For years now, the digital transformation has been a top priority of the global economy and every society in the world — with varying degrees of success and diverse effects on individual markets, industries, companies, and consumers. In the center of the digital transformation stand brands and their marketing strategies influenced by so many upcoming technologies. Christian Muche, Co-Founder of dmexco and Executive Partner of WUNDERGUARD, provides an introductory overview of the current key trends and tasks for our industry challenging marketing, media and consumer communication. He will set the stage for the following keynote presentation by Nestlé’s Pete Blackshaw and his topic “Invitational Marketing” rounding up with a diverting Q&A session. Empowered by technology — voice, bots, IOT, smart robots, WeChat, Line — consumers are asking brands a fire-hydrant of questions. Pete Blackshaw, Nestlé’s global head of digital innovation and incoming CEO of Cintrifuse, a US-based accelerator & fund serving companies like P&G and Kroger, will introduce this concept of “Invitational Marketing” and outline what’s required to win — from “service discipline” to aggressive partnering with start-ups.

Data is the “crude oil of the 21st century”. With the growing expectations of big data, nowadays various industries and fields promote the use of them.　In 2018, Yahoo declared to be a “data company” and reformed its organizational structure. What is the essence of data-driven for Yahoo that challenges the utilization of the big data for more than 100 services? From specific examples, we will talk about the marketing outlook of the digital era.

The session will address the growth that is happening in eCommerce marketing, and how businesses and brand marketers can build strategies to drive success in this rapidly evolving space. As consumers, we’re living in an age of unprecedented access and choice. From iced tea and toothpaste movies and music, advancements in technology are causing a major shift in peoples’ shopping habits—and it’s a shift that is happening globally, impacting economies across the world. With the growth in adoption and usage of not only digital devices and channels but also new technologies like AI, we’re seeing the emergence of powerful external trends that are reinventing the shopping experience as we know it. And as shopping habits change, how we engage our customers through marketing also needs to change. 　Amazon believes it is critical to embrace these new trends.

transcosmos started me&stars in collaboration with actor Takayuki Yamada. Just how powerful can content be when created together with a top star? In this session we examine the transition from the traditional sponsor-first advertising model to the yet-novel content-first model where sponsors sign onto viral content, through an in-depth case study of Yamada’s much-publicized bust measurement event.