Serving consumers with personalised messaging is a much more nuanced business than simply recording the way they like their eggs cooked, say senior China brand experts from Mars, Accor and McCann Health speaking at the Digital360Festival in Shanghai.
Text, images and video takeaways from the Digital360Festival, which took place March 28 in Shanghai.
An archive of live updates, observations and photographs from the Digital360Festival, held on 26 April in Shanghai.
The two-day event will be held at JW Marriott Shanghai on 25 and 26 April.
Marketing operations may not be the most exciting part of the industry, but are vital to keep pace with customer expectations, says Steven Li, chief marketing officer of Yum China Holdings ahead of Campaign's Digital360 festival in Shanghai
The infant formula brand tells us how it became less reliant on China's giant digital players to focus on just one key metric: the millennial mum.
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