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Nothing brings you closer to the consumer - Given this simple truth, the focus has shifted from recognizing the potential of mobile to the opportunities created by closing the knowing versus doing gap. This event will provide the audience with the knowledge to effectively allocate resources and establish the right infrastructure to leverage mobile.

5 bold reasons why you should join us:

• Learn from early adopters experienced in design, strategy and budgeting of mobile marketing campaigns, how to successfully create mobile moments during every stage of path to purchase.
• Gain the global and local perspective that only an international mobile marketing trade association can offer. View the agenda.
• Connect with attendees from brands, agencies, media companies and tech enabler companies to form influential new business partnerships and acquire new clients.
• Meet our expert speakers from many global brands and agencies cross the globe. View speaker list.
• Get a tangible action plan for successfully incorporating mobile into your marketing plans.

Remember to find us on Zalo for immediate updates, promotions, and direct interaction with speakers on event day!

Date: June 14, 2017 Venue: Park Hyatt, 2 Lam Son Square, Dist. 1, HCMC.



1:00 pm - 1:45 pm

Open for Registration

1:45 pm - 1:55 pm

Opening Speech

Phan Bich Tam - Country Manager Mobile Marketing Association Vietnam

Nguyen Anh Tuan – Director of Zalo Platform

1:55 pm - 2:10 pm

Consumer's Path to Purchase Through Mobile
In today’s day and age, smartphones have become an integral part of consumers lives and have an ability to impact on the consumer journey across the entire purchase cycle. Mobile is no longer an emerging media, but an emerging behavior. The session would provide insights on how mobile is not a stop or just a touchpoint but a permanent companion on the path to purchase and marketers need to continuously refine the approach.

Nguyen Thai Hai Van – Vice President of Marketing / Unilever Vietnam

2:10 pm - 2:30 pm

How Mobile is Affecting Consumer Purchase Behaviour
As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. The traditional shopping phases still exist, but once smartphones are introduced, behavior shifts. What consumers want is changing and retailers are having to keep up.

Tran Thi Thanh Mai – General Director – Kantar Media Vietnam

2:30 pm - 2:50 pm

Building CRM in Digital Age
It has been confirmed by many global entities that M-Commerce has become dominant in E-Commerce and retail. In the Vietnam market, we have a sky-high mobile adoption rate but the number of transactions that occur via M-Commerce is still very low (M-Commerce negligible). With that fact and a Mobile-First mindset, we believe Mobile as a transaction medium is a must and benefits to be leveraged from M-Commerce are endless.
In this short presentation, we will showcase how we utilize popular apps for engagement, and offer, our customers, nothing but convenience. But we don't plan to stop there, and you shouldn't either. Master M-Commerce, we can reach your customer at the right place and at exactly the right time!

Kalidas Ghose - Chief Executive Officer, FE Credit

2:50 pm - 3:15 pm

Is CRM the Future Marketing Model?
The digital age opened many new doors for marketers to approach potential consumers. At the same time, they face the bigger barrier of how to differentiate brand message and get the audience’s attention among multiple digital touch-points. The CRM Marketing model is born with the vision to bridge this gap. Marketing today is not only about communication to acquire consumers, but also to retain them in order to raise the consumer life time value. The Zalo platform has the same vision – to become the technical enabler of this CRM Marketing model.

Chu Thi Diem Thuy - Head of Strategic Planning - Adtima

Dung Nguyen – Head of Business Development – Zalo

3:15 pm - 3:50 pm

Panel 1: How optimize ROI through Online to Offline
Study after study confirms it: search, Facebook, and display ads drive offline conversions and sales. Whether it’s a store visit or a phone call, you can’t measure CPL and prove ROI without offline conversions. But it can be a challenge. So how are marketers using online and offline data to understand and optimize the customer journey? And what cross-channel strategies work best to drive offline conversions?

Join digital marketing experts to understand how marketers are solving the online-to-offline dilemma. You’ll learn:
• The unexpected impact call conversions have on your CPL and ROI
• How to optimize search, Facebook, and display ads to drive offline sales
• How to tie together cross-channel, web, and call data to boost revenue


Navin Dhanpal, Managing Director, Vizeum


Nguyen Ha Duc Minh, Managing Director, Lava Digital Group

Pham Minh Nguyet, Brand Marketing Manager, Adidas Vietnam

Thong Pham, Chief Marketing Officer, Lazada Vietnam

Nguyen Thi Hai Ha, Mananing Partner & Co-founder, ClickMedia

3:50 pm - 4:05 pm

Networking Tea Break

4:05 pm - 4:25 pm

Leveraging Data in Optimizing Customer's Path to Purchase
The customer journey is one of the most popular topics in Marketing. Many companies currently collect data to identify how customers are interacting and behaving across all channels, devices and touch points. But the question is how we can leverage this data to optimize the customer’s path to purchase by applying digitization, anticipation & personalization.

Hanh Le – Chief Operation Officer – PMAX

4:25 pm - 4:45 pm

How to Deliver an Integrated, Connected Consumer Journey with Digital
It's more important than ever to create a holistic experience for consumer. In FrieslandCampina Vietnam, we defined the consumer journey for IFT target audience and we are working and learning some use case how we can apply DMP ( Data Management Platform) into Consumer Journey and thru that we are making a impressive development in Digital Media.
And also part of consumer journey, how could automation marketing support to business? The case of automation which experience in Zalo application.

Nguyen Manh Ha - Digital Development Manager – FrieslandCampina Vietnam

4:45 pm - 5:05 pm

Redefine POEM Model, Optimize Mobile to Win the Consumer’s Mind & Heart
With attention fragmenting across a multitude of channels and screens, and with consumers reaching everlarger audiences online, paid mass media on its own will not suffice. At Nestle, we redefine the POEM model–in which mobile optimizing is the must to win consumer’s purchasing path, well blending between online & offline activities, rational & emotional to win full consumer’s journey, generate most earned from consumers. We called it POEM the Nestle way.

Tina - Do Tran Diem Mien - VN – Head of Integrated Marketing & Digital. / Communication & Marketing Support – Nestle

5:05 pm - 5:40 pm

Panel 2: Online CRM Building through Consumer's Path to Purchase
Product offering is something consumers research for when they have an intention to purchase. When consumers have made their decision, they move on to the transaction phase, where trust is a deal breaker.
What are the most effective ways trust can be built to ensure that consumers have access to you and can communicate their needs or concerns?
What are the deficiencies in the online path to purchase and how do you rectify these deficiencies through informed data-driven decisions to provide the best customer experience leading to an increase in customer loyalty and sales?


Ly Viet Vu, Co-Founder & General Director, Mirum Vietnam


Arup Bansal, Managing Director, MEC

Ha Trung Thoa, Founder & CEO, IMA

Le Ba An Binh, Head of Integrated Marketing Communication, Coca-Cola Southeast Asia

Tran Thi Diem Quyen, Head of E-Commerce, Abbott

5:40 pm – 6:00 pm

Lucky Draw & Closing

Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific Limited


Earlybird (before June 9th)

1,400,000 vnd/ticket

Book now


2,000,000 vnd/ticket

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Enter Code: "GRABMMA" to enjoy “50,000 VND” discount for your ride with Grab!

Discount VND 50,000 / ride, and 2 rides applied
Pick up and Where-to: Park Hyatt Saigon Hotel
Time: 10:00 AM to 08:00 PM on June 14, 2017


The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.