08h20 – 09h00
Creating a disruptive marketing culture within your business – a model that will lead to greater ROI in an uncertain environment – 6 responses to current forces of change
* Lowest-denominator strategy. Cost-cutting rather than innovation.
* AI (Artificial Intelligence) to become the consumer of Big Data.
* Micro-segmenting brought on by the digital age. Thinning markets require fatter segments.
* Proliferation of marketing assets. Practical examples on how to think like an “Asset Manager” rather than a “Content Creator”.
* Smart Centralization. Marketers think that more agencies on their business means more specialists. Actually, the opposite is true, you get fewer specialists and a poor quality strategic product.
* Metrics that Matter Most. A new model for KPIs called the 3 fundamentals KPI
Wayne Bishop, MD, PHD Media
09h05 – 09h45
Beyond traditional marketing > using technology and creative interpretation > Creating value for brands
The key focus areas for digital disruption are that it is not a marketing thing, it affects the entire business.
* Usefulness – There are increased opportunities for brands to create a dialogue that consumers feel is valuable, beyond the price point of the product and service they traditionally communicate.
* The internet of things – Everything in time will be ‘connected’ allowing us to gain a wider set of intelligence and behavioural data about the consumer.
* Beyond marketing – Applying technology internally to drive business efficiencies.
* The reality of data – The big buzzword that hasn’t yet returned the hype.
Pete Case, National Chief Creative Officer, Ogilvy SA
09h50 – 10h25
Breakthrough marketing – panel debate
* Three eminent marketers will comment on key points from the disruptive culture and technology briefings
Brenda Koorneef, Marketing Strategist (former Marketing Director, Tiger Brands)
Andrew Plastow, General Manager, Duracell, A Berkshire Hathaway Company
10h25 – 10h45 coffee & networking
10h45 – 11h20
Increasing brand engagement through behavioral economics
* The role of emotion in decision-making and brand engagement
* Irrationality of consumers Vs rational marketing efforts
* Dual system thinking and a new model for brand loyalty
Sarina de Beer, Ask Afrika
11h25 – 12h05
The Age of the Afripolitan
* Culture & its evolution and expression in modern behaviour
* Community and its manifestation in modern group social behaviour
* KasiNomics – economics of the streets, informal money streams
* Social stratification – extremes of income, education, housing,
* The evolution of Language – Soshanguve, an African dialect?
* An African Frenzy – the extreme pace of change & adoption of modern in an African way,
GG Alcock, CEO & Author, Minanawe
12h10 – 12h45
Social media disruption – live messaging and collaborative social moments – BE PREPARED
Five years after organic social media died and advertising took over, brands still pretend they are building relationships via posting. The data has always disagreed.
* Users increasingly prefer real-time private messaging to asynchronous public social posting
* Brands have to automate so they can hold individual conversations at scale
* Chatbot messaging is personalised, conversational and real-time, and is now delivering serious value to brand sales, CRM teams, and their customers
* A customer service strategy seeking increased customer engagement and reduced costs has to have a chatbot messaging component
Godfrey Parkin, CEO, Britefire
12h45 – 13h35 lunch
13h35 – 14h10
Understanding – Understanding” Comprehend how consumers process information to create more effective communication
* 90/10 principal: How Social Media has changed the game for experiential.
* Talka-what-aby? What’s more important, wagging tongues, or ringing tills?
* Snap out of it: Cool disruptive campaigns that work.
* That warm fuzzy feeling: Unravelling universal human truths to your advantage
Cas Dreijr, MD, BE SALT
14h15 – 14h50
Leveraging data and intelligence to define the target market and product offerings
* In order to be successful it needs C-suite focus, attention and buy-in
* It is about data, and how this informs insights and analytics
* It is about your customer – customer centricity is a mindset, not a digital app
* It is a process, not a project
Roan Mackintosh, Business Director, Acceleration
14h55 – 15h30
In these tough economic times how should we talk to our consumers to maintain category and brand relevance?
* How are the economic pressures influencing purchasing behaviour and brand preferences?
* What are the hidden opportunities and how can we utilise these effectively?
Esti Prinsloo, Consumer Research Director, AC Nielsen
Conference closes 15h30