In this session we'll explore Google's view of the Vietnam market, how macro headwinds have cascading implications in the local market and how Vietnamese consumer needs, behaviors and expectations have changed post-COVID, based on fresh insights from the e-Conomy SEA report and Year in Search. Lastly we'll share what's ahead - for Vietnam and marketers.
Brands and agencies may get various advantages from the new technologies and platforms, which can help them thrive in the modern business environment. Some of the ways in which modern technology may be of assistance include the following: higher quality communication; deeper data analysis; more precise targeting; more efficient automation; a more satisfying client experience; expanded accessibility.
For the agency industry as a whole, we see the following trends and forecasts developing: insights and analytics derived from data, AI and automation, a heightened emphasis on the customer experience, teamwork and alliances, and a broader range of offerings. More emphasis on data-driven insights, client experience, collaboration, and service diversity will define the agency industry going forward. Success awaits those agencies that can pivot and evolve with the times.
Advertising in a time of economic uncertainty: how agencies can help brands drive efficiency and effectiveness in their digital strategy even in times of uncertainty. This session will discuss how efficiency is operationalised through a unified buying approach and a BCG-Google maturity framework which helps marketers know where to focus their efforts in order to drive effectiveness and gain the most return.
Marketers believe brand safety is a non-negotiable issue yet they also look for how it can be achieved without compromising on effectiveness and efficiency. In that effort, the digital eco-system is shifting towards a brand safety + suitability framework that allows brands to optimize better reach without compromising on protecting its reputation. We will look into this and also delve into what is the current state of Vietnam in this journey.
Brand Marketing refers to establishing a long-term relationship between a brand and consumers by promoting a brand in its entirety. On the other hand, Performance Marketing focuses on championing conversion with concrete data; hence, it is often associated with short-term gains.
In the Marketing and Advertising industry, driving the balance between brand marketing and performance has been a long-standing discussion in the Marketing and Advertising industry, but few have mastered this delicate art.
What are the contemporary points of view on this art form? And how can modern marketers define the right balance for their businesses or client businesses, especially during economic turbulence? Our deep-dive session on Brand Marketing vs. Performance Marketing will cover these topics.
Media measurement and attribution are two important aspects of advertising that help advertisers and publishers understand the effectiveness of their campaigns and content.
Media measurement refers to the process of counting and calculating the number of impressions or views an advertisement or piece of content receives, while attribution measures how effective different channels and media are in driving traffic or sales.
By understanding the impact of different media on their business, advertisers and publishers can make more informed decisions about where to allocate their resources
