Today, brands rise and fall based on the mouse clicks of consumers united across the world. As marketers, we’re fortunate to be practicing during a watershed moment in our industry. However, the convergence of rapid technology developments and rise of the Millennial generation is changing how we engage with customers. Customers are the now the new masters of the brand universe.  Brands that let go of the urge to control and that find new, different ways to connect with their audiences will create authentic relationships that matter.  In this keynote, David Roman, Chief Marketing Officer at Lenovo, will share lessons from transforming a product-centric company to a brand-led, customer centric one as well as advice for marketers to apply in today’s digital world.

The rapid development of new technology is changing our lives. But this is merely the beginning, and the rise of AI will accelerate this change tremendously. Advocating the “AI First” principle, Google has been leading the popularization of AI – and how will AI better serve us in the realm of marketing? In this new era, are you ready embrace artifiical intelligence?

As digital marketing continues to progress to this day, data that comes with it is increasingly complex. Data can make marketing easier, or can become a burden as well.
From start to finish in the consumer journey, consumers decisions are also more complicated, and before they reach points of sale, they have already gained vast amounts of information, ascertained their buying interest – while if brands use data on a single dimension – they may arrive at one-sided conclusions.
So, which is the correct way to empower brand marketing with data? Tencent OMG will share insights on gaining consumer contextual insights, bringing together pre-sale tactics and after-sale conversions, as well as ways to support insight; creativity; engagement and ad placement at different key points on this journey – thereby truly empowering brand marketing.

The programmatic buying is booming developing with the gradual migration of consumers to mobile, ott and other screens. The new pattern of Chinese digital marketing industry is being formed.
The development of data technology promotes the brand marketing from the effect to elaborative integrated marketing era, Data and integration will become the key of brand digital marketing, the cross screen marketing based on the data and integration , is truly pushing the development of programmatic buying to the new level. Through the data onboarding, realizing the multi-screen integration of ” OTT+Mobile” , finally to build a new ecology of digital marketing.

Branding is a set of marketing and communication methods that help (if properly done) to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of consumers/shoppers/customers. In many cases the communication is transcendental to the point that the brand becomes part of people’s imagination. Generally, there are some tangible or direct key components that form a brand’s toolbox; which include a brand’s identity, brand communication (such as by logos and trademarks), brand awareness (ad recall for example), brand loyalty (substitution resistant), and branding (brand management) strategies. Additionally, there are less tangible or indirect components (think supply chain as an example) which affect the success of a brand consequently whether or not it may captures people’s imaginations. Inevitably, the role of a Chief Marketing Officer (CMO) has to change into a Chief Growth Officer (CGO) or Commercial Officer. In his presentation Dr. Alcaraz will share some insights as to how we should challenge our conventions on how CMO’s and marketers should do marketing vs. how we actually do it in a fully integrated commercial world.

Digitalization continues to disrupt the consumption landscape and companies are busy transforming themselves to become more digital enabled and competitive.
Any transformation should center around a purpose to answer an unsatisfied human need. Phyllis, CEO of McDonald’s China will share insights into how the company leverage the restaurant reimaging platform of “Experience of Future” and some of latest technologies to answer the millennials’ need for invisible service and social connectivity. She will also share perspectives on how to drive culture change to support digital transformation within the organization.

In this new digital era, how consumers interact, engage with and identify with brands have fundamentally changed. Multiple channels, platforms and vast information available to the modern consumer affords them a comprehensive range of browsing and purchasing options on different devices, and brands must engage users on
multiple touchpoints from online to offline seamlessly to be successful in marketing. Altug Guven, Regional Business Head of Coffee and Beverages at Nestle Greater China, will share his insights on how to successfully engage with consumers in the new digital era.

