23 - 24 September, 2019
Grosvenor House Hotel, Dubai, United Arab Emirates
Grosvenor House Hotel, Dubai, United Arab Emirates
Conference Day One: Monday, 23 September 2019
8:30 am - 9:10 am Registration and networking
8:30 am - 9:30 am Invite Only Breakfast Briefing
Sponsored by: Oracle
9:30 am - 9:40 am IQPC opening remarks
9:40 am - 9:50 am Chairperson opening remarks
THE NEW AGE CMO
Deloitte claims that CMOs have the shortest average tenure among all C-suite roles. From measuring marketing results, to linking financial performances to marketing, CMOs find themselves in difficult positions time and again. New technologies including data analytics and martech however have shifted marketing back into a powerful position with CMOs back in the centre stage of all developments.
9:50 am - 10:20 am CMO TRAILBLAZER: CMO’s role in the age of AI | CMO as the growth catalyst amidst digital disruption
Accenture reports that 90% of today’s CEOs and CMOs believe the CMO role will change fundamentally over the next three years. A CMO is no longer a CMO but also a Chief Experience and Chief Growth Officer.
- Marketing in the age of AI
- CMO as the custodian of Experiences and Data
- CMO at the centre of Digital Transformation
10:20 am - 10:50 am MARKETING LEADERS EXCHANGE - Evolve: Revaluating your ROI strategy - Are you doing it right?
Evaluating returns on marketing investment have always been a tricky and hard to measure task. Marketers have created strategies using both their instincts and insights they receive from various marketing channels and platforms. But areas such as social media and influencer marketing channels have been difficult to quantify and measure
- Reworking your ROI strategy to fit new channels of marketing
- Putting customer emotion and connection as part of your ROI assessment
- How to measure your brand loyalty, trust and image?
Panellists:
10:50 am - 11:10 am TRAILBLAZER: Creating for a curated world
11:10 am - 11:30 am From CMO to CMO Driving marketing impact with Data & AI
11:30 am - 11:50 am CMO Speed Networking: Meet the PROs!
We’ll break the ice with a handshake between all attendees to kick-start your business networking
11:50 am - 12:10 pm Networking coffee break
MARKETING CLOUD AND AUTOMATION
Grand View Research predicts marketing automation software market is set to reach $7.63bn by 2025. Such predictions obviously states that automation remains the future of marketing and can turn lean and classic marketing teams to a highly advanced and competitive team, which can be all the difference for organisations in enhancing customer experience, brand loyalty and ROI.
12:10 pm - 12:30 pm Winning in the Experience Economy
Today, the experience a brand provides its customer is as important as the product or service itself. Brands compete more and more on the customer experience due to raised expectations and diminishing brand loyalty. The relationship that a brand has with its customers is being transformed. This is known as the Experience Economy. In the Experience Economy, the Customer Experience is the new battlefront – those brands that shift to micro-moments are at the frontier of the Experience Economy.
This presentation will demonstrate how brands win in the Experience Economy by:
- Knowing their customers better than their customers know themselves
- Anticipating their customers’ needs
- Engaging with customers on their terms at the time and channel of their choosing; and
- Eliminating the siloes of marketing, sales, and service
Sponsored by: Oracle
MARTECH: A NECESSITY MORE THAN A LUXURY
“Marketing technology is the single largest area of investment when it comes to marketing resources and programs” – Gartner 2019. According to recent study, martech remains on top priority in all marketing budgets. Budget spend has already gone up to a whopping 29% of the total marketing budget, from 22% in 2017. Knowing which technology to invest in and gaining the most out of existing data, insights and technologies remains crucial to gain the right ROI.
12:30 pm - 12:50 pm Marketing the to-be tallest building in the world!
Karim Itani
Director - Head of Sales & MarketingJeddah Economic Company - Jeddah Tower and Jeddah Economic City
12:50 pm - 1:20 pm TECH TALK: What does ABM and intent data mean for the data-driven marketer
1:20 pm - 1:50 pm PANEL DISCUSSION: The right mix of technology, capabilities and creativity
Deloitte reports over 46% of executives they surveyed believed that understanding the abilities needed to adopt and use technologies are their biggest challenges in getting the most out of technology. You may already have the right technologies in place or may have the right strategy in adopting these, but without the right capabilities and creativity, you wouldn’t be able to maximise on the technology.
- Bridging the gap between technology and skill sets
- How to leverage what you have already? Using and reassessing your existing consumer information
- How to maximise the use of martech for enhancing the brand image
Members:
Mohammed Ahmed Abdulmajid
Head of Digital and Corporate Marketing, Group CommunicationsMubadala
1:50 pm - 2:10 pm FIRESIDE CHAT: Agile marketing: Are you really ‘agile’?
A buzz word amongst marketers, organisations are moving towards being more ‘agile’ in their marketing. Simply put, using analytics and data to capitalise real time information for new opportunities and problem solving. Sounds easier than it actually is!
- What in true sense is being ‘agile’?
- How internal departments and external partners can affect your agility?
- Best practices to be as agile as possible
Members:
Mohammed Ahmed Abdulmajid
Head of Digital and Corporate Marketing, Group CommunicationsMubadala
2:10 pm - 2:40 pm FOOD FOR THOUGHT: Is 2019 the end for agencies?
The rise of consultancies and the trend towards in housing has taken a toll on agencies globally. How they cater to these rising trends and offer credible offerings varies from agency strategies, KPI’s and capabilities. They either adopt to the rising change, or see their businesses go dow
- There isn’t a ‘one-size-fits-all solution’
- Focus on business results, not cost
- Drop the marketing jargons! Let’s speak the C suite language
2:40 pm - 3:40 pm Lunch and networking break
Swap business cards and break the ice with your fellow participants to start making those valuable connections whilst enjoying buffet lunch.
3:40 pm - 3:40 pm End of day one
Relax and reflect on the day’s excitement with a beautiful Dubai setting