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Final Mumbrella360 Asia masterclasses: copywriting, social, idea theft, webinars and more

A number of masterclasses have been announced as part of the three-day media and marketing conference Mumbrella360 Asia – which will take place in Singapore this November – including sessions on copywriting, social media, location-based marketing, idea theft, webinars and cross-device strategies.

The three-day media and marketing conference will run at the Marina Bay Sands on November 7-9. The sister event in Australia attracted more than 3,300 people when it was held in Sydney in July and has just been shortlisted again – for the seventh consecutive year – in the ‘Conference of the Year’ category at the Australian Event Awards – having won the award on two occasions in 2016 and 2012.

First up, one of the sessions at the Singapore event will be a masterclass titled ‘Copywriting 101 – writing to sell’. This practical session will teach marketers the fundamentals of effective copywriting. It will look at brand voice and its role along with how to write clearly, concisely and, most importantly, persuasively. Participants will learn how to play on emotions to turn readers into buyers and pick up easy-to-use tips and tricks to increase conversion rates.

Simpson Giles will map out how to write clearly, concisely and, most importantly, persuasively

Speaker Freya Simpson Giles is the owner and director of Giles Publications – an Asia-based communications agency specialising in end-to-end support for marcom teams – and will curate this session. She has more than 15 year of experience as a copywriter and produces marketing copy for many of the region’s leading brands including AIA, Swire, Cathay Pacific, Miele, La Mer and Dunhill. Hong-Kong-based Simpson Giles also works as a trainer, helping clients to master the art and science of communication through a range of practical, hands-on courses.

Then we have a session titled ‘A social media marketing framework to grow your business’ by Happy Marketer managing partner Prantik Mazumdar. Want to grow your social media presence, audience and followers? This five-step social media marketing framework will help you achieve these goals.

Among those Mazumdar has advised are Bloomberg, Starbucks, TigerAirnand Standard Chartered Bank

Mazumdar has led a successful digital consulting firm, trained and advised more than 500 enterprises in the Asia-Pacific region on all things ‘social’ – devising social strategies for brand marketing, sales and customer service functions. His genuine passion for transformative social media has made him one of LinkedIn’s top 100 connectors in the APAC region and that’s what keeps his Klout score at 70.

Among those brands Mazumdar has advised are Coffee Bean & Tea Leaf, Bloomberg, Fonterra, Starbucks, Kaplan, Royal Brunei Airlines, TigerAir, Nanyang Business School and Standard Chartered Bank. He has also worked closely with governmental agencies in Singapore and across the Association of Southeast Asian Nations – leveraging digital to chart out inclusive public policies and scale up political campaigns. This session will be curated by Happy Marketer.

Next is the masterclass ‘Location-based marketing deconstructed’. One key metric of the consumer data provided by augmented reality, the internet of things and smartphones is location information. Many marketing teams are moving away from dated insights and looking to real-time user location statistics.

Information like traffic patterns, proximity to retail districts and predictive destination monitoring are and have the potential to merge brand marketing activity with consumer mobility patterns – when enabled by wearables and connected automobiles.

Armed with location data streams, brands are upping the ante, experimenting with personalisation and promotions that have never been tried before. These new location analytics mark a shift to a unified view of the consumer and more real-time analytics at the point of consumer interaction. This is important as retailers struggle with split-second buying decisions.

Shukla says it’s all about location, location, location

In his session, Near co-founder and chief revenue officer Shobhit Shukla will reveal how location data can be used by businesses to enhance consumer experiences in the offline world. He will also highlight case studies in segments like marketing and smart cities as well as presenting the verticals where location data can dramatically add value. This session will be curated by Near.

Something for the creatives next with the session ‘Avoiding idea theft in the creative industry’. Every creative has a story like this. They’ve created a pitch to a client. They sent it and perhaps even pitched it in person. But they were turned down. Only to find, some weeks or months later, the client has implemented the idea themselves or with another vendor.

Copyright and patent law are not enough to protect creatives from idea theft. Yet ideas are the essence of the value creatives create. Ideas are the currency of the current age.

Rittman will tell creatives how best to protect their ideas

Hear from Frank Rittman, a respected copyright lawyer who used to pursue movie pirates for the Motion Picture Association of America and is now principal at Singapore consultancy firm Insight & Analysis, in this eye-opening session. This session will be curated by PitchMark.

