If machines can compete with people in thinking, what makes us humans unique? How do we maintain real human connections in an increasingly digital world? Technology plays a role in just about everything we do, particularly how we communicate. But with the plethora of messages and content available, how can brands continue to cut-through and connect with consumers?
Drawing on his breadth of experience managing global blockbuster brands including SK-II and Olay, Markus Strobel, President Global Skin & Personal Care at Procter & Gamble, will demonstrate how brands can continue to win consumers’ hearts by successfully bridging the gap between the digital and the human.

Marketers and creators are joining forces in the digital age. More and more, entertainment and influencer marketing is converging with technology such as AI and data analytics. Branded Entertainment Network (BEN) is the first entertainment company to leverage deep learning neural networks, and helps brands better reach its target audience through digital platforms. Ricky Ray Butler, CEO of BEN, will share in this keynote session on how marketers can use deep learning algorithms to better predict the performance of their content and advertising campaigns.

As the originator of some of the most iconic beverage and snack brands enjoyed by consumers everyday around the globe and here in China, Pepsico and its brands are in tune with marketing that is most engaging with consumers. Lilly Yip, who leads the beverage category business for Pepsico China, will share with us her keen insights and experience on how to win at marketing to a new generation of savvy digital natives in China, and innovative campaigns that build emotional resonance with them.

In the ecosystem of digital marketing, Volvo is building a new type of win-win relationship between consumers and the brand, from the perspective of an automotive industry and beyond.

Innovation is the key driver for sustainable growth and has special relevance in the China Market. ZX Ventures is an area within ABInBev which mission is drive new growth opportunities through unmet consumers’ needs and pain points to unlock incremental value in the Chinese beverage industry. Premiumization has been the key driver of the China beverage market growth and ZX Ventures believes that Craft & Specialties Beer Segment has a key role to play in the Beer Industry in the years to come.
But How to build the Craft Industry in China being relevant to consumers? How Craft Industry will be different in China than any other Market in the World? Nicolas Morelli, will outline the way that ZX Ventures through our own Operating System focus on capture consumer insights and translate this to meaningful Brands in orders to shape and build the Craft Category in China.

The consumers decision journey is becoming a long and winding road in digital age. And Alimama is leveraging data and AI to develop innovative consumer operation solutions, explore new scenarios for business growth, and digitalize the whole marketing path, so as to analyze and influence consumers’ “micro-moment” behaviors, and to achieve the new growth by driving the consumers from brand awareness to sales conversion.

Business growth is of vital importance to corporations, especially in a time when the global economy endures uncertainty, and consumer demand changes fast. From corporations’ perspectives, as most of brands are already at the peaks of their life circles, they are confronted with sluggish growth, severe competition and shrinking profits. How do they survive under the circumstances, and even grow their business?
On Weibo, we found numerous corporations not only making good use of the platform to overcome the difficulties of their own, but also optimizing R&D and new product launch to realize explosive business growth. Their products were even wining red ocean competition.
Weibo will share the stories of these wining corporations, their tested “Social First” practice on the platform, to help more corporations to win the micro-moment.

Aiming at users’ awareness, taking marketing back to its essence, and generating value from information.

With the unwinding of the demographic dividend, Internet traffic has plateaued, and we are now seeing the second phase in the era of digital marketing. The emerging generation of consumers is no longer satisfied with just the brands or their products. Their service expectation keeps rising, and they pay more attention to the purchase experience. They resonate with brands and use them to express their self-identity. Plus, they recognise and seek the power of shared values. Influenced by social networking, smart technology, strategic partnerships, etc., their consumption behaviour and purchase decisions have evolved significantly.
Given the changing consumer buying behaviour, how do we revitalise our marketing strategy, enabled by data and technology, to transform such a ‘traditional’ trade as the hospitality industry into an ‘experience-driven’ product?
Ms Lin Wang, Chief Marketing Officer of InterContinental Hotels Group in Greater China, will talk about hospitality in the digital era.

