Summit day one : Monday, 6 February 2012

08:00 Registration and coffee

08:30 Opening remarks from the chair

Creating profitable marketing strategies through mobile

08:45 Developing marketing strategies to capitalise on the opportunities presented by growth in smartphone market

  • Growth trends in the smartphone market
  • Identifying the differentiating factors between South African and international trends.
  • Using trend data in marketing strategy decisions

Arthur Goldstuck
Managing Director
World Wide Worx

09:30 Anticipating market penetration of smartphones into untapped market segments

  • Government and private investment in connectivity expansion
  • Educating potential customers on the benefits of smartphones and Internet connectivity
  • Lower-cost smartphone handsets

10:15 Morning coffee and speed networking

To maximise the interaction opportunities at this event, we will be running a speed networking session. Delegates will be able to discuss issues on a one-on-one basis with speakers and sponsors in an informal environment. Bring plenty of business cards to make the best use of this opportunity to get your ideas heard and your critical questions answered.
(To sponsor this session, please email sponsorships@iqpc.ae)

10:45 Tailoring marketing messages in line with hardware platform distribution

  • Developing custom software for mobile platforms
  • Understanding the strategic impact of platform-specific social networking
  • Targeting mobile digital marketing at the feature-phone market

Brett St Clair
Head of Mobile South Africa
Google SA

11:30 Integrating Mobile into the Marketing Mix: From the 4Ps to the 7Rs

  • Developing a strategic approach to mobile marketing
  • Connecting above-the-line and below-the-line campaigns with mobile
  • Exploring the 7Rs: Reach, Relevance, Response, Rewards, Relationships, Reporting, ROI

Jason Probert
Executive Head: Mobile Advertising
Vodacom

12:15 Maximising customer interaction via SMS within the POPI framework

  • SMS marketing and the constraints of the Protection of Personal Information act
  • Repurposing SMS as a customer feedback channel
  • Converting SMS-based interaction into a broader digital customer relationship experience

12:45 Networking luncheon

13:45 Capitalising on mobile as a customer engagement tool

  • Refining content to suit the mobile-specific user experience
  • Utilising check-ins and local search as marketing tools
  • Eventing and audience engagement through social media

Nick Nicolau
CEO
Global Wrapps

Michael Said
Founder
brandStrategy

Refining marketing strategy to maximise benefit from digital marketing

14:30 Understanding the utility and benefits of Social Media CRM

  • Understanding the distinction between social media campaigns and consistent customer interaction through social media
  • Twitter and Hellopeter: the new customer service helplines
  • Twitter in the database: strategies matching social media interactors to existing customer names in back-end systems
  • Complaints and account queries using social media as a channel

Giovanni Ghignone
Head of Social Media
Virgin Active

15:15 Afternoon refreshments and networking break

15:30 Integrating digital media into an across-the-line marketing campaign

  • Weighing the benefits of digital media as a strategic component of a successful marketing campaign
  • The benefits of customer interaction in a marketing campaign
  • Converting traditional media messages into the beginning of a digital interaction

Yoav Tchelet
Digital Director
JWT SA

16:15 Lifestyle marketing as a strategy of choice in digital media

  • Why product marketing isn’t as relevant to digital media as you might expect
  • Building an approachable brand through lifestyle marketing
  • Rebuilding an existing brand in a digital and social space

17:00 Closing remarks by chair

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