This session is all about what matters to the future of marketing. What we do today is not meeting the needs of the business or the expectations of CFO’s. Measurement of marketing has to change and marketer organisations are not organised for success. The MMA is out to change everything about marketing - it needs to change.  Hear what the MMA boards believe to be true about our future and what the MMA is doing about it.

As consumers, we’re switching towards a hands-free digital world. Most mobile devices now being released to the market are equipped with the latest Artificial Intelligence (AI) technology, allowing us to use voice detection to consume digital content. In a very early stage of this transition, native audio content such as music, audio news have become the shining examples for how marketers catch the trend, interact with audiences, increase awareness and drive demand effectively. That brings to the whole market a frisson of excitement and trepidation at the same time. The fireside chat is going to address the current adoption and potential growth of voice - AI technology and native audio content, as well as how it’s going to affect marketing strategy, the problems and opportunities this presents for the future.

Vietnam has experienced triple digital growth in smartphone penetration over the last 3-5 years. Previously the domain of urban Vietnam, smartphone-enabled technology has now become “the norm” in Rural Vietnam. Find out who these rural smartphone consumers are, what new behaviors has mobile technology spawned and how best to reach out and market to these previously difficult and costly to reach consumers.

The term “brand experience” came with many other terms, but it’s all about chance for customers / consumer and brands to connect, understand and engage with each other. With the increasing number of people who are more interested in memory and experience, Brand experience would be the best way to build relationship. Digital and technology would enabler marketing to enrich brand experience to new level by bringing the designed, personalized and most engaged brand story to every individual hand”

Tet festival (Lunar New Year) is the most promising & challenging season for Pepsi Salt given the high consumption of soft drinks but the highly cluttered media environment. Additionally, Carbonated Soft Drink (CSD) category and Colas segment sales have been on the decline recently due to a lack of excitement and Relevance in the category. For Tet 2018, Pepsi Salt sets an ambitious goal of spiking both brand health and sales performance. Let's check out how Pepsi Salt makes a big hit to 2018 Tet.

Each generation comes with a unique set of behaviors and presents a unique set of opportunities for those looking to reach, engage and turn them to their loyal consumers. For the last decade or so, Millennials have been the generation for brands to engage because their spending power has gradually grown. However, now is the time for brands to shift their focus to the succeeding generation, Generation Z or Gen Z (12 to 21 years old) - The Consumers of Tomorrow.

In the fast changing world, tomorrow marketers must be agile and adaptive to understand emerging trends which shape the future of human being. Their role is not only to define unlocked needs & desires in order to bring new innovation and new business, but also to make brands more relevant and appealing to consumers meaningfully and powerfully. Ultimately, marketers must be always ready to serve consumers in novel, exciting and better ways.