Brands are not a high-profile declaration, but the sharing of ordinary people’s lives. Brands would no longer guide our lives, but integrate into our lives.
With the evolution of the marketing era, the voice of ordinary users in marketing is becoming more and more important. As a creative platform and a marketing platform that adhere to equal and universal benefits, we are committed to finding the value of business in everyone’s real life. Also, we are aiming at establishing an equal dialogue between brands and users, allowing brands to have a more warm and deep connection with users.

Emotional resonance, or influencing your target audience by evoking emotion, could be challenging. Retail brand interacts with guests on a daily basis…and another important way to build brand trust through engaging and value-based content.
Tim Hortons is Canada’s favorite coffee brand whose underlying loyalty has been the backbone of the chain’s success. Every cups tell a story. Bin He, CMO from Tim Hortons China will share the story of how one humble, hockey-loving man brought a simple of dream to life for an entire country to share; the beginning of something great and even bigger dream yet to come in China.

Today’s connected consumers expect instant information and experiences that “wow” them. Whether it’s a quick search on their phones to get an immediate answer or viewing seating options before purchasing tickets, brands are challenged to deliver relevant, personalized experiences in these make-or-break micro-moments. To do this effectively, brands need to look beyond the customer to the human and shape experiences around people’s real lives. When deep, emotional connections to products and brands are created across the customer journey, loyalty and business growth can be achieved. Alicia’s keynote will address how CMOs can elevate the human experience and deliver the most engaging content and experiences to consumers in the moments that matter.

Film NeZha is the hottest national animation IP in this summer, meanwhile the national trend car brand NeZha Auto is popular on the market.
Mr. Kevin Deng, the Vice President of Nezha Auto Company of Hozon, will especially share the successful experience of this IP cooperation, how to deeply integrate the brand spirit and product features with the IP content and attract the attention of large amount of users in a short time, which make Nezhi Auto, a newly-created NEV brand, achieve a leapfrog rise.

Do or die? For Suntory the answer was clearly the
former. Together with leading Smart Marketing agency Illuminera, Suntory
embarked on an extensive journey to reinvent how marketing is done. Utilizing
big data platforms, Suntory and Illuminera ventured into uncharted territories
and explored new rules covering a wide portion of the marketing value chain:
innovation, branding, portfolio synergy, media placement, and e-commerce. The
results were impressive: data-driven smart marketing consistently brought
dramatic improvements in effectiveness and efficiency. The future of marketing
is no longer a concept for tomorrow. 
Suntory and Illuminera are already trailblazing it today!

The founder of
i2mago, York Ma, will then introduce the brand operation sandbox – a marketing
model combing i2mago’s operation experiences with data strategy product
development theory of Alimama.

The i2mago
brand operation sandbox is widely used in our daily practice, it is the roadmap
we use in business arraying, helps in assess client’s critical business issue,
then solve the problem of customer operation.

The i2mago brand operation sandbox (i2mago
brand drill) is now a copywrite, with the recognition among our industry and
clients.

Brands have been using data to transform their
media and marketing practices in the new digital economy.  It is becoming
foundation running across paid, earned and owned media strategy. New
opportunities are being developed to provide for a truly people-based,
personalized and automated approach to driving new growth.

In this new digital economy, Intel has
transformed itself a silicon-driven CPU to a data centric company powering both
B2C & B2B enterprise solutions. David Sun, Director of Digital Marketing
& Media, Intel China, will share their best practices and techniques on
leveraging data to power their digital marketing and media capabilities.

As the world’s
largest travel booking and review platform, Trip Advisor has 49 billion
independently visiting users from 49 countries and territories, and across 28
languages. The travel industry contributes significantly to the global economy,
and amounts to a total global transactional value of 55 billion USD. Travel
platforms have become a great partner for brands to interact and conduct
business. How to convert the users on travel platforms and maximize marketing
power via cross-branding will be the main focus of this session. Let’s look forward to Trip Advisor’s sharing on crossover integrated
marketing!

Before 2015, ecommerce in China experienced
tremendous development and it was in the phase of organic growth from data
traffic, with the ability to realize exponential profit increases without much
marketing or complicated strategy. Now, with the cost of traffic on the rise
and growth more difficult, a combination of data, technology and marketing
capability is needed to gain new customers and to stay on top.

