On 18th Nov, China Centre Continue Study Club and Marketing Club co-organized a talk on Innovative Approaches to Marketing. Invited speakers were Allen Mao, Aileen Wei, Hugo Shi, and Zhen Li. More than 60 alumni and students attended the event.

Allen Mao is an AMBS alumnus and the founder of China Centre continue study club. Having started a company himself, Allen shared with audience his views on what innovation is, whether innovation is in need and how long and in what ways innovation will survive. Aileen Wei, an AMBS alumnus and the co-founder of China Centre marketing club, invited her colleagues Hugo Shi and Zhen Li to redefine marketing’s role in the context of enterprise-wide digital transformation. Specifically, they introduced the concept of Martech, short for marketing technology, and explained how technology is shifting user behavior, media consumption, advertising tactics and consequently changing dynamics in the marketing industry.

Utilizing expertise in the field, speakers strived to tell audience the story that marketing is no longer just about digital display and video, let alone prime-time TV and printed ads; the industry has made significant gains in its ability to find, understand and reach audiences and to serve them creative, personalized messages fueled by data insights. And in short, if you fail to embrace these advancements, you will lose customers to competitors that do. Same as other club events and industry talks previously held at China Centre, alumni raised interesting questions and stayed after the talk to exchange thoughts about the topic.