E-commerce marketing: How to make people spend money online
Campaign’s upcoming breakfast briefing addresses one of 2019’s hottest topics: e-commerce. By 2017, the region’s e-commerce market was already worth $8.3bn, according to a Bain & Company/Google report released earlier this year. It has been growing at 25 per cent a year and shows no sign of slowing. On the contrary, it will accelerate to grow at 28 per cent a year, to almost quadruple by 2022.
Successful e-commerce relies on a blend of factors – from trustworthy payment models to reliable delivery options. Campaign’s breakfast briefing will be focusing on the marketing and advertising side of the sector, examining how online and offline marketing can work together to make more customers spend more money online, and how to target those consumers efficiently and effectively.
The morning’s topics will range from a macro look at the market, through media strategies from a brand perspective, to the best messaging to target online consumers.
Venue: Westin Mina Seyahi, Opposite Dubai Media City, (Google maps link: https://goo.gl/maps/LrT8sEMgZny)
Date: Monday, April 8, 2019
Agenda of the event
08:15am: Registration & Breakfast
09:00am: Chair’s opening remarks – Introduction to the topic
Austyn Allison, editor-in-chief, Campaign
09:05am: Keynote – Regional e-commerce today
The keynote presentation will see a market expert use data and insight to explain where the region is today, how it got here and where it is going. It will see how we can benchmark ourselves against international markets, what hurdles must be overcome and how e-commerce is likely to evolve in the coming years. He will look at what the latest research can tell us about the state of brands, vendors and consumers in the e-commerce space today.
Mathieu Yarak | Digital Research Director, Choueiri Group
09:20am: Panel 1
Omnichannel marketing in an omnichannel world: How online and offline marketing can work hand-in-hand
Just as e-commerce consumers today can choose to spend their money in bricks-and-mortar stores through click-and-collect models, on the websites of their favourite brands or through dedicated online retailers, the advertising that drives them to buy online can come through digital or traditional channels. Just because e-commerce is digital doesn’t mean its associated advertising must be. On this panel, industry experts share their learnings on the relationship between online and offline campaigns. How can they work hand-in-hand to complement and amplify each other? What strategies work best and who needs to be on board to make the most of an e-commerce marketing strategy?
Moderator: TJ Lightwala | Regional Head of FAST & Performance (MENA), Mindshare MENA
Youmna Borghol | Chief Data Officer, Choueiri Group
Zeina Akkawi | Managing Director, Paz Marketing
Hassane Yamak | Sr. Media Manager, KFC (MENAP)
10:05am: Panel 2
Talking to the individual: How to win e-consumers’ attention, trust and money
While our first panel looks at how communication channels can work together, the second panel examines how to make that communication work. From challenges around data gathering and ownership when selling across platforms to tracking consumers through their whole purchase journey, this panel of experts knows how to find the right audience, give them the right message and lead them right to the ‘Confirm purchase’ button.
Moderator: Marcus Siddons | MD, GroupM Digital MENA
Namrata Balwani | Head Digital Marketing and Analytics, Landmark Group
Acile Sleiman | Industry Head – Retail & eCommerce, Google MENA
Hicham Auajjar | MD, Keyade Middle East / Head of [m]PLATFORM services, GroupM
11:00am: Closing comments
Austyn Allison, editor-in-chief, Campaign Middle East
REGISTRATIONS ARE NOW CLOSED.
Please note: Attendance is based on invite only due to limited seating.