Digital Transformation and Marketing Automation: Key Takeaways from the WeChat Strategy & Innovation Summit 2019

By Ajay Ravi, April 16, 2019

Categories

China marketing salesforce marketing automation WeChat marketing to China

On March 6, 2019, representatives from more than 100 global brands gathered at the Royal Plaza Hotel in Hong Kong to attend the second annual International WeChat Strategy & Innovation Summit. As one of the world’s premiere WeChat marketing events, this year’s conference featured speakers from Salesforce, Tencent, WeChatify who taught the audience how to take full advantage of the WeChat ecosystem through the use of WeChat ads, intelligent customer experiences, and marketing automation.

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Targeting consumers with WeChat ads 

In this session, Ian Chan, Senior Director of Business Development at Tencent, taught attendees how to better target consumers through the use of WeChat ads, showcasing several Chinese New Year and Valentine’s Day campaigns from top beauty brands such as Estee Lauder, Lancôme, and YSL Beauté China. For each of these campaigns, brands used highly targeted WeChat moments ads to attract followers to their WeChat Official Accounts, where they were then able to convert a portion of those followers into customers. The session also covered futuristic smart retail solutions which make use of AI intelligence and machine learning to predict consumer behavior. 

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Building an intelligent customer experience 

David Coghill, Senior Manager of Solutions Engineering for Salesforce Marketing Cloud in Asia & India shared how intelligent marketing helps build relationships and engage consumers throughout their product journey. Coghill explained how Salesforce journeys can be used by brands to better understand consumer behaviour and customize every touchpoint, resulting, on average, in a 26% higher return on investment. Some of the largest companies in the world such as Adidas, MasterCard, Philips, Volkswagen use Salesforce Marketing Cloud for their marketing needs.

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WeChat digital transformation and automation 

Thousands of brands from around the world now see China as their number one growth opportunity. With 1 billion monthly active users, WeChat is a cornerstone of their marketing and e-commerce strategy. Jeff Fish, Co-founder and Global Head of Client Strategy for WeChatify, demonstrated how the WeChatify marketing automation platform is able to accelerate marketing, drive sales, visualize analytics, and simplify the consumer journey on WeChat. At its essence, WeChatify connects the intelligent marketing powers of Salesforce with WeChat’s ecosystem to bring consumers closer to the brands they love. 

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The conference concluded with a networking session in which the audience had a chance to interact with the speakers and other attendees, including representatives from some of the world’s largest brands including Walt Disney, Shiseido, Amore Pacific, Swarovski and WeWork. 

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