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由Masterland举办的第9届Digital Marketing & Social Media Forum （DMSM2019) 大会议程将于2019年9月3日-5日在上海宝华万豪酒店举办。

本届大会议程安排如下：9月3日为B2C主会场，9月5日为B2B主会场，9月4日B2C&B2B各有1天分会场。Marketers可以首先根据自己的行业和客户群体锁定参会日期。

09:00-09:05

Opening of the Moderator 主持人开场

09:05-09:30

SCRM Omni-channel Integrated Marketing Solution

全渠道整合营销解决方案

Abstract：

Data-driven +continuous Interaction, omnichannel  connectivity to users, online and offline unified user experience, accurate user portraits, enhanced user loyalty, scene-based data, precision marketing

数据驱动+持续交互、与用户的全渠道连接、在线和离线统一用户体验、准确的用户肖像、增强的用户忠诚度、基于场景的数据、精确的营销

• Customized SCRM solution omni-channel connectivity to customer touch-points, build customer loyalty program and data driven customer management 

 定制的 SCRM 解决方案全渠道连接到客户接触点，建立客户忠诚度计划和数据驱动的客户管理

• Integrate enterprises’online (WeChat, ecommerce, App, etc.) and offline (stores, promotion activities) user touchpoints

整合企业线上（微信、电子商务、应用等）和线下（商店、促销活动）用户接触点

• Implement full-trip user operations from acquisition to retention to ongoing value exploration

实施从收购到保留到持续价值探索的全程用户运营

Open for Sponsor 赞助商开场

09:30 -10:30

Global All Content Omnichannel

全内容全社交全球渠道

Lu Guo, Founder & CEO, Shopal; Former Vice President of Digital Ecommerce @ Johnson & Johnson

郭璐，前强生电子商务部副总，创始人&首席执行官，小店宝

——10:30-10:50  Coffee Break——

10:50-11:35

Integrate Uni Data to Promote Ecommerce Sales Growth

整合统一数据，促进电子商务销售增长

Abstract:

• Data cues, customized e-commerce; 

数据提示、定制电子商务；

• Resource integration, Uni closed loop;

 资源整合，单闭环；

• Integrate data, find out sources of e-commerce growth，upgrade e-commerce strategies

•整合数据，找出电子商务增长的来源，升级电子商务战略

Cindy Shen，Head of digital marketing，Dyson

Cindy Shen，市场营销负责人，戴森

11:35-12:30

Scene Consumption - Retail Digital Channel Layout Strategy

场景消费-零售数字渠道布局策略

Abstract：

• Post-Traffic Marketing Era，How to do better Scene MarketingStrategy for Traditional Retail Coffee Company Drive BusinessGrowth

如何让内容有效传播——内容创造/营销态度/渠道布局-后流量时代，传统零售咖啡企业如何玩转场景化营销

• Digital channels drive business innovation

数字渠道推动商业创新

• How to find the best scenario to establish channels to handle  the connectivity of offline and online service experience

如何找到最佳方案来建立渠道来处理离线和在线服务体验的连接

• How to improve customer stickiness and loyalty

如何提高客户粘性和忠诚度

Molly Liu, VP for Digital Innovation, Starbucks

刘文娟, 数字创新副总裁, 星巴克中国

——12:30-13:30  Lunch Break——

13:30-14:50 

In 2019, China's e-commerce has opened its borders, directly reached the global international direct mail, all-red e-commerce traffic distribution. What does this mean for international brands when the world can instantly deliver goods to Chinese consumers? How does China's digital traffic and transactions work? How does China's business department integrate with the world?