New Retail is closer then we think. The just past Tmall double 11 global carnival was a example of the new retail concept, Alibaba group has been upgrading its Uni Operation ecosystem. Brands, media partners, agencies and Alibaba group are creating new business forces and a great synergy of globalization, leveraging the data technology to enhance consumer experience. For brands, the end of a double 11 campaign is also the beginning of marketing. As brands are embracing Alibaba’s consumer assets into business operation, the future of comprehensive digitalized consumer operation is coming. Uni operation, the future of new business.

Consumers nowadays have more and more instant and personalized needs that present increasing challenges for internet companies. As the leading global social media platform, Twitter is a preferred online destination for consumers to obtain the latest information. Live streaming, video and various forms of content marketing, as well as the platform’s algorithm that ensures the most efficient delivery of such content, brings forth great business opportunities for brands. Twitter’s APAC Managing Director Maya Hari will share with us how Chinese brands could connect with consumers worldwide through Twitter.

As the development of the obvious trend of users flow centralization, the wide utilization of intelligent datamation, the depth and elaborated operation of users, and the multi-element marketing of content contextualization, the era that deeply connects individual person to information has come. Within one year’s time, in fields such as news, social network, and entertainment, Toutiao has spread and distributed into each separated scene in which people are linked to information, as well as expanding international business, which has made TouTiao not only one of the first-level Chinese information platforms, but also an enterprise that exerts irreplaceable impacts in global market.

How has AB InBev, the world’s largest beverage company, approached eCommerce in China? Is it a route to market or can it be more? This presentation will explore the connection between brand-building and sales on eCommerce in China today.

Digital marketing is evolving rapidly. Marketers must stay ahead of the many trends. From developing optimized email marketing campaigns to using customers’ data to predict their next transactions, data and insights are the keys to unlock the future of marketing. Alyson Griffin, VP of Intel Brand Team, will present Intel’s data-driven marketing methodology and how signals, whispers and trends impact customer engagement.

In this keynote session, the audience will:
1. Articulate how new technology trends impact the marketing landscape
2. Identify key actionable takeaways to drive discussion with their teams
3. Draw ideas from Intel best practices

From drilling wood to make fire to the great navigations, every supersession in technology and every promotion in culture are pregnant with knowledge. From a primitive form of life to the present high-tech age，knowledge is rare which means the authority and reliability of knowledge can help brands reach consumers in an easy way. As the largest knowledge platform in the Chinese internet field, Zhihu possesses the gift for knowledge-based marketing. This knowledge-based marketing which Zhihu builds is dedicated to the philosophy——「Knowledge Energizes Brand Value」. It supports brands to establish their own「knowledge property」, communicating with their customers more comprehensively, and earning better marketing effect and brand reputation.

In the age where marketing is fully digitalized, the importance of digital is.undeniable. With the emergence of voice interaction and virtual reality based “Engagement Technology”, personalized and predictative analysis based “Insights Technology”, big data, cloud computing, machine learning and neural network based “Supporting Technology”, marketing is truly shifting from digital to smart. GDMS has convened an uprecedented panel discussing between executive leaders of Google, Baidu and Microsoft, three of the world’s benchmark companies with regards to artifical intelligence development. Let us look in depth into the work of these three technology giants and how they are spearheading the smart era.

In this session, Mr. David Wang, SVP of NBA China, will be joined by senior executives from NBA China’s marketing partners, including Mr. TK Wang, VP of Beverage Brands, Master Kong, Mr. Allen Jiang, General Manager of Corporate Brand Management Department, Mengniu Dairy. The panelists will discuss how the brands leverage the NBA’s massive fan base and 360-degree marketing platforms to engage and influence their target consumers.

All leading brands are looking to truly gauge the advertising power of ecommerce from inside out, and understand how much sales conversion can they truly help bring. But great challenges come from an increasingly complex consumer journey and media touchpoints to effectively assess their ROI, from the last click to a comprehensive assessment – the model of consumption and purchase have changed, and therefore a model of total touchpoint attribution analysis is needed to unveil the truth of the consumer roadmap in the digital age.

