DIGITAL

Digital, Tuesday 31 October 2017

Opening Keynote Plenary

09:00

Chair's Opening Remarks

Shufen Goh
09:10

How can technology change marketing for the better?

  • What do we think consumers want different from marketers? Do they want to hear from us at all?
  • Let’s talk programmatic: In what ways has been a force for good? Will blockchain help make media buying more transparent?
  • What do marketers actually feel about the Facebook/Google duopoly? Are they using their power fairly? What can disrupt them?
  • Does the digital economy create more opportunities for new brands/start-ups? Or just cement the existing ones’ power?
Dipanjan Chaudhuri
09:50

Cars as a media platform

  • Mobility has become a global challenge & data will play a crucial role
  • Cars are becoming a new connected media & a new advertising screen
  • Brands will be able to able to leverage this new media in unique ways
10:10

Speed Networking

10:25

Neworking Refreshments and Exhibition Visit

Mingle and network with other conference attendees over a coffee during the morning refreshment break. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business.

Paid

Arnab Ganguly
Digital
11:00

Paid advertising on messaging apps

  • What new forms of paid ads will marketers need to come up with for BBM, Facebook Messenger and LINE?
  • Platform and strategies on BBM, Facebook Messanger and LINE
  • Budget and expected ROI?
Yang Yang
Digital
11:20

Eradicating inefficiencies in the media supply chain

  • Why understanding the digital media supply chain is important
  • A breakdown of what the digital media supply chain actually constitutes
  • Which intermediaries actually cause inefficiencies?
  • Questions marketers need to ask their agencies when reviewing programmatic costs
Boye Hartmann
Digital
11:40

eCommerce marketplaces as a source of marketing data: A look into Southeast Asia

  • How helpful is Amazon’s purchase data for retargeting?
  • Are Tokopedia, Lazada and their ilk worth advertising on? How easy it for advertisers who don’t sell through them to work with them?
  • When will marketplaces become a key source of data for advertisers in Southeast Asia?
12:00

Lunch

More networking opportunities over lunch with other conference attendees and speakers. This is also a good opportunity to visit the exhibition stands on the show floor to find out more about solutions and services that will help grow your business

Organic

Linda Tran
Digital
13:20

How marketers should think about virality

  • Why virality is an important measure of a social media marketer’s success
  • Is virality predictable? If so, how do you do so?
  • Campaigns that have gone viral – examples of regional campaigns from ZALORA, Chanel, CMG.Asia and more
Marine Obin-Ratto
Digital
13:40

Which social media channels offer the best prospects for organic reach?

  • What does it take to gain organic reach on Facebook?
  • What does it take to get views on YouTube?
  • Which social media platforms are most brand-friendly?
  • Which platforms are most cost-effective?
Josh Drasta, Sales Manager, APAC, Linkfluence

Growth Hacking

Ronnie Thomas
Digital
14:20

How to apply growth-hacking techniques to analogue brands

  • What growth hacking actually means, and how it differs from traditional marketing
  • The challenge for ‘Analogue’ brands
  • A consumer centric framework to enable growth hacking for ‘analogue’ brands
  • Case studies including Lifebuoy Infection Alerts System and McDonalds McDelivery
Elvin Li
Digital
14:40

Paid acquisition work for growth hackers: A case study from Reebonz

  • Organic options for growth hacking: What are some realistic tools for marketers in 2017?
  • Does growth hacking imply that money cannot be spent on customer acquisition? Is advertising an option for growth hackers?
  • How to ensure you’re spending time on the biggest and most profitable users
  • Why acquiring new users isn’t the key goal: Why growth hacking really is about getting new customers fast
Pedro Baliza
Digital
15:00

Making your marketing truly growth-based

  • How do you train people to be ‘growth hackers’ rather than marketers?
  • What cultural changes need to take place to make marketing truly growth-based?
  • What pace of action do you have to get used to be a true growth hacker? Do you have to work faster, or just differently?
15:20

Networking Refreshments and Exhibition Visit

Share & Solve: Industry

Brand new for 2017, welcome to Share & Solve. Participants pick the industry they're most focused on, then share challenges with peers and tackle them together in a small group environment:
  • The roundtables listed below correspond with the key industry segments that LEAD delegates usually come from
  • If your industry is not reflected below, pick the roundtable that you feel would best answer the questions you have.
16:00

B2B: Creating new demand: How do you break ground in emerging markets?

  • How do you build databases of new target customers? What’s the most challenging part of this?
  • What role do conferences and trade events play in your marketing strategies?
  • What pressures have you faced when engaging with consumers who don’t know your product or speak a completely different language?
16:00

Banking: How can bank marketers effectively produce timely content within legal and compliance restrictions?

  • What are the best ways to work with legal and compliance personnel to improve quality and speed to market?
  • What are the challenges faced by financial services marketers to innovate within heavily restricted markets and products?
  • Content marketing: How do you balance high turnover and speed to market with quality and personalisation?
16:00

Consumer Products: How can large brands compete with indie brands?