For the double eleven festival that just passed,
the power of content marketing to sell continues to astound, while the issue of
human generated content unable to match the demands of platforms has become
noticeable, and the great growth potential of AI-generated content has become
more obvious. Baozun will share on this topic in this MarTech session at GDMS.

As the world-renowned dairy enterprise, Fonterra has long since highlighted China as the focus of its business strategy. As a consumer brand, it also has many eye-catching applications and innovative case studies in digital marketing. Charley Dong, Digital General Manager of Fonterra, will share in his session at the GDMS brand innovation and strategy with technology at the core, and also revealing the story and key data behind Anchor’s first online ad placement with blockchain technology.

1. Innovation happens with
small steps and changes;

2. Operate with an
entrepreneurial mind;

3. the model and methods to
facilitate marketing innovation.

Even though there are thousands of MarTech solutions out there, building something internal to suit your own needs is a prudent choice in the medium term as you have absolute control over your stack for any modelling.
Harish Kundargi from Coca-Cola, will share some examples of what they are doing and a few tech integrations that they have done with other platforms.

From the age of “Retailer- Goods-Consumer” to that of “Consumer- Goods- Retailer”, the New Retail model has brought with it great challenges for brands. How shall traditional leading brands adapt quickly to this new trend? Pampers, a legacy brand for diapers,
is seeking a new path, for new growth from new consumers, new products and new retailers – aiming at winning the hearts of new moms of the new generation, and thereby regaining the leading position in the market.

On one hand, value from growth of mobile internet
users have reached its ceiling, and the cost of traffic purchase is on the
rise, while channels and media are become fused; on the other hand, the
penetration for ecommerce in China is continually increasing, and contributing
more to retail growth on the whole. Is the traditional way of brand promotion
and large-scale media buying obsolete? How shall brands find new growth touch points
via the inventory market? We shall discuss today a new marketing direction with
reshaping of product, content, media and channels.

This paper mainly introduces Zhou Shengsheng, a leading brand in the domestic jewelry industry with a history of 85 years,

 how to reach the young consumers of the millennial generation through in novative IP marketing, and guide them to 

participate in interaction and form a sales closed-loop in offline physical stores.

The spontaneous speed of digitalization in human
behavior has drastically change the landscape for not only B2C brands, but also
B2B as well. Other than the already unique mobile/digital growth in China,
global markets are also catching up with this digital transformation era, in
which challenges the fundamental business structure for CMOs and business
leaders.

How do we build Channels and Brands surrounding
this massive force of consumer behavior change? How do we drive revenue from
all the micro-touch points in the globally omni-channel era? What is the most
cost-efficient way to drive cross-demographic digital marketing tactics? G-so Tseng, Director of Global
Business & Market Strategy from Optoma Head Quarters, will outline these
critical challenges and will show how to leverage digital strategies to deliver
further growth.

The food and beverage industry and its consumer behavior
has seen great changes in the last three years, with new retail being one of
the main catalysts. Consumers have more choice and convenience to spend, while
businesses must seize the opportunity as the change in consumer behavior
occurs, and this is also a key task for marketers. As traditional brands face
challenges in consumer touchpoints, let’s explore the future trends of
marketing communications.

When Consumer Internet dividend is
gone, Private Zone and Current Amount Market become the focus of marketing and
operation. Facing the world’s most digital consumers, customer experience ,
thousand content for thousand people…There
are very important. DM Hub are used by marketers to connect all the customer
data online and offline, provide customer insight, define communication
strategies and run it in a personalized manner and fully automatically, analyze
the communication performance and do fast iterations to achieve data-driven
growth targets.

As the leading retailer for personal care and
cosmetics, Watsons has been seeing innovation and breakthrough on the road of
digital transformation, and to offer brands one-stop solutions, and realizing a
change from retailer to the growth accelerator for brands.

