From search to social: Marketing to the connected consumer
- Keynote Speaker:
Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo
Beyond Advertising: Building content for next generation devices
More people are streaming content through X-Box than playing games - how can companies build content and apps around these concepts and devices? This panel discusses the influence of next-gen devices, including smartphones, smart TVs, OTT, and general trends among consumer adoption and use, plus the implications to marketers, brands, content producers and publishers. How are brands going to position themselves in next generation platforms like Smart TV?
- How to create a content plan for different platforms
- Understanding consumer sentiment and monitoring behavior
- Measuring results
- Finding the time and budget to do it right
- Overcoming the challenges to creating relevant branded content
Don Anderson, Senior Vice President, Strategic Digital Integration, Fleishman-Hillard
Laurent Chivallier, Director of Business Development, Next-Generation Television, SingTel
Reuben Verghese, Vice President, Asia, Accedo Hong Kong
Steven Kopec, Director, Emerging Technology, Turner International Asia-Pacific
Case study: building a digital strategy for your business
Global brands are experiencing a step change in their marketing communications, from offline to online, from analog to digital. Old approaches to communication for brands like Oakley Indonesia, have given way to direct and meaningful engagement with loyal and prospective customers. But good digital strategy is goes way beyond consumer engagement and conversation: it encompasses customer service representation, online shopping, and inward data provision, essential to understanding consumer behavior and product development. Effective digital strategy requires an ecosystem mentality, thinking about the whole, not just selected parts.
This case study will cover:
- Current challenges in Indonesia
- A step guide to designing an online shopping platform that works well with the market
- What you need to know, to provide long term value to consumers
- Tried-and-tested direct communication tactics with existing consumers and a new target audience
- Check lists and tactics for easily-harvestable data
Making a systematic business case for analytics
Thanks largely to mobile and social networking, data volumes double annually. Analytics is all about managing and modeling these data, and using it to advise managers, sometimes in real time. The increased data availability and complexity demand multi-level responses. Marketing, IT, HR, and finance, all need to be on board to drive a successful analytics program. This session dissects how to make a structured business case for analytics.
- Understand the steps to establish the analytics division
- Define what skill-sets you need to recruit analytics personnel
- Get your marketing department on board: understand how consumer analytics affects market share and profit margins
- Connect analytics with financial metrics like stock price, growth, and firm risk
- Identify technologies for database management, cloud computing and in-memory computing
Ashwin Malshe, Assistant Professor, Marketing, ESSEC Business School
Digital Excellence: are you a winner or an average performer?
Companies that achieve digital excellence out-perform their peers in innovation, agility and responsiveness to customers, and this comes down to the skills of their marketers. In this session we will discuss why it is so important to ensure your skills are constantly being refreshed, and the key areas to focus on to stay at the top of your game to help turn your organization from an average performer into a winner.
- Improve your digital marketing and e-commerce ROI understanding
- Increase board confidence in e-commerce and digital marketing channels
- How to move towards a digitally-enabled organisation – beyond the website team
- Grasp the power of actionable learning and learn to drive immediate marketing results
John Sinke, Consultant/Trainer, Econsultancy
Mobile deep dive: how mobile is revolutionizing retail and what marketers can do about it
Building a successful mobile strategy means understanding multiple layers of consumer behaviour, market subscriptions and operator requirements. What mobile lessons can you learn from leading brands in Asia to help you beat the competition?
- Understanding content consumption on the mobile web
- How can the latest mobile technologies help drive customer-engagement?
- What mobile marketing trends should you watch in 2013?
Craig Law-Smith, Asia-Pacific Strategy and Business Development Director, Amobee
Deep dive into analytics
Analytics might just be the most important aspect of digital marketing. It's what makes digital marketing uniquely different from traditional marketing and, in the right hands, analytics is a great business intelligence tool. Going beyond pageviews and other basic metrics, this session will help you get more common sense information out of visitor data, determine how to meet business objectives and help make future strategy decisions. Analytics Deep Dive will help you improve the bottom line of your business and show you:
- How to use analytics for predictive marketing
- How to use analytics for leads sourcing
- How to develop, use and optimize analytics for your marketing mix
- How to develop an attribution model for multi-touch point analysis
- How analytics should play a role in inbound marketing
Stefan Bruun, Founder and Managing Director, Lion&Lion
Digital marketing strategies for India
Ecommerce in India has hit a tipping point: user numbers are expected to quadruple from 100 million to 400 million in the next three years; mobile subscriber numbers have already reached 900 million and are increasing by 10 million per month. But how can you tap into it? Replicating a global strategy will not help you: understanding the background and the right approach will.
