Building Trustworthy Brands in a Mobile Centric World
Now more than ever before we need to build and safeguard a brand's trust quotient. With user experience at the centre, this session discusses ways trust can be built, and how the marketing value chain needs to adapt itself to build and safeguard trust.
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, Vasuta explains how mobile video can be done right.
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 passé. In this session we will explore what’s next.
MMA India Board Member; Vice President, Southeast Asia and South Asia Frontier
Google Asia Pacific
12:10 PM – 12:30 PM
Daily Life with Intelligent Content Marketing
Mobile marketing is witnessing exponential growth and altering consumers’ decision-making process. To address the changes, we need a new marketing solution. UCWeb initiates and launches the idea of “intelligent content marketing” at MMA Forum India, and offers marketing solutions with this new mindset.
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 Johnson & Johnson has risen to this challenge.
The Next Frontier: How Advertisers are tapping into the potential of Mobile Audio
In a market dominated by video, brands are finding success in moving a percentage of their digital spends into podcasts and audio, complementing an otherwise purely traditional media campaign. With a high recall value, the discussion will revolve around how audio has come to be the differentiator in a cluttered visual market.
One third of the ads on the web aren't viewed. Was your ad one of them? As marketers we need to ensure that our messages meet their intended audience and viewability is a key currency for that. In this panel discussion we'll explore transparency, suitability and impact for ads from a brand, an agency and a platform's perspective.
Bucks and the Bang: New Measurements for the New Age
Measuring the effectiveness of marketing has always been an iffy exercise. Patchy data, unverifiable cause-effect and the effects of random events on the outcomes have allowed only confirmation of the existing beliefs and biases. Now, technology, digitalization and especially the mobile allows deep consumer surveillance and consumers are quite willing to share their private lives with everyone for the convenience of search, discussion and transaction. It changes the measurement game and new, smarter measurements and metrics must be found to get more bang out of the marketing bucks.
Mobile’s Role in Dark Media Markets (Unlocking Rural)
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?
Panel: Mobile Landscape: A View from The Top Table
Mobile is quietly taking over the world. 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.