Agenda | Mobile Marketing Association

MMA Forum Vietnam

November 3, 2017 | Ho Chi Minh

Friday, November 3, 2017

8:00 AM – 8:50 AM

Registration


8:50 AM – 9:00 AM

Welcome from MMA


9:00 AM – 9: 15 AM

Mobile Marketing : The Third Wave

The changing landscape of the advertising world and the importance of the new tech innovation aiding the marketers and how they see the world changing.

9:15 AM – 9:40 AM

Hooked On Mobile

In a world where consumers are hooked on mobile and attention spans have decreased to less than that of a goldfish, brand marketers’ preconceptions of what marketing creativity is being challenged. Learn how brands have risen to this challenge.

09:40 AM – 10:05 AM

Understand how organizations are assessing their digital maturity and marketing capabilities in their digital transformation journey. Learn about the importance of marketing operations technology management and new operating model, agile marketing to accelerate the impact of marketing in a digital world.

Accelerating Digital Transformation Impact With Agile Marketing

Understand how organizations are assessing their digital maturity and marketing capabilities in their digital transformation journey. Learn about the importance of marketing operations technology management and new operating model, agile marketing to accelerate the impact of marketing in a digital world.

10:05 – 10:35 AM

Doing Mobile Video Right

Across the world, there is an exponential increase in video viewing on connected devices such as smartphones, tablets, set top boxes and Smart TVs. However, it is mobile that is set to dominate users video viewing habits; the user experience is inconsistent and for buyers, there is a lack of adequate control and trusted measurement. Mobile video advertising needs to be fixed and, in this session, the speaker explains how mobile video can be done right.

10:35 AM – 11:00 AM

Networking & Teabreak


11:00 AM – 11:25 AM

Unifying Chat, Social, Commerce And Ads: Why Mobile Messaging Apps Represent The New Face Of Social Media

• The mobile messaging app user – “always on”, loyal and members of their own ecosystems 
• A transformation in the way that consumers interact and what this means for brands and agencies 
• “Dark social”, conversational commerce and why the market isn’t actually dominated by the traditional social media players

11:25 AM – 11:50 AM

Mobile’s Hierarchy Of Needs

The concept of ‘mobile first’ is no longer exclusive to technology-focused businesses and consumers, but is the default position for a growing number of internet users, who now consider smartphones and tablets essential to their daily lives. This session will examine key mobile behaviours that have propelled it to a primary platform, using 9 global markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia) to demonstrate pockets of intense usage within a mobile hierarchy of needs.

11:50 AM – 12:10 PM

Smarter Marketing With Machine Learning

The power of Machine learning and artificial intelligence is revolutionizing digital marketing with far reaching impact for search, display and app ads. What’s happening now is passe, in this session we will explore what’s next.

12:10 PM – 12:40 PM

Mobile Landscape: A View from The Top Table

Mobile is quietly taking over the world. The latest comScore stats show time spent on mobile is hugely outpacing all other forms of media with 26.9% of time spent specifically with digital media. That’s over 2.5hrs a day! But is it winning in the boardroom? Have we, as an industry, convinced business leaders that mobile is a must have in their marketing mix? Is it a game changer when it comes to driving revenue? Brand building? And do they have sleepless nights wondering about the next piece of mobile innovation or where their next award is coming from vs worrying about share prices or investor confidence? Hear from business leaders as they pull no punches on what they think of mobile marketing and the role it plays in their business.

12:40 PM – 02:00 PM

Networking & Lunch


02:00 PM – 02:30 PM

Using Technology And Storytelling To Build Media Brands

After having used the two machines of Culture Machine to build India’s most watched digital network, here is how brands are now using it world-wide to build properties that tell stories, using technology, that people love.

02:30 PM – 02:50 PM

Digital Disruption And Experience Can Influence Key Business Outcomes

Customer loyalty and advocacy are key for success for all companies. Understand how the digital influence and disruption are imperative for the companies to succeed tomorrow. The session discusses the Use case and experience of some of these organisations and how they embrace the changing landscape.

03:10 PM – 03:45 PM

Networking & Teabreak


03:45 PM – 04:10 PM

Marketing Attribution Think Tank

MMA gives you an update on where the industry stands regarding MATT (Marketing Attribution Think Tank) and how marketers can take advantage of MMA’s ever-expanding MATT resources. 

The holy-grail of marketing measurement is Multi-Touch Attribution. Too bad it is so HARD! 

04:10 PM – 04:30 PM

Unlocking Rural Markets

Technology has emerged as an agent of change for rural communities. The media platforms are thriving: free-to-air TV, vernacular press and a mobile first generation. How are the marketers and their media partners reaching and effectively engaging with this emerging goldmine of a demographic?

04:30 PM – 05:00 PM

How To Combat Ad-Blocking Through Creativity

The speaker will tackle the fast-growing challenge of ad-blocking from a creative standpoint. His thought-provoking presentation will cover ways we can address the issue. And possible solutions will be brought to life with cutting-edge case studies.

05:00 PM – 05:30 PM

Closing Remarks


05:30 PM – 06:00 PM

Cocktails


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