Jason Wong, 深圳MWI合伙人 — Founding Partner, MWI, Shenzhen
DB: 首先，请问什么是中国市场营销峰会？ First things first, what is China Marketing Summit?
中国市场营销峰会是中国最大型的营销会议，覆盖营销所有方面，包括线上、线下、顾客及B2B。这是面向所有公司企业的会议，无论他们是面向中国市场还是西方市场。
The China Marketing Summit is the largest marketing conference in China and covers all aspects of marketing including offline and online, consumer and B2B. It is for companies targeting China as well as those targeting Western markets.
DB: 谁会参与会议？ Who will be there?
与会者包括首席执行官、首席营销官以及不同层次从事营销的专业人士及企业。
Attendees include CEOs, CMOs, marketers at all levels and entrepreneurs.
讲者包括首席营销官以及来自大型跨国公司的营销专员、部门负责人、高级产品经理以及精通营销技能的创业家。
Speakers include CMOs and other marketing executives from large multinationals, to agency heads, to growth hackers and marketing-savvy entrepreneurs.
DB: 参与峰会的好处是什么？ What are the benefits of attending?
市场营销的世界变化速度非常快，企业及个人总面临着落后于发展潮流的风险。我们的会议是为了给大家提供最新的市场营销知识，让大家能更好地为他们的公司服务。
The world of marketing is changing at a rapid pace and companies and individuals are always at risk of falling behind. Our conference is designed to give individuals who attend the most up to date marketing knowledge so they can grow their companies and their careers.
DB: 你们的与会者来自世界各地。据您的经验，您觉得中西方企业在市场营销方面最大的不同是什么？You have attendees from all over the world. From your personal experience, what would you say is the biggest difference between marketing in China and the West?
要了解中西方营销的不同点，首先要了解由数字营销公司MWI首席执行官Josh Steimle创立的“市场营销简易量化频谱”，简称“EMMS”。一些营销方式是很容易去量化评估，像付费搜索和在线广告。公司可以计算每次广告点击率他们花了多少钱，追踪每一个点击他们网站、购买了产品的用户，整个过程几乎都是透明的，因此他们测量很容易。另一方面，公司会有一些市场投入，比如公关协调。例如，像福布斯杂志这样一个主流刊物报道了一篇关于我们公司的文章，这里的价值是多少？如果在文章发布后，你看到销量大增，那么你们的销量就有部分要归功于文章的发表。但如果你的公司是像华为或者阿里巴巴这样的大公司，平均每天有10篇关于公司的报道，那去计算公关的作用就几乎是不可能的了。
To understand the biggest difference between marketing in China and the West, one has to understand something Josh Steimle, CEO of marketing agency MWI, has created called the Ease of Marketing Measurement Spectrum, or ‘EMMS’. Some forms of marketing are very easy to measure, like paid search or online advertising. Companies can measure how much they spend per click on an ad, track an individual click as it travels to their website and makes a purchase and so they can measure that entire process with almost perfect transparency. On the other hand, you have marketing investments like public relations. If a major publication like Forbes Magazine publishes an article about our company, what is that worth? If you see a bump in sales right after the article comes out, you might be able to attribute part of that bump in sales to the article, but what if you’re a large company like Huawei or Alibaba and there are 10 articles being published about your company every single day? It becomes almost impossible to track how effective your PR is.
传统来说，公司会先在市场营销方面下功夫，因为容易测量而且市场能把投入最大化。把投入范围从市场移走，那就会变得很难估量。这其中的道理其实是：当公司比他们的竞争对象先投入到难以预测的市场，往往他们能够得到更大的好处，因为他们以很低的成本接触到他们的市场并占有一席之地。举个例子，一家公司投资搜索引擎优化，这比付费搜索更难量化评估，也花更长的时间得到回报，但是它能在像谷歌这样的外国搜索引擎中建立有利地位。一旦它的竞争者像要学习他们的做法，竞争者们也不会成功，因为先行者已经有它自己的搜索结果，而且很容易巩固他们的优势。
Traditionally, companies will spend first on marketing that is easy to measure and as they max out the benefit that marketing can bring them, they move along the spectrum towards marketing that is more difficult to measure. The secret, however, is that companies that invest first, before their competitors, in the marketing that is harder to measure, can gain an enormous advantage because they are often able to access that marketing at a lower cost and they can own a space. For example, a company that invests in search engine optimization (SEO), which is harder to measure and which also takes longer to generate a return than paid search, can build an advantage in search engines in the West, like Google, in such a way that even once their competitors start copying them, they can’t win, because the first mover already owns the search results and can easily maintain their advantage.
