Consumer behaviour has fundamentally shifted to the point that there is no longer a ‘typical customer journey’, but rather a complex web of touchpoints. The way people search has increased in range and complexity over time, so how do shoppers navigate the ‘messy middle’ of abundant information and unlimited choice? How can marketers learn to navigate that messy middle during uncertain times? And how can behavioural science help marketers communicate value beyond price?
 
It’s crucial that marketers understand how consumer decision-making has changed so that they can continue to realise profitable growth and build deep connections with customers.  We welcome Google to #DDO2023 to share the most compelling insights from their new “Messy Middle” behavioural science research, including some very timely findings on the importance of balancing Price, Promotion, and Product to meet market conditions:

• Decoding customer decisions: why it’s more difficult than ever before
• What clues did we find in Google’s historical search data?
• Testing the impact of behavioural biases on preferences
• How both established and challenger brands can adapt to this rich and complex space
• How can tools like AI be used to find the right customers at the right time and influence them?

About Hannah

Hannah partners with New Zealand's most sophisticated advertisers to leverage Google AI as a "multiplier" for solid performance strategy and expertise. She works closely with marketing leaders to unlock opportunities for profitable growth through smarter use of data, experimentation, and organisational change management. With experience working across tech, agencies, and start-ups across APAC, Hannah is a firm believer in the power of people + AI to balance insight with action, create new value, and achieve more together. In addition to her consulting role, Hannah heads up Google's thought leadership and capability program 'Google Honours' which is helping to lead and support the AUNZ performance marketing ecosystem into this new era of AI-Powered Ads.

Proudly Sponsored by Pure SEO

The AI revolution is transforming the landscape of search engines, marketing, and SEO, offering unprecedented opportunities for those who can skillfully harness its potential. However, the proliferation of AI also introduces significant risks, particularly for those not well-versed in this technology or who fail to utilize the appropriate models for specific tasks. AI dangers stem not only from bad actors exploiting this technology but also from the unintended consequences of improper implementation. In this captivating talk, Britney delves into the dynamic world of AI, sharing her unique insights and expertise on machine learning while highlighting the importance of knowledge and discernment in navigating both the opportunities and challenges that AI presents.

About Britney

Britney Muller, Founder of Data Sci 101 and a seasoned Marketing and Machine Learning (ML) Consultant, has carved out a unique niche in the industry with roles such as Marketing Manager at Hugging Face and Senior SEO Scientist at Moz. Her deep passion for ML and artificial intelligence fuels her work, particularly her talent for breaking down complex tech concepts into understandable terms for non-technical people. With her blend of expertise, industry experience, and knack for communication, Britney is a compelling speaker, offering actionable insights on the intersection of marketing and technology.

China has the largest digital buyer population in the world and contributes to more than half of all e-commerce retail sales. From live-streamed shopping to AI-powered customer service, China’s e-commerce giants have shown they’re not afraid of innovation. So, what can Western brands learn from their success?

We have invited Kevin Shimota from Tencent (and author of ‘The First Super App’, a book on WeChat and the Chinese digital revolution) to share his first-hand insights on one of the most popular apps in China, and its growing popularity with Chinese-speaking customers around the world. He will show some brand-new features and tools in the app and discuss how New Zealand marketers can use WeChat to engage with Chinese-speaking customers – whether NZ residents, tourists visiting NZ, or in China.

Joining Kevin on stage is Ken Freer from Flying Tiger, an expert on the Chinese digital ecosystem, Kathy Chen, Chapter Lead - Digital Specialist, The Warehouse Group, and Rhonda Karl, Marketing Manager at Ngai Tahu Tourism.

About Kevin

Kevin is a leading expert on digital technology in China. With nearly a decade of experience in China, he most notably worked as Global Head of Marketing and Partnerships for WeChat (Tencent) for 4 years. He has consulted many of the world’s top global companies on China's market-entry strategies and has spoken at major events on China’s digital tech ecosystem. Recently he has been Director of Platform Strategy for Accenture and a leading expert on 'Superapps'.

