Time: March 7, 2019   
Source: School of Journalism and Communication

The sixth International Summit Forum on Application and Research of Digital Marketing Communication was held on March 5 by the JNU School of Journalism and Communication and the National Media Experimental Teaching Demonstration Center. It focused on innovation and empowerment and three questions of digital marketing. The forum was organized by the Guangdong Advertising Association and supported by media including South Metropolis Daily, Yangcheng Evening News and Sina online. Experts and scholars from China, the United States and South Korea discussed cutting-edge issues in digital marketing communication.

In a speech, Fan Yijin, dean of the School of Journalism and Communication, pointed out three focuses of the forum: motivation, referring to innovation promotion; guidance, focusing on the empowerment of corporate culture; and feasibility, concentrating on possible ethical issues in digital marketing's transition period on the premise of continuous technological development.

The theme of the forum not only meets the practical requirements of the advertising industry, but also looks for new development opportunities for Chinese enterprises and brands, said Pang Yujuan, executive president of the Guangdong Advertising Association.”

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Yi Chang, director of content marketing at Tik Tok South China Marketing Center，spoke on New Possibilities of Mobile Marketing, sharing experiences of Tik Tok's great success and innovative mobile marketing from three aspects: User ecology, content ecology and business ecology.

Ye Jizeng, deputy general manager of Wong Lo Kat Health Industry Co., Ltd., made a speech titled Wong Lo Kat – Digital Marketing Drives the Brand Rejuvenating. Brand rejuvenation is neither to stick to convention nor to blindly chase high targets,  he said, but is required to re-imagine and design product power and brand strength.

Prof. Shen Fuyuan, director of advertising and public relations at the Pennsylvania State University，spoke on Culture and Advertising in the Digital Media Era. He pointed out that advertising must establish a deeper emotional connection with consumers to spread brand value.

Prof. Zhao Jingxie of Dong-Eui University in South Korea explained overseas digital marketing in a speech titled The Present Situation and Future of Digital Marketing in Korea, Centered on the Fourth Industrial Revolution.

Zhang Rongxian, president of the Macau Internet Research Society, spoke on Monitoring and Practice of Network Brand Reputation, which he defined as  the perception and evaluation of a brand in the minds of consumers.“