The West Australia Branch of the Association for Data-driven Marketing and Advertising (ADMA) has announced the line-up for its annual marketing conference with Marshall Maher, head of marketing for Twitter Australia and New Zealand, as keynote speaker.
Following on from the branch’s successful breakfast series, the theme for this year’s conference is based on effective communication. The conference takes place Friday, October 23 at the Perth Convention and Exhibition Centre from 8.30am-3.00pm.
“Effective communication is at the heart of every successful organisation, improving business performance and enhancing the internal culture. This is a theme we’ve wanted to tackle for some time as it’s important for success. The speakers we’ve lined up represent brands which are doing it very well,” said Tristan Berentzen, ADMA West Australia Branch Chair.
The conference kicks off with workshops with Craig Wallis, manager, members and partners, ADMA and Coert du Plessis, executive business strategist, CFC Group, respectively.
Wallis will talk about The Four Essentials for exceptional customer experience, looking at the latest trends in data-driven marketing from around the world and what companies need to do to deliver an exceptional customer experience. His presentation delves into the four key elements marketers need to get right: data, technology, content and creativity.
In a presentation called ‘Data-driven Disruption and Digital Transformation: What is holding WA Back from Rapid Transformation?’ du Plessis will talk about how WA marketing professionals know that data and digital trends are transforming the competitive landscape, but that WA is not seeing the same rate of adoption of these trends. du Plessis will explore the latest trends where data and digital intersect and share his perspective on how marketing professionals can accelerate data and digital adoption here.
In addition, for the first time the morning workshops will include a Q&A creative panel focusing on creative effectiveness. Panel participants are Wayne Lubbe, director, Pen of Spades; Euan Black, director, Hart Black and Craig Buchanan, creative director, Brand Agency.
The panel will examine how creative works impact on a client’s business, affecting consumer behaviour, brand equity sales, and where identifiable, profit.
The panel will be followed by networking drinks and lunch, where Twitter’s Maher will speak about how Engagement Moves Fast. Maher will discuss the opportunity for how Australian companies can take advantage of what he calls the ‘switching economy’ and create always-on social strategies to keep up with the customers. He’ll discuss how marketers can effectively leverage their social channels to stay engaged with customers and potential customers.