Agenda Day 2

Thursday, 4 December 2014

08:30 Breakfast
09:15 Chairman's Opening Remarks
Crispin Sheridan, Vice President, Digital Scale and Operations, SAP

A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click and first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in the wrong direction. So it's not surprising that multichannel tools and attribution modeling are hot topics in digital analytics. However, as with any technology, insights don't just magically appear on their own; you need to do some work.

In this session, you will:

  • Discover what different attribution models can and can't tell you
  • Learn how to allocate your budget and set your targets
  • See how customizing models with your marketing priorities in mind will deliver new insights to drive efficiency
  • Crispin Sheridan Keynote Speaker:
    Crispin Sheridan, VP, Digital Scale and Operations, Integrated Digital, SAP
10:15 Networking Break

Aligning the right content with the right prospect at the right time is essential for success. Join this session and learn how to map an innovative content strategy to drive engagement and profits.

Key takeaways include:

  • Importance of Content
  • Developing relevant content that helps your customer
  • Quantity vs. Quality
  • Speaker:
    Rupali Shah, Digital Marketing Strategist, Fuji Xerox

Most marketers only talk about one channel; however, our audience engages all channels, from offline to online. With this in mind, before deciding the media budget breakdown, the marketer should understand how display influences search, how to measure the relationship between them and how to maximize the role of each channel. Understanding not only media spend but also user behavior is key to increase ROI. Landing page optimization is an important tactic and analyzing user patterns will also help to optimize both display and search campaigns.

Join this session and experience illustrations of real-life campaign results while obtaining a full understanding of the principle of performance marketing.

Key takeaways include:

  • How display impacts your brand search
  • How generic terms can lift your brand term in paid search
  • How to determine the budget breakdown between display and search
  • Why landing page optimization is important
  • Analyzing your target audience for better ROI
  • Speaker:
    Mark Kum, Head of Digital Interaction, GroupM Korea

Most of us have a LinkedIn account that we use for our own branding, but does everyone know how to make the most out of it for their company?

This session will walk you through how corporate communications, marketing and HR professionals can come together to use a LinkedIn company page in order to make existing employees your greatest brand advocates. Also learn how to engage potential employees, clients, suppliers, partners, shareholders and stakeholders of all kinds, using exceptional content to inspire social influencers.

  • Speaker:
    Chris J. Reed, Chief Marketing Officer, Black Marketing Asia
11:40 Change Over

Social Selling: Developing a Strategic Plan for Integrated Digital Marketing

  • Defining the right mix of systems, tools and teams
  • Understanding key components for B2B
  • Where to start and key tips for a winning strategy
  • Speaker:
    Dina Ho, Strategic Digital Marketing, Elsevier

Complementing your website with strategic SEO, SEM and retargeting practices is the future of digital advertising. To stay competitive in today's digital marketplace, businesses must develop and implement comprehensive and thoughtful campaigns, including the use of digital marketing and advertising practices to capture consumers where they are and in real-time. During the presentation attendees will learn how to create an effective, strategic campaign to optimize their use of SEO and SEM, and gain brand awareness across their digital properties by tapping into consumers' interests and purchasing habits.

Key takeaways include:

  • The key drivers of effective SEO marketing and reputation management strategy
  • How to leverage on SEO as a solution for negative brand mentions
  • How to convert target audiences into brand defenders
  • Speaker:
    Martin Li, Search and Performance Marketing Lead, SingTel

We will review the different stages of the social maturity curve to help you identify where you are at and what your business is capable of doing right now compared to a year or 5 years from now.

We will also review 8 different ways we can use social data so it becomes actionable rather than distracting noise.

  • Speaker:
    Jess Whittaker, Strategic Accounts Consultant, Salesforce Marketing Cloud, Asia, Exacttarget
12:30 Lunch Break

To retain or to acquire? Most marketers spend a major part of their budget on acquiring new leads. But do you know if your money is being used efficiently? 92% of website visitors won't buy. 50% of them only buy once. 70% abandon their shopping cart.

  • Why are most retailers paralyzed by data? And what steps do you need to take to overcome it?
  • Unlock hidden revenue - Hunt your existing customer down and turn them into real money!
  • Manage OUTCOMES not CHANNELS – think about what you're trying to achieve instead of serving all channels
  • Web visitors left without purchase? Plan for it and seize every chance of turning a prospect into a loyal customer
  • Speaker:
    Ben Glynn, Singapore Business Manager, Emarsys

Media fragmentation is often viewed as a threat to today's marketers; in reality it's their greatest opportunity. Connected Life, a comprehensive study of 55,000 people in 50 markets, highlights the need for marketers to truly engage in a multi-device, constantly connected world. Joe Webb will discuss connected consumers and the implications for disconnected marketers; the session will also examine the direction that marketers need to take in a "screen-stacked" world.

  • The connected consumer, APAC: Insights into attitudes and behaviors in some of the most digitally engaged markets in the world
  • The implications for advertisers: Linking the opportunity to the brand objectives
  • Winning digital strategies in a connected world: Precise targeting, compelling content, integrated activation
  • Speaker:
    Joe Webb, Head of Digital APAC, TNS Global
15:00 Networking break

Nowadays, building a great customer experience requires having both the data and the expected customer journey. Analytics and customer experience work hand in hand to deliver a greater impact for the business.

Join this session and:

  • Understand the importance of data
  • Create new opportunities with new-generation business intelligence
  • Learn how to optimize web forms
  • Speaker:
    Pascal Ly, Head of Digital Customer Experience, Schneider Electric

One thing is certain about ClickZ Live: you'll absorb tons of new information. However, the more you know, the more you'll want to know. In this completely interactive, audience-driven session, members of the ClickZ Live Singapore advisory board join together for one time only to answer your burning questions that you may have forgotten to ask our speakers throughout the two days. Of course, the audience will be liberally peppered with other experts from the conference sessions, so if you don’t have a question yourself, just sit back and learn from others’ enquiries. It's a great way to wind up two days of solid learning by making sure that you wring out every last ounce of knowledge and that your online marketing efforts are totally optimized for success!

  • Moderator:
    Crispin Sheridan, VP, Digital Scale and Operations, Integrated Digital, SAP
    Chris J. Reed, Chief Marketing Officer, Black Marketing Asia
    Ronald C. Vining, Chief Brandaffeine, BrandInflux
17:00 Close of ClickZ Live Singapore

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