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08:00 – 08:50

Registration & breakfast

08:50 – 09:00

Chairperson opening remarks

Marketing Technology

09:00 – 09:20

  • An overview of Singapore market today and the state of MarTech in Singapore
  • How to attract and retain tech talent with the right culture that embraces utilising technology
  • Taking advantage of the huge growth and transformation of the industry in Singapore

Marketing Technology

09:20 – 09:50

  • Exploring the benefits of unified customer data in achieving personalisation and greater customer insights
  • Enabling marketers to be more efficient in interpreting and utilising data, to better understand consumers and build more accurate customer models
  • Increasing data analysis efficiency through unifying data and breaking down unnecessary data silos
  • Differentiating customer experience by adopting CDP, and optimising business outcome

Marketing Technology

09:50 – 10:20

  • Implementing a collaborative CRM platform to better improve customer service, customer satisfaction and customer retention
  • Translating the data collected from your CRM, into informative customer profiles that can be utilised in building a more personal relationship with customers as well as improving overall customer engagement
  • Effectively integrating your CRM tool into your marketing strategy

10:20 – 10:40

  • We welcome all delegates in the room to join the real-time voting session
  • What are you expecting to learn at the event?
  • Share your best practice with your fellow attendees

10:40 – 11:00

AM networking coffee break

Marketing Technology

11:00 – 11:30

  • Real time integration of internal big data analytics with MarTech & AdTech stack
  • Pioneering designs on banking data APIs & data tokenisation for cloud
  • Best practice advice: how non-digital natives can stay up-to-date
  • Buy or build: the best option for organisations undergoing transformation
  • How much data can go into the cloud?

Marketing Technology

11:30 – 12:30

  • Embracing AI technology as a more accurate and efficient method of carrying out data analysis
  • Applying machine learning technology to improve the accuracy of customer engagement
  • Knowing what technology to implement and how to successfully integrate that technology effectively into your current MarTech stack
  • Creating and sourcing the right team that understands the importance of data and MarTech in achieving success in marketing

12:30 – 13:30

Networking lunch break

Start-up incubator

13:00 – 13:30

Mobile marketing & eCommerce

Brand marketing

13:30 – 13:40

Chairperson opening remarks

Omnichannel & mobile marketing

13:30 – 13:40

Chairperson opening remarks

Data science for marketing

13:30 – 13:40

Chairperson opening remarks

Brand marketing

13:40 – 14:10

  • Guiding the production of relevant and efficient material to make customer attraction and response even greater
  • Understanding the right marketing mix and targeting your social media channels to the relevant audience
  • Navigating through bringing your brand vision to life on social media, while not getting lost in the ‘noise’

Omnichannel & mobile marketing

13:40 – 14:10

  • Catering your marketing strategy geared toward the immense diversity in marketing methods in the Asian region
  • Identifying and applying hybrid marketing models which aim to create a more effective and extensive outreach plan
  • Creating seamless omnichannel marketing strategies which focus on encouraging customer engagement

Data science for marketing

13:40 – 14:10

  • Identifying the types of data necessary to fulfil your marketing goals
  • Applying machine learning algorithms into your data mining process in order to better understand and interpret your data into usable patterns
  • How to combine effective data processing and analytics in order to capitalise on the market insights and knowledge gained

Brand marketing

14:10 – 14:40

  • The dangers of paid marketing and social selling, when attempting to target the 'right' customers
  • Exploring the demand for organically designed content rather than paid search marketing
  • The engagement and effectiveness in user-generated content vs. brand-produced content

Omnichannel & mobile marketing

14:10 – 14:40

  • Exploring the challenges of advertising amongst an increase in the use of ad-blocker users, softwares and platforms
  • Understanding how advertising technology is shaping the future of advertising and marketing and its effect on the value of your marketing strategy
  • How to readjust your marketing strategy to overcome technological challenges in advertising online and identify new opportunities for your brand awareness