Ecommerce big data brings eagle eyes and wings to
empower products innovation. Via online big data, industry trends and changes
in consumer needs may be seen more clearly, new opportunities may be identified
more precisely through people profiling, and precision marketing based on big
data facilitates more accurate targeting of users. Let’s
prove these with relevant cases.

The home furnishing industry is one of low buying
frequency and of high importance in purchasing decision. How to improve its
overall efficiency has become a core direction to explore for the industry. Red
Star Macalline has been entrenched in the industry for years, and has created
the industry’s first “super traffic platform” that empowers retailers,
brands and distributors, realizing the multi-dimension connection between
different roles and settings, and finally enhancing overall efficiency.

Nowadays, Consumption upgrade has become the mainstream hotspot, in order to win young consumers of the new generation, brands have to use all means of solutions. How to effectively utilize great capacity of social media and e-commerce data in China? Applying AI technology including semantic analysis and image identification to extract consumer insight of high value and market trends, which becomes one of the core competitiveness of the agile innovative enterprises in the next generation.

In this ‘out of traffic’ era, Key Opinion Consumer, which is known as the king of private traffic, with the help of AI and big data, how will marketers play the new game of social marketing? This presentation will share AI practice of KOC from different angles including industrial trends, data insights and sophisticated operation, discussing how companies can realize fissional spread and sell in social networks.

With application of new technologies such as 5G, AI, IoT, corporates now have the capability to unlock full potential of business growth. It allows corporates to make data-driven marketing decisions in a more efficient manner. Panelists will share their opinions from different aspects regarding how corporates can succeed with digital asset management and business growth.

Introduction of the MarTech Insight
Awards

The Second MarTech Insight Awards
Best Data Intelligence Management Award
Best AI Marketing Technology Application Award
Best Digital Marketing ROI Award
Leader of Marketing Technology Award
 
The MarTech Insight Awards is the first award approving the business value of data intelligence application in China, especially in MarTech domain. It aims to reward the leaders of intelligent decision-making who has an insight of market and consumers with data-driven strategy.
In 2018, the first MarTech Insight Awards, benchmarking enterprises had win the prize, including Suning.com, Honda, Mondelez, Philips, ABInbev and etc.
Let’s see who will win the prize in 2019~

Beyond the Micro-Moment: Simplicity in a Complex World
Josianne Robb, Chief Digital Officer Asia－ Manulife
In the pursuit of technological advancement, hyper targetisation and micro moments, it is easy to forget about first principles…. This session will take the audience through a number of simple yet effective tips to maintain consumers at the centre of your marketing strategy.

Marketing efficiency and business growth are the two core targets and challenges for the CMOs and marketing managers in 2019. The comprehensive development of Digitalization has changed the whole marketing system. How to turn the dilemma into growth by data and marketing technology? AI maketing can provide you insights from a different point of view.
Based on marketing key points including corporate user digital assets management, digital optimization of consumer journey and media management, iPinYou will share the whole-chain AI marketing solution to empower brands with AI capabilities throughout each phaze of marketing from product concept test to reach and conversion.

With the immense speed at which the marketing and digital landscape evolves in China, legacy brands need to be strategic and pragmatic to keep up the pace. Jaja Lang, Greater China Vice President for Coty Consumer Beauty, will share in this keynote session her insights on brand strategy to maintain relevance in the digital age, build penetration and further engage consumers for 110-year old Max Factor.

 Being one of the largest pharma companies in the world and an industry leader, Sanofi’s products provides healthcare and relief for people around the world. Sanofi is also a forerunner in digital and innovation having launched its Innovation Hub in 2018.
Pius Hornstein, Country Chair and General Manager of Sanofi China, will share with us in this keynote session on the how a Pharma giant is transforming itself to adapt to new technologies and help patients by delivering better health outcome.

The most significant features of the new era of consumption include changes in consumer demographics; changes in lifestyles and attitudes; and changes in consumers, products, and retail landscapes. In this new era, brand marketing should communicate and reflect the culture and lifestyle attitudes behind the brand image, rather than focusing on product functions only. This will resonate more deeply with the target audience. However, with today’s fragmented social networks, reaching customers will be more challenging, and consumer experiences will become more important. So, how will Ford respond to the new era of  consumption and upgrade its marketing model? In 2019, Ford China practiced a series of digital marketing activities, to better reach our target audiences, especially younger customers, in the new era of consumption.

