Singapore-- At SES Singapore 2011, more than 50 digital marketers shared best practices and discussed emerging trends in Asia Pacific for search, social, mobile, video, and display advertising. Marketers such as Nokia's Arun Poojari described how the phone manufacturer tracks digital marketing activities even though the company does not sell phones online, while Sarah Whyte, digital marketing manager from Tourism Queensland, discussed the art of content marketing.
Day 1 (November 22) On its live blog, B2Bento, SES Singapore's media partner, provided extensive coverage of the event. Highlights of B2Bento's Keynotes and Panel Discussions live blog included:
During the opening keynote, Mike Grehan, global VP content at SES, Search Engine Watch, and ClickZ, discussed the evolution of Internet, including the emergence of today's constantly connected consumer and what that means for marketers. David Garceran Nieuwenburg, head of web marketing, Hong Kong Jockey Club, describes approaches to marketing in the highly regulated business of horse racing, sporting, and betting entertainment. And, Barry Lloyd, president, Webcertain Asia, further discusses the challenges of other regulated industries that he outlined as the 3P's: "pills" (pharmaceuticals), poker (gambling) and porn (adult-related content).
Highlights from B2Bento's Fundamentals Track live blog of SES Singapore include:
Marcelo Wesseler, head of e-commerce, RS Component, explained how online sales grew 53 percent at his company, in large part due to SEM and social media marketing. His tips include:
Highlights from B2Bento's Hot Topics Track live blog of SES Singapore include:
Pushkar Sane, co-founder and chief executive officer, Convergination Ventures, shared tips on building brands in a searchable social world. Among his tips:
Rey Ong, digital marketing manager, Banyan Tree Hotels and Resorts; Janice Tan, general manager, Acronym; and Sho Shimoda, global marketing director, IREP, discussed proven strategies and tactics for advanced paid search.
Kelly Choo, co-founder and VP, business development and strategy, Brandtology, and Hari Shankar, director, Performics, discussed social analytics.
Trained professionals are needed to turn data into insights - from raw data to structured and categorized data to sentiment ratings to accuracy and relevancy improvement, to actionable charts and reports, according to Choo.
So what really matters? Fans? Followers? Shanker said these are just outcomes. He said what really matters are these four key metrics:
Lessons From Nokia: Arun Poojari, acting head of consumer engagement, South East Asia and Pacific at Nokia, discussed how the company tracks the effectiveness of its online marketing activities – even though sales occur offline. According to Poojari, Nokia:
Day 2 (November 23)
In the morning keynote, Sarah Whyte, digital marketing manager from Tourism Queensland, discussed the art of content marketing. She shared two case studies to illustrate how marketers can bring content to life on digital channels:
Within four months, Citibank India got more than 230,000 people who like the brand on Facebook. What is the financial service's secret to success? Monappa Nalyanda, head of digital marketing, Citibank, said the company aims to give customers and prospects a voice in decisions. For instance, it set up a poll, asking people to vote on their preferred location for a new ATM.
B2Bento SES Singapore 2011 - Day 2, Keynotes, Live Blog SES Singapore 2011 – Day 2, Fundamentals Track, Live Blog SES Singapore 2011 - Day 2, "Hot Topics" Track, Live Blog Photos: SES Singapore 2011 photo album on Facebook
SES Singapore 2011 Twitter Roundup Here are highlights of tweets from speakers and attendees at the two-day conference:
Tweets from @whytebate:
Tweets from @David_Shen:
Tweets courtesy of @MatchedBeats:
Tweets from @shanobyl:
ClickZ.com Executive Editor Anna Maria Virzi contributed to this report.
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Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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