Kevin has helped major industry players develop their China go-to-market digital strategy, these included Merlin Entertainment, KLM, Caesars, DFS Tourism Australia, Tourism Dubai, Singapore Tourism Board, Visit Seattle, Starbucks, Burberry, Nike, MasterCard, Emaar, and more.

Kevin has been a speaker at 10+ major events, led 20+ workshops, and assisted 50+ global companies to develop their China market-entry strategy. He has been featured personally in the Financial Times.

Kevin has an MBA from CEIBS (#5 worldwide) and a bachelors from the University of Washington in Seattle. He previously worked at Boeing in Seattle as a global supply chain manager. Kevin is a strong advocate of innovation and sustainability in the tech industry. He believes technology will be integral to finding sustainable solutions to tomorrow's greatest challenges.

Co-presenting with Rachel Crockett & Stanley Henry

In just a few short years, TikTok has become the leading destination for short-form mobile video with more than 1 billion users across the globe. In New Zealand, the average user spends 100 mins on TikTok every single day, so it’s no wonder brands have adapted their content to fit the platform’s unique entertainment style.

During the One NZ brand transformation from Vodafone NZ, they too leaned into TikTok with authentic fit-for-platform creative that entertained rather than interrupted. From booking TikTok’s TopView format to filming some hilarious TikToks with CEO Jason Paris and other One NZ team members, we discover what made the campaign feel right at home on the platform. 

• Finding our TikTok creative agency to support our brand transformation
• The process: from ideation to creation
• Lessons for other brands on creating content that resonates
• What’s next for One NZ on TikTok?

About Kimberley

In a long-term, relationship with both social media and telco for the last 12 years, Kimberley launched 4G, 5G, Vodafone NZ’s TikTok account, and mostly recently, One NZ. Originally from the UK, she made the very wise decision to move to Aotearoa in 2019, before the world fell apart in 2020. She has a 16-month-old son who keeps her super busy and she loves to chat about books, movies, running, and hiking, as well as. So if you have any recommendations she’d love to hear them. 

Co-presenting with Richard Pook

About Henry

Henry Innis is the CEO and Co-Founder of Mutinex, a market leader in market mix modelling, which uses media and external data from interest rate rises to weather, to assess return on investment from marketing activity and help clients make better decisions around marketing investment. Mutinex has recently closed a $5 million seed extension funding round at a valuation of $37 million and has over $1 billion media spend under analysis annually. This gives Henry an unparalleled view of marketing measurement trends.

The breadth of Henry's experience is across strategy at some of Australia's best-known agencies including VML Y&R and B.B.E and working with Australia's largest brands. Henry has a background in software engineering, with high proficiency in solution architecture, analytics, and Python/Ruby programming languages.

Co-presenting with Ashleigh Smith & Nick Dellabarca

AI is the hottest topic of the year and it’s breaking into the mainstream. Generative AI, augmented humans, neural links, and digital twins. The accelerated convergence of machine learning that we are witnessing right now is equally fascinating and frightening. Marketers are left to wonder just how much AI will disrupt our industry.  What will the next 12-24 months bring and what does the path to 2050 look like? 

We are delighted to welcome Aaron McDonald, CEO of Futureverse, to explain what to expect, and why it’s crucial for marketers to be ready for what’s coming.

• What is now possible and where can this technology take us?
• Blurring of the digital and physical worlds
• Impact on advertising and CX in the future
• Why both your customers and your best friend could be an AI in 2050
• The big tech battle in the next 10 years

About Aaron

Aaron is a 20-year tech industry veteran with experience leading teams across all aspects of a technology company. Aaron has held leadership positions in large technology companies managing portfolios over $1b in value across engineering and architecture, product management, product development, marketing, and sales.

SXSW is one of the world’s biggest events with 30 tracks over 10 days covering film, music, tech, brands, and more. From keynotes with the likes of Ryan Reynolds and World Central Kitchen’s Jose Andreas, each SXSW attendee gets something different from the experience.

