In Singapore to deliver his keynote on Business Optimization in the Digital Age, Google evangelist Avinash Kaushik wowed the audience with an energetic presentation to focus on the metrics that matter.
He also pointed out that marketers should go beyond fans and likes to track number of shares and likes per Facebook post to measure success on the social network.
Integrated Marketing – What Does It Mean?
During the integrated marketing panel, attendees on the floor interacted with speakers on stage – David Lee, head of eTailer and social commerce at Dell Global, Yean Cheong, head of digital at UM Asia Pacific, and Nick Fawbert, CEO from Third Space Consulting, discussed what it means to be an integrated marketer, the challenges, and skill-sets required.
“Integrated marketing has to follow the consumer, or simply defined as integrated marketing equals to consumer,” Cheong said.
Agreeing with Cheong, a marketer from the audience added that integrated marketing should bring a cohesive and consistent story to the consumer.
The panel wrapped up with speakers acknowledging that the younger demographic tends to be less uptight on privacy issues for fear of missing out on social platforms.
How Brands Can Benefit From Using Augmented Reality
In Helene Blanchette’s case study sharing on how brands could use augmented reality, the Fuji Xerox APAC exec outlined its benefits:
- Tracking metrics and data collection for advertisers.
- How content could be customized by user location or demographic information provided by users.
When deploying AR, her advice is to create content to fit mobile devices.
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Meet the Experts Roundtables
From increasing marketing efficiency with data analytics, engaging audience with SoLoMo, to programmatic buying and the future of media trading, marketers sat down with the experts to learn, network, and share information over cocktails.
Check out the SES Singapore 2012 wrap up on content marketing and big data here.