CONFERENCE PROGRAMME

8.45am

DELEGATE REGISTRATION (Welcome Coffee & Tea)
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Online Brand Framework & ROI
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9.10am

 OPENING KEYNOTE
Touchpoint: Digital Marketing And The Online Branding Works
Creating an impressionable "love mark" on the web is challenging. Brand managers today are feeling the heat to maximize their spending and account the ROI received on their marketing dollars. Companies are expected to justify the ROI of this increasing online spending. This opening keynote explores the performance and effectiveness of integrated programs and management of digital marketing and cross-marketing platforms.
• Online ROI Is Possible: Metrics To Measure ROI On Digital Effectiveness
- ROI Model: Strategy, Design And Development
- Justifying The ROI Of Online Spending
- Appraising Online Brand Interaction
• When Online Brand Marketing And Offline Marketing Collide
- Synchronising Online And Offline Marketing Performance
- Detailing The Performance And Effectiveness Towards Integrated Programs
Mr Jay Shapiro, CEO - Chief Strategist: BLUE
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9.50am

MORNING REFRESHMENT BREAK
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Market Intelligence: The Technology Siblings Say
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10.20am

The Essence of Rich Interactive Experience
Everyone can appreciate the expressive power and aesthetic appeal of rich media. Rich internet applications use an engaging rich media presentation to enhance communication, but they also provide highly responsive interaction and local intelligence to enhance the quality of interaction with the user. There are four essential qualities that make an interactive experience more engaging for wizards and weenies alike.
• Rich Media Technology And Its Growth
• Delivering The Online Challenge: Seamless, Focused, Connected And Aware
• Content Is King: Special Effects Are No Longer Special
 • Rich Media Case Studies
Mr Tom Bowman, Regional Sales Director: Microsoft UK
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11.10am

Search Engines: Where's The Traffic?
 An intimate knowledge of search engine optimization will allow marketers to take full advantage of online marketing and branding opportunities. Learn the fundamental components that offer the most value for online efforts.
• Linking Customer Behaviour To e-Media Initiatives
• Optimizing Search Engines To Drive e-Marketing Activities
• Detailed Reporting And Website Tracking
Ms Eva Balan, International Marketing Manager: MSN AdCenter, SEA (Microsoft)
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12.00pm

LUNCH BREAK
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Long And Short of Marketing Metrics
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1.10pm

 Brand/Marketing Metrics Scorecard
 Much attention and effort are emphasized on marketing strategies, planning and measurement. Ironically, determining what exactly to measure, track and analyse or how to measure the contribution of each marketing channel and component to overall marketing effectiveness is not well mapped out. This session seeks to better understand how to build and adapt a brand/marketing metrics scorecard that fits the specific needs of your own organisation.
• Why Marketing Metrics?
• Findings From Marketing Metrics Survey
• Approaches To Building A Brand/Marketing Metrics Scorecard
• Summary And Discussion
Ms Shauna Li Roolvink, Founder & Managing Director: BrandHub Pte Ltd
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2.00pm

Creating Objectives And Setting Metrics To Deliver Successful Online Media Campaigns
Digital media is perhaps the most measurable media channel available to marketers today. But in order to accurately measure the success or failure of your online media campaign, clear objectives and metrics need to be set before your activity starts. Learn about the variety of objectives and metrics, and the different types of measurements so you can achieve successful online media campaigns.
• The Basics: Campaign Objectives And Metrics
• Benchmarking
• Types of Measurement And Determining ROI
• Case Studies
Mr Mark Newton, Director: Starcom IP Digital Services, Asia
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e-Customer Service, Loyalty And Online Business Development
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2.50pm

e-CRM: What's The Buzz?
Web analytics surveys conclude that the greatest challenge companies face is capitalizing on the data they collected to attain a unified, 360 degree view of your customer relationship. This segment sets to accomplish e-commerce goals and online branding objectives by structuring effective CRM-metrics.
• CRM Principles That Provide Online Activities Toward The "North" Direction
• Maximize Your Online Profitability With Better Customer Intelligence
• Customer Analytics: Translating Customer Information Into Business Intelligence
• CRM Value Focus: Advanced Database Segmentation And Integration
• Deploying Data-Driven Marketing Improve Customer Satisfaction And Gain Loyalty
Mr Mark Renshaw, Managing Director: Arc Worldwide
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Digital Asset Management
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3.40pm

Understanding the Intricate Issues relating to IPs Towards Digital Content
 This presentation looks into understanding the intricate issues relating to digital rights, IP and licensing issues.
• Content Business Models
• Corporate Information Policies: Confidentiality Issues
• Digital Rights: Copyright, Designs, Patents, Watermarks & Trademarks
• Policing Use, Licensing and Enforcement
• Liabilities Of The User, The Service Provider And The Web Publisher
• Vital Points of Digital Media For The Marketing Managers
Mr Adrian Kwong, Senior Associate: Ravindran Associate
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4.30pm

NETWORKING SESSION (include refreshments)
An after-hours informal session that allow for presenters and participants to network and create new friendships.
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5.00pm

WRAP OF ONLINE MARKETING & PERFORMANCE ROI 2005
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