|Date||December 10 2013 (8:30am – 1:30pm)|
|Venue||NTUC Auditorium, Singapore, Singapore|
|Duration||About 5 hours|
About the event
Over the next few months, we're gearing up for Econsultancy's inaugural *Digital Outlook 2014, having successfully run our annual State of Digital in Asia 2013 briefing earlier in July.
2013 marks the end of the digital beginning as companies reshape and retool to combine traditional (offline) and digital (online), acknowledging the fact that digital marketing does not exist in isolation but part of the bigger whole in modern marketing.
Compared to last year, the proportion of client-side marketers saying their organisations will increase their digital budgets by more than 50% has tripled (from 4% in 2012 to 13% this year).
On average, Asian organisations spend 29% of their overall marketing budgets on digital (up from 26% in 2012). They are deriving, on average, just under a third (31%) of their revenues from their digital marketing spend.
So what's in store of 2014?
Taking place on 10 Dec 2013, this 1/2 day briefing session identifies which digital segments are looking to drive and multiply business revenue in 2014, the current disruptions in the evolution of marketing that put customers at the centre of the universe and brands in orbit around them, and a glimpse into the speakers' outlook, insights and predictions on Digital Marketing for 2014.
Heads up, eyes forward and get ready to find out what digital marketers should change today to plan for tomorrow and succeed later.
What's the outlook on Multi-Channel Marketing; Customer Experience & Journeys; Data; Roles, Skills & People; Predictive Marketing; Digital Technology for 2014? Hear it first from this lineup of speakers we've put together:
|08.30 - 09.00||
|09.20 - 09.30||
Econsultancy's Digital Outlook 2014 Opening Address & Introduction
09.30 - 10.00
Opening Keynote: Outlook on Multi-Channel Marketing
Paula Harrison | Group CEO | Jericho Digital Communications
Email marketing (79%) has remained the most used digital channel among client-side respondents, followed by off-site social media (66%) and search engine optimization (61%). The most widely used channel, from the perspective of both in-house and agency respondents, is print media (newspapers and magazines), with 74% and 83% respectively mentioning this.
Since the very first days of CRM, marketers have sought the holy grail of one-to-one relationship marketing. Today’s array of marketing channels and digital always-on technologies means one-to-one marketing is within reach of many digital marketers. But too many are delivering Jekyll and Hyde customer experiences across multiple channels – cannibalising one-to-one relationship efforts, confusing customers and sabotaging revenue growth. Paula will highlight what makes your brand the king of multi-channel efforts and how to banish Jekyll and Hyde characteristics from your marketing.
|10.00 - 10.30||
Outlook on Customer Experience & Journeys
Eu Gene Ang | Lead Trainer & Consultant, Asia | Econsultancy
Just under three-quarters (73%) of marketers agree that "content marketing will become more important over the next year" as it sets to steal the spotlight in improving customer retention, and delivering outstanding delightful customer experiences and journeys, across all channels and touchpoints.
As consumers meet with endless no. of choices, we begin to crave less, but.. expect better, personalised and more relevant information and services.
|10.30 - 11.00||
Outlook on Roles, Skills & People
Martin Ross | Trainer & Consultant, Asia | Econsultancy
On existing levels of industry skills and knowledge assessment, the proportion of client-side marketers describing the level of digital knowledge within their organisations as ‘poor’ or ‘very poor’ has declined in the last 12 months, from 29% in 2012 to 22% this year. Just under half (46%) of client-side respondents claim to have an ‘excellent’ or ‘good’ understanding of ROI from digital marketing, up by 9% compared to last year.
As companies expect big moves into digital for 2014, the war for digital talent continues. What should organisations look out for when it comes to developing their digital teams and capabilities? What attributes are most highly sought after in digital professionals? Why the next killer app is human and why improv skills may very well trump eye-catching resumes.
|11.00 - 11.30||
|11.30 - 12.00||
Outlook on Social & Content Marketing
Christel Quek | Former Regional Social Business Lead | Samsung Asia
Content Marketing are among the top three areas companies are planning to increase investment in, with 63% saying they plan to increase budgets for it. Additionally, just under three-quarters (73%) of clientside respondents said that content marketing will become "more important over the next year". 79% of the agencies and 66% clientside respondents have indicated that they are most likely to use off-site social media in their digital channels.
It's been the year of Social for a while now. Time for social to become an expectation, a requirement and no longer a choice? Content has been king for sometime now too, are it been played right to garner the love and loyalty from its people?
|12.00 - 12.30||
Outlook on Predictive Marketing
Ohad Hecht | MD APAC Region | Emarsys
When it comes to understanding the success of marketing activities, increased sales has remained the most widely used benchmark (75%), followed by increased traffic to website, measured by around two-thirds (65%) of companies surveyed.
To move prospects along the purchasing funnel, marketing automation is an essential enabler, should a solid inbound marketing foundation be prioritised - so that there are enough leads entering the funnel to keep the automated machine running?
|12.30 - 13.00||
Outlook on Digital Technology
Damien Cummings | Former Regional Marketing Director, Digital & Social | Samsung Asia
The three types of digital marketing technology most likely to be the focus of increased investment over the year ahead are social media technology (63%), business analytics and web analytics software (49%) and customer relationship management (46%).