With the growth and advent of Chinese brands on e-commerce platforms, Chinese enterprises are investing and venturing increasingly into the realm of cross-border e-commerce, tapping on the global opportunities to grow beyond China. Christoph, who leads strategy at DHL eCommerce Greater China, will share insights on how Chinese businesses can tap on the huge e-commerce opportunity to grow their business and go global.

With the growth of digital technology and online platforms for all kinds of consumer goods imaginable – a new retail era has arrived. In an age, where consumers have access to vast amounts of information and channels to purchase goods online and offline, effective omni-channel marketing will help engage consumers across all touchpoints and channels for a seamless consumer experience. Christine Yau, Director of Marketing & Product Management at Midea. Will share with us her expert views on effective omni-channel marketing and tactics that will maximize consumer engagement.

In this digitalized and connected era, ecommerce success is vital to the overall health and wellbeing of a brand. Ecommerce is now the crucial component within the digital arsenal of brands, and with great ecommerce operation – brands can utilize targeted data to acquire and convert more consumers into tangible market share.
Daniel, who leads ecommerce for Guerlain under LVMH in China – will share his insights on how to leverage ecommerce for greater brand health and profitability.

Big data has been a marketing buzzword for a number of years, and is recognized as a crucial part of digital marketing. Meanwhile, how big data
Is truly used to streamline a business, acquire users and offer better services is still shrouded in mystery. Richard Weibull, Vice President Marketing, EF Learning
Labs, will share with us his expert insights on big data marketing, and how the use of data can truly solve problems for users.

The programmatic advertising ecosystem in China is becoming more diversified with regarding to user data and advertising inventories. In the user data area, there are many data providers with varied sizes and different data qualities and their pricing modes are often incompatible with programmatic advertising. From the aspect of inventory selling, big publishers tend to build their own exchanges and ad-buying platforms, fragmenting the inventory landscape along with the public exchanges. Therefore, the advertisers must allocate a considerable cost to coordinating and optimizing the campaigns with multiple data providers and ad-buying-platforms. We believe that artificial intelligence technology is a potent tool for advertisers to gain competitive advantages in this diversified programmatic ad-buying market.

Gap Inc, as one of primer apparel companies in the world, has brands that are well known to consumers in the west. In recent years, Gap Inc has expanded well in the China market, and this is also attributed to its consumer engagement via big data, omni-channel and CRM efforts. Eddie Cai, Senior Director of CRM and Business Development at Gap Inc China, will share with us the big data journey of Gap Inc and tactics for CRM success.

An evolution of how we can plan, track, and evaluate performance in this emerging data-driven ecosystem.

User involvement becomes more and more important to a successful brand. The customers are to be the co-owner of a brand. To SAIC MAXUS, this means customers get to be involved throughout the whole procedures, which are the phases of model definition, design and development, test drive, free flow, pricing and feedback. So when the products are launched, the customers have the choice among 10616 selections of different product configuration portfolio and pricing points. It’s not only the breakthrough concept to build up the new relationship with customers, but also need a powerful intelligent big data platform as back-up.

In the era of digitalized mobile marketing, the main battle field is the application of smart service. Marketing is more relied on programmed and refined service product. Smart algorithm and deep programmed technologies will better serve marketing initiatives. Smart marketing is oriented on the customer experience by applying big data and AI technologies to build marketing prediction model. One major challenge of marketing is to study the customers’ mindset in the real scenario and push according recommendations in a smart way. The ultimate purpose is to understand customers even better than themselves which is the WOW experience we are talking about

Due to the popularization of smartphones and long-term usage of application, the information sources and searching habits of our consumers has been changed. The change affect the way consumers obtain brands and commodities information, therefore further influence the choice of promoting channels and product upgrading solution.

