Agenda

The tradition marketing strategy starts with a consumers’ insight and ends with a consumer behavior changes. While the fundamental idea remains unwaveringly true, the road to consumers’ mind and heart has never gotten more diversified and sophisticated in this unprecedented time. Winning now requires a different route to awareness, different approach to consideration and especially different path to conversion, enabled not only by consumers insights but also by data, ideology. 

Remaining as a top-of-mind brand for our consumers now requires a new spin.
What will this entail? Let's deep-dive into the new Modern Marketing approach.

With COVID, digitalisation is no longer a luxury but a necessity. Given the outbreak’s severe impact, we may see a permanent shift in business attitudes and behaviors towards digitalising, which will have an outsized impact on Vietnam’s growing digital economy. 

Traditional and small businesses need to embrace technology to protect their bottom lines and digitalise or risk falling further behind. With Grab's "digitize the least digital" agenda & commitment, traditional and small businesses achieve higher productivity growth through digitalisation, which has traditionally been a barrier due to perceived costs, lack of digital literacy/skilled personnel, or the belief that existing operating models can sufficiently meet demand. Through our digitalisation initiatives, we enable these businesses to digitalise faster, thus helping them to grow revenue opportunities, stay competitive and enhance resilience in an increasingly digital-reliant world.

We’re in the golden age of television, with an abundance of choice for viewers not only when it comes to what to watch, but how to watch it. Streaming viewership is on the rise in Southeast Asia, especially in Vietnam. Research from Kantar and The Trade Desk shows that viewers in Vietnam are streaming 1 billion hours of OTT content every month – meaning agile brands and marketers need to increase their investment in OTT advertising to reach audiences where they are. What is the state of Connected TV and OTT in Vietnam? Who comprises this audience and what viewing behaviors and consumption habits do you need to be aware of? This session will provide you with key findings from our OTT research for Vietnam to help you unlock this fast-growing channel.

One of the best mobile marketing campaigns in 2021, which selected among hundreds of campaigns submitted to Smarties Vietnam Awards 2021. There's no doubt that coupons win the consumers' pockets. But if you are up against other market players who are equally willing to invest, you need to do something else. At BAEMIN, we translate this fierce competitive pressure into a passion to build a brand that serves the new generation of young Vietnamese who see food delivery as an inevitable part of their lifestyle. In this session, we will share with you some thoughts behind our marketing philosophy and campaign design.

The MMA & WARC report summarises the Vietnam findings of our latest APAC mobile marketing survey, which assesses how advertisers and agencies are using, and planning to use mobile as a part of their marketing strategy. It focuses on the the critical areas which need to be taken into account by advertisers, including the impact of ecommerce and social commerce on the use of mobile, the challenges being faced and the future of mobile technology.

In the early of internet, the first display ad that AT&T ran on HotWired hit 40% CTR. It was called targeting banner ads to true audiences. Recently, with the empowerment of Influencer Marketing, brands have been allowed to connect to True Audiences for Real Engagement as the influencers can help brands maximizing reach, utilizing their trust. Authority given by the audiences from the influencer’s expertise on a specific topic reinforces the credibility and convinces people to make purchasing decision. It’s now for all Marketers and Advertisers to better understand the Contextual Influencer Marketing that gives their consumers a better reason to “Connect” again.

Building a brand that is more meaningful, different, and salient has increasingly become one of the most important goals for many businesses. But how do we shift the needle on these dimensions? A lot of clients and agency partners struggle with this critical aspect of modern marketing. This session will give you a look into how MAD, Ogilvy's proprietary strategic and creative approach, can help build brand power.