2019 年，中国电商打开了国界，直接触达全球国际直邮，全红人电商流量分配。这对于国际品牌，当全世界都可以瞬间发货给中国消费者，这到底意味着什么？中国的 digital 流量和交易到底是如何打通的？中国的事业部如何和国际接轨？

Nicole J. Yang【Moderator】 ，CEO of Enabling Eco Cloud, Chief Marketing Officer of Secoo Group

主持人：杨静怡，寺库集团赋能生态云 CEO，首席营销官

Qian Li, Marketing Director, YISHION Group

李千，市场营销总监，以纯

Molly Liu，VP for Digital Innovation，Starbucks

刘文娟，数字创新副总裁，星巴克中国

Jessie Guo，CMO，Microsoft Greater China

Jessie Guo，CMO，微软中国

Farrukh Shad, Senior Vice President of Retail Strategy and E-commerce, Schneider 

Farrukh Shad, 零售战略和电子商务高级副总裁, 施耐德

14:50-15:35

Return to Consumer Brand Growth

回归消费者的品牌增长

Abstract:

Faced with the magnificent Chinese market, no enterprise has absolute security. In the past 30 years in China, P&G, a global cosmetics giant, has fallen into two growth troughs: in 1997, it was attacked by carved cards of national cosmetics enterprises, and in 2014, with the rise of middle class, the line of big brands is unsustainable. Two lows and two leaps. What makes P&G refresh itself repeatedly and achieve discontinuous growth?

面对波澜壮阔的中国市场，没有哪个企业保有绝对的安全。在华 30 年，全球日化巨头宝洁曾先后两度陷入增长谷底:1997 年，遭遇国民日化企业雕牌狙击;2014 年，中产崛起，大品牌路线难以为继。两度低潮，两度跨越。是什么让宝洁屡屡刷新自我，实现非连续性增长?当中国消费市场进入更加复杂、多元的分级时代，经典 HBG理论还有效吗?

When China's consumer market enters a more complex and multi-level era, is the classical HBG theory still effective? Faced with the rising new channels and new media, how can enterprises choose between nine and one, insight into the new 24 hours can complete learning vitality?

面对崛起的新渠道、新媒体，企业如何舍九取一,洞见新 24 小时内可完整学习生力?

Yabin He，President of Braun，Innovative Investment in Greater China& Consumer Insight, P&G

何亚彬，大中华区博朗&创新投资&消费者洞察部总裁，宝洁

——15:35-15:55  Coffee Break——

15:55-16:40

Entertainment Marketing & Social Communication Best Practice

娱乐营销&社交传播之道

Qian Li，Marketing Director, YISHION Group

李千，市场营销总监，以纯

16:40-17:25

How to Create Seamless Customer Experience Based on Consumer's Digital Interaction Willingness

基于消费者数字化交互意愿如何打造线上下无缝式差异化的客户体验

May Che，Vice President Marketing, Volvo Group

车艳华，营销副总, 沃尔沃

17:25-18:10

Personalized Marketing in the age of AI and the Trend of Digital Marketing in the next few years

人工智能(AI)时代的个性化营销及未来几年的数字营销趋势

TBD

Day 2- September 3-B2C Parellel Session

第二天- 9 月 4 日- B2C分会场

09:00-09:05

Opening of the Moderator 主持人开场

09:05-09:50

B2C Ecommerce Market Overview and Experience Sharing

B2C 电子商务市场概述与经验分享

Farrukh Shad, Senior Vice President of Retail Strategy and E-commerce, Schneider

Farrukh Shad, 零售战略和电子商务高级副总裁, 施耐德

09:50-10:35

Authenticity of Brand Marketing——User generate contents

消费者创造的内容—品牌营销的真实性（证据与营销相结合的“社交内容”）

Ruthia Wong，GM, E-commerce, Greater China, Infant and Child Nutrition, ReckittBenckiser

王月欢，婴儿与儿童营养电商总经理，利洁时

10:35-10:55  Coffee Break

10:55-11:40

A Marketing Communication Strategy to Make Better Use of Sound Technology

数字营销工具的新花园——语音技术-如何制定以声音为载体的数字营销策略

Hongliang Xu，User Growth Director, Himalaya

徐宏亮，用户增长总监，喜马拉雅

11:40-12:25

Healthy consumption enters the era of individualization，How to Construct a Growth Path for the Health Management Business

