Digital and performance marketing are hot areas seen as the future of successful marketing in the APAC region, so take this opportunity to get the general manager’s view on what business heads want from their performance marketers. What are tomorrow’s key imperatives? Which are the metrics that matter? Where should you put your focus? Hear straight from a senior business leader in one of the World’s most successful FMCG companies.

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Delivering an effective customer engagement and acquisition strategy

• How do you bring the entire performance marketing plan together across different platforms and publishers?
• Understanding the different customer touch points to attract them into the funnel to generate high-quality traffic and improved ROI

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• How to effectively make paid search, paid social and programmatic work together

• Assessing where to put different creatives for the biggest impact

• Ensuring you have a messaging pipeline to reach different demographics

• Moving to automation to counter the manual nature of most performance platforms 

• When there are increasing numbers of people using performance marketing how do you make your ads stand out?

• How do you adapt your campaigns from a performance marketing perspective for different parts of the region like Singapore, Vietnam and Australia?

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The term ‘brandformance’ speaks to how branding and performance are so intertwined, so how can you ensure you understand and can successfully prepare for:

• How brand matters even more under COVID impact

• What it looks like when brand building is more performance marketing oriented

• What risk reaching performance marketing KPIs can have on your brand image, i.e. big promos, small pricing

• To what extent social is about increasing brand affinity rather than a hard sell

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Performance marketing is so data driven that often creativity is an after-thought, even though your audience engages most with a message that speaks to them on an emotional level. How can you deliver content that is both responsive, and personalised? 

• What is the right budget split between creative and media? 

• Producing stand out ads for a response or engagement

• Increasing the stickiness of your content

• Building the right mix of content to get the best results

• Same data different results: driving engagement, loyalty and sales through creating an emotive response

• Have we been relying too much on targeting? To what extent is good creative the key to overcoming privacy restrictions and increasing engagement?

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The merging of social media marketing and commerce; social commerce is a logical next step for performance marketing so take this time to get to grips with the different models and trends in this space to see where they might fit into your mix:

• Best practice for making social media move beyond clicks and engagement to transactions

• Community selling vs. selling through Facebook, IG or TikTok, live streaming vs. static stores – what model will work best for your audience?

• What is the role of marketplaces with the rise of social commerce? To what extent will brand stores remain relevant? 

• Determine the role of influencers in social commerce

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• How do you evaluate influencers who would be part of the campaign?

• What content types should be created for brand owned channels and influencer owned channels  

• How to use UGC for increasing engagement in the campaign

• Qualitative & quantitative measures of success

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• How is the internet evolving and what will its next generation hold?

• How has marketing evolved and where is it now?

• How are customer expectations changing in the Web3 world?

• What are the challenges for brands and businesses?

• How can Marketers arm themselves to make the most of the incoming opportunities of the Metaverse, NFT, Tokenisation, etc?

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