Although the gulf has been changing, the demand
for marketing growth has never changed. We use data and technology to find more
scientific and efficient ways to stimulate brand marketing growth. Through the
innovation of product technology and the refined operation of traffic, the data
value is truly released and the marketing efficiency is improved.

5G’s coming induce a huge talk about future. As a
fast-growing technology company, Xiaomi has always keeping exploring. With the
abilty of mobile phone+ AIoT, Xiaomi continues to build a world where
everything interconnected intelligently to upgrade the life scenes. Widespread
of 5G bring a new smart life experience to users. In this process, Xiaomi
marketing be the first to explore the “future” scenario marketing
with AIoTT, helping brands integrate better with various scenarios, and
activate the scenes with technology and innovation to bring users new brand
experience and occupy their mind efficiently.

Overview: Prodigious amounts of energy are released in an
instant that information steams. Brands will be able to make their voice heard
by consumers whenever and wherever they are only when brands capture every
flash of attention of an audience.

In the digital
age, content is clearly still king and is an important part of the marketer’s arsenal. Stella Zhong, who leads shared services at Yum China, will
shed light on identify the core customer’s interest and
key tactics for content marketing that will engage audiences and help drive
growth for brands.

CUE utilizes Mar-Tech data technology capabilities and brand marketing strategy consulting capabilities, integrates all channel marketing resources efficiently, provides complete services from common zone user traffic leading-in to private zone user traffic operation, and helps customers achieve business growth with digital technology. If you want to improve your marketing strategy, join us now.
 
 

Consumers across geographies and industries are getting more demanding,
less patient, and less loyal to the Brands. Organizations need to constantly
adapt to these changing behaviors and personalize all interactions with each
individual to capture the micro-moments, win and remain in the Minds – if not in the Hearts – of their Consumers.

This requires mastering both the “Science” of identifying the needs of each Consumer and delivering the messages in
the exact micro-moments, as well as the “Art” of crafting the right messages and designing an outstanding experience
in the relevant channels. Organizations need to equip themselves with a clear
set of skills and tools to excel at perfectly marrying this Art and Science.
Sylvie Bardaune will unveil the key pillars to be set up for successfully
achieving such a fine balance.

In the era of free travel, people’s travel
concepts and modes are changing, in the era of personalized and social travel,
travel consumption demands are becoming more and more diverse, travelers’
content consumption demands are changing, new changes bring challenges as well
as opportunities to brands.Focus on the new scene of travel consumption, and
release the infinite possibility of travel scene marketing by leveraging the
marketing lever of mobile travel content.

In the age of new media.marketing, settings for brand marketing are further fragmented, with space and time more compact. The difference between success and failure for brands often rely on moment’s intelligence or decision. Under the current wave of KOL marketing, is the ability to sell goods the only benchmark for effectiveness? How shall brands stand out from competitors via KOL marketing? In today’s session IMS will join hands with KOL and brand to discuss the challenges and exploration in effectiveness for new media marketing.

With the rise in consumption power of Chinese
citizens and smart retail (or new retail), a new golden age for China’s economy
has arrived. In this age, user management is especially important and those who
are able to utilize user data to gain insight into user needs and thoughts will
be on a winning streak. Fast consumer goods of snacks have an innate potential
in user management, and as the leader of nuts snacks, let’s see how Qiaqia Food utilizes its user management strategy for the
social ecosystem?

By drawing on the diversity of its teams, and the
richness and the complementarity of its brand portfolio, L’Oréal has made the universalization of beauty its
project for the years to come.

L’Oréal,
offering beauty for all.

l  “L’Oréal ModiFace to Offer AI-Powered Skin Diagnosis
Using Selfies!”

l  EXTREMELY proud of team L’Oréal + ModiFace’s accomplishments in scaling AR.

l  L’Oréal mission: Consumer Centricity.

l  L’Oréal How to do Digital Acceleration?

