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March 25 - 27 - 2015, Grace Hotel, Sydney
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SPONSOR
AT THIS EVENT
Optimising digital technologies and savvy marketing strategies to
acquire and convert customers, increase revenue and an unparalleled competitive edge
OUTSTANDING CASE STUDY LED SPEAKER LINE-UP INCLUDES:
Andy Lark
CEO, Consultant and
Board Member, (TBC)
Tim Elleston
Principal, Digital Balance
Potta Findikidis
Rocky Scopelliti
Lisa claes
Anthony Pesutto
Alana Fisher
CMO, Defence Bank
Group General Manager
Industry Centre of Excellence
Telstra
Executive Director,
Distribution, ING Direct
Ash Nallawalla
Scott Rigby
Roger Christie
Tony Richie
Nick Abrahams
Roghan McKerlie,
Regan Savage
Sharlene Tan
Chandi Liyanage
Mark Gardan
CEO, Trainsem
Content Director, Bullseye
Business Strategy
Principal for Enterprise
Solutions, Adobe
Head of Marketing
Communications & Content,
Kiwibank
Managing Director,
Social2Business
ecommerce and Digital
Marketing Manager,
Suncorp Bank
GM Digital and IT
Virgin Money
Head of Direct,
HSBC Bank Australia
REGISTER NOW:
Julie Delaforce
General Manager, Quiip
PH: 02 9896 0776
FAX: 02 9896 0796
E-mail: [email protected]
www.ibrc.com.au
Partner, Norton Rose
Digital Creative Director,
Digital Native
Head of Marketing
Legg Mason
Senior strategist in digital
data-driven content
marketing, strategic
communications, brand
marketing, social media
Andrew France
Managing Director,
Destined By Design
Researched & Developed by:
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March 25 - 27 - 2015, Grace Hotel, Sydney
Conference Overview
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.
Specific topics over three jammed
packed days include:
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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
Book today to reserve your place at this must attend
event on the 2015 digital marketing event calendar.
Who will attend
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.
BE A
SPONSOR
AT THIS EVENT
March 25 - 27 - 2015, Grace Hotel, Sydney
Day One – Wednesday March 25, 2015
08.30
Registration and Networking
09.00
Opening remarks from the Chair
09.10
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
• 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
• Combining traditional and digital strategies for maximum
benefit and ROI
CASE STUDY:
11.40
• 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
Anthony Pesutto, Head of Marketing, Legg Mason
SEARCH ENGINE OPTIMISATION
12.20
TARGETED AND PERSONALISED MARKETING
THE JOURNEY TO PERSONALISATION
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?
• 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
Tim Elleston, Principal, Digital Balance
10.30
Refreshments and Networking
CASE STUDY:
11.00
DRIVING ENGAGEMENT AND INTERACTION THROUGH
DIGITAL MARKETING TO REACH YOUTH
Potta Findikidis, CMO, Defence Bank
ENTERPRISE SEO – THE WHOLE IS GREATER THAN THE
SUM OF ITS PARTS
• 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
Ash Nallawalla, CEO, Trainsem
Andy Lark, CEO, Consultant and Board Member (TBC)
09.50
ANATOMY OF A SUCCESSFUL MARKETING CAMPAIGN
IN FUNDS MANAGEMENT – RETIREMENT INCOME
1.00
Lunch and Networking
SOCIAL MEDIA
2.00
WHERE IS THE BUSINESS VALUE IN SOCIAL?
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.
Roger Christie, Managing Director, Social2Business
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CREATING SOCIAL MEDIA CONTENT FOR MAXIMUM EFFECT.
A PRACTICAL PRESENTATION WITH ACTIONABLE ADVICE AND
INSIGHTS:
• The importance of editorial consistency and getting the
content mix right
• Research and practical advice on social media copy-writing
• Visual and creative tips and tricks
• Case studies and/or best practice examples.
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March 25 - 27 - 2015, Grace Hotel, Sydney
Day Two - Thursday, March 26
08.30
Registration and Networking
09.00
Opening remarks from the Chair
Julie Delaforce, General Manager, Quiip and Matthew Gardan,
Digital Creative Director, Digital Native
03.10
Refreshments and Networking
DATA AND ANALYTICS
03.40
WINNING ON ANALYTICS – HOW BANKS WILL COMPETE
AND GROW ACROSS ASIA PACIFIC
CUSTOMER ENGAGEMENT AND EXPERIENCE
09.55
This presentation will cover comprehensive new research on
data and analytics in a report titled 'Analyse This, Predict a
That' by Rocky Scopelliti
• 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?
