The New Consumer Journey: Why Content Defines How Consumers Reach, Engage & Return To Your Brand
In this talk, Archit will cover how consumer journey has changed in digital era. Why brands need to shift from Push to Pull digital strategies
How content marketing can add long term business value and drive more ROI that Paid digital advertising with specific case studies from his experience,
Data Driven CRM Campaign Strategy – Persona Building and Trigger Identification
This case is about how Merkle help a client in furnishing industry delivered huge amount of campaign messages to their members each year. This client would like to do customized the campaign message for each member thus improve the campaign efficiency. Merkle use their 1st party data including demographics data, purchase data and engagement data to build their member persona to do campaigns by segment to tailor campaign message like product recommendation and tone of voice thus generate incremental response rate.
Icebreaking Session - Share My Favourite Campaign
Delegates in each roundtable will share with each other their favourite campaigns, the impacts and successes they have had and what exactly made each campaign special. 1. We will follow a clock-wise order, each person can start with giving a quick introduction about themselves: What company do you work for? What do you do? 2. Then each individual can share their favourite campaign, it doesn't have to be a campaign from your own company, it can also be something you have seen or heard of. 3. Please join the real-time voting system and discussing questions proposed on the screen.
Digital Transformation: a MUST Journey for Today's High-tech Companies
Many organisations are facing similar challenges around consistent execution of a digital strategy, delivering connected user experiences, and fully leveraging a complex but robust set of marketing technologies. Digital transformation today means using big data, artificial intelligence (AI), and other innovative tools to re-imagine how a business operates and performs. Without a clear data strategy, companies will be faced with the unenviable task of organising “data chaos”.
Technology Innovations for the Global Marketer
More than a decade ago, US Technology companies developed translation and content management tools to allow them to scale globally. Morgan will share case studies about how marketers across verticals are now catching up by using these same technologies. Morgan has lived in China for 12 years, speaks Mandarin, and has helped clients across the US, China and Europe manage content in 100+ markets.
Networking Buffet Lunch
How Leading E-Commerce Platforms are Leveraging Brand Content?
Cyril Drouin is the Chief eCommerce Officer for Greater China at Publicis Communications. He is based in the Shanghai office and runs the Publicis Commerce practice in China. Cyril has more than 10 years eCommerce and Digital experience in China. Local and international companies came to rely on the eCommerce and digital marketing expertise Cyril creates their successes in either optimizing or creating their digital & eCommerce presence in China.
The Impact of Blockchain Technology on Social Media: Reshaping Online Networking Platforms
Social media based on the blockchain technology, that rewards users for their content in token
For Better User Experience in Digital Times
Chapter1: We see digital tech as a tool
The pivotal point will always be users. All tools are methods, no matter in what times.
Chapter2: We see user experience as invisible feeling
Users can feel something different and better, but they don’t have to know how.
Chapter3: We make products to reach the aim
Biggerway’s aim to better change what we have now. That demands we understand better of user’s feeling and what they may want. Analyze them, not listen to them.
— Case ONE: Sonic facial cleasner - small detail but larger space to user experience.
— Case TWO: Watch - Non digital in digital time
— Case THREE: Superbike - smart bicycle
— Case FOUR: Liveman : Video Shooting suite
Chapter4: Design Thinking plus Digital Tools
We believe design can always make great orientation on product developing. We use design thinking to find the right path, and use digital tools to accelerate.
ending: About BIGGERWAY and our principle in design.
Immersive Technology in Publishing and Marketing
Alex Liu is the Senior Director of Integrated Marketing in CYTS Sparkle Tour 中国青旅网. In 1995, to better cater to the needs of our American clients, CYTS opened its office in San Francisco, California. They work closely with our 100 associate CYTS offices in China. Prior joining CYTS, Alex used to be the Head of VR Marketing in Conde Nast, where he and his team has worked intensively on VR shopping and category in the media giant.
Registration & Light Breakfast
Morketing's Digital Marketing Worldview
As an observer of the marketing industry, we hope to share the unique perspective of the development of digital marketing, as well as the status and future trends, and share some insights, which are developed in the process of growing up with the industry for nearly five years since our establishment.
Build Your Social Presence on Zhihu
Sean is a senior HR industry practitioner with 10 years of experience and is currently the head of the recruitment operations team. He has served as Marketing Manager for Randstad, the world's second-largest HR service provider, and Mercer, the world's number one HR consulting firm, as Director of Digital Marketing. In addition to his work, he also includes First Financial, Southern Weekly, 36Kr and LinkedIn's career columnist. He knows that he has 300,000+ followers and is known to be the official recipient of the excellent human resources.
Networking Coffee Break
A Case Study on How to Use Growth Data to Drive Market
In this talk, Song will cover how Skyscanner builds Growth, the benefits of Growth, how to build data and experiments, the use of data tools, and the building and reform of team departments.
Creative Technology & Customer Engagement
Michelle, Head of Digital Consumer Healthcare Business in Taiwan & Hong Kong region at Johnson & Johnson, is responsible for digital transformation across all brands for J&J in the consumer space such as baby, beauty, oral care & OTC in HK & TW. She has over 15 years of experience for Media, Agency & Client-Side covering in industries of Entertainment, Telecom, Retail & FMCG covering all aspects for Digital, Data Science, CRM, IMC and Strategic Communications on headquarters & regional level. Michelle started her career as market analyst in NY & obtained her MBA degree in City University of New York-Baruch College. Michelle has recognized by 30+ international awards such as Facebook Most Influential Brands, Yahoo North Asia Big Idea Chair Award, ROI for J&J
Networking Lunch Buffet
With digital driving change across every area of organisations, how much power do marketing teams hold in their ability to effectively adapt to constant change? With marketing very much at the fore when it comes to digital transformation and innovation, how much responsibility should lie at its feet when it comes to the wider business and how does it ensure both top down and bottom up support?
The Science of Content
Content marketing is both an art and a science. In this session Luke Bilton, VP of Global Content, Argyle group, will present how to use a data-driven approach to achieve marketing success.
How Content Marketing Can Maximise Demand Generation Efforts
Anita Liu current role is Field Marketing Director for GE Healthcare China, is responsible for leading the marketing strategies, development and branding to drive private business growth. Most recently Anita Liu was Customer & Market Insight Director for GE Healthcare Greater China to lead market insight analytics, NPI value proposition, customer research, competitor intelligence, forecasting and scenario planning. Anita joined in GE Healthcare as Business Analysis Director in 2012. Prior to GE, Anita was the Strategic Marketing & Established Products Manager in Pfizer and worked in IMS as Consultant focus on commercial & marketing excellence. Before joining IMS, she had 4 years’ experience in Sanofi-Aventis as Business Analysis Manager. Anita started her career of marketing in UK, where she accumulated two-year marketing experience. Anita obtained her MBA degree in marketing from University of Liverpool in 2003. She holds a dual bachelor degree in Economics from University of Colorado & China Agriculture University.