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How close is the Algorithm economy to us? And how far is it?
09:00-09:45 Session 1:
How close is the Algorithm economy to us? And how far is it?

Atthe moment, the business model of using intelligent algorithmto optimize theeconomic behaviorkeeps occurring aroundus.The so-called algorithmeconomy is a process using enterprise’sstatistical analysis of its intangible assets— “data”, combiningwith a variety of mathematical algorithm, to optimize alltheregulative, repetitiveoperation in economic behavior of the pre-and mediumand after purchasing, so that enterprise efficiencyand sales conversion canbe improved.This is the transformation of traditionalbusiness, but also thecombination of scientific algorithms and marketing applications.The usage of algorithmeconomy runs through thewhole lifecycleof users, but different professions focus on different part ofsmartmarketing.

Dr.Xugang Wang,Chief Scientist, Social-Touch
AstraZeneca 3D Innovation Strategy
09:45-10:30 Session 2:
AstraZeneca 3D Innovation Strategy

The core of AstraZeneca innovation strategy is realizing the trueintegration of clinics; transformingfromproduct orientation towholecourse management orientation; Constructinga diseasemanagement ecosysteminvertical field of disease by cooperatingwith diagnostic company,equipment companies and Internetcompanies; respondingto the health carereformpolicy ofgovernment, leading the developmentof medical innovation, andgettinga win-winpartnership.

TinaXu,Vice President of InformationTechnology, AstraZenecaChina
Integrated Marketing-Everything is Media
10:50-11:35 Session 3:
Integrated Marketing-Everything is Media

Media, innovation and products are everywhere and presented invarious ways. The conceptof “everythingis media” is becomereality,in the digital era, media, innovation, products and events arenot just presented indifferent ways, but also presented in moreintegratedways. For example, a video program will trigger a heatedsocialdiscussion, we-media interpretation, offlineevent experiencewillfacilitate secondary spread etc. In the aspect of brand,advertiser hopethe content can be moreintegrated.From thecustomers’ point of view,they also hope to meet diverse needs,likegain information, convenience, cheap etc.All of these requireimprovements in marketingplan integration.

Jennifer Lian,Director of E-Commerce at New BusinessDivision,Daphne Investment Group
Connect Brandwith Global Professionals
11:35-12:20 Session 4:
Connect Brandwith Global Professionals

In 2016, it is a time forus to rebuild the socialmedia marketing.During thepast, marketers focusedmore on growingtheir fan baseand set up social marketingKPImerely based on the number offollowers. But right now,the social marketers attach moreimportanceon engagingand influence theirtarget audiences withattractive, sociable and brand-relevant content.Also in 2016,LinkedIn has brought its MarketingSolution into the China market,with a purpose to connectcorporate brand with theirtargetedglobal professionals by introducing a new way of socialmediamarketingand results measuring.

Brenda Chen,Director of B2BMarketing & MarketingOperations,LinkedIn China
Using Emotional Connections to Turn Contentinto Customers
13:30-14:15 Session 5:
Using Emotional Connections to Turn Contentinto Customers

As much as technology and digitaltools are overtaking themarketingspace, the key to success is still storytelling.With thecurrentfocus on data, we might forget that only attractive,relevantand consistent contentcan build a true connection withthe audience. Platforms (likeWeChat &Tmall) and tools (likeCRM &programmatic buying) are enablers but should neverdriveyourmarketing strategy.Through case studies and industryexamples Siebe willshow how content and storytelling can builda lasting emotionalrelationship with youraudience.

EllenShen,Technical MarketingManager,Tektronix (China)Co.,Ltd.
Consumer Insights-Reaching Consumers' Heart
14:15-15:00 Session 6:
Consumer Insights-Reaching Consumers' Heart

Consumerinsight is the first step of precision marketing. Consumerinsights helps identify consumerbehaviorand target market,segmenttarget market and provide personalized marketing plan.Consumerinsight helps you reach consumers’ heart; based onconsumerinsight, data can be used inthe whole marketingprocess, likeevent planning, store operating, promotingand visualdesigning.

