SES Singapore 2013

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Grand Copthorne Waterfront Singapore
392 Havelock Rd
Singapore 169663

SES Singapore 2013 - Day 1 Agenda

Tuesday, 3 December

08:00 Registration
09:00 Opening remarks
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
09:10 Keynote address
Rudratej Singh

Beyond traditional - Reach, engage and transform

A Unilever case study.


  • Keynote Speaker:
    Rudratej Singh, Vice President, Marketing Operations, Unilever
9:50 Keynote panel

Become a digital savvy marketer across Southeast Asian region

In 2012, the total online population in Singapore was over 4m people, or 75% of the overall population in the country. In the past three years, mobile has been fast evolving. Many countries in the region, such as Singapore, Indonesia and Vietnam, have seen high mobile penetration and phenomenal growth in mobile commerce since 2010, leaping from S$43 million in 2010 to S$328 million in 2011. Mobile messaging that captures the largest percentage of consumers' time has become a strong marketing tool in the region. However, the diverse culture and linguistics, political considerations, and local know-how in digital marketing are potential obstacles to the success of digital marketing in the region.

  • What are the key considerations for a brand to launch in the Southeast Asian market?
  • Adaptation to differences in culture and linguistics, business practices, and political considerations
  • Real-life case study: How should marketers adapt, plan, execute and measure an integrated marketing campaign across the region while facing the challenges mentioned above?
  • Moderator:
    Eddie Choi, Founding Partner, Frontiers Digital
  • Panelists:
    Kareen Kaur, Asst. Vice President - Digital Marketing and CRM, Singapore Post
    Rod Strother, Director of Digital and Social Centre of Excellence, Lenovo
    Gulshan Verma, Chief Revenue Officer (CRO), Komli
10:30 Networking break
  Track 1 Track 2 Track 3
10:55 Track 1: Opening remarks:
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
Track 2: Opening remarks:
  • Speaker:
    Eddie Choi, Founding Partner, Frontiers Digital
Track 3: Opening remarks:
  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting
11:00

Search easy - Keyword search optimization

Keyword search optimization is a critical step in initial stages of search engine marketing, for both paid and organic search. It's vital to get keyword optimization right. This session will illustrate how to select and optimize your target keywords to drive your target customers to your websites.

  • Best practices in keyword research
  • How to optimize keyword research, expansion and modeling
  • How to generate traffic and revenue by optimizing keywords
  • Speaker:
    Adrien de Wolkoff, Senior Manager, Global Marketing Office, Rakuten Asia Pte Ltd.

From traditional to digital – How can a good marketing structure sustain regional digital strategies?

SMEs in Singapore account for nearly 99% of all enterprises, and they contribute nearly 50% of the national GDP. The government offers incentives to SMEs to run digital marketing, and many companies are restructuring their marketing initiatives from traditional to digital. This session will share with you practical steps of setting up a well-functioning digital marketing team, which is essential to a business's success.

  • What are the considerations for and challenges to traditional enterprises to migrate to digital?
  • How to set up a solid marketing structure and in-house marketing team
  • The top three elements to create marketing mix and strategies based on the in-house marketing structure
  • Speaker:
    Tuomas Peltoniemi, Head of Digital, TBWA\Digital Arts Network Singapore

Embracing Big Data

What is "Big Data", and what does it mean for marketers? There is a lot of talk about data and its importance, but many still find it hard to understand how the shift towards data will affect them.

  • Why should marketers take notice, and why should they act now?
  • How will the rise of 'Big Data' enable marketers to prepare their business for the future, improve monetization, and ultimately drive revenues?
  • Speaker:
    Mat Ward, Managing Director - APAC, Lotame Solutions, Inc.
11:40 Session interval
11:50

Digital transformation for travel and hospitality industry

Today customers book flights and hotels online, check in for flights by smartphones and compare prices and services through social media. Low-cost airlines and meta-search online platforms see healthy traffic. Over the past year the travel and hospitality industry generated greater positive social buzz than other sectors.

  • What makes its social marketing efforts successful?
  • Exploring the challenges facing marketers during the period and their resolutions
  • What is the best marketing mix for the industry?
  • Moderator:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
  • Speakers:
    Sean Seah, Managing Director, Groupon Travel Asia Pacific
    Lewis Ng, Commercial Director, APAC, TripAdvisor for Business
    Lawrence Kuok, MBA Student and Former Manager, Digital Marketing, Starwood Hotels and Resorts Asia Pacific

Digital marketing: acquiring, engaging, converting and retaining customers

We find ourselves in a world where your customers are truly hyper-connected, demanding revolutionary commerce experiences while becoming more and more challenging to reach. Customers demand more. More attention, more relevance, more personalization and more care in the way you communicate with them. So, what’s the secret?

  • What are the secrets to success in a digital marketing sense?
  • Marketers struggle with knowing how best to achieve one of these steps without having to focus on all four. What is the key correlation among these four elements that can help you sustain a long-term customer relationship?
  • What has been successful and what is new that marketers can add to their marketing arsenal?
  • Speaker:
    Darren Fifield, Head of Marketing Solutions, Asia Pacific, eBay Enterprise

Paid search and SEO

This session will provide a holistic understanding of customer behavior across all digital channels in order to optimize your efforts in paid search and SEO.

