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
MORNING THEME: CMO ROADMAP TO STRATEGIC LEADERSHIP
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.
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.
Many retailers have rolled out their online stores. They have had some successes attracting customers through discounts and promotional campaigns, but have found it difficult to keep customers coming back. In this brief session, we will discuss some observations from industry experts as well as the best practices of our customers.
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 organization
- Fulfilling customer experience promises through effective collaboration and clear attribution strategy with CRM, e-commerce and supply chain teams
With the digital explosion, good old-fashioned advertising is losing its luster. Companies believe they can grow their brands by reaching loyal users efficiently – close to their purchase decision – and inducing them to buy more. But they’re wrong. Compelling empirical evidence shows that a brand can only grow by expanding its user base and appealing to the light, infrequent user, who, frankly, is not greatly interested in the brand. Advertising, when powered by compelling human insights, makes an emotional connection with consumers, thereby elevating the brand in their memory and making it into their consideration set the next time they’re shopping. But in today’s mad digital rush, companies are forgetting the power of advertising when delivered in the relevant channels, harnessing the power of digital media where today’s consumers spend much of their time. Hear from an expert on this interesting topic.
AFTERNOON THEME: ALIGN PEOPLE, TECHNOLOGY AND PROCESSES TO DELIVER CUSTOMER CETNRIC BRAND EXPERIENCES
It’s no longer innovative, but an imperative, to take your business into the digital sphere – customers now expect you to jump on the latest technology and incorporate that into your offerings. How then, do you wield it effectively to anticipate, predict and meet customer needs? The speaker will illustrate how to break down complex processes into bite-sized data to easily locate pain-points in the process and push services that customers need at that point, as well as discuss the potentiality behind the data in identifying patterns, trends and associations to reveal customer behavior. The speaker will also discuss how to leverage these learnings to help with scaling up and expanding into a new market while retaining customer-centric brand experiences.
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 summarizes 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 & SseemPEAKERS
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