Fay Zhao,HeadofDevelopingMarket, Reckitt Benckiser
Revenue Marketing: Customer Engagement Automation
15:20-16:05 Session 7:
Revenue Marketing: Customer Engagement Automation

Have you noticed that thecustomer buying cycle has changed?60% of the buying cycleis done before sales contact.Thus, weneed to shift our traditionalgo-to-marketstrategy tomorepre-sales activities from engagingcustomers early and so on.Eventually, a completecustomer engagement automationcampaign process is necessary to keep touching customersthroughout theentire buying cycle.

Alex Yen,MarketingOperations Manager, GE Healthcare
B2B cooperates'transformation to digital- Strategy and Trend
16:05-16:35 Session 8:
B2B cooperates'transformation to digital- Strategy and Trend

Tointroducethe market overview of large company, especiallyindustrial B2B companies’ transformationto digitaltrend andstrategy withcase study of the pioneer segments and brands otherthan the semi-conductor industry.The discussion will be related tomost edge-cutting field of ecommerce including B2B, O2Oandindustry 4.0 fromthe fortunetop 500 companies.

Hanson Wang,Headof Ecommerce,ABB (China) Limited
Winning the hearts & mindsof Chinese mobile consumers
16:35-17:20 Session 9:
Winning the hearts & mindsof Chinese mobile consumers

The keyto connecting with consumers in the Chinese market isunderstandingthat where theyare and what they’re looking toaccomplish influences their intent, mindset, and behavior.Thepresentation shows that location, previously thought of as atargetingtactic by mostmarketers, is provingto be a powerfulstandalonestrategic category.Location marketing, in particular, iscriticalin connecting a brand’s marketingactivities to offlinebehaviorswhere nearly 90% of transactions takeplace.

Hedi Wen,Director ofMarketing, China, xAd, Inc
CurrentSituation and DevelopmentTrends of Digital Marketing
17:20-18:00 Session 10: Panel Discussion
CurrentSituation and DevelopmentTrends of Digital Marketing

● Current status

● Key challenges for digital evolution
● Case studies of digital fortraditional brand
Chong Wu, Communications Directorfor Asia Pacific, Performance
Materials and Technologies, Honeywell
Douglas Xu, SeniorIT Manager- BP& Digital Market, Eli Lilly China
FayZhao, Head of Developing Market, ReckittBenckiser
JenniferLian, Directorof E-Commerce at NewBusiness Division,
DaphneInvestment Group

The Hospitality of Enterprises under Social Media
09:00-09:45 Session 1:
The Hospitality of Enterprises under Social Media

In the mobileinternet experience age, the relationship betweenenterprises and customers is not limitedto buy.Socialplatformsare becoming the main battlefieldfor enterprises to connectusers. QD of Tencent relyingon the huge user base of QQ andWeChat is a natural platformto develop Social-CRM.It can helpenterprises provide ubiquitous services for consumers. QD ofTencentwill interpret the hospitality of enterprises through theconcept “Service as products and service as marketing”.

Janitor Wang,Vice president of marketing for QD ofTencent
The Importance of KOLs in Social Media
09:45-10:30 Session 2:
The Importance of KOLs in Social Media

The idea using KOLs to influence demand and enhance targetedcommunication is not a newconcept, but in the digitalage ofinformation-saturation – consumers increasingly look toreviews, endorsements and validation of trusted experts orpublic figures, that are non-celebrities, to help filterthrough theclutter intheirdecision making process. Developing an effectiveand scalable KOLengagement strategy is increasingly importantto expand the reach of communications; connect to a targetedsegmentof consumers based on demographics, psychographicsand lifestyle choices; differentiating yourbusiness fromthecompetitors; stretch yourmarketing dollar without splashingitout on celebrity endorsements and most significantly, to createtrustwith different segments of consumers usingthe enhancedinfluencervalidation, to reducebarriers to sales and conversion

Lu Guo,VP Digital and Ecommerce, Johnson &Johnson
Unleash Digital Power in B2B companies
10:50-11:35 Session 3:
Unleash Digital Power in B2B companies

The social mediaexplosion and the ever-changing digitaldynamismare providing unprecedented opportunities to B2Bcompanies. Going digital has become a pivotalstep to furtheracompany’s transformation and sharpen its competitive edge innowadays context, however, How to integrate digital into bothbizand geo strategy? How to removethe barrier and shape acustomer-focused digital eco-system? How to activatetheentire organization across the borderto embrace the digitalmind-setand culture? … Let’s explore this topic together.

