How To Create A Successful Digital Marketing Event In Australia

Scott Rigby

Business Strategy Principal for Enterprise Solutions, Adobe

OUTSTANDING CASE STUDY LED SPEAKER LINE-UP INCLUDES:

Optimising digital technologies and savvy marketing strategies to

acquire and convert customers, increase revenue and an unparalleled competitive edge

25th-26th May 2015, Grace Hotel, Sydney

AT THIS EVENT

SPONSOR

BE A

Anthony Pesutto

Head of Marketing Legg Mason

Lisa claes

Executive Director, Distribution, ING Direct

Roghan McKerlie,

Founder and Director, Rogues Gallery

Nick Abrahams

Partner, Norton Rose

Chandi Liyanage

Head of Direct, HSBC Bank Australia

REGISTER NOW:

E-mail: register@ibrc.com.au, www.ibrc.com.au

PH: 02 9896 0776, FAX: 02 9896 0796

Simon Clarke

Head of Online Banking, Suncorp

Rocky Scopelliti

Group General Manager Industry Centre of Excellence Telstra

Gold Sponsor Researched & Developed by:

Damien Mair

Director, Fusion

Sam Molloy

Senior Manager, Member Experience & Growth, People’s Choice Credit Union

Trent Agnew

Regional Digital Design Director, Tag Worldwide

Steve Knowles

CEO, Accordant

Roger Christie

Managing Director, Social2Business

Regan Savage

Head of Marketing Communications & Content, Kiwibank

Ash Nallawalla

CEO, Trainsem Andrew Haussegger Managing Director, Green Hat

Tiffanny Junee

Founder, How 2 Social

Daniel Young

General Manager, Brightpoint Digital

E

GIS

T

ER

R

There is little doubt the Australian banking and financial sector has lagged behind other industries,in its adoption

of digital technology as part of its marketing planning and execution. As customers become increasingly tech

savvy, digitally centered and view banking as a thing you do and not a place you go to , it is imperative the financial

industry comes out from the shadows to forge a strong presence in the digital sphere. Coupled with a generally

negative public perception, practitioners need to develop strategies that will gain the trust and confidence of

customers in order to stay visible, competitive and drive revenue. Today’s marketers must know how to reach

customers across multiple channels, with positive and credible messages and meet them on their terms in a

transparent and personalised way.

This landmark three day conference and workshop event has been designed to provide a comprehensive range of

subject matter to ensure industry marketers are well equipped to develop more customer centric strategies and

use all available data and technologies effectively to reach, acquire and ultimately convert and retain customers.

Delegates will be saturated with a myriad of case studies from financial institutions and services which have

excelled in the use of digital technology to win over customers. Invaluable insights will be shared which can be

directly applied to organisations to improve existing marketing campaigns or kick start new ones.

Book today to reserve your place at this must attend

event on the 2015 digital marketing event calendar.

CMOs, and senior personnel in marketing, and advertising, digital and interactive, analytics, content

development, research, branding, and customer relations, and strategy; Media Agencies, Consultants, Vendors

and Solutions Providers in Communications, Strategy, SEO, Automation, Social Media and CRM, Analytics,

Research and Software and all other stakeholders in the digital marketing realm will benefit from the broad yet

highly relevant subject matter.

• Latest trends and future directions in digital technologies

• Optimal use of data and analytics

• Segmented and personalised marketing

• Brand and image revamping

• Search Engine Optimisation, SEO

• Compelling content development across multi platforms

• Utilising the power of social media

• Enhancing customer experiences and engagement

• Mobile marketing and emerging payment technologies

• Banking disruptors

• Legalities behind digital marketing in the finance sector

• Alignment of technology and marketing

• Marketing Automation

• Programmatic Buying

Conference Overview

Specific topics over three jammed

packed days include:

Who will attend

CASE STUDY:

Day One – Monday May 25, 2015

08.30 Registration and Networking

09.00 Opening remarks from the Chair

TARGETED AND PERSONALISED MARKETING

SOCIAL MEDIA

SEARCH ENGINE OPTIMISATION 09.10

Ash Nallawalla, CEO, Trainsem

Roger Christie, Managing Director, Social2Business Anthony Pesutto, Head of Marketing, Legg Mason

Steve Knowles, CEO, Accordant Tiffanny Junee, Founder, How 2 Social

Scott Rigby, Business Strategy Principal for Enterprise Solutions, Adobe

Sam Molloy, Senior Manager, Member Experience & Growth, People’s Choice Credit Union