Rocky Scopelliti, Group General Manager, Industry Centre
of Excellence, Telstra
04.25
MEASURING THE SUCCESS OF YOUR MARKETING EFFORTS
USING THE LATEST IN ANALYTICS TOOLS ACROSS ALL
PLATFORMS
This session will cover the website at the core of digital, social
and content strategies, which then integrates the CRM
system, marketing automation and eDM platform.
Alana Fisher, Senior strategist in digital, data-driven content
marketing, strategic communications, brand marketing, social
media
CASE STUDY:
09.55
• Measuring the success of your campaign broken down into
reach
engagement, acquisition and conversion
• Using appropriate tracking tools, metrics and methodologies
to match your business objectives
• Using Attribution modelling?
• Quantifying cost and time savings
• Demonstrating a real return on investment
• Improving the speed of analytics
• Determining which platforms are creating the best ROI
Scott Rigby, Business Strategy Principal for Enterprise
Solutions, Adobe
Closing remarks from the Chair
05.20
End of day one
CUSTOMER EXPERIENCE - KEY TO DIGITAL ACQUISITION
• Digital as a key acquisition channel for a financial institution
• Key customer shifts in choice of channel
• Factors that influence customer experience
• Impact of mobile channels and tools to make it easier for
customers to bank online
Chandi Liyanage, Head of Direct, HSBC Bank Australia
10.40
05.10
DEVELOPING A DIGITAL MARKETING ECOSYSTEM TO
SUPPORT BUSINESS OBJECTIVES AND IMPROVE THE
QUALITY OF CUSTOMER ENGAGEMENT
Refreshments and Networking
LEGAL CONSIDERATIONS
05.30
Networking drinks
11.10
HOW TO MITIGATE LEGAL RISKS FOR DIGITAL
MARKETING IN FINANCIAL SERVICES
• 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
Nick Abrahams, Partner, Norton Rose Fulbright
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SPONSOR
AT THIS EVENT
March 25 - 27 - 2015, Grace Hotel, Sydney
CASE STUDY:
THE ROLE OF CONTENT AND SOCIAL MEDIA IN BUILDING
A FINANCIAL SERVICES BRAND
• 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
Regan Savage, Head of Marketing Communications & Content,
Kiwibank
12.40
Julie Hamilton, Digital Content Manager, BT Financial
Lunch and Networking
01.40
USING VIDEO TO CREATE COMPELLING CONTENT
04.25
Panel discussion
11.55
CONTENT IS KING
• 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?
MESHING TECHNOLOGY AND MARKETING FOR BUSINESS
SUCCESS
• Marrying and aligning new digital technologies and
marketing strategies for seamless integration and an
ultimately enhanced customer experience
• Overcoming new technology implementation issues
through collaborative support between CMOs and CIOs
and a digitally forward thinking culture
• Leveraging an effective IT infrastructure framework
and back end business processes for a seamless and
enjoyable online customer experience
• Including marketing automation to make process of
marketing across platforms more efficient
Panelists:
Tony Richie, GM Digital and IT, Virgin Money;
Roghan McKerlie, Content Director, Bullseye
EMERGING TECHNOLOGIES
Panel
discussion
02.25
MOBILE DIGITAL MARKETING – MEETING EXPECTATIONS
AND CREATING NEW EXPERIENCES FOR CUSTOMERS AWAY
FROM THE DESKTOP
• 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
Panelists:
Sharlene Tan,e-commerce and Digital Marketing Manager,
Suncorp Bank
Lisa claes, Executive DIrector, Customer Delivery , ING Direct
03.10
REFRESHMENTS AND NETWORKING
05.10
Closing remarks from the Chair
05.20
End of Conference
Day Three – Friday, March 27
Post conference Workshops
Workshop One: 9.00am to 12.30pm
Marketing automation and the
road to truly personalised
marketing
Andrew France
Managing Director, Destined By Design
TECHNOLOGY AND MARKETING ALIGNMENT
CASE STUDY:
03.40
EXECUTING SUCCESSFUL AGILE MARKETING
• 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
Sharlene Tan, e-commerce and Digital Marketing Manager,
Suncorp Bank
Workshop Two: 1.00pm to 4.30pm
Programmatic Buying
R EG I S
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March 25 - 27 - 2015, Grace Hotel, Sydney
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