Agenda
5 September 2024
8:30 AM
Networking and registration
8:50 AM
Opening remarks
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:00 AM
[Opening keynote]
Building a digital-first brand: Revolutionising customer experiences through digital innovation
- How adopting a digital-first strategy has transformed customer relationships
- Redesigning work environments to enhance agility, creativity, and collaboration, utilising technology to support innovative and sustainable practices
- Vision for continuous innovation and customer-centric solutions
Isabel Falco
Chief Digital & Marketing Officer
L’Oréal Philippines
9:30 AM
[Case study]
Personalise or perish: Exploring the use of hyper-targeted strategies through first-party data and AI-led insights
- Delve into how businesses can employ AI-driven insights and first-party data within customer data platforms (CDP) to forge hyper-targeted marketing campaigns that align with individual customer inclinations and actions
- Examine practical examples of successful hyper-targeted strategies using these approaches
- Rethinking analytics to understand how they can be used to target ads to groups without requiring the details of individual users
Wence Wenceslao
Digital Hub Lead – Beauty & Wellbeing Southeast Asia
Unilever
10:00 AM
[Case study]
Discovering possibilities: Full-funnel marketing with AI
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Discover new possibilities in digital marketing with the latest technological trends
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Learn how to leverage data to drive impact across consumers’ decision-making journeys
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Tap into the power of AI-driven advertising and omnichannel marketing
Aditya Varadarajan
Director of INSEA Partnership for Microsoft Advertising
InMobi
10:30 AM
Networking break
11:00 AM
[Panel discussion]
Turning leads into loyal customers: Innovative strategies to elevate retention and foster loyalty in 2024, and beyond
- Explore new trends in loyalty marketing, including the resurgence of coalition loyalty, the rise of composable loyalty, and the importance of identifying customers across touch-points with minimal friction, and how these strategies can help brands build stronger relationships with customers
- Discuss how to leverage intelligent, data-driven marketing strategies to increase customer value, improve targeting accuracy, and enhance overall marketing ROI
- Integrate innovative loyalty tactics into your brand’s strategy, considering foundational principles such as value and experience, and how to prioritise strategies based on the unique needs and context of your business
Panellists:
Oscar Pobre
CRM and Data Solutions Head
GCash
Wil Sarmiento
Sr. Director and Head of CLM for Consumer Business
Globe Telecom
Kellda Centeno
Group Director – Digital, Loyalty & Delivery
Shakey’s Pizza
Jared Ernest De Guzman
Customer Director
Watsons
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
11:40 AM
[Case study]
Data speaks louder than words: Understanding your customers through analytics
- Understand the importance of holistic data analytics in creating effective digital marketing campaigns, and explore the pitfalls of relying on single-platform data sets
- Examine the significance of holistic attribution in digital marketing, and learn how to map the entire customer journey, leveraging the insights to drive successful marketing strategies
- Delve into the practical steps for incorporating data analytics into a digital marketing campaign, including choosing the right AI-driven tools and addressing data privacy concerns, to ensure all your business goals are met
Suzy Lee
Director of Data and Analytics
JG Summit
12:10 PM
[Case study]
The digital reality: Elevating CX in the social media matrix
- Explore how the experience economy is making CX critical for brands to survive and thrive
- Discover Insights from CX benchmarking studies on digital and brand experience that the best brands in the region use to build exceptional experiences
- Learn how brands can navigate in today’s digital, AI and social media matrix and discover the power of social listening and AI
Speaker:
Shivanu Shukla
Principal Advisor, CX Practice
Twimbit
12:40 PM
Networking lunch
1:40 PM
[Fireside chat]
The power of influence: Crafting authentic brand narratives that lead to conversion
- Learn the art of emotional engagement by crafting stories that resonate on a personal level to transform passive viewers into active participants and ultimately loyal customers
- Discover the power of authenticity and how it leads to higher conversion rates as followers feel a sense of real connection and trust in the influencer’s recommendations
- Capitalise on visual content through TikTok and Instagram, as well as strategic CTAs in crafting effective brand narratives to significantly boost engagement and conversions
Speakers:
Buji Babiera
Content Creator
Abi Marquez
Food Content Creator
Moderator:
Camillia Dass
Deputy Editor
MARKETING-INTERACTIVE
2:10 PM
[Panel discussion]
Going beyond the hype: Unleashing the power of influencers for impactful engagement
- Uncover the key characteristics of influencers and acknowledge their authenticity, specialised expertise, and ability to foster intimate and genuine relationships within niche audiences
- Understand the profound impact of influencers and their role in driving higher engagement rates, promoting cost-effective marketing strategies, and positively influencing brand perception through authenticity and credibility
- Delve into the influence of social media in the e-commerce domain and focus on practical strategies for leveraging social platforms to drive e-commerce success
Panellists:
Oyie Pingol
Head of Global Media
Jollibee Foods Corp
Jonas de los Reyes
First Vice President, Head of Digital Marketing and Omnichannel
Metrobank
Adriann B. Eusebio
Head of Total Foods Philippines and Head of Marketing & Strategy, SEA, Japan & Korea
PepsiCo
Sebastian Tuason Cruz
Country Head of Digital & Ecommerce and APAC Digital Marketing Director
Shiseido
Moderator:
Divika Jethmal
Head of Marketing, Asia
CARMA
2:50 PM
Networking break
3:20 PM
[Case study]
Website versus marketplace: Selecting the best channels for your brand
- Uncovering the right direct-to-consumer (DTC) channel for your business when it comes to selling on an eCommerce website versus a marketplace
- Analyse the benefits and drawbacks of both approaches such as brand control, ownership of customer data, visibility to competitors, and seller tools
- Discover how to use both channels to build an omnichannel business that offers personalisation
Speaker:
Emmanuel Cruz
E-Commerce Lead
Mondelēz International Philippines
3:50 PM
[Closing panel discussion]
CMO reinvented: The future of digital marketing and the evolving role of the CMO
- Highlight the expansion of the CMO’s role in the Philippines, emphasising strong partnerships with other business functions
- Discuss the multi-faceted crucial functionalities of the CMO role, shedding light on how the role has evolved
- Elaborate on the expanded control for CMOs in the Philippines including a focus on growth outcomes, data and analytics, GenAI, and integrated go-to-market (GTM) programmes
Panellists:
Sheila Paul
Chief Marketing Officer
Home Credit Philippines
Albert Raymond C. Cuadrante
Senior Vice President and Chief Marketing and Customer Experience Officer
Union Bank of the Philippines
Moderator:
Joseph Albette R. Buddahim
Former CMO
4:20 PM