DigiAsia第2日<br>數位創意&數位品牌話題登場!
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DigiAsia第2日
數位創意&數位品牌話題登場!

Digi-Creativity & Digi-Brands DigiAsia Day2

創意,是廣告行銷最重要的核心元素之一,好的創意能突顯品牌的價值及特色。《數位亞洲大會(DigiAsia)》第二天即以「數位創意及數位品牌」為主軸延伸進行分享,上午的4場主題演講分別由Facebook大中華區總經理梁幼莓談「影像,聲音與移動─數位時代的動態影像行銷」、Google亞太區創意長John Merrifield談「用廣告改變世界」、微軟廣告亞太暨大中華區總經理Adam Anger談「現在,廣告最重要的時代」以及微博商業平台暨產品部總經理程昱談「社交媒體到商業平台的演進」。


 
Facebook大中華區總經理梁幼莓在論壇中提到,透過精準定向技術,詳細描繪使用者,傳遞最相關的創意故事給使用者,讓用戶拇指停止滑動、眼球專注在品牌故事中,甚至進一步購買,就是行銷人員的成功。
 
「創意,就是要揚棄傳統、規則,重視行動、體驗與敏捷度。」Google亞太區創意總監John Merrifield認為,用不同的方式看相同的東西,舊元素的新鮮組合,也可以是改變世界的創意。深耕廣告產業多年的他認為廣告客戶和品牌唯有掌握變化,才有機會勝出。而亞太暨大中華區微軟廣告總經理Adam Anger也強調「Dayparting is Dead」,消費者情境已經改變,由於數位科技的影響,現代人的生活與工作界線已經模糊,行銷人要了解環境和消費者變化,並且善用多屏時代創造多重體驗,非單一訊息大量複製到不同渠道,才能打造最好消費體驗。安索帕中國區首席創意官Tim Doherty(杜天捷)也分享VOLVO貨車、Honda汽車等案例,說明創造互動的機會,讓消費者與任何東西、場景都互動,使得大構想超越傳統廣告的活動體驗。


 
微博擔任商業平台暨產品總經理的程昱,在大會上宣告微博已經從社交媒體走向社群電商平台。形成電商關鍵,是社群媒體功能讓話題能被大量傳播出去,再者是方便的電商工具使開店更容易,最後是簡易支付流程無縫成交,又再回到社群媒體上推波助瀾,透過數位紀錄,ROI更容易被衡量,形塑出全新社交電子商務生意。
 
麥肯亞太區首席技術分析師Greg Armshaw,分享4個趨勢觀察,包含重新混合革命(Remix Revolution)、電視重生(TV Reborn)、看不到的介面(Invisible Interfaces)和交易(New Transaction)。各種新東西被創造出來,如何混和成為更有力量的組合,小米的崛起可以說明一切。
 
下午的焦點討論在「數位品牌」場次,由凱絡媒體數位行銷副總經理朱怡靜擔任主持人,麥肯亞太區首席技術分析師Greg Armshaw與亞太暨大中華區微軟廣告總經理的Adam Anger參與對談,首先主持人點出面對複雜的科技技術,尤其在大數據和多屏螢幕強勢來襲之下,行銷人要如何面對。但兩位專家皆不擔心技術問題,反而認為是品牌機會,藉此更能深入了解消費者,將各種資源資料串連,量身打造更細緻的消費體驗,幫品牌創造價值。



同時間進行的「數位創意」焦點討論場次,由台北市媒體代理商協會理事長黃燕玲擔任引言,與3位來自不同領域的專家,安索帕中國區首席創意官杜天捷、媒體思香港暨台灣總經理吳雅莉以及微博商業平台既產品部總經理程昱進行精彩討論。從廣告創意者的角度,或從大數據分析技術,和社交平台與社群商務發展三方面來看,與談人們都從認為一切還是回到行銷最根本的核心:「瞭解市場需求」並「傾聽客戶聲音」。然而在數位資訊充斥的當下,如何運用正確工具,透過緊密快速的觀察分析,結合客戶的銷售目標,整合轉化為最正確的策略,再藉由數位創意表現來傳遞給消費者,這才是未來的數位廣告所面臨之最大挑戰。同時,各種數位技術雖是日新月異,有時行銷人的想像卻會跳躍到比現有技術更遠的思維空間,如何建立從思維到技術到傳遞之間的關聯性,以及加快腳步培養新一代的數位人才,將是影響整個數位創意發展的關鍵。
 
