一直以来的危机意识和责任态度，使得阿里巴巴（Alibaba Group）这一商业巨擘始终走在引领创新的前列，在自我革新的同时也推动着商业的升级。数字化转型网www.szhzxw.cn
数字化经济迅猛增长的今天，阿里巴巴又在各领域掀起数据赋能的变革，而这次推出的全域营销（Uni marketing）方法论及产品应用，欲重新定义品牌营销的格局和边界。同时，它还主动向品牌主和代理商伸出邀约之手。
没有人会对大数据蕴藏的能量产生怀疑。但面对来自与数字“巨象”共舞的邀请，需要的可不仅仅是胆识和勇气。带着来自营销业内的诸多困惑，麦迪逊邦在2017年网商大会期间特别对话阿里巴巴集团首席市场官董本洪（Chris Tung），探讨本次全域营销合作背后的机遇与挑战。
一、Too good to be true，全域营销有多“全”？
长久以来，各品牌对于阿里大生态下的数据需求一直不断，但部分需求始终难如愿。而现在，阿里巴巴主动开放其数据金矿，的确让业内感到“too good to be true”。
对此，阿里巴巴集团CMO董本洪坦言，考虑到数据本身的重要性和敏感性，阿里巴巴以前并未找到合适的方式/产品开展合作，而现在“时间对了，产品也ready了”。数字化转型网www.szhzxw.cn
如今的阿里巴巴通过自建经营+对外投资的方式搭建起庞大的商业帝国，渗透至你我生活的方方面面，也让其数据能源足以涵盖消费者轨迹的各个环节，其数据赋能的实力，也从最被肯定的电商销售层面扩升至品牌建设层面。数字化转型网www.szhzxw.cn
正如本次采访时，董本洪强调：“阿里巴巴想实现的‘全’更加极致！”本次推出的全域营销所涵盖的数据范围早超过了线上范畴，而是延伸至所有商业场景线上、线下。相比其他巨头公司，阿里巴巴正进一步强化其数据独特的优势。
细心的人会发现，其实自2015年以来，阿里巴巴已经对苏宁云商、盒马鲜生的投资以及超过100万家门店的线上线下布局，并且涉及国内外数千商家。商界的马太效应，让阿里有能力打通品牌全案营销的重要触点。
二、DT时代，“品效合一”会退出历史舞台？
在DT时代，媒体虽然碎片化，但技术让同一生态下的媒体数据变得融合。阿里独有的生态环境，让国外品牌一直渴望实现的“全域营销”在中国得以实现。
难怪这位刚率领阿里亮相戛纳国际创意节的CMO，能如此骄傲的说：“ Uni marketing (全域营销），一定是走在世界最前面的。”因为，全域营销的产品已经让国外营销人羡慕了。
在总结全域营销的内功心法精髓时，董本洪总结了这八个字——“数据赋能、品效协同”。用“协同”代替“合一”的表达，让人颇感意外。数字化转型网www.szhzxw.cn
自2015年开始，数字广告领域开始流行“品效合一”这一热词。顾名思义，即在传播中同时实现“品牌建设”与“效果转化”双丰收。虽然对于“效”的定义在品牌主和代理商之间仍有争议，但是销售仍被视为重要KPI。
“谁不想证明广告是有效的呢？但品和效永远不是一次可以解决的。”这位曾经服务多个全球品牌并曾运营过代理公司的资深营销人，对品效话题有深刻的感悟：“品和效的共同实现永远是长期的过程。”
其实，阿里提出“品效协同”无疑也是对自身早期对品效认知的一次修正，因为现在的产品足以让阿里可以实现消费者全触点场景打通，让一切可被追踪、可视化、可优化，重新定义营销是消费者数据资产管理的过程。
三、身处变局，选择管理改变还是等待？
这个充满变数的新经济时代，昔日品牌王者也可能瞬间落寞。当一切边界变得模糊，如何决策成为关键。
这场由阿里掀起的数字化革新，又会带来营销以外的改变？对此，董本洪也毫不避讳分享他的观点：
1. 传统业务部门、职位的重新思考
他解释道，当品效关系被重新认识时，传统将电商归为业务、将媒介/CRM归为品牌这种划分方式也将被重新思考。数字化转型网www.szhzxw.cn
同样会被定义的还有市场部和IT部，未来CMO也需要懂技术，尤其是数据技术。在这个层面上，这位毕业于电机工程学专业的CMO无疑是稍显幸运的。
2. 高级数据人才的储备
董本洪认为面对大数据时代，品牌主和代理商的当务之急是储备足够的高级数据人才。他观察到，目前已经许多品牌主已经“跑”在代理商的前面，他们让高级数据科学家加入品牌数据分析阵营。
对于代理公司，他表示：“你自己有去升级你的能力，你就会是赢家，没有人会被取代。”
甚至他还大胆预测，未来代理商会升级成为咨询模式，这也意味着代理需要比品牌思考得更为前瞻，这背后需要拥有相应人才储备以及强大的数据分析能力。
董本洪说，对于合作伙伴，阿里向来是开放的，希望与合作伙伴一起共建共创。这一点其实在目前全域营销产品已经开展的合作上已经有所体现，对于产品体验感、操纵感以及对接准确度和便利度，阿里也正与品牌主和代理公司合作不断动态升级，让本次全域营销能产生的可能更具想象。
目前，阿里巴巴已经与葛兰素史克消费保健品等多家品牌主达成合作，而在代理商层面，阳狮集团和阿里巴巴在全域营销上建立深度合作；阳狮集团董事长兼全球CEO Maurice Levy参与本次的合作，让全域营销的合作似乎也添加了几分“CEO项目”的色彩。数字化转型网www.szhzxw.cn
阿里巴巴战略布局的前瞻性总是让不少企业难以企及，而阿里高管的每一次对外所释放的消息也总被媒体聚焦和放大，这一次也必然。
未来有多少品牌主或代理商会加入与“巨象”共舞的阵列，我们不得而知。但不可否认的是大数据变局时代，技术营销的价值越来越被重视，没有哪一个企业会希望自己错失任何机会，也不会希望错过哪一次变革的风口，何况这是一场由数字技术引导的数字化变革。
四、对话嘉宾
1969年出生，拥有国立台湾大学电机工程学学士学位及密歇根大学安娜堡分校工业工程学硕士学位。
董本洪于2016年加入阿里巴巴集团，出任首席市场官。此前，他曾担任数字营销公司VML中国的首席执行官，并作为市场部副总裁就职于百事中国。更早之前，董本洪还分别在宝洁、信超媒体和欧莱雅担任过多个高级管理职务。
五、营销字典
全域营销是由阿里巴巴开发的数据赋能的营销方法论及营销产品组合。利用阿里巴巴Uni Identity的数据基础设施，全域营销重新定义了经典的消费者链路（AIPL）概念，将“认知”（Awareness）、“兴趣”（Interest）、“ 购买”（Purchase）以及 “忠诚”（Loyalty）的消费者链路变成可视化、可运营的消费者资产管理过程。数字化转型网www.szhzxw.cn