健康消费进入个性化时代，如何构建健康管理业务的增长路径

Stephen Bai ，Digital Marketing Director，Philips Consumer Lifestyle China

Stephen Bai，中国消费者洞察部数字营销总监，飞利浦

——12:25-13:30  Lunch Break——

13:30-14:15

Reconstructing“Brand-Customer”Relations—How to do Precision marketing in Traditional FMCG Industrials

重构品牌—顾客关系，传统快消行业如何做好精准营销

Phoebe Xu, E-Marketing Director at The Coca-Cola Company, Coca-Cola Company

Phoebe Xu, 网络营销总监, 可口可乐

14:15-15:00

How to Create a High-touching Short Video for Branding Promotion

营销内容视频化——品牌如何做好短视频营销

Siqi Liu，Vice President of Commercial Products，ByteDance

刘思齐，商业产品副总裁，字节跳动

——15:00-15:30  Coffee Break——

15:30-16:15

Digital Transformation with Consumers Centric

以消费者为核心的数字化转型

Rebecca Wang，Head of E-commerce，Nestle China

王雷，电商负责人，雀巢中国

16:15-17:00

Maximizing ROI by Multi-Channel Marketing Mixture

多渠道营销组合最大化 ROI

Xiaolei Xiong，CMO Greater China，Kraft Heinz

熊小镭，中国区 CMO, 卡夫亨氏

17:00-17:45

Capture ROI Success: KPI Setting for Digital Marketing

获取 ROI 成功:为数字营销设置 KPI

Eric Li, Senior Director of PA & Marketing Service, Abbott China Nutrition

李浩，PA &营销服务高级总监，雅培中国营养有限公司

18:00-20:00

Cocktail Party

09:00-09:05

Opening of the Moderator 主持人开场

09:05-09:50

Brand Digital Trend & Strategy for 2019

2019 年品牌数字化趋势与战略

Abstact：

If you think 2018 was an explosive year for digital strategy and marketing, brace yourself for 2019. As impulsive and as volatile your work can be, 2019 will be even more

challenging and test your ability to avoid erratic decisions, identify what's critical for your business and what you can ignore. As key technologies mature and as user behavior follows, these are the trends you should keep in mind for 2019 and beyond

如果你认为2018年是数字战略和营销爆炸性的一年，那就为2019年做好准备。由于你工作的冲动性和波动性，2019 年将更具挑战性，测试你避免不稳定决策的能力，找出对你的业务至关重要的和你可以忽略的。随着关键技术的成熟和用户行为的发展，您应该记住 2019 年及以后的趋势。

● Block Chain / 区块链

● 3D, VR And IoT Carry Momentum / 3D、虚拟现实和物联网承载动力

● UX Becomes CX  / UX 变为 CX 

● Content Strategy Evolves /  内容策略演变

● RTA - Real Time Analytics Exclusive Sponsor / RTA-实时分析

Open for Sponsor赞助商开场

09:50-10:35

The Investors’Will behind the Digital Marketing

数字营销背后的投资者意愿

Abstract:

The macro economy determines the trend of the industry, thereby affecting the decision-making of those representing capital in the market: investment or contract

ion, research and development of new products or continued sales, using traditional marketing or digital marketing. If digital marketing is used, in what way, to what extent, the ultimate goal of achievingdigital marketing and the risks that need to be avoided are deeply affected by the will of the capital. 