Damien Mair, Director, Fusion

KEYNOTE ADDRESS: MOVING WITH THE TIMES- INSIGHTS INTO LATEST TRENDS AND FUTURE DIRECTIONS IN DIGITAL TECHNOLOGIES AND HOW AUSTRALIA’S FINANCIAL SERVICES AND BANKING MARKETERS CAN TAKE

ADVANTAGE TO REACH AND CONVERT CUSTOMERS AND DRIVE REVENUE

09.55 THE JOURNEY TO PERSONALISATION

11.55 ANATOMY OF A SUCCESSFUL MARKETING CAMPAIGN

IN FUNDS MANAGEMENT – RETIREMENT INCOME

1.40 ENTERPRISE SEO – THE WHOLE IS GREATER THAN THE

SUM OF ITS PARTS

2.25 WHERE IS THE BUSINESS VALUE IN SOCIAL?

10.30 Refreshments and Networking

11.10 BUILDING THE DIGITAL BRANCH: ALWAYS OPEN, ALWAYS

BUSY, ALWAYS EVOLVING

• SEO 2015 trends – new algorithms versus old tactics • Do you want top rankings or conversions?

• Leveraging social media to help SEO • Why PPC is the neglected step child

• Digital marketing challenges for the finance sector: • Organisation charts and the digital team

• Why “Inside-Out SEO” is better than outsourcing • Case Study – Exceptional success story

• Gain a better understanding of the journey needed to move from one off quick wins to long term successful optimisation programs

• Recognise the cultural shifts that need to occur to achieve long term goals

• Identify frameworks that are can be used to bring the whole organisation along

• Understand how to bring together the data needed to successfully personalise experiences

Personalisation is today’s buzzword. Everyone wants it, everyone needs it, but getting there can be quite the challenge. Marketers see the value, and the tools are readily available. So why is it hard to sustain it over the long term?

Discover how your Digital Branch can become your strongest asset. Acquire new business while you're asleep, increase share of wallet and deliver a self-service experience that genuinely helps customers. In this session, you will learn how People’s Choice Credit Union is transitioning from channel-centric to customer-centric thinking, prioritising investments to meet the demand of digital customers and combining offline strengths with online services to create tangible value in the digital space.

Social media is one of the most exciting realms for many in the banking and financial services sector. A seemingly cost-effective opportunity to engage customers and prospects in their world. However, social media is only one small part of the many opportunities awaiting organisations, and often a distraction from the more tangible,

business-oriented outcomes made available through social business principles.

Using practical examples, Roger will explore how social principles can positively influence all business functions – from HR to risk to operations to sales – when embedded across a business. Marketing has an important role to play in explaining and demonstrating how social can contribute to cost savings, productivity improvements and stronger business performance, leading an organisation through this important challenge.

CASE STUDY:

12.40 Lunch and Networking

• How technology and innovation is impacting multi-channel marketing strategy development

• How financial services organisations and banks are differentiating themselves and remaining relevant and visible in a user-centric world

• Meeting the needs of an emerging mobile banking sector and technologies such as omni channel lending, digital wallet, and apps

• How marketers are reaching, engaging and converting customers across multi channel platforms and building personalised relationships across the desktop, social and mobile

• Identifying a product gap in a crowded funds management market – How Legg Mason developed a marketing plan to promote its income funds to the Australian retiree market. • Developing a strategic marketing plan with multiple phases to build awareness, profile and ultimately funds under management - on a highly limited budget.

• Planning the strategy: Identify the milestones for success covering education and industry awareness, dimensioning the marketplace, product development, competitor analysis, collateral development, multi-year marketing plan, cross channel marketing initiatives, segmentation of messaging, PR and advertising.

• Balancing the tightrope between education and creativity. Measuring success of the campaign both in terms of marketing and bottom-line business results

E

GIS

T

ER

R

DATA AND ANALYTICS

LEGAL CONSIDERATIONS

Chandi Liyanage, Head of Direct, HSBC Bank Australia Andrew Haussegger, Managing Director, Green Hat

Nick Abrahams, Partner, Norton Rose Fulbright Rocky Scopelliti, Group General Manager, Industry Centre

of Excellence, Telstra

3.40 APPROACHES TO SEGMENTATION IN SOCIAL AND DIGITAL

MARKETING

09.10 A B2B CASE STUDY: DESIGNING A CUSTOMER LIFECYCLE

MARKETING & AUTOMATION PROGRAM

10.40 Refreshments and Networking

11.10 HOW TO MITIGATE LEGAL RISKS FOR DIGITAL

MARKETING IN FINANCIAL SERVICES

04.25 WINNING ON ANALYTICS – HOW BANKS WILL COMPETE

AND GROW ACROSS ASIA PACIFIC

05.10 Closing remarks from the Chair

05.20 End of day one

05.30 Networking drinks

• How are financial institutions preparing and responding to the new rules of data infused competition ?