- Formulate a step-by-step approach to digital marketing in India
- How to position international products in India
- Applying pyramid strategy and finding the right balance
- Planning for future digital strategies
Remarketing/Retargeting done right and wrong
As many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, like making a purchase. This has led a rising number of advertisers to explore remarketing. Also known as retargeting, the approach allows marketers to show their ads to former site visitors while those visitors surf elsewhere on the web. Whether it's search retargeting or site retargeting you are working on, this session will cover what you need to do.
- Remarketing and the impact it has had on advertisers' overall ROI
- What to do-and what not to do-when executing remarketing campaigns
Matt Harty, Asia-Pacific General Manager, Accuen
You know you have to create star-studded apps and killer mobile campaigns. But how can you ensure your mobile strategy achieves all the right objectives? This session will teach you all you need to know about:
- Using analytics to build the right mobile strategy for your business
- Tracking mobile consumer engagement
- Using app data to improve mobile performance
- Understanding and planning for mobile ROI
Philip Shaw, Director and Founder, CleverClicks
Digital attribution: The truth is out there
Find out what all the buzz is around digital attribution in an insightful session with compelling case studies. If you have ever wondered about how paid search, SEO, and other digital channels impact each other or how to allocate these channels in the most optimal way, this session is for you. Learn the essentials and the strategic benefits of digital attribution, including:
- What is digital attribution modelling?
- How can it help you with your search and digital strategies?
- Insights from compelling case studies
Rosemary Lising, Regional Managing Director, Search and Performance, GMIO iProspect
Landing page optimization
Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash-course in how to tune and tweak your key web pages to get the conversion.
- Attribution methods and tools
- Landing page optimization and conversion
- How to limit your bounce rate
- Best testing and optimization tools
Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo
Big data analytics
You've built multi-platform, interactive, customer-engaging campaigns: now all those data flows you generated are pouring into your lap. How can you transform terabytes of Tweets into useful consumer sentiment analysis? This session will teach you how to interpret and leverage multiple data types like SMS, audio, video, click streams and log files.
- What do marketers need to know about big data?
- What tools and approaches are out there to help you manage your data flows?
- How can you extract new insights from multiple data types?
- What is the future of big data?
Advanced apps for mobile marketing
In our eagerness to provide our audience with everything we think they need from us we often overwhelm them with options, information and apps: endless screens of content that make for a very poor mobile experience. That's because we're thinking as marketers. How can you develop apps and mobile content from a user perspective? What does that mean and how can you overcome internal resistance within organizations? From better design to content audits, from market research to crowd-sourcing-this session will help you leave poor mobile experience at the door.
- Why design is a crucial element to the mobile experience
- How to thin the content herd - letting go of information
- Timing is everything - when your audience uses their device
- Fit for purpose - focusing on core functionality
- Making it about them - apps that fulfill a user need not a brand need
Ari Fadyl, Head of Digital and CRM, Nokia Indonesia
Beyond SEO: Up the value with social commerce search
You know that social strategy is all about the conversation, but how can you effectively analyze these conversations and harness your community buildup of fans, advocates, influencers and opinion leaders to drive trends? And how can you drive commercial value into the social conversation? Dell listens to more than 25,000 conversations per day and answers most questions with one button: learn how!
- Find out how much to invest in social commerce
- Solve the mystery of what social media listening is about
- 3-steps-ahead insights into social search commerce
David Lee, Head of e-Tailers and Social Commerce, Dell Asia-Pacific/Japan
Becoming a social business: Samsung Asia
Social media is now becoming mainstream but many marketers struggle to integrate it into the core of their organization. A social business is an company that has deeply integrated social media into all parts of the organization, including marketing, sales, CRM, e-commerce and customer service. This session will focus on how you can learn from Samsung's journey to becoming a social business in Asia.
- What do you need to know about becoming a social business in Asia?
- The current challenges large organizations face in becoming a social business and how to overcome them
- Learning from Samsung's challenges, how can your business become more social?
- Step guide to building a social business plan
Damien Cummings, Regional Marketing Director, Digital and Social Media, Samsung Asia