NZ Marketing Leaders' Summit 2019
Marketing redefined - Bringing ethics and sustainability into strategy
Global & local events have and continue to bring a growing movement, holding business, governments and people to a higher level of ethical accountability. What does it mean for society, community, industry and organisations as we move into an era where ethics, sustainability and purpose are at the forefront of our world?
- Charting where we have been and what we are becoming
- Bringing new industry models to the fore – communities, industries and companies that are stand-outs in the ethical economy
- What this means for business and marketing leaders?
- Showcasing the evolution of traditional business models – how are marketers leading as business entrepreneurs
- Highlighting the latest thinking in strategy formulation and frameworks and what this means for marketing leaders
- Considering the factors surrounding a strategy – analysing the opportunities and the risks
- Understanding the core values the organisation has been built on – aligning strategies with the core values
- Making the investments to put plans into play and deliver on the expected outcomes
- Tracking KPIs to build on the strategy
In recent years, marketing has shifted from a siloed team to a more collaborative team. With a more collaborative approach, that involves other stakeholders (within the organisation) with a close eye on marketing collateral, how is the traditional marketing department evolving?
- Discussing what an ideal marketing ‘team’ of the future looks like – evolving from a traditional siloed team to a more collaborative one
- Understanding that a collaborative approach to marketing is what delivers the best results and ROI
- Highlighting the skills required to drive effective marketing strategies
- Defining the ‘role’ of the marketing team and its place in the organisation
Chris Daly, Chief Executive Officer, Chartered Institute of Marketing
Byron Powell, Chief Marketing Officer, Parkable
MODERATOR: Julia Jack, Chief Marketing Officer, Mercury
- Is Agile disrupting traditional professions and roles – understanding the Agile approach in the marketing team
- Developing company practices to encourage an Agile approach
- Implementing standards to track progress
- How to create customer-centric digital experiences
- Navigating the marketing technology landscape
- Lessons to accelerate your journey to personalisation
- Driving transformation in your business
Grace Brebner, Product Manager – Marketing and Automation, Tourism Holdings Limited
Qassem Naim, Head of Data and Technology, FCB
Moderated by Marketo, An Adobe company
- Creating effective marketing campaigns that generates customer engagement
- Aligning traditional and digital marketing campaign to balance the online and face-to-face customer engagement
- Looking at the breadth of channel exposure and the best choices of investment that is right for your strategy
- Tracking customer insights to understand pain points and solve your customer's problems
- Utilising customer data to fine-tune your marketing mix and create trend-based campaigns
- Building brand loyalty through conversations with your customers
- Defining the KPIs and tracking them
- Cutting through the noise - what results really matter in your campaigns
- Benchmarking the budget spend – where is the investment most valuable
- Analysing the benefits between outsourcing and developing plans in-house
- Putting yourself in their shoes – understanding how marketing and sales can work together to deliver better outcomes on their respective campaigns
- Aligning the activity – discussing how marketing and sales activities can complement each other
- Understanding the growth opportunities that can occur as a result of collaborating efficiently
- Sharing tips, tricks and lessons learnt, and how to better improve for the future
- Bringing purpose and voice into the marketing culture
- Aligning the values with the organisation’s products/services
- Effectively conveying the organisation’s purpose through marketing
- Understanding the role leadership and the wider team play in supporting the organisation’s voice in culture and brand
- Encouraging a company-wide culture that aligns with the organisation
- Aligning brand and culture in an authentic way provides a sustainable competitive advantage
- Your brand is what your customer says it is, not what you think it is
- Reposition your brand to reflect your unique difference that is valued by the customer and articulate it with a meaningful value proposition
- Embed that brand internally with your people to ensure your business delivers on your brand promise across the entire value chain
- How technology is shaping today’s marketing practices – AI, Machine Learning and what’s next?
- With technology, marketing truly owns the customer and now business strategy like never before
- Being data and insight led and how technology is at the heart of marketing today
Now, more than ever, marketing is focused on digital and digital leaves a footprint. Marketers have a plethora of data that they receive each day. This session will discuss how data is driving marketing strategies and how an organisation relies on it when creating these strategies.
- Understanding the sources where the data is coming from
- Sifting through the data – learning how to identify the key information
- Highlighting how data helps drive customer experience and engagement
- Leveraging data to create actionable insights
As brands increasingly focus on delivering meaningful and memorable experiences, how do we identify, elevate or create these experiences in ways that not only engage their audiences but also bring meaning to the brand?
Hear how organisations are acting on and leveraging their most important asset; their data. Gathering, storing, structuring, analysing, utilising in campaigns and personalising experiences; the power of data is within the grasp of many. We'll explore how organisations have been able to overcome the internal hurdles and demonstrate success to the wider business with an end to end use of data.
When everything’s in a state of flux and every line is getting blurred exponentially in our digital future, how do we define what is human? Who or what we will be talking and selling to?
- Diving into why brand partnerships are good – are these becoming a necessity going forward?
- Highlighting examples of successful brand partnerships – how did the parties involved benefit?
- Developing or tailoring a marketing strategy that incorporates the organisation’s sustainable commitments across all contexts, from environmental to human capital
- Integrating sustainable practices throughout the organisation’s internal and external value chain
- Creating a unique ‘voice’ for the brand – how is Mercury sharing making energy wonderful?
- Translating the voice in their product offerings and services – the role Evie, electric bikes and more are playing
- Shaping for future communications that align with the ‘voice’