| 08.30 |
Registration And Morning Coffee |
| 09.00 |
Opening Remarks From Digital Marketing Day Chair |
09.10
 |
Entering A New Era Of Media – How Has The Shift In Consumer Information Consumption Toward Digital Evolved Marketing In Its Traditional Sense And Will We See Digital Converge And Integrate With Traditional Media?
- Analysing emerging patterns in how audiences consume media in 2011
- What is your target market’s perception of digital vs. traditional media? Do they differentiate their approaches to each?
- nderstand the growing impact of mobile access, advertising as content and interactive gaming and expanding from purely digital into traditional marketing mediums
- How do you make your message stand out from competitive online marketing ‘noise’ and increasingly fragmented channels
Panelists Include::Arto Joensuu, Digital Change Agent, Dubizzle – UAE Jeremy Foster, Head of Marketing, Government and Industry Relations
Miriam Farshoukh, Public Relations Leader, Microsoft, UAE |
| 09.50 |
Generating Buzz: Discovering Which Messages Elicit The Most Activity And Response From Your Target Audience And Directly Impact The Bottom Line
- Considering your options – how do you create content that remains true to your brand?
- What are the key criteria for creating the most effective viral messages?
- What behaviour does a successful viral message elicit? Does it actually translate to sales or is its function more focused on branding exercises? How does this trend impact the competitive landscape in the UAE?
- Your message is viral – now what? How do you leverage an effective message to drive your brand further?
Leana Less, Media Director, Coca Cola – Eurasia and Africa Group
|
10.25
 |
Are Exponential Digital Media Channel Options Causing Fatigue? How Can You Ensure That You Travel The Right Social Media Road On The Digital Highway?
- A top–down approach: What is the function of new media channels in your overall marketing strategy?
- How can your consumer knowledge serve as a digital media GPS to lead you straight to your target market online?
- Are there new media channels best suited to consumer acquisition? Is there an ‘optimal’ approach to discovering online communities?
- How can you leverage the best media channels and should you try to develop your own dedicated platforms?
- Evolving your ‘push’ thinking to ‘pull’ marketing and engagement through augmented reality
- Taking off your marketing hat and bringing back your consumer hat to stay creative and useful
- Creating the killer app: How do you get in the game and stay at the top?
Jeremy Foster, Head of Marketing, Government and Industry Relations |
| 10.00 |
Morning Refreshments And Networking Opportunity |
| 11.30 |
CASE STUDY FEATURE: Anayou - Creating A Digital Brand From Square One
This feature session will explore how Du, a major telecom player in the region, created an online space built for Arabs, by Arabs that incorporates the best elements of social networking and e-commerce.
- The path to developing a digital brand experience tailored to the under-35 audience
- The creation of an identity system and an evocative name, Anayou ("ana," the phonetic spelling of "us" in Arabic + "you")
- Global client engagement - How culture and audience shape a successful digital brand in an untapped market
- Mobility and brand strategy - How do brands continue to make an impact on their users in a world of fragmented media channels? What does it take to develop a brand for the mobile channel and how to keep it in sync with a social website
- How can advertising be successfully incorporated when launching a social networking site or digital brand?
Thomas Mueller, Global Director - Customer Experience, Siegel+Gale – EMEA
Micheal Maksoudian, Head of Brands and Digital Marcomms, anayou ‐ du Media Lab, UAE
|
| 12.05 |
Integrating Service And Promotion Online: How Can Digital Service Channels Become Marketing Opportunities?
- Keeping your message simple – how do use digital services as marketing tools without complicating it and confusing your consumer?
- What is the saturation point? Where does promotion and marketing begin to reduce consumer perception of your service?
- The pitfalls of promotion in ‘service providing’ clothing: maintaining a genuine and targeted messages
- Integrating strategies to sustain continuous dialogue with your audience into your marketing strategy
Panelists Include:
Ibrahim Ahmed Elbadawi, Strategic Planning Specialist, Emirates eGovernment – UAE
Flora Fang, Digital Marketing Manager, Jumeriah Group ‐ UAE
Google
|
| 12.45 |
Lunch And Networking Opportunity |
| 13.45 |
Building A More Comprehensive Consumer Profile Through Digital Data Collection – Transforming Numbers Into Rich And Multi–Faceted Personalities And Analysing How Each Facet Influences Purchasing Decisions
- The difference between online and offline data collection – New opportunities for further profiling and better segmentation
- Discovering your market’s self perception through online communities to discover key self identifying characteristics that influence decision making during the buying process
- Diversity within niches: online behaviour as a key data segment – how does it differ to in store and face–to–face behaviour?
- Exploiting every opportunity: Targeting your existing customer base for cost effective sales and digital ROI
- Securing consumer loyalty by creating user friendly log–ins, profiles, instructions and information that connect convenient experience and
interactivity with your brand
- Cost effectively enhancing brand salience through customised digital touch points for a unique consumer experience
Panelists Include:
Noaf Ereiqat, Content Manager, Commercial, Du, UAE
Google |
| 14.15 |
Meeting Potential Consumers Online: Gaining A Cost Effective Marketing Advantage Over Your Competition
- Identifying your target audience online – beyond facebook and twitter where do you look?
- Matching your strategic online plan with different purposes:
o Collecting data
o Driving sales
o Increasing WOM
o Driving enquiries
o Higher SEO results
- How can you engage your target market with:
o Community building
o Long term vs. short term commitments
o Rewards
o Partnerships
- Interacting with your audience with transparency to gain the trust of your audience
- Marketing’s magic words: user‐generated content – how do you plant the seeds of organic growth to engage specific target groups?
Qurratulain Sikander, Educationist; Strategic Management & Marketing Practices, College of Business Administration, Saudi Arabia |
| 15.00 |
Corporate Social Media Usage Policies Of Your In The Workplace And Exercising Governance To Avoid Security Risks And PR Challenges
- How can your organisation regulate and manage the proper use of social media in the workplace without discouraging employees who want to help drive online presence forward?
- Mitigating against the potential risk of data loss and communication of confidential information in addition to loss of productivity?
- How can the employee culture encourage the correct and positive use of digital media to promote your brand?
- Creating social media organisational models
- Mitigating risk of misuse of user generated content through content management systems
Ibrahim Ahmed Elbadawi, Strategic Planning Specialist, Emirates eGovernment – UAE |
| 15.30 |
Afternoon Refreshments And Close Of Dedicated Digital Day |