全域营销的产品组合包括“品牌数据银行”（Brand Databank）、“全域广告投放工作台”（Uni Desk）、阿里妈妈“品销宝”媒体产品、“品牌号”（Brand Hub），以及“全域策略”（Uni Strategy）。
翻译：
With its sense of crisis and attitude of responsibility, Alibaba Group, a business giant, has always been in the forefront of leading innovation and promoting the upgrading of business while innovating itself.
Today, with the rapid growth of digital economy, Alibaba is once again revolutionizing data empowerment in various fields. This time, the launch of Uni marketing focuses on product application and aims to redefine the landscape and boundaries of brand marketing. At the same time, it also took the initiative to brand owners and agents to extend the invitation hand.
No one doubts the power of big data. But an invitation to dance with a digital elephant takes more than guts. With a lot of confusion coming from the marketing industry, Madisonbon spoke with Chris Tung, Chief marketing Officer of Alibaba Group, during Mescon 2017 to discuss the opportunities and challenges behind this global marketing partnership.数字化转型网www.szhzxw.cn
Too good to be true, global marketing is how “complete”?
For a long time, various brands have been constantly demanding data under the Ali ecosystem, but some of the demands have always been difficult to achieve. Now, Alibaba is taking the initiative to open up its data gold mine, making the industry feel “too good to be true.”
In this regard, Alibaba Group CMO Dong Benhong admitted that given the importance and sensitivity of the data itself, Alibaba had not found the right way/product to cooperate before, but now “the time is right and the product is ready”.
At present, Alibaba has built a huge business empire through self-establishment and operation + foreign investment, which penetrates into every aspect of our lives and enables its data energy to cover every link of the consumer trajectory. Its strength of data empowerment has expanded from the most recognized level of e-commerce sales to the level of brand building.
As in this interview, Dong Benhong stressed: “Alibaba wants to achieve the ‘whole’ is more extreme!” The scope of data covered by the global marketing launched this time has already exceeded the online category, but extends to all business scenarios online and offline. Alibaba is reinforcing its unique advantage over other giants.数字化转型网www.szhzxw.cn
Careful people will find that, in fact, since 2015, Alibaba has invested in Suning Yunshang and Hema Xiansheng, as well as the online and offline layout of more than 1 million stores, involving thousands of merchants at home and abroad. The Matai effect in the business world enables Ali to get through the important touch point of the brand case marketing.
DT era, “quality integration” will withdraw from the stage of history?
