Located in China, Ivan believes that ideas like innovation and going green are popular all around the world, and if marketers can utilize local cultures to interpret global issues is what makes a global campaign effective.What site(s) do you have to visit everyday for Marketing news?
Linkedin, I have joined some groups about marketing and shoe manufacturing.
What site(s) do you go to at least once a day for fun and inspiration?
I really enjoy New York Times. It offers various topics and information.
Greatest skill a good Marketing professional requires?
It requires creativity, communication skills, and the ability to draw consumer insights.
What is the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
Since I am in OEM, marketing trend doesn't matter too much to our business so far. But as a manufacturer, we do need to observe the sports trend and other sports brands' products to keep our minds sharp.
There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
I feel behavioral targeting is getting more and more personal and better defined. For example, when I browse NYT from China, the website delivers ad in simplified Chinese version.
What is essential NOT to do when it comes to your speciality?
Lowering the price
What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
I feel designing plays a more and more important role in the marketing world. People usually don't really know what exact products they want. If a marketer couldn't foresee the possibility of good designs, s/he literally kills the chance to make a difference.
Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
I believe great marketing ideas do travel across boarders and cultures. Ideas like innovation, love, green power, etc. are popular around the world. If marketers can well utilize local elements/cultures to interpret globalwise issues, they could deepen the marketing effects and evoke more responses.
Best piece of advice you have received?
Stay hungry, stay foolish
Growing up, what was the first thing you can remember wanting to be?
I wanted to be pilot when I was a little boy. Till today traveling around the world is still one of my life goals.
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