Agenda Day 2
Thursday, 29 May, 2014
Details to follow.
Weixin (WeChat) and Weibo, two China's social networking giants and the local leading social platforms such as LinkedIn, Renren, Tuding, and so on have been building up a thriving social world in the country. Many enterprises are leveraging these social platforms to perform B-to-C communication and execute their social marketing strategies. The popularity of these social players demonstrates that the potential for social networking to help marketers engage their customers are enormous. Yet, many enterprises are eager to learn how to get the most out of these social platforms.
When it comes to e-commerce, you cannot afford to ignore China's market. One recent example is the Single's Day which became the world's biggest online shopping day. China shoppers spent RMB 35 billion ($5.75 billion) on Taobao and Tmall on one single day. Even the central government said it was crazy! Join our expert to learn how to win in this competitive ecommerce world.
Want to gain some constructive ideas on how to improve your company's landing page? Join this interactive session with Eddie and a China's search engine expert to assess the effectiveness of your landing page and learn the techniques to retain your customers by optimizing your site.
China's ecommerce is dominated by e-tailers who are always price sensitive. When customers are hopping among multiple platforms, brand-owned online stores need to be more targeted in their advertising strategies in order to stand out from their competitors. When customers leverage search engines to source product information and compare prices across different sites, brands can also attract customers to their websites and offer them a supreme journey to attain high customer experience and high conversion. In this session, Jackey will give you an overview of the best practices in brand-owned e-commerce, with a strategic focus on advertising, search and content optimization, which are key to enhance relevancy and conversion for your online business.
Advanced / Analytics
Developing innovative business models and new revenue streams using WiFi location analytics
Enterprises now can leverage their existing WiFi infrastructure to launch a new model of business and service platform for marketing and revenue generation. In this session, Brendan will share various business modes and opportunities that are emerging to enable monetization of WiFi generated analytics and deliverance of innovative engagement marketing to enhance customer experience.
Details to follow.
The growth of internet access via mobile has led to a widespread use of social media, with an estimated 597 million people active on social platforms. How to execute winning strategies on WeChat and Weibo and make social efforts appeal to this large social community is always a question in the minds of digital marketers.
Advanced / Mobile
The age of mobile marketing – integration with other channels to enhance customer experience
Mobile services and apps grow along with smartphone users. Marketers need to know how to plan ahead to reach and engage customers through the mobile platform. This session will give valuable insights into how to implement customer-centric mobile marketing with other channels.
Basic / Industry
Digital transformation for the travel and hospitality industry - Insights for your business
Today many people book flights and hotels online, check in for flights via mobile apps, and compare prices and services through social media. Low-cost airlines and meta-search online platforms see healthy upsurge in traffic. A study showed that China online travel market reached RMB 58.56 billion (US$ 9.54 billion) in Q3 2013, 17.1% more than that of 2012. Join an online travel marketer who will tell you how to achieve healthy online traffic and good return on your digital investments.
Online video consumption continues to grow at a phenomenal pace. In Q3 2013, a research study revealed that revenues of China's online video reached RMB 3.25 billion, up 37.3% compared with Q3 2012. Driven by the commercialization of mobile internet, advertising revenues of online video industry in Q3 2013 increased rapidly. The rise of ownership of mobile devices and mobile can satisfy the user demand of continuously viewing videos across screens in fragmental time, resulting in the growth of online video market.
Advanced / Industry
Reshaping your business with digital marketing – Learn from booming financial industry
Given the boom of the country's economy and the increase in its affluent and middle classes, China's financial industry has become unprecedentedly strong. In addition to expanding their product offerings, revitalizing its traditional marketing channels has become a priority. Delivering a superior customer journey to their large pool of customers and enhancing user experience across different channels including mobile, social media, search platforms is vital to their business development. Listen to a leading digital expert who will give you insights on how you should introduce digital marketing strategies into your business.
Advanced / RTB & DSP
Decoding programmatic buying - real-time bidding (RTB) and demand-side platform (DSP)
Programmatic buying is growing fast in China and it is seen as a breakthrough of mobile advertising. A study reported that the amount of display ad budgets spent through demand-side platforms (DSPs) almost tripled to RMB1.5billion in 2013, leaping from just RMB 550 million in 2012, and is expected to rocket to RMB 17 billion by 2017. Through DSP, a tool that automates the purchase of online advertising on behalf of advertisers, media buyers are able to reach a specific audience at the impression level and in real time. Real-time bidding (RTB), a kind of programmatic, high-frequency buying of advertising placements, also enables advertisers instant access to their desired audience and buy impressions one at a time, lowering their cost per action.
Nowadays customers move across different channels before making their purchase decision. The omni-channel approach gets more attention of digital marketers who want to promote consistent marketing messages and track customers across all channels. This customer-centric approach blurs the boundaries between online and offline commerce. Yet it helps enterprises streamline marketing efforts, enhances customer experience, promote brand loyalty and improve profitability. This is not a new concept. Still, many marketers cannot put it into practice. This leading panel of experts will examine the merits of omni-channel marketing and methods to leverage it in China.
|17:35||End of Shanghai 2014|
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