• What are the data and analytics based experiences that consumers value?

• What are the next generation and emerging technologies fuelling disruption?

• New privacy laws have changed direct marketing forever • Big data – when is anonymous not really anonymous • What does APRA have to say

• How can you comply with regulation in constrained platforms like mobile and social

This presentation will cover comprehensive new research on data and analytics in a report titled 'Analyse This, Predict a That' by Rocky Scopelliti

The ability to cost effectively deliver personalised messages to individual customers or groups of customers in real-time is what distinguishes digital marketing from every other marketing channel. By combining data driven techniques with strategic insights, brands today can move beyond basic demographic testing to build customer personas based on what really distinguishes one individual from another: behaviour, interests and psychographics.

• Examine data driven approaches to customer segmentation • Gain an understanding of different communities of interest within Australia

• Recognise the important of personalisation and segmentation in digital marketing

• Learn about new approaches to customer segmentation and profiling

Andrew will take you through a client case study of the planning of lead/customer lifecycle marketing program. He will discuss the 3C3P methodology used in designing strategic digital and automation framework to support marketing to the ‘buying process’.

Key takeaways:

• Six steps to build a systematic lead lifecycle process

• The role of content marketing

• Driving demand into a personalised buyer experience

• Turning ‘automation’ on for 24/7 engagement with your

audience (ie more than email blasting)

CASE STUDY: CASE STUDY:

Day Two - Tuesday, May 26, 2015

08.30 Registration and Networking

09.00 Opening remarks from the Chair

09.55 CUSTOMER EXPERIENCE - KEY TO DIGITAL ACQUISITION

25th-26th May 2015, Grace Hotel, Sydney

• Digital as a key acquisition channel for a financial institution • Key customer shifts in choice of channel

• Key learnings through an award winning digital acquisition initiative

• Understanding mobile segment and associated challenges Daniel Young, General Manager, Brightpoint Digital

Tiffanny Junee, Founder, How 2 Social

CASE STUDY:

EMERGING TECHNOLOGIES

11.55 THE ROLE OF CONTENT AND SOCIAL MEDIA IN BUILDING _{A FINANCIAL SERVICES BRAND}

05.10 Closing remarks from the Chair

05.20 End of Conference

1.40 USING VIDEO TO CREATE COMPELLING CONTENT

03.10 Refreshments And Networking

04.25 FROM CORPORATE TO CREATIVE – THE POWER OF MOBILE

WITHIN PWC

02.25 MOBILE DIGITAL MARKETING – MEETING EXPECTATIONS

AND CREATING NEW EXPERIENCES FOR CUSTOMERS AWAY FROM THE DESKTOP

• Using social to be more human in a world of greater disintermediation through technology

• Commissioning content to tell your brand story

• Finding the right filter to hit the right mark for your brand • Evaluating performance using the right metrics

• Increased use of video in financial industry marketing • When should video be considered?

• Incorporating video into your overall marketing strategy • Tracking usage and feedback

• Who would develop the content?

• Utilising the power of mobile to achieve market leadership and success

Trent Agnew, Regional Digital Design Director, Tag Worldwide

• Mobile devices and tablets – who to direct strategies to? what is the future of mobile marketing?

• Giving mobile banking preferential treatment in your marketing plans

• Developing great content for user centric market and appropriate for mobile devices

• Getting the mix right mobile apps, texts, ads etc

• How to really engage and connect with your customer on mobile, retain and garner a superior experience • Cloud based directions

Pan

el

discussion

Panelists:

Simon Clarke, Head of Online Banking, Suncorp

Regan Savage, Head of Marketing Communications

& Content, Kiwibank

Roghan McKerlie, Founder and Director, Rogues Gallery Julie Hamilton, Digital Content Manager, BT Financial 12.40 Lunch and Networking

Lisa claes, Executive DIrector, Customer Delivery , ING Direct

Moderator

Damien Mair, Director, Fusion

CONTENT IS KING

Gold Sponsor

EPiServer connects digital commerce and digital marketing

to help organizations create unique digital experiences for

their customers, with measurable business results. The

EPiServer Digital Experience Cloud™ combines content,

commerce and multi-channel marketing in a single

platform to work full-circle for businesses online – from

intelligent optimization and lead-generation through to

conversion and repeat business – with unprecedented

ease-of-use.

