CMO Innovation Summit 2017 Singapore
As providing individualized, anytime and anywhere brand experience to customers becomes a business imperative, the role of CMO is contesting for 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 recognized yet remain a leap forward in action. How to collect and analyze 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 crucial capabilities required of CMOs in Asia and globally.
With a successful launch last year in Hong Kong, CMO Innovation Summit 2017, Asia’s premier marketing strategy forum catered for CMOs/Heads of Marketing from fortune 500 and fastest growing companies, is expanding its footprint to Singapore this year. 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.
CMO Innovation Summit is supported by CMO Innovation and FierceCMO, newsletters serving the CMO community in Asia and globally.
CMO - Zalora Group
VP, Applications Services - Hewlett-Packard Enterprise
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 major industries- increasingly digitally savvy customers decide in favor or against a brand based on anytime, anywhere brand interactions in addition to product offering and pricing. In Asia, innovations in mobile, payment, e-commerce significantly enhanced businesses’ capabilities in offering more competitive products 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 organizations globally are gaining an upper hand 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 life time value understanding and smart engagement
- Re-aligning functions within the organization to ensure consistent customer experience delivery
To engage customers regardless of touch points and throughout their life cycles, today’s marketing needs to go beyond campaign-driven metrics, break down KPI silos and refocus resources to enable an “architectural marketing” approach. CMO no doubt is at the heart of this whole transformation.
This keynote aims at offering a practical guide, drawing on one CMO’s own journey leading in a multinational organization, on how to successfully take up the digital leaders’ role within the organization by mapping the journey, setting marketing metrics directly linked to impact on business, speed up marketing automation and new technology adoption, operationalise the business transformation process within existing structures, to ultimately fulfil the customer oriented brand experiences and drive business growth.
With the increasingly important 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 positive impact on the business:
- Gaining real time decision support through data aggregation despite function-led organizational structures
- From reach, brand awareness to KPI driven: how to effectively communicate marketing role and contribution to business across the entire organization
- Fulfilling customer experience promises through effective collaboration and clear attribution strategy with CRM, e-commerce and supply chain teams
What’s happening in the mobile space now? What strategies should be put in place to support accelerated mobile page and the anytime, anywhere connectivity? In the social space, how do we harness the power of livestreaming for enhanced brand experiences, artificial intelligence to gain deeper understanding of individual customer needs. Can we embed acquisition while providing experiences? How can companies leverage Artificial intelligence to drive customer autonomy and relevant content, and Virtual reality to support customer experiences across all channels? With innovations in payment model, what’s the most efficient way to combine acquisition and engagement goals in virtual space? Hear from an expert on the next big things in marketing.
Once data is collected and a better understanding of customers’ individual needs are 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 playing a more active role in reaching out to customers at time and place 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 summarizes the takeaways from the earlier group discussion, and bring up a panel of experts to provide final takeaways to CMOs on what can be implemented immediately after the event.
2017 ADVISORY BOARD & 2016 PAST SPEAKERS
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