Agenda

A look at the latest consumer trends in media and technology and how they will impact mobile marketing and advertising going forward.

With Mobile and Data almost becoming synonyms in the advertising world, brands now have access to unprecedented data driven insights, made possible by sophisticated delivery and measurement platforms. More than ever, it’s imperative for brands to take full advantage of the power of mobile data, and move beyond the click, to drive effective outcome driven campaigns. In this session you will learn how to overcome the mobile measurement challenges preventing you from effectively allocating budget, and how to understand the real value of your mobile performance marketing and why it matters for your brand.

Hear first-hand what successful Growth Drivers do in practice from our panel of admired business leaders. Drawing on global research with over 900 people, across 42 countries, including more than 70 interviews with Chairmen, CEOs, CMOs, and business leaders this session reveals how the most successful Growth Drivers are changing their organizational and leadership capabilities. Explore the Hallmarks of Growth Drivers, such as customer-centricity, conscious speed, collaboration and courage – essential to spot and exploit opportunities for customer-centered growth. Attendees will leave with growth-ready practices you can adopt to ensure you harness the power of mobile as a catalyst for growth.

The world loves to chat, and mobile phones have made instant yakking as easy and engaging as pie, whether by text, photo, voice, or lovely stickers. The number of chat platforms continues to proliferate, for example the biggest chat network in China is Wechat, Line in Japan, Kakao Talk rules Korea, and Zalo leading Vietnam. That largely depends on where in the world you live. Away from basic messaging functions, many business opportunities have also been flourishing in which it has transformed brands' conversion with consumers to a whole new level. Zalo has inspired many Vietnamese consumers and gradually shaping the Conversation 3.0 in Vietnam.

We are starting to see a lot of buzz about chatbots but how important will it be and can it really help marketers? The hype around chatbots is really because it is becoming clear that messaging (also referred to as OTT chat) is the new platform, not OS or browser like in the PC world. Chatbots can be thought of as the new apps on this new messaging platform. But chatbots require natural language processing and AI (Artificial Intelligence) / ML (Machine Learning), all of which sound too complicated for marketers to use as marketing tools. But the reality is that chatbots can be the ultimate marketing tool.

We are in an increasingly mobile-centric world, and no one has embraced this world more readily than young people in Vietnam. What are the implications of this for brands? How can brands build meaningful connections with their audiences via mobile.

Brand always wants to provide the best story to convince consumer about their offer. The right content needs to be told in right context and contact to reach optimal response and engagement from consumers. With mobile marketing, marketer can easily land to right context to uplift experience, to bridge “online” platform with “offline” and close the deal. In this session, we will share the way Coca-Cola use different & simple technology to enrich consumer experience and complete full consumer journey.