Sitting at the center of the digital experience ecosystem,

EPiServer empowers digital leaders to embrace disruptive,

transformational strategies to deliver standout

experienc-es for their customers – everywhere they engage.

Found-ed in 1994, EPiServer has offices in the USA, SwFound-eden,

Denmark, Norway, Finland, The Netherlands, South Africa,

Australia, Singapore, Spain, UAE and the UK.

www.episerver.com http://www.fusion.com.au

TECHNOLOGY AND MARKETING ALIGNMENT

03.40 EXECUTING SUCCESSFUL AGILE MARKETING

Simon Clarke, Head of Online Banking, Suncorp

• How Suncorp is utilising agile in a marketing environment • Transforming your culture from brief to always on

• Techniques on use to use agile IT practices to deliver digital marketing

• How to get the most from your website and IT teams to deliver always on content

REGISTER NOW

Grace Hotel Sydney | 77 York Street | Sydney 2000 | Australia PH: (02) 9272 6888

PHONE: (+61 2) 98960776

FAX: C ompleteandf axt hsi

r

(+61 2) 98960796

EMAIL: register@ibrc.com.au

WEB: www.ibrc.com.au

POST:

Mail the form with payment to: PO Box 411, Wentworthville,NSW 2145

VENUE DETAILS

1st Delegate Name (Dr/Mr/Mrs/Ms) Job Title: Email: 2nd Delegate Name (Dr/Mr/Mrs/Ms) Job Title: Company Name: Address: Approving Manager (Dr/Mr/Mrs/Ms) Job Title: Booking Contact (Dr/Mr/Mrs/Ms)

rences - BSB-082050 A/C No-87 367 0855 with Expected date of transfer……….. EFT reference No………

I do not wish to receive any more mail from IBR conferences Credit Card Number

Expiry date _ _ /_ _ Amex 4 digit code _ _ _ _ Amount $ Name of ca

PAY BY CHEQUE - CHEQUE ENCLOSED FOR $

PAY BY EFT

-rd holder

PLEASE CHARGE CREDIT CARD

Bankcard Visa Mastercard Diners Amex

(3% Credit card fee will apply for Diners & Amex)

E

AS

Y

WA

YS

T

O P

A

Y

Telephone: Fax: Telephone: Fax: Telephone: Fax: Email: 3rd Delegate Name (Dr/Mr/Mrs/Ms) Job Title: Telephone: Fax: Email: 4th Delegate Name (Dr/Mr/Mrs/Ms) Job Title: Telephone: Fax: Email: Telephone: Fax: Job Title: Telephone: Fax:

GROUP DISCOUNT For 3 or more people, phone 02 9896 0776. FOR CONFERENCE PAPERS: info@ibrc.com.au

CANCELLATION POLICY visit our web site or call 02 9896 0776. PRIVACY POLICY Visit our web site at www.ibrc.com.au. INSURANCE:

any kind. Delegates are advised when registering for the workshop and booking cover, etc for any reason. IBR Conferences do not take any responsibility for any

DISCLAIMER: IBR Conferences reserves the right to change the speakers, venue,

dates or alter or delete items from the program as circumstances dictate and takes no responsibility for any errors, omissions and changes.

ABN 72124362607

UNABLE TO ATTEND THE CONFERENCE

FOR CHARITY DISCOUNT RATES: E-mail us: info@ibrc.com.au

*Only one discount applies per delegate and all the discounts are calculated from the normal rate.

F form.

(Cheques payable to IBR conferences )

SPONSORSHIP OPPORTUNITIES

e-mail: sponsorship@ibrc.com.au

255 George Street, Sydney

REGISTER EARLY & SAVE UP TO $700!

Pay before the 30th Apr 2015 Pay after the 30th Apr 2015 Pay before the 15th Mar 2015

2 day Conference only $2495 + GST = $2744.50 _$500 $2695 + GST = $2964.50 $300 $2995 + GST = $3294.50