DIGITAL
Digital, Tuesday 31 October 2017
Opening Keynote Plenary
09:00
Chair's Opening Remarks
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?
Moderator: Seema Punwani, Partner, R3
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 Media
Digital
11:00Paid 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?
Digital
11:20Eradicating inefficiencies in the digital 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
Digital
11:40eCommerce 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
Digital
13:20How 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
Digital
13:40Which 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?
Growth Hacking
Digital
14:20How 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
Digital
14:40Paid 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
Digital
15:00Making 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
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
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
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: 03/Nov/17 13:25
Digital, Wednesday 1 November 2017
Opening Keynote Plenary
Chair's Opening Remarks
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
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
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
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?
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
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
Digital
11:55Chair's Opening Remarks
Social
Digital
12:00What 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?
Moderator: Kim Hoeu, APAC Paid Social Lead, Essence
Digital
12:40What 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
Digital
14:20Understanding how to use sponsored content: A perspective from the Chinese market
- How brands in China use sponsored content as part of their marketing
- How can you make sponsored content stand out?
- Leveraging social media and video platforms
- Understanding the crucial role of KOLs in sponsored content
Digital
14:40Ensuring 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
15:20
Networking Refreshments and Exhibition Visit
Video Advertising
Digital
15:40Proven 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
Digital
16:00The case for long-form content
- Expectations vs. Reality: Why simply producing videos does not produce an audience
- How Long is ‘Long’? Content Shock and The 'Netflix Paradox'
- Measurement: Why we are here in the first place?
Digital
16:20An 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: 03/Nov/17 13:25
Organiser
