Agenda | Mobile Marketing Association

Friday, May 31, 2019

1:00 pm – 1:45 pm

Checkin & Networking

1:45 pm – 2:00 pm

Welcome from MMA

2:00 pm – 2:20 pm

Keynote Speech: Data-Driven Decision Making Is The Mandate Of Future-Marketing

In the context of growing demand and hyper fragmentation, it’s inevitably that marketing and its ecosystem have to transform. Basic marketing principles may remain, but being data-led and speed to respond to change will be key enablers for business’s successes.

Chairwoman
Unilever Vietnam

2:20 pm – 2:40pm

Leveraging Technology to bridge the online and offline worlds

 

Consumers are taking omnichannel personalization seriously. What technologies can brands leverage to bridge online and offline personalization? This session looks at successful examples of technologies in use today, such as Artificial Intelligence and Augmented Reality and more.

Country Head
Google Marketing Solutions for Vietnam & Thailand

2:40 pm – 3:00 pm

How audience segmentation works and why it is important to understand the backstage of the process

Sets of audience data are enormous. There are dozens if not hundreds of touchpoints publishers have to collect data. In our presentation we will try to answer the most important questions:
·         What sort of benefits can be extracted from it?
·         How a marketer can use them apart from mere programmatic?
·         How digital audience segment is different from a traditional target audience description?
·         What technology stack that supports data-driven campaigns?

Product Owner & Senior Advertising Analyst
Cốc Cốc

3:00pm – 3:30 pm

CEO Panel - Organisational Mobility

Impact of emerging practices vary across firms. Insights to adapt are key in a period of disruption right now with technology disrupting the marketing world impacting huge swathes of Data and Growth driven by e-business. This panel shares changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment, effectively transitioning through these changes.

CEO
Sendo
CEO & Vice Chairman
FE Credit
Co-Founder & CEO
Juno
Moderator
Managing Director, APAC
Mobile Marketing Association

3:30 pm – 3:50 pm

Teabreak & Networking & Lucky Draw

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3:50 pm – 4:10pm

Direct-to-consumer - opportunities for brands

Direct-to-consumer / digital native brands are growing rapidly and disrupting traditional ones which normally do not own the customer relationships. With the rise of mobile, social and online marketplace, all brands are presented with the unique opportunity to connect directly with their end customers and develop meaningful relationships with them.  Leveraging this opportunity well, brands can build robust customer loyalty and drive incremental sales. Khoi from Facebook will discuss approaches and solutions which can enable brands to move fast on the Direct-to-consumer journey.

Head of Global Business Group, Vietnam
Facebook

4:10 pm – 4:30pm

Impact of On-demand platforms on consumers, service providers, merchants and brands

On-demand platforms and superapps are enabling stakeholders with technology. These tech companies are well-funded, have a lot of consumers, increasingly rixh data and are staffed with large engineering teams. Over time, this will have an impact on all sectors of the economy.

Chief Commercial Officer
Go-Jek

4:30 pm – 4:50 pm

What is your First Second Strategy & Smarties Annoucement

Earlier this year, the MMA announced the results of a Cognition Neuroscience Research project. This session discusses the implications to the research findings and why they suggest marketers should now develop plans and strategies that address the first one second.

Managing Director, APAC
Mobile Marketing Association
Country Manager Vietnam, Myanmar and Cambodia
Mobile Marketing Association Asia Pacific Limited

4:50 pm – 5:20 pm

Panel: Offline to Online Matters Benefits of O2O Business and How to optimize your ROI

 

Retailers use both online and offline channels as an intensive strategy, allowing them to find potential customers online, raise their awareness of products and services, and draw them to make purchases in brick-and-mortar stores. This panel discusses the benefits to the O2O Business, why online expansion necessary for store owners and the importance of physical stores.

Client Partner
Facebook Singapore
Head of Digital
7-Eleven Vietnam
Director Specialised Nutrition
FrieslandCampina Vietnam
Region Marketing Director, IndoChina
Coca-Cola
Moderator
Vice President of Enterprise AI
Appier

5:30 pm

Closing & Lucky Draw

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6:15 pm

MMA Board Meeting


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