Data science for marketing

14:10 – 14:40

  • Effectively breaking down data silos and integrating mass amounts of data collected in order to create a more unified customer view
  • Utilising technology such as natural language processing in order to aid marketers in effectively gaining insights and analysis from large amounts of data
  • Understanding the advantages of a marketing approach which has an emphasis on data-driven consumer insights

Data science for marketing

14:40 – 15:10

  • Utilising chatbots not only as a direct, personal engagement with customers, but as a method to collect first-hand data for real-time analysis and machine learning
  • Collecting data to understand the needs and preferences of customers, in order to personalise responses and build customer loyalty
  • How to effectively use AI and Chatbots to collect consumer data for predictive analysis

Brand marketing

14:40 – 15:10

  • Exploring storytelling as a leading feature of content marketing strategy and an emerging priority for marketers
  • How to produce content that has the ability to encourage audiences to respond strongly to your brand
  • Understanding how storytelling is a completely different entry for your brand, by building strong relationships and a community with your consumers over time

Omnichannel & mobile marketing

14:40 – 15:10

  • How to embrace visual content as a main tool in content marketing and how to overcome the major challenges brands face when deploying this technique
  • How can marketers take advantage of the majority of users choosing visual platforms, such as YouTube, as their first choice for watching online videos
  • Leveraging the power of visual content to increase brand awareness and shape your brand persona

15:10 – 15:40

PM networking coffee break

Omnichannel & mobile marketing

15:40 – 16:10

  • With a leading mobile app and eCommerce industry set to expand, prepare for global market share battling in the increasingly popular 'mCommerce' market in Singapore
  • How to maximise your customer experience strategy, creating seamless experiences between your mobile app and brand
  • How to adopt upcoming and groundbreaking trends in mobile and eCommerce technology in Singapore, to get you ahead of the game

Data science for marketing

15:40 – 16:10

  • Utilising technology, such as CRM, to convert collected data into the most relevant data for analysis
  • Creating effective predictive modelling
  • Utilising real-time predictive analytics to gain behavioural insights in order to better target and personalise your content to consumers
  • How to use machine learning to find the optimum predictive model that will enable you to increase your customer retention, through accurate predictive analytics

Brand marketing

15:40 – 16:10

  • How to manage your brand persona in an increasingly globalised and digital world
  • Understanding the power of brand persona, in the evolving concept of “brand”
  • Taking the long-term view in brand persona and identity to ensure success in your marketing strategies

Brand marketing

16:10 – 17:10

  • Seizing opportunity in the rising trend of influencer marketing campaigns
  • How to source and manage the right influencers for your campaign and recognising them as a point of education and trust for your product
  • Using influencer marketing to develop an image of your brand and associating it with certain qualities
  • Meeting the demand and niche of your audience through the different types of influencers in the market (i.e. loyalists, referrers, advocates, micro, macro and mega)

Data science for marketing

16:10 – 17:10

  • Creating a culture that values data science, and establishing a data-driven marketing team to fully capitalise on insights gained through data analytics
  • Employing data and the insights gained to build effective and personalised marketing campaigns
  • Adopting and implementing technology, such as CRM, to effectively harness the data for marketing purposes such as customer engagement and personalisation
  • Innovating CRM as an analytical tool, to transform your data for use in achieving marketing goals of personalisation and segmentation

Omnichannel & mobile marketing

16:10 – 17:10

  • The importance of taking advantage of Singapore having the highest smartphone penetration in the world and its subsequent prospects and opportunities
  • How to leverage and become more involved with Singapore's increasing investment in mobile marketing
  • Overcoming the challenges of reaching your audience with your brand via mobile marketing, in a highly competitive environment
  • How to use mobile marketing and its changing landscapes to tap into consumer behaviour and needs more accurately and efficiently

