During the event, held at the Marriott hotel in Shenzhen, the main focus was on automation, new business acquisition and innovation. Speakers from Google, among others Global Marketing Director, Google Marketing Solutions Todd Rowe, as well as from agencies such as Hero Leads (Thailand) and local tech firms such as DJI were part of the programme.
Three days of meetings and keynotes left the RIFF team with a plethora of knowledge, but some of the points stuck out, and these are summarised below:
- Automation is THE prerequisite for staying competitive, especially in digital advertising. Getting started on the journey to automation is paramount for survival in today’s market.
- ML driven campaigns need some time to outperform manual bidding. Be patient when implementing–the vast majority of smart campaigns will eventually garner superior results using the ocean of data Google has on hand.
- With Shopping Actions, retailers can now sell directly via Google (currently in beta in US & France). Could this be the ultimate bridge to measure PPC all the way to e-commerce value?
Next to keynotes from Googlers & partner agencies, there were company visits to Tencent (of a.o. Wechat) & Royole (flexible screens manufacturer). Royole is a great example of an OEM moving into OBM, capturing more of the value chain in the process. This drive and success in moving up said value chain through product and process innovation among many companies in Shenzhen makes this one of the world’s tech hotspots.