With the sustained growth in scale of social
marketing in China, mobile internet has entered its second phase. Mobile
technology has made space and time irrelevant, allowing people to share at any
time, and social has changed communication from one-way to exponential, leading
to explosive results.  How shall brands
leverage social to make themselves stay young and to be able to gain popularity
of young consumers. Leveraging the fan economy, and engagement tactics on
Douyin, Yishion has provided the industry with some good cases in social
marketing. In this session, Yishion will share on how brands can leverage
social hot topics, debates and behavior to

Build a targeted community that facilitates
stronger exposure, and a fun image.

The youth issue is a major focus for all brands，and is the secret weapon for CMOs, CGOs and entrepreneurs to achieve
further growth, and to win the hearts of the younger generation is to win the
future. According to the “2019 Generation Z Spending
Power Whitepaper” issued by Tencent, the
total spending power of this generation now amounts to 26 billion，so how does the 161 year old Wong Lo Kat brand stay young？How shall it convey its brand essence and message with the language of
GenZ? And how shall it make use of the naturally youthful marketing in the
digital age? Wong Lo Kat will share three practical cases in this session – revealing how it maintains an interesting dialogue with youths and
achieves sustained growth as well.

Brands feel that it is more and more difficult and expensive to
acquire traffic. In fact, the existing traffic pool is fixed, consumer would
rather flow than stay. It makes New Balance migrate with consumer and attract
their attention.

Meanwhile, New Balance found that the weakly digitalization is a
drag on development of physical stores. It makes us try some easier and faster
ways to construct owned-traffic pool.

That is why we build the project of virtual 2nd Floor.

As the pioneer for new energy vehicles, BYD has
moved with the times to strategically plan a youthful reinvention of brand
based on consumer insights of the young generation, with experimentation in
collaborating with IP content. This is based on the observation of the
communication style for the younger generation, combined with a deep
cultivation of IP content, to reinvent consumers’
perception of the brand. This small step in social marketing represents a big
step in brand youthful reinvention, and BYD will continue to innovate on this
path.

Sports has become a part of life, and hence
social sports will become one of the most important brand marketing channels
with the coming of 2020 sports year and an upsurge of national fitness.

As the most followed sports platform, Keep
delivers the spirit of self-discipline to users and provides accurate and
effective communication methods for co-brands with a combination of sports and
social, which may inject new energy into social marketing scenario.

With the post 90s and 00s becoming major force in
today’s China consumer marketing. International and
local brands are facing great challenge to find new ways of communication to
engage the next generation consumers. In this change, only the brands who can
truly understand youth culture and have authentic voice can win. Levis,
although as a brand with 166 years history, has always been at the center of
culture. Jack Wu, head of marketing at Levi’s
Greater China, will share his insight of how the 166-years-old brand will win
the hearts of post 90s and 00s cool kids.

Accompanying consumption as China’s growth engine, the upgrading of consumption in various market categories  is also notable. Under this new wave, what type of content marketing strategy is more likely to win over consumers ? And what new opportunities await brands from the digitalization of traditional media ?

In the New Consumer-Centric Era, how to build
meaningful connection with young consumers is a critical challenge for all
brands. 

How could we capture the fragmented consumer
attention within 5-7 seconds? Content Marketing is no longer one-way messaging,
but instead an immersive consumer experience of all Five Senses.

By developing a brand eco-system, M&M’S® is redefining consumption occasions and brand narratives. Equipped
with multi-occasional building, cross-over cooperation and new experiential
retail, M&M’S® is creating brand magnet of FUN immersive
experience. We are inviting brand partners together to join M&M’s FUN times!

Brand is a feeling, but what kind of feeling is
the brand? In the modern civil aviation transportation industry, the feeling of
customers purchasing products is not simply the payment, delivery and
after-sales, but the feeling of branding constantly built during the experience
of a long-chain contact point.86% of customers are willing to pay 25% more for
a better customer experience. To enhance the customer experience is to
demonstrate unique brand value from the overall linkage of each of our product
designs and passenger touch points. To meet the needs of customers.