Brand marketing

17:10 – 17:20

Chairperson closing remarks

Brand marketing

17:10 – 17:20

Chairperson closing remarks

Data science for marketing

17:10 – 17:20

Chairperson closing remarks

Omnichannel & mobile marketing

17:10 – 17:20

Chairperson closing remarks

17:20 – 19:00

Networking drinks

08:30 – 08:50

Registration & breakfast

08:50 – 09:00

Chairperson opening remarks

Marketing Strategy

09:00 – 09:30

  • 70% of Singaporeans prefer real-time marketing ahead of other channels; remaining relevant and up-to-date in its approaches is key
  • Exploring the synergy and connection between real-time marketing and right time marketing and why both techniques can be used to experience the best results
  • How to understand and interpret your data as a foundation for successful right-time marketing strategies which engage your targeted audience
  • How to embrace right time marketing as an innovative technique for your brand to acquire and connect with consumers

Marketing Strategy

09:30 – 10:00

  • Placing the customer at the heart of your marketing strategy, to achieve a consistent experience across multiple channels
  • Utilising technology, such as Chatbots, to further personalise consumer engagement on a mass scale, as well as capitalising on real-time insights
  • Understanding the importance of data and the right platform to build an accurate profile of customers

Marketing Strategy

10:00 – 10:20

  • Learning to bridge the gaps between the tech, the data and the creative
  • Embracing the huge rise in MarTech’s importance in offering ways to gain information and conduct campaigns
  • Building a skilled and varied team with clear emphasis on a marketing strategy that's right for your business
  • Ensuring consumer experience is at the forefront of your marketing strategy

Marketing Strategy

10:20 – 10:40

  • How going beyond keywords research can help the performance of SEO
  • Know your audience and know their pain points
  • Thrive in the digital age with amazing marketing content, stay at the top of your game

10:40 – 11:00

AM networking coffee break

Marketing Strategy

11:00 – 11:30

  • How to effectively adapt and modify your traditional ROI approach and strategy to suit your social media and digital interactions
  • How to create social media content which engages and builds a relationship with users and is also in line with and exceeds your marketing vision and goals
  • How to respond to ever-changing social media platforms and adapting your content, strategies and channels to maintain a connection with your audience

Marketing Strategy

11:30 – 12:30

  • Producing a consumer experience with a consistent approach to design across multiple channels
  • How to create unique and memorable campaign that work seamlessly from online to offline
  • Developing innovative marketing in your strategy to build engagement from consumers across all platforms and improve the attractiveness of your campaign

12:30 – 13:30

Networking lunch break

Start-up incubator

13:00 – 13:30

The rise of AdTech

Brand marketing

13:30 – 13:40

Chairperson opening remarks

Brand marketing

13:30 – 13:40

Chairperson opening remarks

B2B marketing

13:30 – 13:40

Chairperson opening remarks

B2B marketing

13:30 – 13:40

Chairperson opening remarks

Marketing Technology

13:30 – 13:40

Chairperson opening remarks

Marketing Technology

13:30 – 13:40

Chairperson opening remarks

Brand marketing

13:40 – 14:10

  • Exploring customer-led groups as an innovative marketing resource, which directly represent and explore customer needs
  • Unpacking and interpreting information from digital communities to better inform marketing strategies and tactics
  • Maintaining a close relationship with digital communities to deliver effective community-related content and empower your brand value

B2B marketing

13:40 – 14:10

  • Becoming hyper-aware of B2B influencer marketing to remain competitive in an increasingly influencer-generated market and absorb its advantages
  • Understanding how influencers influence marketing and strategy in a B2B environment, catering to its nuances and complex decision-making
  • How to effectively analyse and evaluate your existing stakeholders to measure the degree and relative social influence to partner with the best influencers

Marketing Technology

13:40 – 14:10

  • Utilising machine learning to manage and personalise customer journey across various digital touchpoints in a way that increases the experience and overall engagement
  • How to build a model for greater customer retention through, quick and effective large-scale data analysis
  • Examining recorded data from a full customer journey, in order to carry out analysis that can maximise the sales performance

Brand marketing

14:10 – 14:40

  • How to combine CRM and data-driven techniques to create bespoke customer experiences
  • Using and adapting real-time tools and data from multiple channels to react to consumer trends and behaviour and tailor the experience accordingly
  • Understanding how hyper-personalisation transforms customer experiences and how this is beneficial to your brand value and persona