This year, Sarah Williams from Spark NZ was lucky enough to go. She joins us to share what inspired her, how the most valuable lessons weren’t what she had expected, and how it has changed her outlook as a marketer, as a leader, and as a person.

With its many platforms and wide reach, social media is one of the most powerful marketing tools, but social media trends can be ephemeral, especially as new tech advances and platforms wax and wane in popularity. 

ChatGPT will have the biggest influence on social media in 2023, TikTok continues to blur the lines between social and entertainment, social commerce is gaining strength, and the influencer landscape is shaped by trends such as #deinfluencing and virtual influencers.  

We have invited a panel of social media experts to share their predictions for how the social media landscape will evolve over the next 12-24 months, and what they recommend brands and marketers do right now to stay on top of developments.  

• Tapping into the hottest trends 
• What will generative AI mean for the social media world? 
• What’s changing on the platforms?  
• What can social media analytics tell us about changes in customer behaviour online? 

About Tegan

One-third of the Mai FM Morning Crew, fun-loving Tegan wakes up over 200k Kiwis every
weekday morning alongside her ‘radio brothers’ Fame and Storme. Trendy, honest and relatable, Tegan uses her platform to whakamana (empower) and whakanui (celebrate) her audience which is incredibly evident in her exciting, entertaining, and engaging content.

Co-presenting with Kimberley Harcombe & Stanley Henry

In just a few short years, TikTok has become the leading destination for short-form mobile video with more than 1 billion users across the globe. In New Zealand, the average user spends 100 mins on TikTok every single day, so it’s no wonder brands have adapted their content to fit the platform’s unique entertainment style.

During the One NZ brand transformation from Vodafone NZ, they too leaned into TikTok with authentic fit-for-platform creative that entertained rather than interrupted. From booking TikTok’s TopView format to filming some hilarious TikToks with CEO Jason Paris and other One NZ team members, we discover what made the campaign feel right at home on the platform. 

• Finding our TikTok creative agency to support our brand transformation
• The process: from ideation to creation
• Lessons for other brands on creating content that resonates
• What’s next for One NZ on TikTok?

About Rachel

Rachel is currently a Client Solutions Manager at TikTok New Zealand and has been working in the digital media space for 10 years. Prior to joining TikTok, she worked at NZME for 7 years, where she led the Digital Performance Marketing Team. She has a deep understanding of digital media and a passion for not only helping New Zealanders demystify digital but helping them understand how it can ultimately help their business. 

With its many platforms and wide reach, social media is one of the most powerful marketing tools, but social media trends can be ephemeral, especially as new tech advances and platforms wax and wane in popularity. 

ChatGPT will have the biggest influence on social media in 2023, TikTok continues to blur the lines between social and entertainment, social commerce is gaining strength, and the influencer landscape is shaped by trends such as #deinfluencing and virtual influencers.  

We have invited a panel of social media experts to share their predictions for how the social media landscape will evolve over the next 12-24 months, and what they recommend brands and marketers do right now to stay on top of developments.  

• Tapping into the hottest trends 
• What will generative AI mean for the social media world? 
• What’s changing on the platforms?  
• What can social media analytics tell us about changes in customer behaviour online? 

About Carsten

Carsten Grueber is a marketing expert with a passion for political and governmental marketing campaigns, aiming at informing the public and the creation of awareness on key issues. His previous experience includes Head of Commercial Partnerships, Public Sector & Nonprofits for TikTok Germany and Government & Politics Marketings Partnerships for Facebook in Northern, Central and Eastern Europe.

Co-presenting with Kelley Toy

With one in four housefires starting in the kitchen, and 50 percent of all fatal house fires involving alcohol or drugs, the reality is that cooking under the influence is often a recipe for disaster in Aotearoa. But how to get that message across to disengaged audiences? 