Have brands started exploring interface challenges and embracing multiscreen lifestyles that customers are so used to these days?
|13.00 - 13.30||Speakers' Panel & Closing Remarks|
*This agenda is correct at the time of publication. Econsultancy reserves the right to change any aspect of the event
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Speakers' and panelists' profiles
Paula has been part of the evolving digital marketing discipline for much of her extensive 20-year career across three continents. From the early days of email marketing through online strategies, mobile marketing and social media, Paula has been at the forefront of each digital wave and intimately understands each channel and the power of integrated marketing.
Jumping at the chance to be part of the thriving Singapore digital scene, Paula moved to Singapore in 2012 to spearhead Jericho’s activities in Asia. Working with clients like Far East Hospitality, Paula leads a team of local digital experts that create data-driven insights to help clients know, react, interact and service customers better – with stellar results.
Eu Gene Ang
Christel is a digital native who is passionate about digital momentum, social business and user experiences. Her adventures include leading social business regionally for Samsung Asia and contributing to Harvard Business Review and Huffington Post.
Previously, Christel worked on new business pitches, digital strategy, training, thought leadership and global marketing with Havas Media Group as their Global Social Manager. In that capacity, she's worked with brands such as DBS Bank, Intel, Toshiba, Globe Telecom, Hong Kong Tourism Board, Unilever, and KLM Airlines. As a result, she was highlighted by The Guardian UK in 2013 as One of the Top 10 Digital Strategists to Watch out for. In 2012, Christel was also nominated by the industry & the Interactive Advertising Bureau as one of the best young talent of the year. Her work has also been featured on Yahoo!, The Huffington Post, Festival of Media Asia, Warc, Microsoft, Campaign Asia-Pacific, and Marketer Pulse. Prior to her adventure with Havas. she was a Community Manager with Socialeyes Inc,a startup in Silicon Valley.
Martin Ross has over 18 years of marketing and consulting experience in various industries including broadcasting, advertising, publishing, IT and management consulting. He has consulted with clients on a range of business, management and leadership needs across the APAC region and middle east.
Martin is currently the Director of Sales & Strategy at AdzCentral, a scientific media buying company. With growing interest in demand side platforms globally, Martin works with some of the biggest brands to use data to drive campaign performance. Prior to this, Martin held the role of Country Manager for the NY listed DG Mediamind.
Having worked closely with the world’s leading media agencies, creative agencies and publishers, he has tremendous insight to the workings of the industry as well as the strategic thinking needed for digital marketing.
As a passionate advocate of digital marketing, Martin is also facilitating workshops for Econsultancy as well as the Marketing Institute of Singapore.
Ohad has established and leads emarsys’ APAC region with the regional office in Hong Kong and local offices in Beijing and Singapore.
Ohad is an international business leader with an outstanding track record of starting up, growing businesses and successfully managing operations. He has a cross-industry experience in various functions (Marketing, Sales, Operations, and Manufacturing) supported by a deep know-how of digital marketing and e-commerce.
He started his career at Superfund Asset Management as a Marketing Team Leader, where he helped to establish APAC operations that generated over $100M in revenues. He joined Dalumi, a diamond company in 2005, where he managed manufacturing operations and international sales and marketing offices thereby achieving annual growth rates of above 25%.
In 2010, he joined emarsys to successfully build up APAC operations from the ground up. Within less than 3 years he has established a thriving business with 3 offices, over 50 employees and revenues of more than $3 million.
Ohad, who was born and raised in Israel, hold a B.A in Management & Marketing from the Open University of Israel and an M.B.A from the University Of Northern Iowa.
Damien has 20 years’ experience in the marketing industry, covering all aspects of digital marketing, e-commerce and social media.
Most recently Damien was the Regional Marketing Director, Digital & Social Media Samsung Asia. Prior to this he was the Online Director – Asia Pacific & Japan at Dell, managing over $1 billion in e-commerce revenue in Asia. At Dell he also had the dual role of Global Social Media Director, with a mandate to “operationalise” social media sales and marketing into Dell’s top 10 countries internationally. Prior to working at Dell, Damien was at Ogilvy & Mather Singapore, as General Manager of Soho Square (Ogilvy’s conflict agency); General Manager of Neo@Ogilvy (Ogilvy’s digital media team) and Ogilvy’s regional digital consulting lead. Damien has also worked at leading companies such as Citibank, Coca-Cola, NRMA and McKinsey & Company.
In November 2011, Damien received the Global Brand Leadership at the World Brand Congress 2011 event in India. He is currently a judge of the Marketing “Agency of the Year” Awards 2012 and has been a judge for the 2011 Digital Media Awards and the 2009 Asian Marketing Effectiveness Awards. He’s also a top ranked speaker on social media, digital marketing and e-commerce who has been chairman, keynote or guest speaker at: Social Media World Forum Asia, iStrategy Conference in Singapore & Australia, ad:tech Singapore and Sydney, Search Engine Strategies (“SES”) Hong Kong, Brand Couture Singapore, Campaign Spotlight: Technology Singapore, HR Congress, Singapore, Digital Cream Singapore and the National Sales & Marketing Conference Singapore.
Damien’s blog, Digital Future, is available at: http://damiencummings.blogspot.com; his Twitter profile is @damiencummings and he can be found on LinkedIn here: http://sg.linkedin.com/in/damiencummings
This briefing is free to attend.
Each registration request is subject to approval as we have limited seats - we will let you know in due course whether your place has been confirmed. A limited number of people from each company may attend and priority will be given to Enterprise subscribers of Econsultancy.