明天(14日)也是2014《數位亞洲大會(DigiAsia)》最後一天,探討的主題是數位創新與數位創業,上午將有三場的主題演講,下午的重頭戲是商業媒合「數位夢想(DigiDreams)」,將有15組創新團隊輪番登場,發創意、數位、科技的服務及概念。


圖一:Facebook大中華區總經理梁幼莓正在進行演講
圖二:亞太暨大中華區微軟廣告總經理Adam Anger
圖三:安索帕中國區首席創意官杜天捷、媒體思香港暨台灣總經理吳雅莉以及微博商業平台既產品部總經理程昱進行專題討論


Creativity is the main element of advertising marketing. A good creativity can enhance the value of brands and feature the characters. Extending the theme for the second day of DigiAsia,"Digi-Creativity and Digi-Brands", our keynote speakers shared their precious experience and knowledge. This morning, we presented four big stars in new era for our keynote speech. Start with the Jayne Leung, Head of Greater China, Asia Pacific, Facebook, addressed "Sight, Sound and Mobile- Video marketing in the digital era". Following with John Merrifield, Chief Creative Director from Google APAC presented "Making a Dent in the Universe.", and continued with Adam Anger, General Management for Asia and Greater China from Microsoft Advertising declared “Advertising in the Moments that Matter”.  Last not the least; we had Bryan Cheng, General Manager from Weibo Commercial Product and Platform, sharing their Weibo journey, "The Evolution from social Media to Commercial Platform."

















"By precise targeting technique to describe users in detail, then convey the most relevant creative story to our users. Catching the eyeballs of our potential customers, further click the page and make the purchase. This is what I called the success of a marketer” mentioned Jayne Leung, Facebook.














John Merrifield from Google believes only to abandon tradition, principle, and focus on activity, experiences and agility comes creativity. By looking from different view, or combine the olds to the news can also pop up the creativity to change the world. Indulging in advertising world for decade, Merrifield concluded understanding the change of clients and brands is the number one rule for survive in Ads world. "Dayparting is Dead" emphasized Adam Anger from Microsoft. Aiming to build the best consumption experience, we need to understand users experience affected by the digital technology, so instead of placing the same messages in different channels we should better use multi-screen to create multi-senses experience.
 
Tim Doherty from isobar explained how to create opportunity to react with customers by sharing commercial cases including VOLVO, Honda etc. We need to make our costumers reaction in everywhere, and make our unlimited big ideas experience beyond classic ads experience. 

Byran Cheng from Weibo announced Weibo is transferring social media to e-commerce platform. With social network, Weibo, users can broadcast our e-commerce sparely, Weibo e-commerce platform is easier for users and easier to utilize also work with the stream less payment system, after the platform is done, users can use Weibo to boom the business again. With digital analyzing, ROI is easier to measured, and Weibo can create a new form of e-commerce business.   














For "Digi-Brands" penal discussion in the afternoon, Stephanie, Digital Vice President, Karat Taiwan-Interactive , our host pointed out with the strike of multi-screen and big data strategy and the complicated technology, what should marketers react? Our speakers, Armshaw, McCann, and Anger, Microsoft, claimed that technical issues should not be a problem. Instead, by understanding the insights of the customers and connecting all the big data, marketers can build a more sophisticated users experience and create the value of the brands.

Meanwhile in “Digi-Creativity” penal discussion, with host Elle Huang, Media Agency Association Taipei, and our three other speakers, Tim Doherty from isobar, Bryan Cheng from Weibo and Sally Ng from Sizmek, we have an exciting discussion for Digi-Brands. Either with the perspective from creators, big data annalists or social and e-commerce platform, they all agreed the best advice to markets are understand the needs of the customers and listening your clients. How to use the correct tool, combination with analyze and selling goal from clients, and turn these into the best solution strategy, and further use digital creativity express to the customers. This will be the next challenge for the marketers. How to deal with and make connection with the creative ideas into practice with technology techniques, and eager to find more talents from new generation will be the main key of digital creativity development. 

© DigiAsia ALL RIGHTS RESERVED.
© DigiAsia ALL RIGHTS RESERVED.