Previous campaigns hadn’t resonated with this demographic, so Fire and Emergency NZ took a novel – and brave – approach. 
Spending 75% of the campaign budget on social media such as YouTube, Twitch and TikTok, the You’re Cooked campaign is heavy on video content featuring crowd-sourced confessions of inebriated home cooks. It’s entertainment rather than advertising and it worked. 

We are joined by Kelley Toy, Marketing Manager at Fire and Emergency NZ and Sam Stuchbury, Executive Creative Director at Motion Sickness who will share how they turned a traditional PSA campaign on its head.

About Sam

Sam Stuchbury is the founder and Creative Director of multi-award-winning advertising agency Motion Sickness. Sam and his agency use strategy grounded in consumer culture to get brands noticed and change behaviour. Working with clients such as The New Zealand Government, Les Mills, Icebreaker, and Zuru Edge, the agency is truely making a name for itself.

After humble beginnings in a poorly-insulated student flat in Dunedin, Motion Sickness has gained national and intentional recognition for their unique creative work and campaigns. Most recently their ‘Keep It Real Online’ campaign for the Department Of Internal affairs has gained global traction, sparking conversions around online harm for children.

Co-presenting with Sam Stuchbury

With one in four housefires starting in the kitchen, and 50 percent of all fatal house fires involving alcohol or drugs, the reality is that cooking under the influence is often a recipe for disaster in Aotearoa. But how to get that message across to disengaged audiences? 

Previous campaigns hadn’t resonated with this demographic, so Fire and Emergency NZ took a novel – and brave – approach. 
Spending 75% of the campaign budget on social media such as YouTube, Twitch and TikTok, the You’re Cooked campaign is heavy on video content featuring crowd-sourced confessions of inebriated home cooks. It’s entertainment rather than advertising and it worked. 

We are joined by Kelley Toy, Marketing Manager at Fire and Emergency NZ and Sam Stuchbury, Executive Creative Director at Motion Sickness who will share how they turned a traditional PSA campaign on its head.

About Kelley

Kelley brings a diverse background to her current role as Marketing Manager at Fire and Emergency New Zealand and believes that's important to be effective in driving changes in human attitudes and behaviour.

With an Engineering background, she spent 15 years developing and launching new products globally for Fonterra and more recently worked as Marketing Director with a tech start-up in Hong Kong and USA.

Kelley likes to apply a scientific and data-led approach to all behaviour change communications.

With its many platforms and wide reach, social media is one of the most powerful marketing tools, but social media trends can be ephemeral, especially as new tech advances and platforms wax and wane in popularity. 

ChatGPT will have the biggest influence on social media in 2023, TikTok continues to blur the lines between social and entertainment, social commerce is gaining strength, and the influencer landscape is shaped by trends such as #deinfluencing and virtual influencers.  

We have invited a panel of social media experts to share their predictions for how the social media landscape will evolve over the next 12-24 months, and what they recommend brands and marketers do right now to stay on top of developments.  

• Tapping into the hottest trends 
• What will generative AI mean for the social media world? 
• What’s changing on the platforms?  
• What can social media analytics tell us about changes in customer behaviour online? 

About Melanie

Melanie has had nearly 20 years’ experience as a senior marketer in Sydney and Auckland with heavyweight clients in retail, property, banking, FMCG, food & beverage, aviation and fashion. Socialites help organisations thrive in this dynamic digital world and do this by using social media to bring a brand’s DNA to life, creating loyal customers, communities and driving commercial outcomes.

Co-presenting with Rachel Crockett & Kimberley Harcombe

In just a few short years, TikTok has become the leading destination for short-form mobile video with more than 1 billion users across the globe. In New Zealand, the average user spends 100 mins on TikTok every single day, so it’s no wonder brands have adapted their content to fit the platform’s unique entertainment style.

During the One NZ brand transformation from Vodafone NZ, they too leaned into TikTok with authentic fit-for-platform creative that entertained rather than interrupted. From booking TikTok’s TopView format to filming some hilarious TikToks with CEO Jason Paris and other One NZ team members, we discover what made the campaign feel right at home on the platform. 