The increasingly youth orientation for fashion brands and especially fast retail fashion brands is a key topic, and with emergence of a new consumer generation hailing from post 95 or 00s, brands must offer more cool, novel and vital characters to satisfy this new consumer group. Handu Group has been successful in recent years to accurately pinpoint the preferences of the younger generation, and through consumer insights aimed at youths, it has launched social marketing strategies that leverage entertainment and IP – maintaining great engagement with young consumers via entertainment content and IP with character – make consumers to become more like fans. The Handu Group is currently the fashion brand with most number of fans, exceeding greatly that of traditional brands. Marketing Director of Handu Group Xu Xiaofeng will share with us his thoughts on how the company uses a young-oriented marketing strategy to make consumers into fans.

Today, the world is supplying abundant, more than ‘needed’ consumer goods and services. The Taobao advertisement slogan “You can buy whatever you want” well described this situation. While consumers are enjoying the super convenient shopping, “selection” became more and more difficult. Under this context, making consumer notice your brand, happy to pay money and time on your brand became top challenge for marketers. Jacky Cao will share his thoughts on this topic and some marketing practices against this challenge on Oreo and Stride.

When confronted with the ravages of time, a brand can be just like a woman. We appreciate that with age comes experience and wisdom, but there is also an inherent fear of being ditched for a newer model. Brands sometimes paper over the cracks with superficial “anti-aging” campaigns, but how can they stay truly young and relevant? Amanda Yang would like to share her perspective. Thirty years of industry experience qualify her as an old lady of advertising, however her undiminished passion for the business reveals a young creative at heart.

As Wechat, Weibo, Dianping and other online media and Ecommerce platforms continue to thrive on both PC and mobile, the dissemination of public information is increasingly free with access to all, while the impact of social media continues to increase. Spring Airlines is on the one hand coming up with new tactics in fan-based marketing, while on the other hand gaining in sales – generating great buzz and talking points on social media, and consolidating brand equity. What are some of the secrets to branding on social media? How shall brands dig out the gems hidden in social media? Let us gain insights from Liu Yang’s Keynote Presentation.

From dimensions including length of time, breath of space, and precision of marketing aimed at different consumers, Huazhu Hotels leads the market by designing products and settings for consumer experiences in their hotels. Facing consumers that are easily bored, Huazhu has kept ahead of the competition by staying fresh and treating consumers like objects of affection.

Understanding consumers has always been the fundation of Marketing. In the current digital age, consumer behavior has been changed dramatically and becomes much more digital savvy. China is leading the change.How do Marketers leverage the power of digital to track down consumers, and more importantly, engage consumers in the way appeal to them? Eva Huang, Head of Marketing , Retail Banking & Wealth Managemen HSBC Bank China, will share with us her insights on performance and social marketing in the world leading bank.

ONE has grown from a start-up 6 years ago to Asia’s largest global sports media property and backed by some of the most powerful investors in Asia. Today the company is on track to a multi-billion dollar valuation and expanding rapidly. Find out how ONE grew it’s fanbase into one of the most engaged brands in Asia with a list of partners that includes: Disney, LG, Casio, GoDaddy.com and more.

After ecommerce and transportation, food delivery has become the third internet realm that has reaches tens of millions of users, allowing daily 2,5000,000 users to enjoy food and restaurants on various platforms, and Enjoying the convenience of delivery within 30 minutes. Issues including how to pinpoint user needs, enhance conversion and increase user loyalty, as well as raise the logistic and service of platforms require much support from big data and AI. My session will highlight the uses of machine learning and operational streamlining in the internet food delivery industry;

key takeaways include
1) deeper look into the food delivery industry
2) understand machine learning and operational streamlining for food delivery platforms
3) sharing of 4 case studies, with examples of practical solutions.