In the DT era, although media is fragmented, technology allows media data in the same ecology to become integrated. Alibaba’s unique ecological environment allows foreign brands to realize the “global marketing” in China.
No wonder the CMO, who has just led Ali to the Cannes International Festival of Creativity, proudly said, “Uni marketing must be the world’s leader.” Because, the full range of marketing products have been the envy of foreign marketers.
When summarizing the essence of the whole-area marketing, Dong Benhong summed up these eight words – “data enabling, product synergy”. The substitution of “synergy” for “unity” is surprising.
Since 2015, the word “product and effect integration” has become popular in the digital advertising field. As the name implies, it achieves both “brand building” and “effect transformation” in communication. Although the definition of “effectiveness” is still debated between brand owners and agents, sales is still considered an important KPI.
“Who doesn’t want to prove that advertising works? But quality and efficiency can never be solved at once.” The senior marketing person who has served many global brands and operated agency companies has a deep understanding of the topic of quality efficiency: “The common realization of quality and efficiency is always a long-term process.”
In fact, the “synergy of product and effect” proposed by Ali is undoubtedly a revision of its early cognition of product and effect, because the current products are enough to enable Ali to open up all consumer touch points, make everything traceable, visualized and optimized, and redefine marketing as the process of consumer data asset management.数字化转型网www.szhzxw.cn
In a situation of change, choose to manage the change or wait?
In this uncertain new economy, the former king of brands may lose his life. When all boundaries become blurred, how to make decisions becomes the key.
Will the digital revolution initiated by Alibaba bring changes beyond marketing? In this regard, Dong Benhong also did not shy away from sharing his views:
Rethinking of traditional business departments and positions
He explains that the traditional division of e-commerce as a business and media /CRM as a brand will also be rethought when the relationship between product and effectiveness is reperceived.
Marketing and IT departments will also be defined. Future cmos will also need to understand technology, especially data technology. In that respect, the CMO, who graduated in electrical engineering, is undoubtedly a little lucky.
Reserve of senior data talents
Dong Benhong believes that facing the era of big data, the top priority for brand owners and agents is to reserve enough senior data talents. He observes that many brand owners are already “running” ahead of the agencies, bringing senior data scientists into the brand data analytics camp.
As for agencies, he said: “If you have the ability to upgrade yourself, you will be the winner and no one will be replaced.”数字化转型网www.szhzxw.cn
He even boldly predicted that in the future, agents will upgrade to consulting mode, which also means that agents need to think more forward than brands, which needs to have the corresponding talent reserve and strong data analysis ability.
Dong Benhong said that Alibaba has always been open to partners, and hopes to work together with partners to create. In fact, this point has been reflected in the current cooperation of the whole marketing products. For the product experience, the sense of manipulation, as well as the accuracy and convenience of docking, Ali is also cooperating with the brand owners and agents to continuously upgrade the dynamic, so that the whole marketing can produce more imagination.
At present, Alibaba has reached cooperation with a number of brand owners such as GlaxoSmithKline consumer health products.
At the agent level, Publicis Group has established in-depth cooperation with Alibaba in the whole region marketing. The participation of Maurice Levy, chairman and global CEO of Publicis Groupe, makes the cooperation of global marketing seem to add a bit of “CEO project” color.
The forward-looking strategic layout of Alibaba is always difficult for many enterprises to reach, and every time the news released by Alibaba executives is always focused and amplified by the media, this time is also inevitable.
It’s unclear how many brand owners or agents will join the Giant Elephant dance in the future. But it is undeniable that in the era of big data changes. The value of technology marketing has been paid more and more attention. No enterprise would want to miss any opportunity, nor would it want to miss the tuyere of any change. Let alone this is a digital change guided by digital technology.
Dialogue guests数字化转型网www.szhzxw.cn
Born in 1969, he holds a bachelor’s degree in electrical engineering from National Taiwan University and a master’s degree in industrial engineering from the University of Michigan at Ann Arbor.
Dong joined Alibaba Group as chief marketing officer in 2016. Prior to that, he served as CEO of VML China, a digital marketing company. And as Vice President of Marketing at PepsiCo China. Prior to that, Tung held various senior management positions at Procter & Gamble, Hypermedia and L ‘Oreal.
Marketing dictionary
Global marketing is a data-enabled marketing approach developed by Alibaba that deals with marketing product mix. Leveraging Alibaba Uni Identity’s data infrastructure, global marketing redefines the classic consumer link (AIPL) concept, Turn the consumer links of “Awareness”, “Interest”, “Purchase” and “Loyalty” into a visual and operational process of consumer asset management.
The portfolio of omni-marketing products includes “Brand Databank”, “Uni Desk”, Alimama “Pin Pin Bao” media products, “Brand Hub” and “Uni Strategy”.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源：麦迪逊邦；编辑/翻译：数字化转型网宁檬树。
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