As a San Francisco-based brand that has captured the attention of Hollywood celebrities, innovators such as Apple’s Tim Cook and Jony Ive, and even President Barack Obama. The brand’s natural and sustainable products have been a viral hit in the US market, and now the brand is leveraging content marketing and social platforms to go reach the China market as well. With their DTC (Direct-to-consumer) business model and their huge focus on sustainability, Allbirds is a carbon-neutral company that values customers as much as the environment. Tina Ting, who heads up marketing for the brand in China, will share in today’s session on some of its vital content marketing tactics here in the Chinese market.

As the unicorn of the audio industry and the audio media platform with 60 billion users, we are very much in tune with changes in the marketing industry and market environments. In face of countless new concepts and general anxiety, we are also contemplating whether the logic of branding has changed ? What is truly effective brand investment ? How shall real communication between brands and consumers be facilitated ? Ximalaya FM’s all new branding concept ” heartfelt and overheard” will relieve the anxiety of brands in this age of information overload.

The digital marketing of B2B industry is
booming.What are the differences between B2B and B2C digital communication strategies?Jade
Zhu will share how the as the market leader of the adhesive market Henkel makes
full use of digital media, various forms of content, marketing automation
system to win customers, convey differentiated information to target audience
groups, so as to generate substantive business needs and transform them into
business cooperation, and maintain its leading position in the market.

Nowadays, consumers are living in a hyper fragmented media environment –information overload and attention deficit happens simultaneously.  Brands are becoming more short-term and tactical, ever more impatient to invest for long term strategic campaigns.  In Ferrero, building the brand PULL is the core strategy, and finding the right button to activate consumer emotions is the know-how.  Through this, marketing is not only a series of cold KPI figures, but also the warmth of connection and resonance with consumers.  Today, Ferrero will share with you their practice on how to press the emotional button, hope to bring you some inspirations and food for thought.

As one of the iconic men’s fashion brands, Tommy Hilfiger was one of the originators of blending marketing with local and international celebrities. The brand has also gained popularity with a younger generation of consumers in China that identifies with its style, and its branding campaigns that comprises celebrity endorsements, social, video and digital content to engage its audience. Kelly Liu, Brand Director of Tommy Hilfiger, will share with us at GDMS her insights into using digital content to dazzle consumers and build its following.

The rise of IP in recent years is a double-edged
sword to brands. Brands need IP to bring traffic. Brands also need to pay real
money for them which in many cases with little benefits to build brand assets.
In the age of consumer experience, are there any other choice s to build best
sellers other than IP? Has digital world changed the fundamentals of marketing?
How do we drive greater consumer engagement in the age of experience? Katy Chen
will share journey of Huggies exploring ways to build best sellers, to better
connect with young females and to rejuvenate brand image along the way.

In 2019, B2B marketers are facing pressure to drive business impact as the return from Internet traffic growth diminishes. As an engine to promote the long-term growth of the company, brand marketing must be closely integrated with performance marketing to fully play its role and empower the business.

LinkedIn brings together a community of 660 million professionals. With such global community, LinkedIn houses insights on the latest trends and most-discussed topics across different regions and industries, which empowers B2B companies on their business, product and marketing strategies.

The brand is not solely for B2C companies. In the  process of B2B buying decision-making, a strong and well-known brand can simplify the decision-making process and bring a premium to the company. With the soaring customer acquisition cost, B2B marketers must build powerful brand assets in order to become the business growth engine. Content is the medium of sustainable brand building for B2B companies.
The Content Marketing 3.0 means to implement content marketing that is integrated with business strategy, and that drives B2B business growth through the marketing funnel, from Brand to Demand.

LinkedIn is the ideal platform for engaging with B2B decision makers. B2B companies can accurately connect with their target customers, and deliver content that are really relevant to them. LinkedIn provides trustful communication context, powerful insights, precise targeting facets and various advertising formats to help B2B marketers achieve their objectives.