They were born around the same time as the computer, and grew up around the internet – and now as the native digital citizens the millennial generation have become the darlings of consumer brands. For brands that are on the edge of trends, the potential spending power of this group offers a huge untapped opportunity, while also bringing challenges to those responsible for digital innovation and consumer insights.
1. How to effective utilize social media to attract and engage with millennials?
2. Which technology is essential for appealing to the curiosity and catering a consumer experience for the millennial generation?
3. How to create interesting cross-brand marketing experiences?
4. How to push the emotional buttons of the millennial consumer?

Years ago, we used to talk about ATL and BTL. Then, we referred to offline vs. online, often separating the digital marketing organization from the campaign marketing team. Occasionally, companies would set minimum spend criteria to ensure we “spent enough in digital”. More recently, we employ the frequently used, O2O. “Online to offline”. Or maybe it’s “Offline to online”. But either way, O2O is already a thing of the past.
Why? Because the 2 implies that one must start in one place, and travel to another. Bringing online to offline. Or offline to online.
In reality, if we aren’t concurrently considering offline AND online when we design the customer experience, we are already set up for failure. Come hear how approaching customer experience with an O&O approach can help us better Educate, Engage and Empower our guests in the new retail world.

Mobile is challenging everything we know about telling stories. This ubiquitous device has not only ushered in a new era of content consumption for people, it’s given marketers a new canvas to tell their stories. So why, then, are marketers building for mobile under the constraints built for other mediums, like TV and print? How can we as an industry break conventional norms and set a new bar for what it means to capture people’s attention. Join Jason Li from Facebook’s Creative Shop as we explore these new consumer behaviors and discuss opportunities and challenges when developing mobile creative for your next campaign

It’s no longer enough to be a digital marketer. Every marketer must become a cognitive marketer. As a global leader of business technology, IBM has been at the forefront of innovations in hardware, software, automated systems, and more recently AI. IBM’s Hilary Kerner, Vice President of Marketing for IBM Watson, will share how marketing is changing in an era of data and AI and how IBM is using Watson to help enable smarter business and brand marketing.

Netease Media Corp. has brought up the new strategic slogan “the leader of content consumption upgrade”. We map the content consumption upgrade system with three main sections: content selection, varieties, and users ‘experience upgrade. We will optimize the content matrix, and satisfy users’ various content consumption demands by improving the services of pictures&articles、videos and live programs, and developing top precise & Intelligent recommendation technologies.
We are engaged in searching for the best ways to serve our consumers. And on the big &systematic map of content consumption upgrade, we will design and upgrade sales service for our clients. And under our positive culture, with ingenuity & innovation, we will be trying all the best to improve ad grow, on the way of reaching for the periodical goal of becoming the leader of content consumption upgrade.

The hospitality industry has always been focused anticipating needs and delivering service through a human touch. In the digital era, data, mobile functionality and AI will bring intelligence and automation to create a more seamless experience for consumers and drive efficiency in the process.  Some worry about how the digital age will make experiences more soulless.

Marriott is on a journey to do just the opposite.  Peggy Fang Roe, Chief Sales and Marketing Officer APAC of Marriott International, will share how Marriott is elevating marketing and customer experience to create an end to end online to on property experience that will make their customers love them even more.

Chinese consumers are today at the forefront of many trends that will reshape global consumer behaviors. Stéphane Wilmet, the Chief Consumer Officer of L’Oréal China, will share with us his thoughts on how to manage, drive and optimize your brand communication through multiple and complex touch points, in order to increase your brand equity in China and globally.

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Brands are increasingly using social media and social content to approach key markets. Thus social media is radically changing the traditional rules of sales and marketing.

In the digital era, social media allows brands to firmly engage with consumers and affect consumer decisions. Furthermore it serves as the basis for influencer marketing and as a core digital channel for instant customer feedback. As a consequence C2C marketing and sales and service become very powerful and effective new disciplines powered by Social Media. The wide use of social media and C2C approaches changes the skill set and role of marketers. Hans-Peter, who also is engaged as an adjunct professor for influencer marketing at University of St. Gallen, will share his insights and experience  with Audi and MINI as CMO, CSO and GM Germany and will give us his future outlook.

