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Total Marketing Summit – Day One

Monday 21st November 2011
08.30 Registration, Morning Coffee & Networking Opportunity
09.00 Opening Remarks From Conference Chair

Jonathan Wilson, Senior Lecturer and Course Leader in Advertising and Marketing Communications Management, University Of Greenwich – UK
09.10
Macro Forces Driving Marketing Trends – How Big Picture Cultural, Social, Political And Consumer Shifts Impact Marketing And Holds The Key To Tomorrow’s Challenges? Differentiating The Fads From Game Changers

  • Reading social, political and cultural change – how does it translate to marketing trends? Looking back at natural cycles and human behaviour to predict the next big thing
  • The transition from ‘Buyer Beware’ to ‘Merchant, take care’ – savvy consumers and moving to consumer centric market brands, products and services
  • The liquid nature of consumer self conception – how does it impact motivations that drive the purchase process?
  • • Staying ahead of the curve – can it be done without risk?


Moderator:
James Piecowye, Associate Professor in the College of Communication and Media Sciences, Zayed University, UAE

Panelists:
Jeremy Foster, Head of Marketing, Government and Industry Relations
Jonathan Wilson, Course Leader – Advertising And Marketing Communications Management, University of Greenwich – UK
Josh Saunders, Head of Technical & Creative, EMI Music Group – UK
09.55 MARKETING PARADIGM SHIFT: THE INTANGIBLE – Moving From Transactional To Experiential Marketing To Meet The Rising Expectations Of The Savvy Consumer In The Face Of Increased Competition

  • Is product and purpose now incidental? Shifting consumer focus to the purchasing and touch point experience to drive perceived value of your brand, product and service
  • The power of the proverbial water cooler – engaging key influencers and brand champions for cost effective and long lasting user generated and ‘free’ PR
  • The snowball effect: Creating salient experiences that enhance consumer perception of satisfaction
  • Developing ‘tribes’ led by advocates who assist in organically growing brand awareness
  • Developing your ‘brand as habit’ by intrinsically linking it with lifestyle and identity

Moderator:
Jon Wilson, Course Leader – Advertising And Marketing Communications, University of Greenwich – UK

Panelists:
Vikram Krishna,Head Of Group Marketing and Branding, Emirates NBD, UAE
Paul Louzado, Executive Director, Siegel+Gale ‐ UAE
Mohammed Bin Rashid Abaaalkheil, Head of Marketing and Communications, Bank Albilad, KSA
Heba El Shaar, Director – Department of Institutional Marketing and Communications, Dubai Health Authority – UAE
10.40 Morning Refreshments And Networking Opportunity
11.20
MARKETING REVOLUTIONARIES ROUNDTABLE:
How To Capitalise On Increasing Channel And Audience Fragmentation And Develop An Integrated Team With An Integrated Skill Set In To Evolve With Your Audience

  • How will diversifying your skill set capitialise on the increasing fragmentation across media channels and among audience?
  • The youth market and other divergent segments: getting on their platforms is the first step, but how do you engage them and stand out from the noise?
  • Brand partnerships and affiliate marketing – leveraging nontraditional outlets in order to reach your audience and highly value consumer segments
  • Sustaining a well oiled machine to ensure accountability – with so many people trying to divide responsibility, who is driving new initiatives?

Moderator:
Jon Wilson, Course Leader – Advertising And Marketing Communications, University of Greenwich – UK

Panelists:
Josh Saunders, Head of Technical & Creative, EMI Music Group – UK
Arto Joensuu, Digital Change Agent, Dubizzle – UAE
Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK
12.00
B2B VS. B2C MARKETING – HEAD TO HEAD LEARNING:
The Next Generation Of Corporate And Consumer Marketing In Increasingly Divergent New Media Channels

  • How does the increased prevalence of information search and sharing capabilities impact your ability to deliver new and engaging messages to your target?
  • The rational vs. emotional appeal: Which are the most effective messages for B2B and B2C and how do they differ?
  • Developing the buyer journey and engaging on their terms: Is corporate marketing perceived differently to B2C when communicated over channels still considered ‘personal’ i.e. text, social media etc?
  • Benefit your audience and they will benefit you! Are user–friendly original content information hubs sustainable in a B2B arena? How do companies with B2B and B2C functions approach this?

