Agenda Day 2
Thursday, 4 December 2014
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:
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:
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:
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.
Social Selling: Developing a Strategic Plan for Integrated Digital Marketing
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:
Building a Social Business
Social listening as part of mature marketing strategy: what to do with all the data, where do you start, and how do you keep evolving?
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.
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.
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.
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:
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!
|17:00||Close of ClickZ Live Singapore|
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