宏观经济决定了该行业的趋势,从而影响决策的那些代表资本市场:投资或收缩,研究和开发新产品或继续销售,使用传统的营销或数字营销。如果使用数字营销,通过什么方式,到什么程度,实现数字营销的终极目标和风险需要避免深感受到资本的意志的影响。

Kris Tan, Head of Marketing& Business Development , CNH

谭征,亚太区工程机械市场与业务拓展总监, 凯斯纽荷兰（中国）管理有限公司

——10:35-10:55  Coffee Break——

10:55-11:40

How Can Large-Scale B2B Enterprises Increase Business Revenue Through Digital Transformation?

大型 B2B 企业如何通过数字化转型增加业务收入?

Liping Wang, Executive Director & GM, Digital Marketing Center, China Commercial Business, Lenovo

王立平，中国商业数字营销中心执行董事兼总经理，联想

11:40-12:25

From Art to Science, Building a New MarketingEcosystem

从媒体体验到营销实效——如何打造从广告到销售的营销闭环, 从艺术到科学构建营销新生态

Gary Guo, Head of Tencent Social Ads. 

郭威俊，腾讯业务社交广告品牌广告业务快消行业负责人

——12:25-13:30 Lunch Break——

13:30-14:30 

1)How to persuade leaders to increase investment in digital marketing?

怎样说服领导在数字化营销方面增加投入？

2) How can we effectively influence our customers in digital marketing?

数字营销中如何让我们能有效影响我们的客户？

Liping Wang【Moderator 】，Executive Director & GM, Digital Marketing Center, China Commercial Business, Lenovo

主持人:王立平，中国商业数字营销中心执行董事兼总经理，联想

Gary Guo, Head of Tencent Social Ads. 

郭威俊, 社交广告负责人，腾讯

Kris Tan, Head of Marketing& Business Development, CNH

谭征,亚太区工程机械市场与业务拓展总监, 凯斯纽荷兰（中国）管理有限公司

Fupeng Zhang, Associate Director, Wireless Network

Marketing Operation Department, Huawei

张福鹏，无线网络营销运营部副总监, 华为

Stephen Bai, Digital Marketing Director，Philips Consumer Lifestyle China

Stephen Bai, 中国消费者洞察部数字营销总监,飞利浦

14:30-15:15

Account Based Content Marketing -Identify Potential Customers ahead of Marketing Tactics

基于账户的内容营销——在营销策略之前识别潜在客户

Abstract：

It’s essential to target and interact with the B2B purchasing decision makers before you finally touch them. The Account-Based Marketing(ABM)is a strategic initiative, which is targeted and efficient. By breaking the walls between sales and marketing ,the ABM provides a specific marketing process under a unified goal, helping identify, reach and then influence the target customers,thus realizing your business objects. LinkedIn Account Targeting and LinkedIn Marketing Solutions(LMS) have been important parts and tools of ABM, which are all based on the dynamic big date pool of LinkedLi. 

在您最终接触 B2B 采购决策者之前，与他们进行目标定位和交互非常重要。会计营销是一项具有针对性和高效性的战略举措。通过打破销售和营销之间的壁垒，ABM 在统一的目标下提供了特定的营销流程，帮助识别、达到并影响目标客户，从而实现您的业务对象。LinkedIn 账户定位和 LinkedIn 营销解决方案(LMS)是 ABM 的重要组成部分和工具，它们都是基于 LinkedLi 动态的大数据池。

TBD, LinkedIn China

TBD，领英中国

——15:15-15:40 Coffee Break——

15:40-16:25

How to Archive B2B Business into E-commerce Mode?

如何将 B2B 业务归档为电子商务模式?

Abstract：

 ● For B2B marketing, how to calculate your contribution for business and how to prove yourself 

 B2B 营销，如何计算自己对企业的贡献，如何证明自己

● E-commerce challenge in B2B industries and how to break through the obstacles.

