Carat China ‘Redefines Digital’ with CMO Summits
Following from the success of the “Redefining” series in 2015, last week Carat China held the second set of CMO summits - REDEFINING DIGTAL: Creating simplicity in an age of complexity. Using data, insights and technology to connect with Chinese consumers. Sessions in Shanghai and Beijing, in collaboration with Dentsu Aegis Network brands, Amplifi and Amnet, brought together leading senior marketers from China’s top local and international brands including Ting Hsin International Group, COFCO and MasterCard.
To an audience of leading marketers and some of the biggest advertisers in China, panelists and speakers representing Tencent, Mondelez International, Alibaba, Advertising Age, Nielsen, Sino Monitor, Xiaomi, Douyu TV, Kuaizi, Zamplus, Integral, Shanghai Oriental Pearl Media, and China International Broadcasting Network, shared their views on what it means to be successful in the digital economy. The panels and discussion groups addressed what structures need to be in place to respond to an environment where complexity, speed of change and disruption is the norm.
In China and globally, business models that are driven by technology and smart connections have charged ahead to win share and create new markets. The external experts including senior representatives from Tencent and Nielson examined how we could go from big data to actionable insights, addressing the issues of ad viewability, transparency and cross device tracking.
Sessions held by Amnet and Amplifi demonstrated what efficiencies can be driven by marketing automation and the expanding influence of OTT. Furthermore, the current best practice in ecommerce was examined by a panel discussion with Mondelez International and Alibaba, showing the audience how to close the gap from connection to transaction and how personalisation can significantly increase engagement.
Closing the day was a look into the future. Some of the biggest media owners now started without a monetized ad model. Carat’s Global Chief Digital Officer, James Harris was joined by Advertising Age, Xiaomi and Douyu who took to the stage to explore in new channels such as live streaming as well as in augmented and virtual reality, what is the role for brands and can advertising play a part without being an obstruction. Sean O’Brien, CEO of Carat APAC provided the summary: “Competing in the digital economy requires a different structure. We need to build agile and flexible structure and ways of working that are more convergent, integrating specialization to deliver business success.”