From texts, images and video, the exhibiting way of content is constantly changing, and consumers’ attention is shifting all the time. In the mean time, with rapid development of technology, the integration of data, media and content media becomes reality which is able to find a better way to connect ads and customers. How this is going to change the pattern of video marketing and bring brand the new marketing opportunity?

The rapid development of mobile digital media has fundamentally changed how users receive information and services, and users have also changed the state of media. From a time when “people looks for information” to“the information automatic matching people” in the new smart era, interaction between user and media have become more seamless, while technology is generating a marketing revolution.
Xiaomi’s intelligence ecosystem marketing will help brands to target consumers with more precision, communicate and follow users more closely in a closed loop via big data and participation across all contexts, and offering marketing solutions that are more suited to different contexts.
Turing from passive to active, and allowing ads to seek more customers through valued information. This context-based intelligence ecosystem marketing is at the center of the marketing evolution in the age of the IOT.

Data and AI have become hot buzzwords in recent years, while in fact they have long been the core of digital marketing. This presentation will unveil how 360 utilizes its data resources as the foundation, and combines this advantage with innovative uses of AI and new advertising models to interlink PC and mobile internet – and finally facilitating real innovation and tactics in digital marketing.

Walmart has served millions of customers in China for over 21 years through the Walmart and Sam’s Club brands. A little over a year ago, Walmart and JD entered into a strategic partnership.As a result, physical assets were able to take on new expanded roles to build the Walmart and Sam’s Club brands in China. Ben will walk through Walmart’s first steps in the journey, lessons learned along the way and potential for the future.

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm’s marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Hear from Dominic Koh, Vice President, Consumer Marketing, Mastercard Asia Pacific, as he shares how the team in Asia Pacific led the rest of the world through this transformation with the Mastercard Digital Engine.Dominic will share learnings and case studies on how businesses can transform their social and digital marketing model to enable their teams to

1.Connect and drive action with Consumers through their hearts and their minds
2.Take insights from trends and convert them into business results
3.Deliver 200% better than industry campaign results

1. The Transformation imperative: Why we needed to transform and most organizations do, too
2. Consumer Centricity as the starting point

3. An Enterprising Organization: Teams, structures and enablement for transformation

4. Strategic Partnerships: Accelerating change by augmenting skill and leadership capabilities

Today’s marketing is dominated by the rise of new tools – AI, programatic, bots, big data.  What’s being forgotten is that these are purely tools to help more efficiently drive an overall brand vision – how to build deeper and richer connections with humans.   With nearly twenty years experience in China, leading Nike’s running explosion in China and Converse’s dive into Chinese street culture, Matthew Jung has built brands that resonate deeply by building these human connections.

In the digital age, consumer experiences have become vastly different as digital and internet technologies are facilitating numerous new possibilities and consumption options for consumers. Enter VR – which allows users to experience alternate versions of reality and in this case new consumer experiences virtually – setting the stage for a new frontier in brand marketing and retail experiences. Leon Huang , will offer his insights on how VR can truly enhance marketing and create all new consumer experiences in the virtual world.

As the world’s largest supplier of poultry, beef and pork products, Tyson Foods still faced challenges in the China market where the brand’s awareness was low and its brand equity not clear to the Chinese consumer. This was until a series of eye-catching and humorous marketing campaigns engaged the consumer in comical and innovative ways, resulting in a jump in brand awareness from 22% to 74% in 7 months. This is part of an integrated marketing approach that the brand had engineered.
The architect behind this brand marketing success is Tyson Food’s China Brand General Manager Brian Chan, who understood the Chinese consumer and that marketing of a new brand requires an innovative and integrated approach – starting with the “”Just love Tyson Little Fresh Meat” campaign series. Brian will share with us today his thoughts on innovative marketing tactics, from online to offline – that drives a brand’s character and help its values resonate with the consumer.

