近日，DB对ITTIZ的CEO进行了一场深度访谈，内容涉及ITTIZ的主营业务、成功案例、行业洞见以及前景瞻望~ DB: 请问什么是ITTIZ？企业为什么会选择您呢？ What is ITTIZ and why should businesses choose you? 在ITTIZ，主要是由一群热衷于技术，创意，设计和憧憬未来的人组成。我们都来自不同的行业，拥有着不同的经验，一起聚齐在深圳，为企业提供创新力。我们认为，创意可以真正改变一个行业，我们到这里就是为了做到这一点。我们之所以能快速的成长，并维持高度的客户忠诚度，是因为我们事先分析好整个商务模式，把精力全力投入到公司上，然后再推进任何项目。这有助于在客户之间建立一定的信任关系，并维持持久的关系。现在，我们基本上是公司的营销部门。无论是社交媒体，设计，视频制作，众筹，还是商业质量的动态图像设计，最终都会使用ITTIZ来满足这大部分的需求。 At the core of ITTIZ are a group of people who are passionate about technology, creativity, design and the future. We have all come from different industries and different experiences to offer creativity to companies located in Shenzhen. We think that ideas can really transform industries and we are here to make that happen. Our rapid growth and high retention rate with clients has been due to the fact that we analyse entire business models and look at companies wholeheartedly before moving forward with any of the projects. This builds a certain amount of trust between the client which provides a long-lasting relationship. Basically, we become the marketing department of the company. Whether they want social media, design, video production, crowdfunding, or even commercial quality motion graphics, they end up using ITTIZ for the majority ofthese needs. DB: ITTIZ营销团队为在线销售产品提供了有效的解决方案，但您认为最大的问题是什么？ The ITTIZ team provides solutions to effectively market products online, but what do you identify as the biggest problems? 我们很高兴能与深圳一些了不起的公司合作。大多数人都明白，美学（品牌和设计）和产品本身一样重要。但我们遇到了一些只对短期利益感兴趣的客户，他们不以品牌为重点，而只注重产品。我们最大的问题之一就是试图说服中国企业如何在西方市场上进行营销，推广品牌和设计产品。毕竟适用于中国市场的方案不一定适用于海外市场。 We have had the pleasure of dealing with some amazing companies here inShenzhen. A large majority understand that aesthetics (Branding & Design) are as important as the product itself. We have met other clients who are interested in short term gain and are not brand focused, but product focused.One of the biggest problems for us is trying to convince Chinese companies regarding how to market, brand and design their products for Western markets. What works in China does not necessarily work overseas. DB: 最近有很多人在谈论您“掌控美国”的病毒式营销活动。这场活动的目的是什么？你觉得它成功了吗？ There has been a lot of talk recently about your “Take over America” viral marketing campaign. What was the aim of the campaign and do you feel it was successful? 我们觉得需要不时地通过病毒式营销来展示我们的创新能力。这场运动的目的是向中国公司有创造性地宣告，我们可以帮助他们“占领”美国市场。这次活动取得了巨大的成功，并在许多大型出版物的主页上刊登。不仅如此，还引起了大家广泛的兴趣，甚至还包括一些我们已经结束了的交易。 We feel that we need to showcase our creative ability from time to time by doing viral marketing stunts. The aim of the campaign was to creatively portray to Chinese companies that we can help them “Take Over” the American market. The campaign has been incredibly successful and we were featured on the home pages of many large publications. Not only that, but the envelopes have resulted in a large amount of interest and a few deals which we have already been closed. DB: 最近有很多人在谈论您“掌控美国”的病毒式营销活动。这场活动的目的是什么？你觉得它成功了吗？ There has been a lot of people talking recently about your “Take over America” viral marketing campaign. What was the aim of the campaign and do you feel it was successful? 我们觉得需要不时地通过病毒式营销来展示我们的创新能力。这场运动的目的是向中国公司创造性地宣告，我们可以帮助他们“占领”美国市场。这次活动取得了巨大的成功，并在许多大型出版物的主页上刊登。不仅如此，还引起了大家广泛的关注，同时我们也拿下了好几个订单！ We feel that we need to showcase our creative ability from time to time by doing viral marketing stunts. The aim of the campaign was to creatively portray to Chinese companies that we can help them “Take Over” the American market. The campaign has been incredibly successful and we were featured on the home pages of many large publications. Not only that, but the envelopes have resulted in alarge amount of interest and a few deals which we have already been closed. DB: 这场运动是大胆的，存在着人们看不到的喜剧风险。请问人们是否有像您希望的那样做出回应？ The campaign was daring and there was the risk that people would not see the comedic side. Did people respond as you hoped? 活动开展时是很难预料到公众的反应的。