Agenda

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

Pre-conference
2020-06-08
Day 1
2020-06-09
Day 2
2020-06-10
Day 3
2020-06-11
Morning Workshops
08:50
Prepare to log in
09:00
Morning Workshops Begin (Choose 1 of 3)
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.

Workshop C: Aligning content marketing with business goals (Advanced) image
Marcus Ho
Founder, Brew Interactive
12:30
End of Morning Workshops
Afternoon Workshops
13:50
Prepare to log in
14:00
Afternoon Workshops Begin (Choose 1 of 3)
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
08:50
Prepare to log in
09:00
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
At the Edge of Content Tech
09:35
Volkswagen Case Study: Hypertargeting content to maximise conversions along the entire customer journey
  • Curating content to drive attention for early prospects by juggling emotional vs rational messaging
  • Optimising content by using 1st/2nd/3rd party data to focus on right audiences
  • Deliver content by using 1-2-1 and 1-2- video chats as interactive content to replace standard digital formats
Volkswagen Case Study: Hypertargeting content to maximise conversions along the entire customer journey image
Michał Szaniecki
Managing Director SEAT & Cupra, Volkswagen Group
10:10
Content Marketing during crisis & post-crisis: Driving demand effectively without exploitation
  • Understanding consumer behaviour in times of uncertainty
  • The Do’s and Don’ts of marketing during a pandemic
  • Balancing short-term needs with long-term brand building
Content Marketing during crisis & post-crisis: Driving demand effectively without exploitation image
Akira Mitsumasu
VP, Global Marketing, Japan Airlines
10:45
Screen-time break
10:55
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
Content Marketing ROI
11:30
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
Michelle Yip
Chief Marketing Officer, Lazada Singapore
Fireside Chat: Incorporating on-brand storytelling into your content marketing campaigns image
Anton Reyniers
Regional Strategic Partnership Lead, Creative Agencies, Google
12:05
Scaling Personalisation through adaptive content for omnichannel marketing delivery

• Delivering a consistent message by branding content together across multiple platforms

• Creating seamless content experiences to match platforms with needs

• Building content to leverage consumer experience

Scaling Personalisation through adaptive content for omnichannel marketing delivery image
Audra Pakalnyte
Head of Strategic Initiatives & PR, Fave Group
12:40
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
13:15
End of Day 1
08:50
Prepare to log in
09:00
Opening Keynote: Re-imagining Content: How Prudential made the leap from volume to value
  • Moving beyond commercial intent – The value of purpose
  • Re-imagining content to convey brand purpose
  • Personalised journeys vs traditional mass touch points
Opening Keynote: Re-imagining Content: How Prudential made the leap from volume to value image
Siva Jayaraj
VP, Head of Marketing & Experiences, Prudential Assurance Company Singapore
Endemic Content
09:35
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 & Social Marketing, Traveloka
10:10
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.
10:45
Screen-time break
Content Management & Measurement
10:55
Designing a content architecture for brand affinity
  • Transforming content marketing into media publishing
  • ‘Time spend’ as the new success measure
  • Building an always-on content pipeline for a non-media brands
Designing a content architecture for brand affinity image
Marco Sparmberg
VP & Head of Content Development, Marketing & Communications, DBS Bank
11:30
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 & Entrepreneur, @bellywellyjelly
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Jian Hao Tan
Social Media Personality & Entrepreneur, @thejianhaotan
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Denise Keller
Producer, Director & Presenter, Keller Media
Panel Discussion: Building sustainable content models to prevent burnout, content panic syndrome and loss of consumer interest image
Khushboo Benani
Head of Content, Influencer Marketing & Brand Advocacy, Diageo India
12:05
End of Day 2
08:50
Prepare to log in
09:00
Opening Keynote: 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 channels
  • Maximising integration and collaboration across platforms and functions to repurpose content
Opening Keynote: Killer Content Creation: How Infiniti pushed the boundaries of a traditional media drive with new tech image
Trevor Hale
Chief Communication Officer, INFINITI
What’s Trending in Content?
09:35
Creating actionable content by building data-driven content marketing strategy
  • Mining fresh insights that lead to cut through creative
  • Optimising creative campaigns through data and feedback
  • Understanding the importance of data and creativity in content
10:10
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 of Marketing, ST Engineering
10:45
Screen-time break
10:55
Creating impressions via micro-moment content marketing
  • Understanding the principles of micro-moment content marketing
  • Recognising the individual consumer’s specific context
  • Maximising micro-moments through content delivery systems
Creating impressions via micro-moment content marketing image
Jean Thomas
Chief Marketing Officer, Pomelo Fashion
The Future of Content Strategy
11:30
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
  • Optimising pricing strategies for high growth
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Mark Khoo
Digital Marketing & E-commerce Director, Resorts World Sentosa
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Su-Ann Yeow
Deputy Head of Digital Marketing, Asia Pacific, Allianz SE
Panel Discussion: Making the shift from volume metrics to value metrics to obtain better results image
Shireesh Mishra
Vice President of Marketing Analytics, Citi
12:05
End of conference
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