In the age of mobile, audio has characteristics that matches that of the mobile internet exceptionally well. Audio clips can played in a wide variety of settings including whilst driving, working and exercising – and at the same time becoming a crucial outlet for brand marketing. As the largest audio music sharing platform, Himalaya FM has been proactive in seeking new marketing tactics. From big data marketing, collaborations with brands, to IPs, and the creation of content consumption for “double eleven” – how has Himalaya FM carved a niche for itself among the new consumer generation via digital and mobile strategies?

With Lifestyle having been integrating into Internet World, MTDP- a service platform including all life scenes has been a main zone. How to select targets more precisely with deep sights? How to make ADs being the superior experience and brands being one part of life? MTDP is going to discuss with the public with Brands about this Redefinition.

The world around us is changing. There is more competition for brands, products and services and more expectation from consumers who have less time. To meet this ‘new-world’ agencies must also change to keep pace with new technology and changing consumer behaviors; we all need to become modern-marketeers. I’ll discuss the challenges and some of the solutions.

While big data has been on the “must do” list of every business… for many it has remained on that list. It is challenging, to say the least, to turn it into an actionable tool. With 20 years of experience Siew Ping Lim will show how to move it off that list and make it an invaluable reality for your business.

A consumer’s path to purchase outlines and maps the different moments when brands and consumers connect. In recent years, digital technology has radically changed this path. Mobile technology, e-Commerce ecosystems, social data, and new forms of retail have created a more personalized and data driven experience for consumers. Rupert introduces a new end-to-end approach to planning communications along this disrupted path to purchase, and gives an outlook on how Artificial Intelligence will further bridge gaps between brands and consumers.

As we spend an increasing amount of time in the virtual world, machines will become even more embedded in our lives. Over the next two decades, machines will become as intelligent as us. As this gap continues to close, we will Merge with technology, becoming indistinguishable from one another.

Join PHD China at the premier of its new documentary, ‘Merge’, which explores the rise of new technologies and the countless possibilities this will bring to the marketing industry. The documentary will be shown with an accompanying discussion and Q&A led by Anna Chitty, CEO of PHD China, where the key technological developments presented in stage three of Merge will be further explored.

In the new retail era, successful brands not only need to satisfy consumer needs in a timely manner, but also to guide them into generating new needs. How to leverage the dual advantages of data and technology – to answer the challenges raised by a generation native digital consumers? How shall brands take the first step towards success in comprehensive marketing, and truly become a brand that embraces the new and exploring uncharted territory in the digital media realm? Let us look forward to Carat and Friesland Campina’s sharing of great insights in this session.

YY is spearheading a social revolution – knocking down the barriers with a new social platform that will rebuild connections between people with themselves, each other, and the outside world. YY’s 360 Degree social ecosystem will lower entry barriers, enhance production efficiency and elevate the social experience.
YY is inviting other brand platforms and the younger generation to co-create an open, coexisting and empowering social ecosystem.

China’s next generation of consumers have never had it so good. They have grown up accessing information, goods and services at the click of a thumb. When reaching this audience, the temptation is pursue the latest technology & fads in a bid for relevancy. Richard Cotton, who leads Creative Excellence & Design for Coca-Cola in Greater China & Korea, will argue that creating consistent brand cues and values across the marketing mix is the most effective way to build sustainable brands among this – and any – audience.

We believe that content marketing is particularly important for “experiential products”, which exist widely in tourism industry, from destinations, attractions and recreational projects, to hotels and air thickets. The common features of these products include long-time engagement, as well as sensory and deep interaction with consumers, which are difficult to be delivered by traditional ads. Therefore, we think our marketing strategies should need to complete four dimensions of the change, from advertising to content, from promotion to sharing, from official to user, from independence to platforms. This is what TripAdvisor China has explored in the past few years, together with our users, clients and partners and we will do some sharing on GDMS.