Then in the session ‘Combining emotion with data in B2B marketing’, gyro APAC head of planning Belinda Green will talk about how businesses don’t make decisions, people do. And those people are never as logical, systematic and predictable as marketers would like. This session will discuss how today’s technology gives us new opportunities to respond to that simple truth.

It will also explain why the ability to inspire emotion has never been so important for B2B brands. When you combine emotion with data-driven precision, that’s when you create truly powerful marketing, according to Green – who will curate this session and present her case.

Businesses don’t make decisions, people do – according to Green

Singapore-based Green has been responsible for leading the agency’s significant expansion in the region. She also previously worked for top clients like Hewlett-Packard and Enterprise, and worked with other gyro offices around the world including New York, Cincinnati, Paris and San Francisco.

 

Then coming all the way from Sydney, Australia, James Sugrue – the founder of the digital agency AFK – will deliver a presentation titled ‘Innovation for cowards: How to ride on the coattails of technology’ Delegates will witness a showcase on how to engage with, rather than fear, new technology against a backdrop of industry disruption.

Don’t be scared of new tech, embrace it like Sugrue

Five transformational technology areas will be highlighted including touch-tables, virtual reality, mixed reality, mobile gaming and real-time ratings. Learn how prototypes in these areas can quickly turn into revenue-generating products. Hear the 10 top tips for innovators and uncover what it takes to start making your own prototypes that can quickly turn into game-changing products.

This AFK-curated presentation will educate marketers on how to embrace new technologies, not to fear them, and will provide a simple ‘test and learn’ process to get you started on that journey.

Cross-device. Multi-screen. Cross-channel. Cynics would say these are all buzzwords that marketers are hearing thrown around with increasing frequency. But this is a real trend with real substance and will be explored in the masterclass ‘Cross-device marketing made simple ‘.

For it has become clear that linking devices and consumers is the next frontier in delivering effective marketing. Therefore, this DataXu-curated session will highlight what cross-device actually means, the top five cross-device technology benefits and crucial questions every marketer should be asking and the predictions for new developments in the space over the next year.

Cross-device marketing can be simple, claims Sampson

You will hear from DataXu vice-president and general manager James Sampson, who has spent five years at a leading global programmatic platform. He is also an IAB Singapore board member.

Also travelling to the Singapore event from his base in Sydney, Australia, will be ON24 marketing director for APAC and Japan Tim Johnston. He will deliver a masterclass on ‘How to build engaging webinars’.

This will be a ‘how to’ guide, curated by ON24, on planning and creating webinars that achieve optimal levels of engagement. Johnston will outline his playbook and reveal deep insights around multiple content touches, which directly engage prospects and generate high-quality leads.

Waxing lyrical on webinars, Johnston

He will present the best practice for integrated and interactive content, call-to-action triggers and the process for turning engagement into leads.

But all brands are in motion relative to the geography they operate in, the industry they are a part of and the stakeholders critical to their success. Only by measuring motion at all three of these levels can brands harness the motion to create forward momentum.

In the masterclass ‘How to find your brand’s momentum’, the speaker Emma Richards – APAC vice-president of business development and regional technology lead at WE Communications – will reveal the results from the Brands in Motion research project.

It is WE Communications’ proprietary study – in partnership with YouGov – that uncovers a new metric of brand performance, debunking the value of brand positioning. The research includes a focus on China and the United Kingdom, looking across eight brand categories and 30 brands within each country.  

Richards believes she has found a new metric of brand performance

The results reveal whether brands are perceived as a mover, agitator, defender, or survivor? Or perhaps they’re simply spinning in place, unable to provide consumers with a rational or emotional reason for choosing their products over another.

Are you propelling your brand or is something, or someone, else? Or is it both? Join this WE Communications-curated session to find out the answers to those questions and more besides.

The Masterclass area provides delegates with an interactive learning forum, which means they will take valuable practical lessons back to their desks

Further content announcements and, indeed, the full and final program will follow soon so keep an eye on the website for updates and sign up to our daily newsletter to ensure you are among the first to hear of new speakers and sessions.

For further information on the conference and to take advantage of our earlybird ticket offer – a three-day conference pass for just $940 (including a saving of $195 on the normal ticket price) – go to the Mumbrella360 Asia website here.

And for information on the sponsorship and exhibition opportunities at the event, contact the publisher Dean Carroll on dean@mumbrella.asia or the head of sales Kris Chan on kris@mumbrella.asia.

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