  • Is competition from indie brands actually getting worse? If so, why?
  • Should large brands focus on acquiring indie brands, or developing brands in-house that compete with indie brands?
  • Does the media spend of a large brand still provide as much of a competitive advantage as it used to?
  • What does an ideal marketing mix look like for an indie brand vs. a more established brand?
  • How are indie brands ‘authentic’ in their brand building? And how can more established brands compete with that?
16:00

Insurance: What is your value proposition for High Net Worth (HNW) clients?

  • How do you identify HNW clients in the first place?
  • What can you do to provide an attractive enough product to get a HNW client’s attention?
  • What strategies can you put in place to retain these clients?
16:00

Marketing Services: How can marketing services providers differentiate themselves from each other?

  • Why is it so hard for marketing services providers, especially agencies, to differentiate their offering?
  • Is it possible in the first place to do so, or is it fair to say that a lot of what marketing services providers – including tech vendors and agencies – is generic, or, at best, difficult to articulate?
  • Which marketing services providers really stand out? What do they do to make themselves stand out, and what can we learn from them?
16:00

Retail: How do you effectively sell to price-conscious shoppers?

  • What is your company's overall position towards price-shoppers? Why?
  • What are the tactics/ strategies when you want to discourage price shoppers? To encourage them? What are the pros and cons of each strategy and tactics?
  • Do you actively cooperate with price-comparison or coupon sites? Why or why not?
16:00

Telcos: How to effectively manage customer dissatisfaction

  • What are the main sources of customer dissatisfaction when it comes to their telco provider?
  • How can telcos provide customers flexibility in their plans while decreasing their desire to switch?
  • Are there telcos that are actually loved by customers? What do they do inspire brand love?
  • What strategies can telco marketers put in place to make customers happy? How can telcos be proactive rather than reactive in their customer engagement efforts?
16:00

Travel: How to gain and keep the loyalty of travelers

  • What can we learn from the best loyalty programmes in travel? How do they stand out?
  • When does it make sense to create a new loyalty programme? When should brands focus on being a part of existing coalition programmes?
  • Beyond loyalty programmes, what can travel brands do to ensure customers stay loyal?
  • What do travellers look for when making travel arrangements?
  • Do Points/Miles still excite and motivate customers to stay loyal?
  • What do businesses in travel need to do, to remain relevant to today’s customers
Gemma Calvert
16:50

Realistic applications of neuromarketing: How technology has made it possible to understand exactly what consumers think and feel about your brand

  • How consumer attention is actually measured using neuromarketing technology
  • How accurate are neuromarketing technologies?
  • How neuromarketing will change the role of market research
Jerry Daykin
17:10

The War For Your Eyes – How Augmented Reality (AR) will change advertising

  • What is Augmented Reality technology?
  • An overview of the big successes and failures of current AR technology
  • Facebook, Google & Apple’s new plans: Why AR is suddenly about to take off
  • What AR in mass advertising would look like
  • Could AR really become as standard as the banner ad?
17:30

Networking Drinks Reception

Join us for a drink at the end of day one to develop lucrative new relationships and cement existing ones.
last published: 21/Oct/17 12:55

Digital, Wednesday 1 November 2017

Opening Keynote Plenary

Chair's Opening Remarks

Kristen Zavo
09:10

Keeping up with the Zs: What marketers need to know about Gen Z

  • What growing up with complete internet connectivity has done to the way Gen Z views the world
  • How do Gen Z differ from ‘millennials’?
  • How marketers can overcome Gen Zs distrust of brands and advertising
Panel discussion
09:30

How to be a brand with purpose: A case study from Ben & Jerry’s

  • Why true brand purpose really does start from the top
  • Ben & Jerry’s efforts relating to the Paris Climate Agreement and Singapore’s Green Mark standards
  • The money issue: Why just writing cheques is lazy marketing, and why brands should move beyond CSR
  • The business case for supporting a cause: Gen Z and the Millennial generation are increasingly cynical, so learn what brands can do to truly make a positive impact and impression
Johann Suchon
09:50

Encouraging loyalty amongst outbound Chinese travelers

  • Why Chinese tourists are particularly difficult to sell to in the first place
  • What challenges do brands face when retaining the loyalty of Chinese tourists when they go back home?
  • Case study from Sephora: How Sephora created a loyalty programme that extends seamlessly across borders
Deepesh Trivedi
10:10

Bridging the gap between sales and social

  • If social platforms are where products are discovered, why is there such a discrepancy in attribution?
  • When will social commerce become common practice? What will need to happen to push customers to buy directly from social platforms?
  • Until that happens, should brands view social platforms as advertising and demand-gen tools first?
Deepesh Trivedi, Head of Retail and eCommerce, SEA, Facebook

Share & Solve: Technology & Strategy

Following our morning keynotes, you’ll get to choose from the following roundtable discussions to participate in. Each focuses on a strategic or technological challenge focused by marketers.
10:30

