With the emergence of digital technology, the nature of competition has fundamentally changed — not only for the media but also among their advertising clients. Using innovative business models, startups are stealing customers by breaking the links in how consumers discover, buy and use products and services. By decoupling the customer value chain, these startups, instead of taking on the Unilevers and Nikes, BMWs and Sephoras of the world head-on, peel away pieces of the consumer purchasing process. The media knows it well, having been disrupted by Google and Facebook, Alibaba and Tencent, among others.
To stay relevant in this fast-changing marketplace, media publishers need to understand how consumers have changed the ways they purchase products and services, and how this affects the way marketers work and plan their advertising spend.
Based on his research at Harvard Business School and the University of Oxford, Grzegorz ‘Greg’ Piechota invites you on a journey to develop a strategy to respond to digital disruption — not only for the media companies but for clients too.
The masterclass on ‘Digital disruption and transformation of marketing: How to save the relevancy of your advertising business’ by Digital Media Asia will take place on 29 October 2019 at South China Morning Post, Hong Kong, from 9 a.m. to 5 p.m. The masterclass will begin with the session on new needs of the consumers, the second session will focus on the new needs of the marketers, the third session will discuss the new capabilities of the publishers and the last session will be on designing new products and services. The masterclass will include a mix of lecture presentations, group hands-on exercises, case studies and discussions.
The fee for Digital Media Asia conference delegates who are also WAN-IFRA members is US$ 261.92 and for non-WAN-IFRA members, it is US$ 392.88.
For non-DMA conference delegates but who are WAN-IFRA members, the fee is US$ 392.88 and for non-WAN-IFRA members, it is US$ 523.84. Contact Wilson Leong at wilson.leong@wan-ifra.org to register for the masterclass.
