2nd CMO Innovation Summit Hong Kong
Businesses across sectors aspire to provide individualised, anytime and anywhere brand experiences. The role of CMO therefore, is contesting that of a strategy leader, business transformer and innovation adopter. Skill gaps to fulfil this tall order, however, as to any other C-suite leaders, are widely recognised yet remain a leap forward in action. How to collect and analyse data across all channels, to truly understand customers, how to go about fulfilling such needs by designing and delivering authentic brand experiences, and how to align people, processes and technology to achieve above business objectives, are critical capabilities required of CMOs in Asia and globally.
With tremendous success last year, the 2nd CMO Innovation Summit, Asia’s premier marketing strategy forum catered for CMOs/Heads of Marketing from Fortune 500 and fastest growing companies. With a focus on the disruptive force of digital, as well as the role of CMO in building a customer-centric business, the event aims at delivering practical knowledge to equip and empower CMOs in Asia to seize internal and external opportunities for business success, and to leap forward in their careers.
As part of an integrated content, CMO Innovation Summit celebrates and extends the outreach of CMO Innovation, Asia's number one reference publication for CMOs. The summit welcomes 200 CMOs/Marketing Heads/CIOs/Chief Digital Officer/Chief Innovation Officer from retail, hospitality and other marketing-driven industries in the region, as well as cutting edge solution providers and digital strategists.
The summit content is under the guidance of an APAC CMO advisory panel:
Ms. Tricia Weener, Global Marketing Director, HSBC
Ms Sian E Chadwick, VP JAPA Marketing, Global Merchant Services, American Express
Mr Sylvain Michel, Vice President – Customer Experience, Lane Crawford
Ms. Andrea Wong, Chief Marketing & Strategy Officer, AXA Hong Kong
Ms Maria Nakpil, VP Regional Marketing & eCommerce Asia Pacific, Hilton Worldwide
Ms Xiaofeng Wang, Senior Analyst, B2C Marketing, Forrester Research
Mr Greg Paull, Principal & Co-Founder, R3
CMO Innovation Summit is supported by CMO Innovation and FierceCMO, newsletters serving the CMO community in Asia and globally.
CMO - Zalora Group
Head of Marketing - Owned & Bought Media, - Lane Crawford
VP, Applications Services - Hewlett-Packard Enterprise
The year of 2016 has seen many changes globally and in the region. Globally competition is rising in all the key industries- increasingly digitally savvy customers decide in favour or against a brand based on anytime, anywhere brand interactions in addition to product offering and pricing. In Asia and especially China, innovations in mobile, payment, e-commerce significantly enhanced businesses' capabilities in offering more competitive goods and services, meanwhile engaging customers through multiple channels with real-time interactions. Opportunities and challenges both present themselves to marketers, and the keynote highlights the key trends to look out for in 2017 while making recommendations for marketers how to steer their efforts for another year of success.
Digital advanced organisations globally are gaining upper hands through investing in data, and process innovation.
- Maximising data we know to create content, while respecting data privacy act
- Enable front-line staff to enhance customer lifetime value understanding and smart engagement
- Re-aligning functions within the organisation to ensure consistent customer experience delivery
Customers today demand highly personalized experiences from brands. Gone are the days when it was acceptable for marketers to deliver one‐size‐fits‐most experiences both online and offline. The future of individualized customer experiences lies with marketing in context of customer interaction history, delivering content based on the sum total of a person’s past behaviors and current needs rather than blindly pushing out marketing. This keynote will explore the attributes you should look for in technology that will break data and application silos and deliver the 360‐degree view of the customer you need in order to market in context of their interaction history.
This keynote aims at offering a practical guide for marketers to succeed in building a successful digital sales franchise, drawing on the speaker's experiences leading digital transformation for multinational organisations. Through B2B and B2C marketing cases, the speaker will illustrate how to successfully identify the building blocks, map the customer journey as a core framework, set marketing metrics directly linked to impact on business, align interest with agencies, and clearly define marketing's role while mobilising sales, IT and operation to build a digital ecosystem - to ultimately fulfil the customer oriented brand experiences and drive business growth.
With the increasing role of CMO in the board room, opportunities and challenges both present themselves to marketing leaders in leading the transformation of the business and ensure its continued relevance to customers. This panel of CMOs will share how they steer the ships and creating a greater impact:
- Gaining real-time decision support through data aggregation despite function-led organisational structures
- From reach, brand awareness to KPI driven: how to effectively communicate marketing role and contribution to business across the entire organisation
- Fulfilling customer experience promises through effective collaboration and clear attribution strategy with CRM, e-commerce and supply chain teams
We are operating in a period of sustained disruption, where 70% of all effort is focused on disrupting the last mile of customer experience and picking the winners is really hard. As existing organisations learn to be agile in the face of change, shifting organisational mindset from product & distribution to customer experience presents marketers with a daunting prospect with implications across process, people and platform. Thankfully, there are things we can do to lessen the impact, map a course towards experience innovation, and make progress now within the limitations we face.
Businesses today possess a lot of data. But is it being used as much as it should be? Brands today invest a lot of resources to drive sales based on data provided by third parties. This keynote will explore how your business should take advantage of its own set of data to discover new business growth areas, product development and marketing opportunities.
Once data is collected, and a better understanding of customers' individual needs is formulated, it is time to design and deploy the wow content. Generic content is no longer fitting in the desire to cater to individual customer needs anytime, anywhere. How do we create real time, tailor-made content? What technologies and processes should be put in place to manage content across channel effectively, and how can agencies and external partners play a more active role in reaching out to customers at time and location of their choice? This panel of content experts will examine some good practices in the region and globally.
Boundaries are blurring across industries and touch points. Companies across sectors are seeking strategic partnerships to form an eco-system that offer convenience to customers. How do CMOs respond and plan for such win-win partnerships?
This session summarises the takeaways from the earlier group discussion and brings up a panel of experts to provide final takeaways to CMOs on what can be implemented immediately after the event.
2017 ADVISORY BOARD & SPEAKERS
+852 2589 1357
+852 8192 6051
+852 2589 1373