Agenda
19 March 2025
8:30 AM
Networking and registration
8:50 AM
Opening Remarks
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:00 AM
[Opening keynote]
Thailand 4.0: Accelerating into the digital era
- Understand how Thailand is moving towards a value-based, tech-centric economy and what this means for marketers looking to innovate and create value.
- Uncover the unprecedented opportunities for disruptive brands in the Thai market, driven by personalised and technology-enabled marketing campaigns.
- Explore how customer engagement is evolving beyond traditional methods, with a focus on immersive technologies as well as the growing significance of social commerce and influencer marketing in building engagement and loyalty.
9:30 AM
[Case study]
Privacy-first era: Optimising first-party data to excel in contextual marketing
- Discover how to maintain advertising performance while addressing privacy concerns.
- Develop a comprehensive strategy to upgrade MarTech stacks, enhance first-party data collection, and source valuable second-party data from business partners and vendors.
- Identify essential steps for a seamless transition to a world without cookies, ensuring strategies are effective and privacy-compliant.
10:00 AM
[Case study]
ROI reinvented: Harnessing data-driven insights for measurable success
- Utilise data insights to allow brands to segment audiences more accurately, delivering personalised content that resonates with specific user groups.
- Analyse insights to understand customer behaviours, preferences, and trends more deeply, enabling brands to tailor their marketing strategies more effectively.
- Move beyond guesswork, identify the most effective touchpoints, and rely on data-backed insights for more effective campaigns and resource allocation.
Speaker:
Harjyot Singh
Media & Digital Lead (APAC)
PepsiCo
10:30 AM
Networking break
11:00 AM
[Case study]
AI’s evolving role and impact in Southeast Asia
- Explore the evolving landscape of AI in Thailand, and its growing influence on consumers, marketers, and creatives.
- Examine usage patterns, the impact of AI on productivity, and perceptions of AI’s accuracy and reliability, including the potential to replicate human roles.
- Uncover Thailand-specific insights, focusing on how AI is shaping industries locally and its future trajectory within the country.
Speaker:
Juda Kanaprach
Chief Commercial Officer
Milieu Insight
11:15 AM
[Case study]
Tech-driven mastery: Revolutionising shopping with social commerce, targeted ads, and data insights
- Discover how social commerce streamlines the shopping journey with in-app purchases and integrated payment options, eliminating the need for navigating through external websites.
- Identify the powerful targeting options of social media platforms and the role of user-generated content in building brand credibility, making marketing efforts more effective and impactful.
- Highlight the benefits of direct customer engagement through instant communication and the value of insightful analytics in refining strategies and product development.
Speakers:
U-Fong Chua
E-Commerce Director, MU ASEAN
Beiersdorf
11:45 AM
[Panel discussion]
One platform to rule them all: Simplifying the purchase journey in an omnichannel era
- Apply omnichannel messaging to boost conversions, harnessing the power of multimedia content to provide a unified, engaging customer experience.
- Leverage detailed reports and data-driven insights to fine-tune omnichannel messaging strategies, ensuring effective and targeted customer interactions.
- Discuss how the integration of multiple messaging channels into CRM and support applications accelerates customer interaction and boosts loyalty.
Moderator:
Jan Harling
Consultant
Speakers:
Melis Erdinç
Head of Digital
Arçelik Hitachi Home Appliances
Faith Benjaathonsirikul
Head of Omnichannel
GSK
Pulkit Manchanda
E-commerce Director (TH & IDC)
Reckitt
12:15 PM
Lunch
1:15 PM
Brandcode quiz
1:30 PM
[Fireside chat]
Size matters: Unleashing the power of micro-influencers for meaningful conversion
- Explore the importance of micro-influencers to reach specific or niche audiences, and how it defers with fandom marketing.
- Discuss why micro-influencers are effective in increasing conversions such as niche-specific, audience engagement and authenticity.
- Select the right micro-influencer for your brand including engaging your audience with community management, content marketing, online reputation management (ORM) & search engine optimisation (SEO).
2:00 PM
[Case study]
Acing the 360-degree customer view: Utilising data for a unified digital experience
- Investigate the changes in the marketing landscape and the importance of adopting a 360-degree customer view to build stronger engagement and retain loyalty.
- Review how the 360-degree view enables brands to aggregate all customer data from various. touchpoints of a customer’s engagement, to be able to get the right insights, and tailor their offerings.
- Uncover how a unified data system can translate into measurable returns and help grow brand.
2:30 PM
[Panel]
The retention battleground: Building multi-dimensional brand loyalty in the digital age
- Examine the strong link between personalised experiences and increasing Customer Lifetime Value (CLV), highlighting the significance of catering to individual needs within a loyalty program.
- Delve into various strategies for designing custom reward programs and experiences including personalised product selections, exclusive access, and personalised content.
- Value authenticity and connect with today’s consumers by sharing ech brand’s journey, mission, and values by highlighting the human side of business through the stories of employees and customers.
Speakers:
Siddhartha Varma
Marketing Director Asia Pacific and India
Ducati Motor Holding, Thailand
3:00 PM
[Case study]
Automating without alienating: How to leverage AI without losing the human touch
- Understand the critical touchpoints and customer journey. How are customers engaging with brands, and what are their frustrations?
- Learn how Thai consumers responding to AI, chatbots and automated checkouts, and cultivate a deep understanding of your customer base and their journey to purchase to successfully weave tech into an optimised CX strategy.
- Tailor technology strategy by aligning it with the degree of personal sensitivity required, ensuring that brands’ CX approach are customised effectively to meet consumer needs.
Speaker:
Anand Khaniyomdee
GM, Omni Channel and Marketing Innovation
The Mall Group
3:30 PM
Networking break
4:00 PM
[Case study]
Supercharging search: Social media optimisation to boost brand visibility
- Look into how to counter the drop in organic traffic by diversifying into alternative channels and optimising for conversion-centric keywords.
- Discover ways to mitigate organic traffic loss by focusing on high-quality gated content to foster direct relationships with potential customers.
- Consider how to maintain audience engagement in a shifting digital landscape by revisiting traditional channels such as email marketing.
Speaker:
Teeraphol Ambhai
Head of Search Experience
Bumrungrad International Hospital
4:30 PM
Next-gen leaders: Transforming the marketer's role for what’s next
- Explore how marketers can leverage the evolving landscape of experiential marketing by integrating creativity, analytics, and purpose, which is pivotal in driving growth and adapting to consumer demands.
- Investigate the essential capabilities and attributes that future marketers will need to thrive by focusing on agility, digital savviness, and an in-depth understanding of consumer analytics as core competencies defining marketing success.
- Delve into strategies for leaders to future-proof their digital strategy amidst the rapid advancements in AI which includes staying ahead of AI trends, investing in data-driven marketing technologies, and cultivating a culture of continuous learning and innovation within their teams.
Speaker:
Dawn Jeremiah
Vice President, Global Brand Marketing
Go City
5:00 PM