In this age of experience sharing , people’s needs for experience, sharing and intereaction have become greater, and this is also the basis of entertainment marketing. How do brands effectively keep up with current hot topics via popular entertainment IPs, bring more sales via the fan economy , as well as generate more targeted content for marketing communication are pressing questions. More importantly, how do they brands increase their awareness via entertainment marketing ROI, and maximise the influence of entertainment marketing?

With the advent of digital media, technology and multiple online platforms, content for marketing is more accessible than ever and reaches more users on a daily basis – making Content marketing more important to brands than ever. The explosion of content is an opportunity and also a challenge for brand marketing – brands must identify marketing content that consumers can identify with, in various different contexts and touchpoints of the consumer journey. Yeh Ming Hsin, Former Deputy Marketing Director of Changan Ford, and a veteran marketing leader with years of experience at Ford, will share with us his professional insights on how to make a killing in with branded content.

Within just three years, VIPKID has become the largest online English-learning platform for children, with over 200 thousand paid users and 20 thousand native North American English teachers. At the same time, it has become a leading brand and the biggest unicorn in the K-12 industry. The remarkable digital marketing model, innovative marketing perspective as well as creative digital content play important roles in building a brand that truly ignites Chinese children’s interest in learning English and in engaging them in the non-traditional online teaching environment. VIPKID’s remarkable digital marketing strategies also contribute to winning an extensive attention from parents and media, thereby gaining excellent word-of-mouth effect. Sophia Xu, the vice president of marketing of VIPKID, will share her insight on making the best use of digital marketing to build a brand that is attractive to kids and lead them to find the fun of online learning.

With easy access to all forms of content online, and sharing of digital content across multiple social networks – content marketing is increasingly crucial to how a brand is perceived by its targeted consumer audience and whether the brand’s values are accepted and understood.

Liyan Ye, Senior Marketing Director at Valio China, will share with us her insights of how great branded and digital content enhances a brand’s value and equity, and how this can be done across multiple channels with specific marketing tactics.

In this digitalized age, digital documentation of personal and social experiences are shared every second online with friends, family and followers across numerous different social media networks. This serves as a digital blueprint of each netizen and also makes up their consumer profile. Consequently, brands that leverage social media and digital content for their brand marketing well have a decided advantage.

Sascha Pallenberg, the Head of Digital Content, Internal Communications, at Daimler, who is also a well-known blogger on mobile computing, is an expert on brand digital content. He will share with us his thoughts of how to best utilize digital and social content to drive a brand’s equity and values to its targeted consumer audience, resulting in more loyalty and conversion.

In the new media era, content dissemination has met the great challenge. On the one hand, the channel and media is greatly enriched and scattered, one the other hand, the audiences’ reading habits are also more fragmented, which has more obvious effect on the commercial content that enterprises need most. The content of mode of production in the new media era has changed, this is both a challenge and opportunity to the enterprise. The influence is no longer a simple accumulation of channel cost, but a by-product of creative and content. The brand is no longer the self-boasting of enterprise, but all the judgement from the Internet. Producers of good content is transferring from the enterprise and advertising & PR company to the individuals scattered in every corner of the internet. Finding them is the key to spread in this era.

While many content producers still dream of creating a ‘phenomenal marketing incident’, but this is clearly a rare occurrence in the realm of social marketing. Meanwhile most content producers are more content with exploration through steady production of content, and finding their own target audience. This audience may not be the mass, but to content producers they are more on point and targeted, and ultimately more convertible.

Given diverse yet fragmented scenes, how can advertisers develop more comprehensive consumer insight, and based on which, create native content and dive into the senses to interact with target audience and forge engaging experience? Backed by Tencent’s Ecosystem, Tencent Brand Story Editing Room dedicates itself to exploring how to well integrate native content with brand message. It helps brands create brand story and communicate brand philosophy to move audience and generate echo rooms.