• Finding our TikTok creative agency to support our brand transformation
• The process: from ideation to creation
• Lessons for other brands on creating content that resonates
• What’s next for One NZ on TikTok?

About Stanley

Founder and Managing Director of The Attention Seeker, a creative agency based in Tāmaki Makaurau. A team of 16 and growing The Attention Seeker has built a huge presence across social media with well over a million followers across their brand and team.

With its many platforms and wide reach, social media is one of the most powerful marketing tools, but social media trends can be ephemeral, especially as new tech advances and platforms wax and wane in popularity. 

ChatGPT will have the biggest influence on social media in 2023, TikTok continues to blur the lines between social and entertainment, social commerce is gaining strength, and the influencer landscape is shaped by trends such as #deinfluencing and virtual influencers.  

We have invited a panel of social media experts to share their predictions for how the social media landscape will evolve over the next 12-24 months, and what they recommend brands and marketers do right now to stay on top of developments.  

• Tapping into the hottest trends 
• What will generative AI mean for the social media world? 
• What’s changing on the platforms?  
• What can social media analytics tell us about changes in customer behaviour online? 

About Brooke

Brooke is an X Games Medalist and social entrepreneur with 30 years experience in the sports and media industries. At 21 Brooke founded cornerstone action sports brand Senate Industries and went on to create England Clothing and Poynter footwear.

Brooke is passionate about building world class purposeful projects including The Afta Award winning The Rise Up Christchurch Telethon, and 2 number 1 songs collaborating with The Flight of The Conchords, Lorde, Taika Waititi, Joel Little and Peter Jackson.

In his current roles as the CEO of Otterfish and co-founder of WeAreTENZING and Non Fungible Labs Brooke connects leading creators with world class tech in the Content and NFT spaces, helping creators find new ways to monetise their work.

With its many platforms and wide reach, social media is one of the most powerful marketing tools, but social media trends can be ephemeral, especially as new tech advances and platforms wax and wane in popularity. 

ChatGPT will have the biggest influence on social media in 2023, TikTok continues to blur the lines between social and entertainment, social commerce is gaining strength, and the influencer landscape is shaped by trends such as #deinfluencing and virtual influencers.  

We have invited a panel of social media experts to share their predictions for how the social media landscape will evolve over the next 12-24 months, and what they recommend brands and marketers do right now to stay on top of developments.  

• Tapping into the hottest trends 
• What will generative AI mean for the social media world? 
• What’s changing on the platforms?  
• What can social media analytics tell us about changes in customer behaviour online? 

About David

Dave is the Co-CEO and Co-Founder of Zavy, a NZ-based world leader in social media analytics. With a passion for measurement and unlocking the link between social media activity and business growth, Dave and his team have studied the revenue growth and social media impact of over 2,500 businesses. Through this work, they have developed a unique understanding of social media performance and work with leading brands and organisations to help them grow their brands using social media.

China has the largest digital buyer population in the world and contributes to more than half of all e-commerce retail sales. From live-streamed shopping to AI-powered customer service, China’s e-commerce giants have shown they’re not afraid of innovation. So, what can Western brands learn from their success?

We have invited Kevin Shimota from Tencent (and author of ‘The First Super App’, a book on WeChat and the Chinese digital revolution) to share his first-hand insights on one of the most popular apps in China, and its growing popularity with Chinese-speaking customers around the world. He will show some brand-new features and tools in the app and discuss how New Zealand marketers can use WeChat to engage with Chinese-speaking customers – whether NZ residents, tourists visiting NZ, or in China.

Joining Kevin on stage is Ken Freer from Flying Tiger, an expert on the Chinese digital ecosystem, Kathy Chen, Chapter Lead - Digital Specialist, The Warehouse Group, and Rhonda Karl, Marketing Manager at Ngai Tahu Tourism.

About Ken

With over twenty years of senior marketing experience, the last ten of which have been in the travel and tourism sector, Ken has held senior executive roles in New Zealand, Australia, the USA, the UK, and Fiji.

