3 May 2023 | Melbourne Convention & Exhibition Centre

Reimagining the Future of Marketing: Increasing your Marketing Reach through the Power of Personalisation, Content and Customer-Centric Stories




Wednesday 3 May 2023

10:15am - 10:30am              

Opening Remarks by Digital Marketing Program Chair

10:30am – 11:00am

Fireside Chat

Reinventing the Role of the CMO in Today’s Digitally Driven, CX-Led Society

The role of the CMO has gone through many transitions over the past 3 years. From a CX-Driven Leader, to Digital, to Sales and more. As a result, sometimes it can be hard to determine the exact role and place marketing leaders have within their organisation.

Rebecca Smith, Former Group CMO of Frank Green and Thankyou, will chat with us about the changing history of the CMO, and what it means to be a CX-Driven Marketing Leader today.

  • Unpacking the role of the CMO today – it is digital, CX or product?
  • How to ensure you’re still maintaining ownership of our marketing strategy with so many voices in the mix
  • Driving CX transformation through marketing – why the marketing department must remain at the heart of any CX-driven organisation

Rebecca Smith, Former Chief Marketing Officer, Frank Green

11:00am – 11:30am

Keynote: How can brands harness the power of their executives and employees to make an impact via LinkedIn

Speaker: Amaury Treguer, Co-Founder, Bread Social

11:30am – 12:00pm                  

Fireside Chat 

Can Brands Do Better? Unpacking How Intrepid Travel’s Purpose drives their Brand and Culture

In this fireside chat, we sit down with Leigh Barnes, the Chief Customer Officer of Intrepid Travel, to discuss the work his team have been doing over the years to become more socially responsible. By becoming aware of their community (and world) impact, his team rectified this by created socially-conscious travel initiatives.

By doing this, they were able to go to market and launch campaigns that garnered long term profit, trust and loyalty.

  • When should marketers GTM with socially responsible campaigns
  • Building trust with your customers through transparent messaging and honesty
  • Unpacking the long term marketing benefits of being more socially-responsible


Leigh Barnes, Chief Customer Officer, Intrepid Travel

12:00pm – 12:30pm

Keynote

Your Customers are your Partners: How SANE Australia Repositioned Their Brand Message to Drive Impact and Awareness

  • Ensuring your brand message and perception is aligned your customers
  • Leveraging customer support through education
  • Creating a loyal customer base through transparent and purpose-driven marketing


Rachel Green, Chief Executive Officer, SANE

12:30pm – 1:00pm

Networking Break



1:00pm – 1:30pm

Keynote

Experience is a Story: Bringing Storytelling and the Gifting Experience to Godiva Customers

Marta Skrabacz, Ecommerce Manager at Godiva will present on the work her team has been undergoing to promote Godiva Chocolates as a luxury gifting experience.

Learn how their team are focusing on bringing storytelling back to marketing, and the importance of using emotion to create brand connections.

  • Rethinking the way we interact with customers: Using video messaging to break down language barriers
  • Understanding your different customer segments and how each engage with your brand differently
  • Designing a loyalty program with engaged customers to keep them coming back


Marta Skrabacz, Ecommerce Manager, Godiva

1:30pm - 2:30pm                                                  

Keynote 

Repositioning Your Brand: How Downer Defence are Re-Educating their Customer Base on their Capabilities to Build Long Term Trust

Bridie Scott, Head of Customer Excellence and Innovation, will talk through the work her team are undergoing to drive a stronger customer-centric brand perception for her organisation.

Ever since acquiring Spotless, Downer Defence have been focused on improving their brand image and portraying the different initiatives their company are doing to drive a positive customer experience pre and post contract. Learn the steps the team are undergoing to boost their reputation.

  • Creating a strong CX and Marketing strategy to educate the market on your customer reputation
  • Repositioning your brand in the wake of disruption – how to build trust with your customers
  • Getting internal buy-in to shift your internal brand – the steps involved.


Bridie Scott, Head of Customer Excellence and Innovation, Downer Defence

Keynote

Reaching Your Hard to Hit Audience: How to Drive Impact in your Customer Acquisition Strategy through the Power of People

Gerry Avalos, Brand Principal for CGU and WFI, will talk through how his team successfully built a customer advocacy program to drive more social engagement with CGU brokers. By humanising their brand by getting team members and specific internal groups to raise awareness and drive acquisition, they were able to see more engagement than ever before.

  • Finding the right mix of original versus curated content to drive engagement
  • Learning how to humanise your brand through the right marketing channels
  • Using marketing to drive customer loyalty and retention


Gerry Avalos, Brand Principal CGU and WFI, IAG

2:30pm - 3:00pm

                                     




Fireside Chat

Roadmap to Loyalty: Driving the Right Quality of Customers Across Different Demographics in Your Acquisition Strategy

  • Understanding shifts in buying patterns and engagement based on different customer demographics
  • Working with customer teams to help drive customer retention and ongoing loyalty
  • Using different content, media strategies and listening behaviour to drive your long term strategy

Polly Blenkinship, Head of Acquisition, APAC, Audible

The Psychology of Customer Behaviour: How Analysing Behavioural Patterns can Provide Valuable Insights into Customer Motivation and Needs

Frame Paladsang Digital Marketing and E-commerce Specialist, ChemCorp

4:00pm – 4:15pm 

End of Day Remarks

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