Helen Shi,AsiaPacific Business andDigital CommunicationsDirector, The DowChemical Company
Digital transformation for retail marketing —a rewarding di
11:35-12:20 Session 4:
Digital transformation for retail marketing —a rewarding di

Sharing of the numerous digital transformation experiences inretail marketing which impact significantly the business KPI,channel engagement and consumer experience.

Christine Yau,DeputyDirector, Retail Marketing(InternationalBusiness Division)
Capture ROI Success: KPI Setting for Digital Marketing
13:30-14:15 Session 5:
Capture ROI Success: KPI Setting for Digital Marketing

“Is social media or digital marketingjust influentialand nice tohavefor branding purpose? UnlikeB-to-C campaign, is the ROIsuccess so trivialthat hardlyco-relate directlyto sales impact? Thissession is goingto reveal how to effectively set the KPIfor digitalmarketingand measurethe digital marketing benefit to business,ROIand success.”

Winnie NG,Director, Marketing& Communications &eBusiness,Asia, Emerson Climate
Digital transformation in B2B environment
14:15-15:00 Session 6:
Digital transformation in B2B environment

Due to the natureof thetrade, the Pharma industry (RX) is one ofthe most resilient players towards digital transformation especiallyin theirB2B go to market model.Francis Chaythe Digitaltransformation lead for PfizerAPAC to sharehis experience onhelping digital migrant business leaders better translate today’sdigitaldynamics as wellas alignment of transformation vision androadmap for traditional B2Borganization. This sectionmainlyfocus on thechange management aspect of Sales and Marketingoperation Includestrategic data miningand lead nurturingframework.

Francis Chay,APACDigital Transformation Director, Pfizer
Making Customers and Employees your Content Stars
15:20-16:00 Session 7:
Making Customers and Employees your Content Stars

As digitalmedia grows, consumers are looking moreand more forbrands that look, feel and act like them.This presentation willinvestigate how we’ve used digitalmedia via original videocontent, Facebook ads and traditionalsocial mediato injectpersonality and real lifeinto our brand, no matter wherethatcustomer is positioned on the map. By transitioning awayfromstock photography and overly designed ads, to speakingtocustomers how theywant to be talked to, and showing real peopledoing realthings, we’ve beenable to cut advertising costs,increase engagement and guide UGC in a way thatworks to ouradvantage.

Taylor Howard,LeadContent Strategist, International UED,Alibaba Group
The Pains That H5er Faces--my experience and tips
16:00-16:30 Session 8:
The Pains That H5er Faces--my experience and tips

When talkingabout H5, what are we referring to?

The 3 mountains to climb before launch
The Boss
The Agency/development team
The Consumer
Ending: H5 is not god. H5er are the god to lead H5.

Jean Cheng,AP Digital MarketingManager, Ford
Achieving Brand Marketing Closed Loop
16:30-17:00 Session 9:
Achieving Brand Marketing Closed Loop

Recent internetdevelopments transform online froma singlemarketingchannel to the glueof all marketingactivities. Throughextending the advantages of data and technology and bycombiningonline media likePC, mobile, social networkingandvideowith offline print ads, LED, outdoor,TV etc. brands canbuild a more comprehensive integrated marketing approachandcompletemarketingecosystem.

Siebe Gerbranda,Agency Director,TheGeorge
Panel Discussion
17:00-17:35 Session 10:
Panel Discussion

● Social Marketingin the Age of Mobile Internet

● How to Enlarge Brand Influence and Popularity by Increasingthe Sharing of Content
● Mobile+ Integration: New Trendof Programmatic Buying inChina
● Tips forB2B Marketing Strategy inDigital Age
Tina Xu, Vice President of Information Technology, AstraZenecaChina
Royce Hua, Sr.Manager, Communication Department, GEJean Cheng, Digital MarketingManager,Leading AutomotiveCompany
Helen Shi, Asia PacificBusiness and Digital CommunicationsDirector,The Dow ChemicalCompany
Jacquelyn Wu, MarketingDirector, LivingOctave


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