  • Learn the best method to evaluate the data obtained and optimize the efficiency of your advertisement
  • How can you translate search queries into clicks and ultimately maximize your returns?
  • Many companies invest in search to boost their business performance. How do you optimize your search efforts by integrating with different digital media?
  • Speakers:
    Bill Hunt, President, Back Azimuth Consulting
    Huw Hopkin, Search Demand Generation, CISCO Systems
12:30 Networking lunch
13:30

The move to one-2-one engagement

The digital world never sleeps, we all know that. So how is the world developing to keep up with this fast-moving environment? The session covers:

  • Strategies for engagement
  • Best platforms to use
  • Pros and cons of one-2-one engagement
  • Speaker:
    Joni Ngai, Evangelist, Business Optimization Services Asia, Sitecore International

Maximizing campaign performance and cross-channel delivery through analytics

Consumer data coming from different channels will bring different meanings to your business and future decisions on running a marketing campaign. This session will focus on how data analytics can help marketers allocate their resources in multiple channels in a more scientific and optimal way.

  • Measuring the cross-pollination effects of multiple media channels
  • How to apply your deep understanding of customer target segments to build winning campaigns
  • Tactics and measurements to incorporate into your campaigns to maximize marketing effectiveness and ROI
  • Speaker:
    Brent Cohen, Vice President, International, iClick Interactive Asia Limited

How social has changed digital media consumption and the impact for brands

Social media has completely changed the way consumers access content by allowing them to share and influence opinions, intent and habits of others. This session will illustrate how Twitter's unique combination of mobile access, large reach and short messaging is revolutionizing the way people are connected to each other.

  • An understanding of how social has moved from the margins to the centre of the digital ecosystem
  • How social media advertisers can blend organic and promoted activity on social media platforms like Twitter
  • Real-life examples of one of Asia's/Indonesia's leading brands achieving marketing goals from social media, and the challenges it has faced
  • Speaker:
    Parminder Singh, Managing Director, South East Asia, India, Middle East & North Africa, Twitter
14:10 Session interval
14:20 Networking break

Meet the Experts

Join us at the "Meet the Experts” roundtables where you will have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions focusing on different key topics hosted by our industry experts, this session is not to be missed - simply choose the roundtable of most interest to you and join the discussion! You can also move freely between different roundtables, quizzing different experts, to make sure you get the most out of the session. Coffee and refreshments will be served throughout.

  • Global Innovation in Search Marketing
    Tom van den Berckt, Head of Paid Search, Clicks2Customers
  • Content Marketing and Search
    Sarah Tam, Regional Marketing Director, APAC ex-China, PR Newswire
  • Analytics
    Eddie Choi, Founding Partner, Frontiers Digital
  • Centralizing SEM – Pros and Cons
    Adrien de Wolkoff, Senior Manager, Global Marketing Office, Rakuten Asia Pte Ltd.
  • SEO and Paid Search for e-Commerce Sites
    Marcelo Wesseler, Senior Vice-president, E-commerce, Singapore Post
  • Mobile: What are the considerations for your business?
    Tuomas Peltoniemi, Head of Digital, TBWA\Digital Arts Network Singapore
  • Gamification: Using game design and game psychology for audience engagement
    Keith Ng, CEO, Gametize
15:20 Session interval
15:30 Industry expert presentation

How to prioritize mobile website improvements

  • Understand the current issues with mobile sites
  • Understand how to prioritize mobile website improvements and foster consensus (individual improvements and business cases provided)
  • Learn how to diagnose issues on your mobile site with step-by-step Google Analytics and Webmaster Tools instruction
  • Speaker:
    Maile Ohye, Developer Programs Tech Lead, Google USA
16:10 Live case study

A strategic e-commerce brand launch in Southeast Asia

With consumers now going online across Southeast Asia to compare products and make purchases, they base their buying decisions on four core attributes of an e-commerce site: product range, price, fast and reliable delivery and the overall customer experience. All of these attributes require a different approach across Asia vs. western countries. Search is still the number one traffic driver for any new e-commerce site and we will explore specific organic and paid search methodologies that drive e-commerce success in Asia. The social networks allow users to share pick lists, user ratings and product information. This kind of social sharing has been playing a key role in the context of e-commerce. In this session, a brand marketer will demonstrate how they strategically launch their brand via search and social media strategies and share the challenges that they faced throughout the process.

  • What are the key considerations for launching a brand through social media?
  • Exploring the benefits of the social nature of e-commerce to digital marketing campaigns. How can you improve ROI through social media?
  • What is the best mix of social media outlets (such as Twitter and Facebook) to engage customers? How do retailers reach millions of social network users, convert them into buyers and build strong relationships that drive repeat sales and enhance customer loyalty?
  • Speaker:
    Marcelo Wesseler, Senior Vice-president, E-commerce, Singapore Post
    Terence Pang, Managing Director-Marketing, Zalora South East Asia
16:50 Closing remarks
  • Speaker:
    Mike Grehan, Publisher, ClickZ, Search Engine Watch
17:00 Close of day 1

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

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Who should attend?
Marketing Team:
Marketing Manager/Director
Supervisor
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Associate/Assistant
C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
IT/Web:
Executive Director, IT
Webmaster
Web Developer
Web Designer
IT Project Manager
Official Digital Design Partner
Digital butter
Media Partners
ADMA
Digital Market Asia (DMA)
MarketingOops.com
CBS Interactive
Direct Marketing Association of Singapore
The Media Alliance
Mobile Monday Bangkok (MoMo BKK)
CMO Asia
The Interactive Advertising Bureau Southeast Asia
Mobile Marketing Association (MMA)

Marketing Partners
Chasing The Storm
MediaBUZZ Pte Ltd
Singapore infocomm Technology Federation
In Association with
Search Engine Watch

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