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Friday, October 21, 2016
Understanding and Measuring Digital Consumer Behaviour Across Devices in Vietnam
9:45 AM - 10:05 AM
In today’s fragmented digital landscape, it is critical to have a comprehensive view of consumers’ digital behaviour across devices. In this session, comScore’s Senior Vice President, Asia Pacific, Joe Nguyen, will provide an overview of how agencies, advertisers and publishers can accurately reach and account for consumers. He will also reveal key insights into the Vietnam online audience across desktop computers, smartphones and tablets that media buyers and sellers can leverage to optimise their digital strategies.
From Buzzword to Mainstream: Programmatic is Taking Over Mobile Marketing
10:10 AM - 10:30 AM
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.
Zalo Chat App shaping the Conversation 3.0 in Vietnam
01:40 - 02:00 PM
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.
Building Brand Appreciation in a Mobile World
2:05 - 2:25 PM
Data and technology allows brands to understand and relate to consumers in new and surprising ways. Consumers today expect personalized and seamless brands experiences, and the ability for a brand to anticipate their needs wherever they may be. This session will share how consumer demand is forcing the convergence of creative and data (art & science), and share examples of how this brand is connecting to today’s digital savvy consumers from impressions through to transactions.
What Marketers Should Know about Chatbots and How to Make Use of It For Marketing
03:30 - 03:50 PM
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.
Uplift Consumer Experience from Online to Offline
05:25 - 05:45 PM
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.
Consumer Engagement Using Mobile Technology and Big-Data Solutions
05:50 - 06:10 PM
With 127mil mobile subscription, mobile has not only become the key communication but increasingly part of our consumers lives. For every action– making a purchase, watching an advertisement, browsing a store, surfing the internet, engaging in social media, travelling – there are infinite number of data points. Mobile technology and the ability to extract insight from the big -data have created the opportunity to engage with consumers in a personalized manner. In this session, we will discuss how we could make use of the innovation in mobile technology and mobile big-data analysis to serve our targeted marketing in the connected world.