For the past three years, Ken has led the South Alibaba programme in New Zealand, working with DMOs and over 4,500 businesses to help them be more successful in the Chinese market.

Ken’s previous roles include being the marketing lead for Tourism New Zealand in North America and Europe, along with being the global marketing lead for Tourism Fiji.  

China has the largest digital buyer population in the world and contributes to more than half of all e-commerce retail sales. From live-streamed shopping to AI-powered customer service, China’s e-commerce giants have shown they’re not afraid of innovation. So, what can Western brands learn from their success?

We have invited Kevin Shimota from Tencent (and author of ‘The First Super App’, a book on WeChat and the Chinese digital revolution) to share his first-hand insights on one of the most popular apps in China, and its growing popularity with Chinese-speaking customers around the world. He will show some brand-new features and tools in the app and discuss how New Zealand marketers can use WeChat to engage with Chinese-speaking customers – whether NZ residents, tourists visiting NZ, or in China.

Joining Kevin on stage is Ken Freer from Flying Tiger, an expert on the Chinese digital ecosystem, Kathy Chen, Chapter Lead - Digital Specialist, The Warehouse Group, and Rhonda Karl, Marketing Manager at Ngai Tahu Tourism.

About Rhonda

With international borders reopening Ngai Tahu Tourism, one of Aotearoa’s largest tourism operators with experiences throughout the motu, is looking at how international tourism has changed in the last 3 years,  the impact of digital advancement on the industry and how to engage with key markets within this new landscape.

Rhonda Karl is an experienced commercial marketer with a passion for delivering unique experiences. With a wealth of experience both internationally and domestically, previous roles include Head of Marketing and Commercial for ASB Classic, Digital Manager at Netball New Zealand, Business Development Manager at Sony Music, and Senior Brand Manager for SEGA Europe.   

About Nadia

Women In Tech Award WINNER 2022 RISING STAR, 2021/22 TVNZ -NZ Marketing Awards Judge and Head of Business Operations at Umbrellar, Powered by Pax8.

An outgoing, entrepreneurial, performance-driven leader with a passion to embrace the changing face of our world and the relentless rise of evolving technology and business demands to drive better overall outcomes for all.

Previously heading up the marketing team taking Enlighten Designs to Microsoft Country Partner of the year, with a newly appointed change from Head of Marketing and Operations to Head of Business Operations at Umbrellar.

Championing the GTM strategy and operational business excellence across the Microsoft CSP Distribution, Cloud Operations and Advisory businesses, because everyone deserves the cloud done right! Living and flying the flag for the WFH free-range life as a proud mama of two boys, because work should be what you do not where you go.

China has the largest digital buyer population in the world and contributes to more than half of all e-commerce retail sales. From live-streamed shopping to AI-powered customer service, China’s e-commerce giants have shown they’re not afraid of innovation. So, what can Western brands learn from their success?

We have invited Kevin Shimota from Tencent (and author of ‘The First Super App’, a book on WeChat and the Chinese digital revolution) to share his first-hand insights on one of the most popular apps in China, and its growing popularity with Chinese-speaking customers around the world. He will show some brand-new features and tools in the app and discuss how New Zealand marketers can use WeChat to engage with Chinese-speaking customers – whether NZ residents, tourists visiting NZ, or in China.

Joining Kevin on stage is Ken Freer from Flying Tiger, an expert on the Chinese digital ecosystem, Kathy Chen, Chapter Lead - Digital Specialist, The Warehouse Group, and Rhonda Karl, Marketing Manager at Ngai Tahu Tourism.

Co-presenting with Henry Innis

About Richard

Richard leads media data, product, and technology development across Australia and New Zealand for dentsu media. He has previously held executive positions in media businesses in the UK and Switzerland and has a deep understanding of digital advertising and technology.

Richard works closely with ANZ clients and media partners to build innovative, award-winning, and impactful solutions in data consulting, audience targeting, dynamic advertising, and media measurement.

Co-presenting with Liz Richards & Nick Dellabarca