Revolutionising marketing: from AI insights to Gen Alpha engagement at leading digital marketing industry conference

Revolutionising marketing: from AI insights to Gen Alpha engagement at leading digital marketing industry conference

Revolutionising marketing: from AI insights to Gen Alpha engagement at leading digital marketing industry conference

Highlighting the conference, Zack Kass, former head of Go To Market at OpenAI, will demystify the future of AI in digital marketing. He aims to unpack the vast potential of AI technologies, providing attendees with a roadmap to navigate its complexities and harness its power for brand growth.

Zack Kass, formerly of OpenAI, will take the stage to explore the future of AI in digital marketing, offering a deep dive into its potential to transform brand growth.

Exploring K-pop’s intersection with brand engagement

The global phenomenon of K-pop goes beyond its infectious music and energetic performances, significantly influencing fashion trends worldwide. Jungsuk Jay Lee, chief ecosystem officer at NAVER Z Corp (ZEPETO), is poised to explore the future of K-pop’s intersection with brand engagement.

Lee’s presentation will explore how brands can leverage the global popularity of K-pop alongside new technologies. He will also delve into the impact of Web3, Virtual Humans, and the Metaverse on fan engagement and brand storytelling.

Jungsuk Jay Lee from NAVER Z Corp (ZEPETO) will discuss the impact of K-pop on global fashion trends and its role in shaping future brand engagement strategies.

Brand defines purpose and drives meaningful changes

Ibby Abutarboush, the former brand defining and purpose marketing director of Nike, will discuss the process of creating a new brand-defining strategy at the global athletic wear giant. This strategy helped Nike shape and achieve its goals, including innovative collaborations with top athletes and empowering the displaced through sports.

He will also share his experience as a brand marketing consultant for Arsenal Football Club and as marketing director for Neymar Júnior and Cristiano Ronaldo, providing valuable insights into how top brands redefine their purpose and drive meaningful rebranding.

Ibby Abutarboush, the brand defining and purpose marketing director of Nike for 2021-2022, will share his experience with the sportswear giant’s impactful role in defining brand purpose worldwide.

Engaging the young and young at heart in the digital age

In an intriguing session dedicated to Generation Alpha, Simon Barnett from Moonbug, a company that distributes intellectual property rights for children’s entertainment brands like Blippi and Cocomelon, and Dani Mariano from Razorfish will explore the characteristics and digital habits of this emerging demographic. Understanding Gen Alpha’s preferences is crucial for brands aiming to create a lasting impact, as they are considered the most tech-savvy generation to date.

In certain Asian countries, the aging population represents a significant market that cannot be overlooked. Known as the silver market, Wenzhuo Wu of Jing Daily will provide insights into engaging with mainland China’s affluent older consumers.

Strategies for omni-channel marketing and immersive experiences 

Adding to the stellar line-up is John Danzi, head of partnerships APAC at CURIOSITYCHINA by FARFETCH. This leading digital and tech company focuses on China’s digital platform for premium and luxury brands. John will share invaluable insights into strategies for luxury brand positioning and leveraging digital marketplaces to reach a global audience of discerning shoppers.

John Danzi from CURIOSITYCHINA by FARFETCH will be sharing strategies on luxury brand positioning and maximising digital marketplaces to engage with a global audience.

Lifestyle brands from around the world share successful brand stories 

Separately, Bradley Horowitz, CEO of Malin+Goetz, will share the marketing strategies that propelled the company into a leading gender-neutral beauty brand.

A senior executive from Kweichow Moutai will share innovative strategies and marketing tactics for introducing baijiu (a traditional Chinese spirit) to young customers, including insights on cross-brand collaboration, product innovation, and the distinct characteristics of young consumers in mainland China. The presentation will also cover the outlook, challenges, and opportunities presented by this segment. 

Another panel featuring Patrick Garvey of WE ARE Pi, Yoji Minakuchi of Suntory Holdings, Johanna Monange of Maison 21G, and Julie Nestor of Mastercard will explore innovative approaches to sensory marketing, aiming to create immersive and memorable brand experiences.

Technological advancements in OMO (Online merge Offline) sales and their impact on business growth will be the focus of a panel featuring Jidapa Jirarattanachan of the Big C supermarket chain from Thailand and Janet Yuen of Hong Kong’s Hung’s Food Group, moderated by Antony Yiu of PHD Hong Kong.  

Enhancing retail and stakeholder engagement through ESG strategies 

As sustainability awareness and conscious consumerism gain momentum, Giovanni Musillo of OnTheList, a pioneering members-only flash sales platform in Asia, will highlight the critical influence of sustainable practices and the circular economy on retail success.

In a further insightful discussion, Katsuaki Nagumo of Toridoll, Andrew Yeung from Harbour City Estates, and Duffy Lau of WPP Group Grey Hong Kong will explore how integrating charity and non-profit initiatives into brand strategies can greatly enhance engagement among customers and employees.

Memes as the digital lingua franca 

Memes have become the saving grace for social interaction in this generation. They bring laughter, ease tension, and connect people through shared humour. Karen Cheng of 9GAG & Memeland will explore the impact of memes on brand engagement and content creation in the Web3 era, initiating a broader discussion on the future of digital culture.

The event will host a “Meet the Leaders” dialogue series, with industry luminaries such as Nick Cheuk, Tommie Lo, and KK Tsang. They will offer rare insights into storytelling and creativity, entrepreneurship and AI, as well as tips on joining the advertising industry.

The conference will also feature around 40 local and Asia Pacific exhibitors, focusing on the latest digital marketing and e-commerce solutions. A range of workshops on digital marketing and e-commerce will provide participants with practical skills in marketing technology and e-commerce promotion. 

Attendees can engage in networking events, as well as connect with Hong Kong marketing service companies through one-to-one business matching services to explore potential collaboration opportunities.

As the digital marketing and e-commerce landscapes continue to evolve, MarketingPulse and eTailingPulse stand out as the leading platform where industry professionals come together to share insights and pave the way for the next wave of innovative digital marketing.

Industry professionals convene at MarketingPulse and eTailingPulse, the forefront of digital marketing innovation, to exchange insights that will influence the future of e-commerce and digital marketing.

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