared to 2017, almost equivalent to the entire population of France. Compared to the global trend, although China's internet user base still maintains good growth momentum, Chinese enterprises also face the challenge raised by the "Queen of the Internet." Fan Yijin, General Manager of Tencent Ads Key Account Sales Operations, analyzed the new models of business growth from three perspectives: the reconstruction of consumer paths, the linkage between online and offline channels, and the shift from content marketing to content-driven sales, offering her answers. ▼ Fan Yijin, General Manager of Tencent Ads Key Account Sales Operations, sharing at the Cannes event. Buy, Buy, Buy Anytime, Anywhere Leveraging the Reconstructed Consumer Path Data shows that nearly 80% of consumers are influenced by social media when making purchase decisions. This means that when they browse WeChat official accounts, WeChat groups, or Moments, they may decide to "buy, buy, buy" at any moment due to a piece of information—a stark contrast to the traditional consumer purchase model of "Awareness-Interest-Purchase-Loyalty." This makes it easy to understand why in the past five years, the compound annual growth rate of sales with social media as the base camp in China has reached an astonishing 127% . However, this transformation relies heavily on a series of new technologies such as mobile payment and mini-programs. In the past, when offline physical stores or traditional e-commerce platforms were the core, enterprises either could only obtain limited traffic, or online platforms were disconnected from offline, unable to convert traffic into sales. Now, users become the core, and a series of social tools surround users, connected by mini-programs and social payment, forming ubiquitous sales touchpoints, allowing users to easily complete purchases at every stage of the consumption path. ▼ Fan Yijin introduces the reconstructed consumer path. Furthermore, relying on tools such as digital advertising, WeChat mini-programs, and WeChat Pay, enterprises can combine their existing traffic data—commercial traffic, offline traffic, online traffic, and social traffic—with Tencent's data capabilities through content, interaction, and promotions. Then, through self-built mini-program stores or redirecting to third-party partner channels, and through digital membership management, they can ultimately achieve sales conversion anytime, anywhere. Retail Channel Transformation Leverages Digital Channel Advantages In addition to changes in consumer paths, retail channels are also undergoing tremendous transformation, with Tencent's various resources playing an important role. Fan Yijin pointed out that by fully utilizing Tencent's platform capabilities, offline retail channels are achieving digital upgrades. In the past, retailers relied more on DM/display, promoters, coupons/gifts/low prices, retail stores, and membership cards to achieve goals of reach, interaction, promotion, conversion, and repurchase. Now, with tools such as mini-programs, WeChat Pay, coupons, and Moments, all these goals can be digitized. In this way, retailers can also connect with Tencent's digital platforms to achieve multi-scenario reach, provide consumers with more convenient and personalized experiences, and better help brands convert traffic into sales. Moreover, with the development of new technologies such as VR/AR and artificial intelligence, the in-store experience for users will be greatly enhanced, thereby boosting sales figures. Content Still Reigns: Digital Assistants Helping Brands Achieve the Leap from "Traffic" to "Sales" Fan Yijin summarized content marketing models into three eras: 1.0 era , where content cooperation and channel terminals were relatively fragmented, meaning the marketing department selected IPs for advertising and the sales department sold products, with no connection in between; 2.0 era , where the combination became relatively close, with content as the core, allowing comprehensive cooperation with IPs in content, products, interaction, e-commerce, social, and retail; and 3.0 era , where content and brand/products can be tightly integrated, with the core link called "digital assistants," including social assistants and technical assistants, enabling integrated marketing from product design to TVC shooting, mini-program social interaction, mini-program sales, offline pop-up stores, and smart retail experience stores. ▼ Fan Yijin explains the content marketing 3.0 era. Here, Fan Yijin cited the case of "Chunzhen Xiaomanwa x Produce Camp 2019": As the title sponsor of "Produce Camp 2019," Chunzhen Xiaomanwa deeply developed the IP's potential during the cooperation, personifying the voting rights that most directly affect the debut of the trainees. On one hand, the brand became the "Chief Support Officer," granting users exclusive rights to extra votes; on the other hand, the 101 "popular and rare" trainees were shaped as "Red Grapefruit Boys," directly linked to the product flavor, allowing fans to support their favorite Red Grapefruit Boys while further falling in love with the Red Grapefruit Xiaomanwa, which is strongly associated with the "Red Grapefruit Boys." In addition to multi-dimensional integration in the show, Chunzhen Xiaomanwa also combined Youma with mini-programs to turn bottles of yogurt into digital touchpoints connecting the brand with offline consumers: IP fans generate consumption based on voting, and then through digital tools, this is converted into traffic injected into the mini-program, continuously enriching Chunzhen Xiaomanwa's data assets. Moreover, Chunzhen Xiaomanwa also held the "521 Red Grapefruit Boys Offline Fan Meeting," breaking down the barriers between online and offline, creating a full-funnel marketing loop of omnichannel strong exposure—multi-conversion—efficient operation, achieving sustainable growth in content-driven sales. ▼ Case display of "Chunzhen Xiaomanwa x Produce Camp 2019". The Era of Comprehensive Digitalization Has Arrived Tencent's Digital Engine Helps Brands Achieve Synergistic Growth in Brand and Performance In Fan Yijin's view, today's digital marketing has entered the era of "comprehensive digitalization," and the biggest difference from before lies in the "comprehensive digitalization of people" : In the past, enterprises talked more about the digitalization of "products" and "stores," but now the core is the digitalization of user assets. Therefore, digital marketing methods should not only be digital reach advertising, but also extend to digital promotions, digital instant sharing, omnichannel ordering, mobile payment, digital coupons, digital membership, and more. Tencent will focus on continuously building four engines—content, social, retail, and data—closely following digital trends to provide momentum for brands to achieve synergistic growth in brand and performance.