电子商务在 B2B 行业面临的挑战及如何突破障碍。

Clare Xu，Head of Communications，China & Asia，Sanofi

许蕴兰，中国及亚洲传播负责人，赛诺菲

16:25-17:10

5G Business & Omni-channel Data Driven New Brand Marketing

5G 业务和全渠道数据驱动的新品牌营销

Abstract：

• Achieve end-to-end enabling with full-scene and full-platform capabilities

通过全场景和全平台功能实现端到端启用

• Discover data value, acquire new customers, optimize target groups, select contents, and optimize sales process

发现数据价值，获取新客户，优化目标群体，选择内容，优化销售流程

Fupeng Zhang, Associate Director, Wireless Network Marketing Operation Department, Huawei

张福鹏，无线网络营销运营部副总监, 华为

17:10-17:55

New Trends for B2B Social Media & B2B Digital Marketing Solution

B2B 社交媒体和 B2B 数字营销解决方案的新趋势

TBD

18:00-20:00

Cocktail Party

09:00-09:05

Opening of the Moderator 主持人开场

09:05-09:50

Software applications for the digital cloud

数字化云端的软件应用

Ying Dai, Chief Digital & Technology Officer, GE Healthcare

戴鹰，首席数字、市场、技术官，通用医疗

09:50-10:35

Customer Experience Innovation - Guiding Consumers to Use Data to Create Value which Meets Their Needs. 

客户体验创新——引导消费者使用数据创造满足他们需求的价值。

Amber Wang, Head of Johnson & Johnson Innovation, Asia Pacific

王丹，亚太创新中心总裁，强生

——10:35-10:55  Coffee Break——

10:55-11:40

The Growth Path of B2B Social Media Marketing

B2B 社交媒体营销的增长布局

Jay Jiang，Vice President, Corporate Communications，Bosch (China) Investment Ltd - Shanghai

蒋健，企业沟通副总，博世（上海）投资有限公司

11:40-12:25

B2B Content Marketing

内容营销

Robert Xu, APAC Communications Director, Honeywell Aerospace

徐迎兵，亚太地区的对外联络部总监, 霍尼韦尔

——12:25-13:30 Lunch Break——

13:30-14:40

1)The B2B marketers who bear the pressure of growth should accept the integration and explore innovative marketing, or return to the essence of marketing and dig into the core users

承担增长压力的 B2B 营销人，是接受融合探索创新营销，还是回归营销本质深挖核心用户

2)Internal and External Cooperative Enabling Enterprise Marketing ROI Growth

内外部协同赋能企业营销 ROI 增长

Chong Wu【Moderator】, Communications Director for Asia Pacific, Performance Materials and Technologies, Honeywell

主持人： 吴翀, 亚太地区性能材料和技术传播总监, 霍尼韦尔

Nora Gui, Marketing Director, Dow Chemical

Nora Gui, 市场总监, 陶氏化学

Amber Wang, Head of Johnson & Johnson Innovation, Asia Pacific

王丹, 亚太区创新负责人, 强生

14:40-15:25

New Trends for B2B Social Media

B2B 新媒体运营新趋势

Nora Gui, Marketing Director, Dow Chemical

Nora Gui, 市场总监, 陶氏化学

——15:25-15:55 Coffee Break——

15:55-16:40

Content e-commerce and social E-commerce

内容电商与社交电商

Bin Chen，China B2B Sales General Manager，Shell

陈斌，中国 B2B 销售总经理，壳牌

16:40-17:25

Martech Technology with Growth Target

以增长为目标的 Martech 技术应用

Scott Brinker, VP Platform Ecosystem at HubSpot;Editor at chiefmartec.com; Program Chair of MarTech(TBD)

Scott Brinker, HubSpot 平台生态系统副裁;chiefmartec.com 主编；MarTech 项目主席(TBD)

17:25-18:10

B2B Website & SEO/SEM

网站与 SEO 优化

Abstract:

● Website optimization to Collect efficient market information 

网站优化，收集有效的市场信息

● How to Apply the Search Engine Optimization (SEO) to promote in the internet 

如何应用搜索引擎优化（SEO）在互联网上推广

TBD，Alibaba

End of Conference