23 - 24 September, 2019
Grosvenor House Hotel, Dubai, United Arab Emirates
Grosvenor House Hotel, Dubai, United Arab Emirates
Conference Day Two: Tuesday, 24 September 2019
8:30 am - 9:20 am Registration and networking
9:20 am - 9:30 am Day One wrap-up, day two rev-up!
WHAT NEXT FOR YOUR CONTENT?
In order to reach your audience and engage with them, providing authentic, transparent and value driven content remains the most important aspect for a marketer today. With audio and video content increasingly becoming popular, having personalised, interactive and continuous engagement backed by omni-channel distribution will define your content strategy for today and tomorrow.
9:30 am - 10:00 am Energise, engage and inspire – Emotional storytelling to amplify your brand image, message and engagement
- Selecting the most appropriate platform and channel to tell your story in the B2B world
- Aligning video storytelling with your long-term business goals
- How to master the art of authenticity in video storytelling
10:00 am - 10:30 am How to get ideas to spread in the world in the century of ideas diffusion
In a world of too many options and too little time, it becomes of great challenge for marketers to get their ideas spread while protecting main business objectives and increasing ROI.
- Why do some ideas quickly spread far and wide while others go nowhere at all?
- What is the new journey of content and what is the role of social networks?
- How a new PR approach can support brands to engage customers with their brands?
10:30 am - 11:00 am PANEL DISCUSSION: Just be true! Authenticity, transparency and ‘real’ value-driven
Whether you use influencers to reach your audience, or use video and audio to engage with them, creating authentic and transparent content will be a key factor in engaging and connecting with your audience. Infact, CoreDNA’s survey suggests 86% consumers say authenticity remains a key differentiator leading to a purchasing decision with 73% claiming they would pay more for a product which is more transparent.
11:00 am - 11:30 am Networking break
Swap business cards and break the ice with your fellow participants to start making those valuable connections
ACCOUNT-BASED MARKETING (ABM)
No, it isn’t new. Yes, it is evolving and growing. 36% organisations had an established practice of ABM in 2017. In 2018, it rose to 61%. In these, 91% have claimed ABM has made a difference in the number of opportunities closed and has also increased the size of deals they have closed their consumers with. ABM is set to grow and reach maturity in 2019 and will remain crucial to the selling process for organisations.
11:30 am - 11:50 am Fireside Chat: The role of technology and AI in customer and enterprise experience
11:50 am - 12:10 pm Case Study: Marketing the Art of Shaving way
INFLUENCER MARKETING
Influencer marketing is now a reality and one of the most proven methods of audience reach. $2.1bn was spent on influencer marketing on Instagram in 2017 showing just how big this area is for organisations. In fact, many consider it as the most effective means of content delivery for this age. But with questions around fake followers, guidelines, measurability and authenticity, there is still work to do to get the best out of influencers and quantifying the gains.
12:10 pm - 12:30 pm FIRESIDE CHAT: Getting the most out of your influencer
The rise of influencer marketing is not just undeniable, but worthy for all kind of organisations; from B2B to B2C to ecommerce to work with. Influencer marketing will continue to rise with more and more organisations stepping up their influencer marketing strategies. From mega to macro to micro to even nano influencers, the rising use of such channels require measurable, credible and authentic results for organisations to future proof their marketing strategies surrounding influencers.
- Making your influencer your long time ambassador – creating a long lasting impression
- Tackling issues of verification, fraudulent followers and selecting the right influencer from the increase bunch
- Understanding and measuring quantifiable business results and returns using technology
12:30 pm - 1:00 pm THE BIG IDEA: Win-Win Strategic Online Brand and Social Media Influencer Partnership
How to build strategic brand partnership to maximize social media impact that can be further amplified with social media influencers
- Growth of social media and its overall impact
- Key factors in building strategic online brand partnerships
- Case study on strategic partnership with Marvel Studios on maximizing social media influencer’s impact on ROI
Abdulla Mahmood
Director- Marketing and International Business DevelopmentAl Ahli Holding Group
1:00 pm - 1:30 pm PANEL DISCUSSION: Stories, Live, TV, Quizzes, Augmented Reality and what not? How has social media evolved and what does it mean for your content?
Everyone wants to deal with organisations they know, who they engage with and who speak them their language. Instagram, Facebook, Snapchat and others have already found great success in using stories, live tv, polls, quizzes and AR, bringing a change in the way engagement occur.
- How marketers can use features such as Instagram Stories, IGTV, Facebook Polls and Snapchat’s AR platform
- Creating content that is not just compatible with the feature but
- Rise of live and TV and how brands can become broadcasters
1:30 pm - 2:00 pm SOCIAL MEDIA: Delivering ROI Through Social Media
As social media becomes a critical enabler in our lives – connecting, informing and entertaining, it also provides an opportunity to marketers to create a positive value exchange with this audiences. It’s time for marketers to rethink how they can drive this value exchange to deliver ROI for their brands.
SHALL WE GET ONTO THE AI HYPE?
For any marketing strategy to be successful, uncovering insights, future trends and making well informed, real-time decisions is key. But with the amount of data available, it is impossible for humans to analyse and make these decisions in real-time. Instead, AI can do that for marketers and make their lives easier. Adoption of AI by marketers has already gone up by 44% since 2017 and will only grow further in the years to come.