Agenda

If you’d like to suggest topics or speakers, please contact Priya Karthik at priyakarthik@marketing-interactive.com

Pre-conference workshops
2020-05-11
Day 1
2020-05-12
Day 2
2020-05-13
Morning Workshops
08:00
Registration
09:00
Morning Workshops Begin
Workshop A: Killer email content – techniques that work (Basic/Intro)

Let’s be honest. Almost none of us were trained to write for such a cluttered, saturated and overcrowded media landscape. But because it’s so cluttered, making an impact on the first attempt matters more than ever before. If you don’t think email can be good content, and that email writing, when done right, can be a huge boost to your marketing efforts, then you’re missing out on a real opportunity. This workshop is the perfect antidote for junior marketers looking to hone their skills with the written word.

Workshop B: Conversion Rate Optimisation (Intermediate)

You’ve got their interest, now what? This workshop will discuss the key components required for a successful conversion optimisation strategy. Explore methods used to help large brands and smaller startups optimise websites and digital campaigns to achieve their maximum potential. We’ll be taking a hard look at uncovering user motivation, wants and needs, and how to prioritise the elements of optimisation that work best for driving more leads and sales.

Workshop C: Aligning content marketing with business goals (Advanced)

Designed for experienced practitioners who are required to justify all of their brilliant ideas against a commercial background. Stop doing content for content’s sake and get real about strategies that makes sense for your business. This 3 hour masterclass is the perfect place to sharpen your content strategy blade.

11:50
Networking Lunch
12:30
End of Morning Workshops
Afternoon Workshops
13:00
Registration
14:00
Afternoon Workshops Begin
Workshop A: Social Media Content Marketing (Beginner)

Get ready for a comprehensive introduction to using content on today’s most trafficked social media platforms. Understand the strengths and weaknesses of utilising content on platforms like Facebook, LinkedIn, Twitter, WeChat, Instagram, Reddit, LINE, TikTok etc.

Workshop B: Search-Optimised Content Best-Practices (Intermediate)

This might not be the complete guide to optimising content for SEO, but it’s a great place to start! Get a head start by employing top keyword and user intent research, great design and messaging, as well as technical SEO content issues.

Workshop C: DIY Video Content Production (Intermediate)

With the emergence of live video and the era of micro-moment marketing, sometimes a marketer has got to be able to skip the labored production cycle and get their video out quickly themselves. This crash course in video content production will introduce you to life-saving shortcuts, and make it that much easier for your team to bring your marketing to life.

17:30
End of Afternoon Workshops
08:00
Registration
09:00
Welcome and opening remarks

Rezwana Manjur, Regional Editor, MARKETING magazine

At the Edge of Content Tech
09:10
Opening Keynote: Content’s next frontier of creating competitive advantage with new tech
  • Recognising the new mediums of content that are changing the game
  • Going beyond emotional storytelling to capitalise on the age of hyper-connectivity
  • The future of content personalization in music, eSports, chatbots, live video and beyond
09:40
Getting personal: Redefining the customer journey with dynamic content
  • Tailoring content for the individual consumer in the context of personalisation
  • Going beyond one-time transactions
  • Crafting truly meaningful 1:1 content experiences
Getting personal: Redefining the customer journey with dynamic content image
Jean Madrid
Managing Editor, Unilever
10:30
Fireside Chat: Incorporating On-Brand Storytelling into your Content Marketing Campaigns
  • Forging connections through visual mediums
  • Establishing a trendsetter mindset to your content
  • Boosting engagement by staying focused on your content’s core value
Fireside Chat: Incorporating On-Brand Storytelling into your Content Marketing Campaigns image
Venus Teoh
Director of International Brands - Tiger, Heineken
11:10
Getting smart: Creating a dynamic engagement platform with smart content
  • Knowing the limits of smarts of content and the opportunities for content, IoT and smart devices
  • Using smart platforms to refine your content strategy
  • Winning with non-invasive insights on buyer behaviour
Getting smart: Creating a dynamic engagement platform with smart content image
Akira Mitsumasu
VP, Global Marketing, Japan Airlines
11:40
The sounds and sights of search: Increasing reach and relevance with emerging content search trends
  • The changing world of search: what you need to know about the future of voice search
  • The growing importance of visual content search
  • Integrating platform search into your content strategy
12:10
Networking Lunch
Content Marketing ROI
13:10
Scaling Personalization through adaptive content for omnichannel marketing delivery
  • Delivering consistent message by branding content together across multiple platforms
  • Creating seamless content experiences to match platforms with needs
  • Building content to leverage consumer experience
13:40
Panel Discussion: Stronger together: Winning strategies for successful content collaborations and coalitions
  • Maximising your brand’s ROI by getting the most out of brand partnerships
  • Evaluating the function of B2B vs B2C collaboration strategies
  • Measuring the success of a content collaboration
Panel Discussion: Stronger together: Winning strategies for successful content collaborations and coalitions image
John Hamilton
Corporate Director, Marketing Communications, Asia Pacific, Four Seasons Hotels and Resorts
Panel Discussion: Stronger together: Winning strategies for successful content collaborations and coalitions image
Nikhil Kharoo
Head of PR & Partnerships, Asia Pacific, Fitbit
Panel Discussion: Stronger together: Winning strategies for successful content collaborations and coalitions image
Christopher Daguimol
Group Director Brand Communications, ZALORA Group
Panel Discussion: Stronger together: Winning strategies for successful content collaborations and coalitions image
Ranjan Jha
Senior Manager of Brand & Marketing, Singapore Airlines
14:20
Content IQ: Making content intelligence tools work for your brand
  • Taking the guesswork out of marketing with a smart content planning
  • Achieving greater organizational alignment by capturing and communicating your content strategy
  • Integrating AI and adaptive technology into your existing analytics framework
15:10
Afternoon networking break
Endemic Content
16:10
Mastering localisation by leveraging consumer sentiment with targeted community-based content
  • Tapping into like-minded, peer-based communities
  • Staying authentic by utilising the power of localised content
  • Creating community-based content marketing opportunities
Mastering localisation by leveraging consumer sentiment with targeted community-based content image
Veriyanta Kusuma
Head of Community and Social Marketing, Traveloka
16:40
Game On! How brands are using eSports to manufacture content and grow their consumer base
  • Understanding eSport’s role in the SEA Games by marketing it to the right channel
  • Introducing competitive eSports to the traditional sports competition scene
  • Aligning product with content without losing its natural connection with the industry
Game On! How brands are using eSports to manufacture content and grow their consumer base image
David Tse
Global Esports Director, Razer Inc.
17:10
Closing remarks