Creating an omni-channel experience

  • Do you think there’s an actual difference between ‘omni-channel’ and ‘multi-channel’? If so, what is it?
  • Do you think you’re omni-channel?
  • What technology enables omni-channel marketing?
  • What’s the most difficult part of running an omni-channel marketing campaign?
10:30

How to compete effectively with Amazon Prime

  • What makes Amazon Prime stand out?
  • Will Amazon Prime work in Southeast Asia? How successful are they now?
  • Do brands/manufacturers have little choice but to work with them? If they didn’t want to work with Amazon, what choices are there?
  • Can retailers and manufacturers compete with Amazon Prime on price? Or is that a futile discussion?
10:30

Improving transparency in the ad ecosystem

  • Where do you see room for improvement, either on the buy-side or sell-side?
  • What processes and governance can agencies adopt to address client concerns?
  • What can publishers do to improve transparency in their supply-chain?
  • How would you rate the impact of ad verification platforms like MOAT and IAS in improving transparency?
  • What are your thoughts on Ads.txt?
10:30

Investing in content marketing technology: What do you have to consider?

  • Video technology: Which works best for brands?
  • What technology helps most in content creation?
  • Outbrain vs. Taboola: What’s the verdict? What about Revcontent and other competitors?
  • What questions should you be asking potential vendors when buying content marketing technology?
10:30

Linking your CSR programme with your loyalty programme

  • What are the current CSR programmes do you have in your company?
  • How do you involve customers in your company’s CSR programme?
  • Why do you think involving customers is important?
  • How does your loyalty programme play in engaging members/customers in your CSR programme?
  • Do you think this has value on the perspective of the company and the member?
10:30

Making practical use of location data

  • What does location data mean to you?
  • Do you use it in your marketing? If you do, how do you use it?
  • Has location-based ad targeting worked for you? If so, how did it work? Was it useful?
  • What is your opinion on beacon technology? Would you use it? If so, why? If not, why not?
10:30

Walled gardens

  • How do walled gardens impact your campaigns?
  • Do you have options besides the Facebook/Google duopoly?
  • How do you work these limitations?
  • How can you optimize around a non-ideal situation?
10:30

What value can AI give marketing?

  • What is the most impactful change you have seen with the use of AI in marketing?
  • Is AI a boon or bane for marketers?
  • What does a data driven, AI obsessed marketing bias means for brand marketers?
  • How to leverage creativity with data driven AI?
  • Can AI truly replace marketers in the future?
  • How will AI in Marketing evolve in the next 5 years?
11:20

Networking Refreshments and Exhibition Visit

Social

Panel discussion
Digital
12:00

What level of social media targeting is acceptable in the name of success?

  • What are your reasons for being present on social media?
  • What do you take into consideration when advertising on social media?
  • Is it acceptable for social media platforms to make highly private information available to advertisers?
  • What will be your targeting capability wish list?
  • What next for paid social – what does 2020 look like?
Rifky Septiaji
Digital
12:40

What it actually takes to succeed on Instagram: Insights from Indonesia

  • How Indonesians use Instagram
  • An overview of key feature updates, and how they work in Indonesia
  • Understanding what Instagram is useful for: How to use it for more than just paid advertising
13:00

Networking Lunch and Exhibition Visit

Content

Ruchita Sharma
Digital
14:20

Understanding how to use sponsored content correctly

  • Defining sponsored content: Isn’t it just an advertorial? And how is all that different to ‘native advertising’?
  • What do you have to do to make sponsored content stand out? How much do you have to imitate the style of the media platform it’s being published on?
  • How do you overcome the trust barrier? Do brands really have to care?
  • How do you make sponsored content scale?
Sumit Ramchandani
Digital
14:40

Ensuring authenticity in influencer marketing

  • How to search for the right influencers
  • How to co-create content with influencers that feels authentic
  • How to do influencer marketing at scale
Apple Allison Perez, Founder, TAAP World
15:20

Networking Refreshments and Exhibition Visit

Video Advertising

Erik Davies
Digital
15:40

Proven strategies to optimize video for mobile campaigns

  • Maximizing your value and ROI on video ads: How to get around the limitations that scrolling behaviour places on creative storytelling
  • What marketers frequently get wrong about video ads today, and what they can do about it
  • Best-practice examples from CMG, Budweiser and more
Tim Sharp
Digital
16:00

The case for long-form content

  • Expectations vs. Reality: Why simply Producing Video Does not Produce An Audience
  • How Long is ‘Long’?: Content Shock and The 'Netflix Paradox'
  • Measurement: Why are we here in the first place?
Reuben Philip Abraham
Digital
16:20

An examination of completion rate as a metric for the success of video ads

  • How reflective are completion rates of actual viewability?
  • What counts as a 'view'? A look at Twitter, Instagram, Facebook and YouTube
  • How much importance should completion rates be given as a measure of success?
  • How to target the right way to get maximum efficiency on your video ads
  • What is the most important video marketing metric?

End of Conference

last published: 21/Oct/17 12:55