B2B marketing

14:10 – 14:40

  • Identifying the top threats in B2B marketing growth and how to overcome them
  • How to achieve your B2B marketing growth in an increasingly saturated and competitive market
  • How to deepen your relationship with your customers to ensure longevity

Marketing Technology

14:10 – 14:40

  • How to effectively draw data from multiple sources in order to build a more detailed picture of the customer, through comprehensive analysis
  • AI-driven algorithms automating customer engagement and gaining real-time data for analysis
  • Developing consumer insights gathered from technology platforms, such as CRM, into improving the overall customer experience and personalised engagement

Brand marketing

14:40 – 15:10

  • Exploring glocalised strategies, with a bottom-up approach, to better understand local needs in an increasingly competitive environment
  • Developing marketing strategies which cater to the immense diversity of the Asian region and getting to know these different markets simultaneously
  • Maintaining your brand persona, values and principles whilst operating in varied foreign markets

B2B marketing

14:40 – 15:10

  • Recognising that approaches in B2B marketing have changed and how to use newer tactics to 'get into the customers face' and get to know them effectively
  • How to build a competitive B2B marketing strategy that includes content marketing and engaging platforms
  • Understanding the importance of connecting prioritised tactics (awareness) and desired outcomes (conversion)

Marketing Technology

14:40 – 15:10

  • Converging tech across MarTech and AdTech to produce a more consistent customer experience, that is seamless across multiple digital channels
  • How to break down independent silos of data across an organisation, in order to gain greater consumer insights
  • Utilising automation and personalisation as means to greater loyalty and retention, through creating and nurturing customer engagement

15:10 – 15:40

PM networking coffee break

Brand marketing

15:40 – 16:10

  • Embracing the demand for organically-generated content and how it poses many advantages to develop brand-consumer relationships
  • How to generate rewards rather than risks when exposed to a wealth of UGC on social media and other digital environments
  • How to implement UGC practically and effectively without saturating your brand vision and message

B2B marketing

15:40 – 16:10

  • Understanding how creating a compelling B2B lead generation strategy is central to your company and brand
  • How to create a strategy that generates quality leads which establish a strong pipeline, to ensure you maintain a steady growth rate
  • Exploring a range of inbound and outbound marketing techniques that effectively impact the bottom line

Marketing Technology

15:40 – 16:10

  • How to build the right MarTech stack for your business through identification of your marketing goals and how they line up to the correct technology to fully optimise the rest of your stack
  • Solving the barriers to seamless integration of new technology into a MarTech stack and achieve optimum efficiency
  • Applying a consistent method of data analysis across your MarTech stack to in order to efficiently extract, share and analyse data

Brand marketing

16:10 – 17:10

  • How to be authentic in your social media content, whilst using a range of online analytics and tools
  • Leveraging your resources to gain authentic content and enhance your brand value, in real and long-lasting ways
  • How authenticity is a crucial source of engagement during and after your marketing campaign
  • Overcoming the challenges in audience response when not coming across as real or genuine during content delivery

Marketing Technology

16:10 – 17:10

  • How to harness AI technology like machine learning in order to analyse customer feedback and overall experience at a more efficient rate to enable solutions
  • Effectively mapping and analysing customer journeys in detail to gain a greater picture of the consumers’ behaviour and habits that can be utilised in creating a more personalised experience
  • The best practice on implementing AI technology, such as natural language processing, effectively in order to create as smooth an experience as possible
  • Improving CRM system accurate with real-time data analysis, through AI

B2B marketing

16:10 – 17:10

  • Exploring the greatest content marketing challenges met by B2B marketers in industry
  • Adapting to an increasing and demanding competitive digital environment in the execution of B2B marketing strategies
  • Successful strategies and calls to action to overcome common B2B marketing issues
  • Bridging the gap between creating an attractive strategy and gaining traffic and awarreness to your company and product