中西方市场营销的不同，在于中国绝大部分公司都固守着频谱的一端——他们只投资在容易追踪、能得到快速回报的市场。他们在别人已经开始创新之前，是不会想去尝试新的东西。在西方，公司之间的竞争已经持续了很长时间，他们几十年前都已经开始把市场营销转向搜索引擎优化、品牌管理、公关方面，他们不会害怕尝试新东西；相反，他们是在寻找着新的发展机会，因为他们知道新的发展机会才是他们能够战胜竞争对手的机会。
The difference between marketing in the China and the West is that in China most companies are stuck on one end of the spectrum–they only want to invest in marketing that is easy to track and which provides a quick return. They don’t want to do anything new until everyone else is already doing it. In the West companies have been competing for a longer time, so they have already been investing in SEO, branding, and PR for decades and they’re not afraid to try new things, in fact, they’re always looking for new things because they know that’s where they can gain an advantage over the competition.
DB: 中国市场营销峰会适合不同规模的公司。请问在与刚建立的创业公司以及已经发展良好的跨国公司对接时的策略是否有所不同？China Marketing Summit caters for companies of all different sizes. How does the strategic process differ when dealing with a startup as opposed to a well-established multinational company?
创业公司在市场营销方面有它自身的好处，因为他们没有大公司已有的习惯及传统，他们也不需要去担心得失顾客。大公司经常会在营销方面变得迟疑，因为他们有许多的顾虑，需要经过多层许可才能办成某件事，而创业公司可以快速地做决定。想要改变方向的话，大型跨国公司就像驾驶着一辆油轮一样困难，而创业公司更像是一艘快艇能很快的地改变航向。另一方面，大型公司有着创业公司梦寐以求的资源。如果使用得当，大型公司可以建立高级产品经理部门，在市场营销方面自由地试验，更快地策划出有效的市场竞争战略。
Startups often have an advantage when it comes to marketing because they don’t have the legacy habits and traditions of a large company. They also don’t need to worry about alienating existing customers. Large companies often become slow with their marketing because they have so many concerns and so many layers of approval to go through to get anything done, whereas a startup can make decisions quickly. Changing course when you’re a large multinational is like steering a large oil tanker and a startup is a speed boat. On the other hand, large companies have resources startups can only dream of. If used wisely, large companies can establish growth hacker departments that have the freedom to experiment in their marketing, much like a startup and they can produce effective marketing campaigns quickly.
DB: 请问您从经营中国市场营销峰会经历中学到些什么？What have you learned from your experience running China Marketing Summit?
做一场活动是非常具有挑战性的。为了得到好的成果，让更多人满意，有许多的东西需要兼顾、考虑，但那也很值得。我们很开心能够把中外的公司都聚集在一起，让他们能够互相交流学习；那样非常有趣。
Putting on an event is very challenging. There are a lot of parts that have to come together for it to work out well and for people to be happy with the results, but there are great rewards as well. We’re excited to be able to bring together East and West so there can be an exchange of knowledge and ideas. It’s a lot of fun.
DB: 请问我们的读者可以怎样订票、参与到中国市场营销峰会当中？How can our readers book tickets and get involved?
大家可以浏览我们的网站ChinaMarketingSummit.com，或者关注我们的微信公众号：MWIChina 来获取更多相关信息！
On our website at ChinaMarketingSummit.com
WeChat account: MWIChina (We are officially launching this public account NOW!)