Rezwana Manjur, Regional Editor, MARKETING magazine

17:30
End of day 1
08:15
Registration
09:00
Welcome and opening remarks

Rezwana Manjur, Regional Editor, MARKETING magazine

Content Management & Measurement
09:10
Applying Artificial Intelligence and Machine Learning to measure success of marketing campaigns
  • Integrating segmentation that allows algorithms to align offline and online treatments
  • Applying intelligent algorithms to define impactful actions
  • Leveraging consumer intelligence analytics and create personalized content to optimise engagement
09:40
Future-Proof Your Content Marketing Strategy Through Smart Measurement
  • Looking at the metrics of content marketing that can drive the business
  • Honing and applying the principles that should drive your content marketing strategy
  • Expanding data collection and usage beyond marketing for bigger impact
10:10
Morning networking break
10:30
Refreshment break
10:40
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest
  • Preventing content burn-out by establishing strategies for long term success
  • Reinventing your own content formula for application for brands
  • Balancing commercial needs with demand of consumers by utilizing infinite content options rightfully
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Christabel Chua
Social Media personality and Entrepreneur, @bellywellyjelly
11:20
Employee activism: Converting your most critical (and overlooked) audience into content brand ambassadors
  • Creating an effective internal content strategy to turn employees into influencers
  • Establishing a shared identity that’s high on emotional engagement
  • Initiating guidelines to enhance the image of your budding content creators
Employee activism: Converting your most critical (and overlooked) audience into content brand ambassadors image
Sophia Ong
Vice President, Marketing, ST Engineering
12:50
Getting Started with Machine Learning Content Attribution
  • Gauging the use of Machine Learning to build unbiased attribution models
  • Identifying types of engagement needed to progress people through various stages in customer journey
  • Leveraging technology to identify and create a scalable process for tracking engagement and ROI
What’s Trending in Content?
13:20
Using video as an effective customer service medium
  • Aligning customer’s FAQ to your ideal customer personas and content pillars
  • Creating a short-problem solving video based on each topic
  • Gauging authentic information by obtaining the word of the employee at the coalface
13:50
Creating impressions via micro-moment content marketing
  • Understanding the principles of micro-moment content marketing
  • Recognising the individual consumer’s specific context
  • Maximising micro-moment through content delivery systems
Creating impressions via micro-moment content marketing image
Jean Thomas
Chief Marketing Officer, Pomelo Fashion
14:20
Killer Content Creation: How Infiniti pushed the boundaries of a traditional media drive with new tech
  • Mining and creating content authentic to your brand
  • Experiential exponential: producing compelling content for participants and owned channel
  • Maximizing integration and collaboration across platforms and functions to repurpose content
Killer Content Creation: How Infiniti pushed the boundaries of a traditional media drive with new tech image
Trevor Hale
Chief Communication Officer, INFINITI
14:50
Afternoon networking break
15:20
Unifying art & science: Balancing data and creativity in creating compelling and quality content
  • Combining data, technology and great storytelling in the creative process
  • Cultivating an innovative culture in your team
  • Using the right insights to create the most relevant, meaningful content
The Future of Content Strategy
15:50
Panel Discussion: Making the Shift from Volume Metrics to Value Metrics to obtain better results
  • Setting value metrics that measure your business objectives
  • Measuring engagement and what constitutes ROI
  • Optimizing pricing strategy for high growth
Panel Discussion: Making the Shift from Volume Metrics to Value Metrics to obtain better results image
Mark Khoo
Digital Marketing and E-commerce Director, Resorts World Sentosa
16:30
Closing remarks

Rezwana Manjur, Regional Editor, MARKETING magazine

17:00
End of conference
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