GroupM, the media investment arm of WPP, successfully hosted Source Code by Group M, one of APAC’s annual advertising and marketing conferences that brings together global investors in the advertising and marketing industries town.
As marketers navigate a new future in a cookie-free world where virtual becomes the new reality, how can brands and agencies innovate their operations and strategies to continue promote growth? promote exemplary maturity?
Now in its third year, GroupM Source Code has hosted a series of board discussions that have seen industry leaders come together to discuss key programs that will shape the future of marketing.
Brand manufacturers of Unilever, Fonterra, CocaCola, Oppo, Volvo Cars, Prudential, Astro, Zalora and Malaysia Airlines consulted with senior representatives of dealers and networks from GroupM, Mindshare, MediaCom, Xaxis, Wavemaker, m/SIX, INCA, Unruly, Metamorfosa, DoubleVerify and many others.
The Future of E-commerce Starting with the theme “Future of identity, the role of technology in communication”, industry experts discussed how marketing can become a powerful tool and targeted to refer to virtual reality as the “new reality”. They talked about going beyond platforms to create a tailored and personalized world of frictionless entertainment, health and commerce for the end consumer.
In a heated conversation with Philip See, CEO of Firefly, and Divya Acharya, Director of APAC Solutions at Xaxis, executives discussed the topic of a ‘cookie-free’ world where brands can reach consumers beyond walled gardens by working with publishers to create the first piece of information a business securely collects from the web its source.
To get a more holistic view of their customers’ preferences, they can use a test and learning model that allows them to test different user identity solutions and prepare for a cookie-free world in 2023.
Shivendra Misra, APAC Director at IAB Tech Lab, talks about the need to establish a clear value exchange that will enable growth and trust by building lasting partnerships meaningful in the ecosystem.
With e-commerce driving unprecedented growth across all industries, panelists discussed the concept of ‘Enjoying’ this great feeling that comes from the benefits of e-commerce due to convenience, flexibility and a mix of brands and offers such as online-only deals and attractive packages. Tejas Kirodiwal, Head of Growth at Zalora, said: “The number of hours spent per week by a very engaged audience that wants to discover and buy means that e-commerce is poised to win, especially with growth in popularity.
Experts say that the future of e-commerce is “entertainment commerce“. Javed Jafri, director of digital and communications at Unilever, explains. “This means there will be more opportunities for branded content to play an increasing role beyond the e-commerce space. Social commerce tells us how far we’ve come, especially with the channel shift in the consumer journey.
Exploring the future of social media, Jin Lim, Content Creator and Founder of JinnyBoy TV, said, “It’s about passion, purpose and consistency social media in the form of an IG post or story, but as an ecosystem of multiple creators and impact formats.’
Follow and connect with us on Facebook, LinkedIn & Twitter
