In the customer journey where the realms of offline and online sites
are intricately intertwined, taking full advantage of user’s mobile
touchpoint is essential for a marketing success.
Although the keyword “Smartphone First” has been trending for a while,
most companies fail to utilize smartphone channel, which often ends up
as nothing less than a make-over version of their PC site.

In this session, we are inviting project leaders from Aflac, U-CAN,
Zexy, who have made remarkable marketing achievements through
cross-channel customer touchpoint planning in recent years, to talk
about specific approaches and tips.

Both Aflac and U-CAN have been engaging in smartphone touchpoint
optimization that is strongly tied to their TV commercials and making
a great success in new customer acquisition and conversion.
Their approach of mobile marketing will be a great inspiration for
those who are involved in cross-channel marketing communication
planning.

Zexy, a wedding information company, released Zexy app last year and
it succeeded in increasing customer engagement and lock-in by
utilising push content that is adjusted in accordance with user
attributes. This is a prime case where smartphone application led to a
further build up of a brand that was originally established by paper
media.