Brand marketing

17:10 – 17:20

Chairperson closing remarks

B2B marketing

17:10 – 17:20

Chairperson closing remarks

Marketing Technology

17:10 – 17:20

Chairperson closing remarks

17:20 – 17:30

End of summit

09:00 – 10:30

Identifying which SEO strategy is best for your team and company:

  • Mapping out your SEO strategy
  • Initial analysis - identifying the strengths and weaknesses of the current technical infrastructure of the site, including existing key words, content, link building profile, etc.
  • The key areas SEO site owners need to recognise and address (e.g. technical SEO, content, on-site SEO, off-site SEO)
  • Recognising the latest trends in SEO methods and technology
  • Searching the landscape, from a content and technical perspective

Outlining your effective SEO strategy:

  • Aligning SEO with marketing - a collaborative approach - the on-ground work that helps increase your sites visibility
  • How to manage the execution of opportunity discovery through content, keyword and competitor search
  • Lead the SEO strategy and deliver insights, analysis and outreach campaigns to improve the performance of their entire content offering

Implementing the SEO strategy:

  • How to manage the execution of opportunity discovery through content, keyword and competitor research
  • Measuring the success of your SEO campaigns - tracking and data analysis; collecting the right data and presenting information
  • Delimiting data and deriving actionable insights from your SEO strategy results

13:40 – 15:10

Building your localised marketing strategy:

  • Understanding the concept of localisation, the benefits for your company and considering a strategy which evolves with the company needs
  • Knowing your target market
  • Building the right team
  • How to implement the latest technology to improve efficiencies
  • Identifying which areas to localise, e.g. digital marketing, content marketing, brand marketing, etc.

How to successfully implement a localised marketing strategy:

  • Addressing customer behaviours, purchasing habits and general cultural differences
  • How to account for local customs and taboos across a complexed and varied region such as APAC
  • Overcoming challenges to offer buyers in the specific country a customer experience that feels comfortable and familiar to them
  • Regional vs local marketing

The importance of a localised marketing strategy:

  • How to measure the result of a successful localised approach
  • How to adjust and amend a live localised marketing strategy
  • How to manage the impact of any failures in a localised marketing approach

09:00 – 10:30

Forward-thinking and the evolution in machine learning and where it sits with data:

  • Where we are now with NLP and machine learning and its benefits in parrallel to unstructured data
  • Understanding how you can identify, build and deploy scalable AI-powered initiatives for your marketing; an idea of the effects and results
  • Exploring NLP and machine learning within various aspects of marketing and business practices, such as digital marketing and eCommerce and where to pin-point your start

NLP and machine learning to better your marketing activities:

  • Understanding and incoporating the current trends of machine learning and how it can enhance your marketing activities
  • Exploring key areas of NLP, including optical character recognition, speech recognition, machine translation and more
  • Using machine learning algorithms, such as SEOs, PPC and slugs to improve the quality, efficiency and effectiveness of your marketing and how best to prepare your team

Using machine learning to bridge the gap between your brand and your customers:

  • Adapting machine learning and automation to best serve the needs of your customers
  • Taking advantage of machine learning within innovative components such as Chatbots to enable greater consumer engagement, data segmentation and compelling storytelling
  • Mapping the future of NLP in marketing and the possibilities when processing large amounts of unstructured data and the challenges that may be faced

11:00 – 12:30

Navigating how to use video to power your marketing:

  • Exploring and understanding video as an increasingly efffective way of communicating with your customers, boosting their centricity and diversifying your marketing strategy
  • Identifying your audience as the first step in the video content-creation process, including building buyer personas
  • Understanding what needs to be included and where to distribute your video content marketing strategy, to best inform your audience of your product or service and incorporating your marketing message

Creating and implementing video:

  • Navigating the pre-production, planning and logistics phase of a video project and campaign
  • Creating your videos branding elements and storytelling and making sure they are included and highlighted in your video content
  • The visuals and script - the importance of authenticity and captivation in video content marketing

Measuring the success of your video marketing campaign:

  • Interpret and convert engagements from video content; measuring success and video ROI
  • Taking advantage of the lead generation and increased traffic to your business

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