Agenda Welcome to the New Traditional
The state of marketing in recent years has become frenzied, fast-paced and hyper-competitive, especially when it comes to digital. But it's also become the new normal. A tradition of its own, with no end in sight. In fact, as long as consumers continue to use online touch points as their preferred means of engagement, digital marketing will be the new normal itself. A quick look on LinkedIn validates this truth, showing marketing employees everywhere with titles like digital marketer, social media manager, content lead, community manager, or mobile strategist. As online advertising guru Rich Kahn put it: In essence, what we used to think of as 'traditional marketing' has now become 'old school marketing.' And what we've coined 'digital marketing' has become the new 'traditional marketing.' Digital might be the new traditional, but that doesn't mean it will be easy. Join us for Digital Marketing Asia as we embark on a journey to discover the latest digital trends of 2018, unrivalled networking opportunities, and the latest innovations and insights you need to rethink and refine your digital marketing strategy.
Date: October 2018
Time: 9:00am – 5:00pm (registration starts at 8:00am) Venue: Singapore
Day 1 October 2018
8.00am Registration
9.00am Welcome and opening remarks
Rezwana Manjur, regional editor, Marketing
9.10am
Fireside Chat: The State of Digital Marketing
Staying focused and effective in an increasingly high-tech world
"Data-driven" - a hollow, overused buzzword or the way of the future?
Is Asia ready to lead the next digital revolution?
How are Asia's marketers preparing for ongoing urbanisation, technological innovation, and growth in mobile usage?
Brand safety in the Post-Truth Era
9.50am
Making Marketing the Masters of Data
Learn how successful marketing leaders are owning the customer experience, and the opportunity for marketers to bring the customers closer to the c-suite with the right data at the right time
Learn how to take center stage and drive strategic discussions around real-time data to clearly demonstrate your contribution to the bottom line
Learn how leading organisations like Mastercard and Japan Airlines have enabled a real-time culture in marketing to solve business challenges and uncover new opportunities
Speaker: DOMO
10.30am Morning networking break
10.50am
Getting a View on Viewability
Who's really seeing my ads: the state of ad fraud and ad viewability in Asia
Making sense of the fees, charges and markups from vendors and intermediaries across the programmatic supply chain, and what to do about it
What are some brands doing to take a stand against opaque practices?
11.30am
Blockchain Marketing
What is it, and how will it change the future of delivery and reporting?
Is it the end of fraud, or just a better weapon in the ongoing fraud verification battle?
Thinking long term: can blockchain help build trust with consumers?
What does blockchain mean for influencers and publishers?
12.10pm Networking lunch
Marketing Innovations – Staying Ahead of the Curve
1.10pm
In the Palm of your Hand - Mobile Marketing Best Practices
Leading mobile trends and innovations - what's next?
Delivering innovative and personalised experiences without getting creepy
How are mobile payments disrupting the marketing landscape?
App development, UX design, messaging - what you need to know
1.50pm
The Next Level in Engagement - Marketing with Augmented/Virtual Reality
With more smartphones programmed with AR functionality, what's the right game plan?
How are consumers using AR now, and how will marketing take advantage?
Are you ready for AR wearables?
Can VR catch up with AR?
3.10pm Afternoon break and power networking
3.30pm
The Future Of AI, Chatbots And Machine Learning
Is AI the compass marketers need to navigate the seas of relevance?
Using predictive analytics to improve customer experience and support
How can AI and machine learning spark new ideas and push the boundaries of creativity?
As chatbots become more common, what will brands need to do to stand out?
4.10pm
Panel Discussion: Brand Safety and the Zero-Tolerance Imperative
Must-know tips about whitelisting - does it actually improve brand safety?
Is a lack of transparency hurting martech's potential?
Brand safety rules of engagement to set with your agency
Age of automation: What's the human role in safeguarding the brand?
4.50pm Closing remarks
Rezwana Manjur, regional editor, Marketing
5.00pm End of day 1
Day 2 October 2018
8.00am Registration
9.00am Welcome and opening remarks Rezwana Manjur, regional editor, Marketing
Embracing the Year of the Digital Consumer
9.10am
Digital Shifts You Will Experience Before 2023
Growth of messaging apps
Expansion of visual content in digital marketing strategy
Technography - By looking at what devices consumers are using, brands gain wonderful insight on what is driving consumer behaviour
9.50am
Next Generation Video Advertising: Enfamil Case Study
Redefining digital consumer journey and data signals
Activating the voices of advocates
Producing powerful video ads
Delivering ROI
Speaker: Lindsay Barrett, Global Head of Content Strategy, Mead Johnson Nutrition (RB Health)
10.30am Morning break and power networking
10.50am
Panel Discussion: Getting up to Date with Data
What to expect in the Asia market
Data integration: where are we at vs. where we need to be?
Should every marketing department have an in house data scientist?
Is data collection keeping up with consumer insights best practices?
Getting Personal
11.30am
How Personalisation Is Changing The Digital Marketing Platform
Taking into consideration content personalisation
Better predictive lead scoring
Application of social media to reach out and connect with consumers with tailored content and offers
12.10pm Lunch
1.10pm
Making Programmatic Personal
Personalisation and the future of targeted marketing
Factors powering personalisation: o Online behaviour o Interests based on anonymised data o Geo-location
How personalisation can improve ROI spend across marketing channels
1.50pm
Personalisation Case Study
Getting the organisation to think of consumers as individuals
The factors and challenges involved in scaling a personalisation campaign
What are the technical, behind the scenes pieces to personalisation?
Challenges and pitfalls to avoid
Analyse, Plan, Execute!
2.30pm
Digital Marketing Analytics And Data Driven Insights
Critical capabilities driving marketing investment and adoption in data collection
Obtaining better insights into customers, prospects and consumer journeys
Predictive analytics for superior digital marketing
3.10pm Afternoon break and power networking
3.30pm
Conduct A Health Check On Your Digital Marketing Campaign
Audit your SEO
Audit your content
Audit your conversions
Audit your social media platforms
4.10pm
Digital Marketing and the War for Talent
The rise of new digital roles
What's causing the talent crunch in Asia?
Is marketing and advertising still considered sexy?
What is the young marketer's skill set of the future?
Creating a marketing succession game plan
4.50pm
Closing remarks
Rezwana Manjur, regional editor, Marketing
5.00pm End of Day 2