7.45-
9.00 |
OMS Morning Workshop (additional fee required)
Social & Mobile Marketing |
| 8.15 |
Morning Registration |
| 8.50 |
Welcome Remarks
- Speaker
Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo
|
| 9.10 |
Opening Keynote Address
- Keynote Speaker:
Haoyu Shen, Senior Vice President of Business Operations, Baidu
|
| 9.50 |
Keynote Panel
The Explosion of Digital Media: What You Need to Know as Advertisers and Marketers
- How are advertisers in China fully utilizing digital marketing?
- The growing need for market segmentation for online marketing
- Cross-channel integration: does it work for everyone?
- The rise of new digital channels
- Using search and social to expand cross-border business
- Moderator:
Eddie Choi, SES Global Advisor, Executive Director, Milton
- Speakers:
ZhaoHui Tang, CEO, adSage
David Ye, Head of Marketing, PayPal BeiBao China
Michael Xu, Senior Vice President, Business Operations, Gridsum Technology
|
| 10.45 |
Networking Break |
| |
Track 1: Online Marketing 101
(Ballroom A) |
Track 2: Hot Trends in E-Commerce
(Ballroom B) |
|
|
- Track chair:
Eddie Choi, SES Global Advisor, Executive Director, Milton
|
| 11.15 |
Panel Discussion: Defining an Effective Email Marketing Strategy
- Optimizing open and click rates
- Behavioral tracking and segmentation
- Measuring ROI vs. Direct Mailing
- Differentiating spam and meaningful email marketing campaigns
- Guest Moderator:
Matt McGowan, Managing Director, Marketing & Americas , Incisive Media
- Speaker:
Rebecca Loviconi, Country Manager China, Emailvision
Ohad Hecht, Regional Managing Director, APAC, emarsys
Sylvia Peng, Product Specialist, Jigo City
|
Part 1: From C2C to B2C - the Challenges and Opportunities for E-Commerce in China
- C2C vs. B2C opportunities and challenges
- C2C vs. B2C summary of analysis (Europe/Asia/China)
- C2C vs. B2C Opportunities and Challenges
- Core value of e-commerce
- How to become a successful B2C website (Case Study)
- Awareness: through advertising, public relations operations to enhance site awareness
- Sales: Combination of data marketing and speed
- Services: innovative services to gain customer loyalty
- Speaker:
Faye Chen, General Manager, Yaodian100.com
Part 2: Emerging opportunities in B2B E-Commerce
- Lead management
- B2B business website content management
- The booking funnel
- Online sales
- Conversion improvement
- The invisible approach for B2B E-commerce
- Speaker:
Anya Zhao, Senior Web Marketing Manager Asia, Corporate Communications & Branding, NXP Semiconductors (Shanghai)
|
| 12.05 |
The Best Practices in Data Analytics
- The challenges with the tools currently available in China
- Cross-channel data ownership and management
- The need to customize data analytics to specific business objectives
- Building in-house capabilities vs. outsourcing
- Speaker:
Frank Fu, Chief Analyst, Performance Marketing Department, AdSage
|
Basic Essentials of an E-Commerce Website
- Knowing what you want your website to achieve
- Auditing your website
- Ensuring scalability and upgrading your website as your business progresses
- Tools to track website performance
- Speaker:
Sean Seah, Director of e-commerce, Langham Hotels International
|
| 12.45 |
Networking Lunch |
| 13.40 |
Afternoon Keynote Panel
Digital Touch - Revealing China's Most Effective Touch Points
- Trends in digital marketing in China
- What are the latest developments and challenges and how are marketers overcoming them?
- How are marketers more effectively reaching their consumers with the right message and on brand?
- Speaker:
Bessie Lee, Chief Executive Officer, GroupM China
|
| 14.20 |
Panel Discussion: the Fundamentals of Search Marketing and Pay-per-click (PPC) Strategies
- Search marketing and PPC defined
- Reaching out to the right search engine users
- Taking full advantage of organic traffic
- How to evaluate your search marketing efforts
- How does PPC work differently from search engine result pages?
- Tracking the performance / conversion of each keyword
- How to use PPC and SEO together to increase conversion
- Ways to minimize risks of click fraud
- Guest moderator:
Stella Yang, SEM Director, Gridsum
- Speaker:
Aaron Li, SVP of Products and Sales, Gridsum
Sam , Consuming Director, Shanghai Profex Inc
|
Panel Discussion: How to Develop a Long-Term e-Commerce Strategy
- Leveraging external platforms and your own e-business
- Case study: how website creative make a difference?
- The role of search in e-commerce
- E-Commerce branding as part of integrated marketing communication strategy
- Assessing costs and effectiveness
- Guest moderator:
Chen Xiao, General Manager, Baidu Shanghai, Key Account Department, Baidu
- Speakers:
Jimmy Lee, Director, Online Marketing, Elong.com
Wilco Yeung, Director of E-Commerce, Mission Hills China
|
| 15.10 |
Networking Break |
| 15.40 |
Panel Discussion: SEM Throughout a Product Purchase Lifecycle
- Determining purchase lifecycle for your products: Introduction & growth, stability, maturity and decline
- Mapping keyword portfolio against each cycle
- Specific metrics to measure success at each life cycle
- Guest moderator:
Xie Yuan, Director, International, SEEC Media Group, V Marketing China
- Speakers:
Wudi , National General Manager, Effective Marketing, Allyes
Tian Chuan Zhao, Founder & Senior Vice President, CubeAD
William Diao, LPD E-Commerce, Lancome
|
Panel discussion: Site Management and Conversion Rate Optimization (CRO) to Increase Sales
- Best practices in site structuring and architecture
- Planning website content
- Search engines' role in improving site usability
- Customer engagement
- Identifying the conversion hurdle
- Behavior profiling
- Evaluating conversion rate by demographics, psychographics, and value-hierarchy
- E-mail campaign management
- Website content real-time personalization
- Guest moderator:
Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo
- Speakers:
Joni Ngai, Evangelist, Business Optimization Service Asia, Sitecore
Jesper Broberg, VP Business Development, Sitecore International
Richard Mabey, Managing Director, The Egg
|
| 16.30 |
Roundtable Discussion: Trends in Social Media - What You Need to Know
- Speakers:
Wallace Cheung, Senior Analyst Internet Sector, Credit Suisse
Victor Cheng, Head of Marketing Development, Hong Kong/Korea, comScore
|
| 17.00 |
CEO Dialogue
|
| 17.40 |
Day 1 Closing Remarks |
| 17.50 |
Cocktail Reception |