Panelists include:
Ashish Chaturvedy, Marketing Manager, Ducab – UAE
Maged Ateya, Market Analysis Manager, Pfizer International – UAE
Yassir El Kawad, Head of Brand Department, Petronas Marketing – Sudan
Miriam Farshoukh, Public Relations Leader, Microsoft, UAE
Hasan Fadlallah, Managing Director, brandlounge, UAE
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12.45 Lunch And Networking Opportunity
13.45 Post Lunch Energiser And Prize Draw
THE WHO? New Target Segments And Changing Behaviour Of Traditional Demographics
14.05
BEYOND TRADITIONAL DEMOGRAPHICS:
Targeting Behavioural Identity To Maximise Your Best Performing Markets And Identify Key Segments For Improvement

  • Developing and increasing ROI of your existing customer base by targeting high potential segments
  • Analysing the cost benefit ratio of targeting emerging niches in the face of increasing fragmentation
  • Innovation targeted to key consumer segments – new product development emerging from consumer led improvement feedback channels
  • Reducing consumer churn ‐ discovering trends the in decision making processes of your target market


Moderator:
Qurratulain Sikander, Educationist; Strategic Management & Marketing Practices, College of Business Administration, Saudi Arabia

Panelists Include:
Ahmed Habiba, Customer Marketing Manager & Sustainability Team leader, Henkel AP‐ KSA
Vikram Krishna, Head Of Group Marketing and Branding, Emirates NBD – UAE
14.45 The Maturing Market – Following Your Consumers Through Their Lifecycle And Remaining Relevant To Them Throughout

  • Evolving your message through multiple contexts and increasing fragmentation in generational marketing
  • Developing strong brand bonds with consumers at an early stage to enable smoother transition through life stages and retain high brand recognition
  • Adapting your message while staying true to your brand by cross selling products and messages at times of behavioural change i.e. Graduation, retirement, starting a family

Ahmed Habiba , Customer Marketing Manager & Sustainability Team leader, Henkel AP‐ KSA
15.15 Afternoon Break And Refreshments
15.35
CONSUMER CLOSE‐UP:
The Multi‐Dimensional Consumer ‐ Who Are You? Marketing To Your Consumer’s Strongest Identity

  • Aligning your marketing with characteristics of personal perception to attract your target consumer
  • How do you collect data beyond standard demographics to drive three dimensional insights into your target market
  • Creating niche and personalized segments looking at new ways to catagorise old demographics e.g. category women, high earner, sport oriented etc


Moderator:
Qurratulain Sikander, Educationist; Strategic Management & Marketing Practices, College of Business Administration, Saudi Arabia

Panelists Include:
Leana Less, Media Director, Coca Cola – Eurasia and Africa Group
Pedro Cosa, Global Senior Insights Manager, Vodafone Group – UK
Hani Masgidi, Group Manager – Customer Relationship Management, A W Rostamani – UAE
The How? Maximising Exposure And Return Across Fragmented Media Channels
16.05
Become A Marketing DJ: Enhancing CRM Strategies By Media Mixing The Perfect Ingredients For Multi‐Channel Convergence By Infusing Experiential Brand Markers Consistently Across Touch Points

  • Embedding a sense of brand experience in all communications from ‘above the line’ to support CRM initiatives
  • Is curiosity enough to drive consumers to action in a crowded and competitive market? Creating consistent and collaborative campaigns both online and offline: which experiential strategies provide the best ROI? Why cross‐media marketing efforts deliver more effective and comprehensive benefits
  • Funneling your offline audience to online mediums and matching medium with function – creating awareness and reinforcing brand across traditional channels, supporting and rewarding acquisition via new channels. Beyond advertising and transaction to deliver ‘experience’ for stronger customer retention
  • Employee Branding – the risks and rewards of how employees in a digitally connected world represent your brand

Moderator:
Jon Wilson, Course Leader – Advertising And Marketing Communications, University of Greenwich – UK

Panelists Include:
Mohammed Bin Rashid Abaaalkheil, Head of Marketing and Communications, Bank Albilad – KSA
Noaf Ereiqat, Arabic Content Manager, Du‐ UAE
Hani Masgidi, Group Manager – Customer Relationship Management, A W Rostamani – UAE
16.40 Close of Total Marketing Summit Day One