很多人确实看到了这场活动喜剧化的一面，但也有一些人对这个含有挑衅性质的想法表示不开心。总的来讲，活动反应是不错的。我们尽量不去关注消极的反应，因为如果我们试图去处理消极的反应，只会使事情变得更糟。最好的方式就是顺其自然。 It’s very difficult to anticipate public response when launching a campaign. A lot of people did see the comedic aspect of the campaign, while a few others were not happy with the aggressive nature of the idea. Overall, the reception was good. We tend to not focus on the negative responses as us trying to deal with the negative responses would only make matters worse. It’s best to let these things play out on their own. DB: 每种形式的社交媒体都有丰富的内容形式，以致于很难被注意到。请问如何使产品脱颖而出？ There is an abundance of content on every form of social media which makes it hard to be noticed. How do you make a product stand out? 我们是以设计为主的公司。如果在社交媒体方面，我们的重点则以内容方面为主。因为视频能获得最高的互动率，所以最近我们一直向其过渡。最终，我们的内容应该为关注者提供经验、知识，或者某种情感上的反应。我们尽量创作能让人们对产品有所感受的内容。如果我们能做到这一点，看到产品的受众自然就会记住它。 We are primarily a design focused company. When it comes to social media, we focus heavily on the content generation aspect. Recently we have been transitioning more towards videos as they receive the highest amount of engagement. At the end of the day, the content should provide the followers with either an experience, knowledge or some sort of an emotional response. We try to make content that makes people feel something about the products. If we can do that,the people viewing it will remember it. DB: 在社交媒体时代，潮流和营销策略在不断变化。请问您如何确保你的团队在比赛中领先？ In the age of social media, trends and marketing tactics are constantly changing. How do you make sure your team stay ahead of the game? 策略和趋势将始终不断地在变化，但唯一不变的就是人的感觉和情感。真正重要的是想法，而不只是展示它们的平台。我们总是尝试让观众感受到一些东西，我觉得这不仅对社交媒体、设计、视频制作还有营销活动来说，都给我们带来了很大的成功。 Tactics and trends will always keep changing but the one thing that does not change is the human capacity for feeling and emotion. The ideas are what matter and not the platforms through which they are distributed. We always try to make the audience feel something and I feel that has resulted in a lot of successfor us, not only for social media, but design, video production and campaigns. DB: 与其他公司不同，ITTIZ表示要与客户建立长期合作关系。请问您为什么认为这很重要？ Unlike other companies, ITTIZ claims to create long term relationships with your clients. Why do you feel this is important? 归根结底，ITTIZ通过整体定位，建立品牌形象和设计来解决企业所面临的问题，所以我们不会销售预制产品。我们总是会先从客户那里了解他们具体的问题，再制定方案来帮助他们解决问题。例如，如果客户有一个非常糟糕的网站，并且想要做社交媒体，那么我们首先会修复网站，以确保网站的流量以最佳的方式得到转换。我们在整体布局方面的经验确保我们能最大限度地利用客户的资金。 At the end of the day, ITTIZ tries to solve the problems that the company is having with its overall positioning, branding and design and so we never sell pre-made products. We always start fresh with the client to see exactly what issues they have and create a plan that can help them solve the issues. For example, if a client has a really bad website and wants to do social media, we would first fix the website to make sure that traffic is converting in the most optimum way possible. Our experience with the overall mechanism helps to makesure that we are making the best use of the client’s funds. DB: 请问您如何看待未来的ITTIZ？ Where do you see ITTIZ in the future? 自从我们开设办公室的第一天起，我们一直在快速成长。在我们公司成立的第一个月内，就拿到了客户的订单。我们的服务需求量很大，因此我们需要不断为我们的服务添加不同的创意项目，帮助科技公司更好地向公众呈现创新的元素。我们感受到中国与20世纪80年代的日本一样正在经历着同样的过渡，同样是从以制造业为中心到成为创新的领导者。如果我们能够帮助一些这样的公司解决一些有创意需求的项目，那么企业转型无疑将可以加速。 We have been growing quite quickly since the first day that we opened our office. We had clients within the first month of our inception. We feel there is a large demand for what we do. We are going to keep adding different creative products to our services and helping technology companies to better portray their innovations to the public. We feel that China is in a similar position to Japan in the 1980’s, where they went from a manufacturing hub to the leader of innovation. We believe that China is going through the same transition. If we can help with some of the creative issues with some of these companies, we can expedite that transition.