By the way the first day had went, there was a growing expectation amongst the attendees. All were appropriately rewarded by Gillian Muessig's (from SEOmoz) keynote session on Digital Analytics right which opened the second day right after the registration & light breakfast. She, just like on first day, captured the attention of all in the room making analytics interesting. The crux of her speech can be summed up as:
- Reporting is not analytics.
- Analytics = Linear Programming.
- Focus on is are believable and then apply metrics to it.
- Benchmark what you have got.
- Advertising for awareness among your consumers and not just for competition.
- No signal is a signal in itself.
- Analytics help you determine when you can quit investing into an effort in regards to ROI.
After the hour long session (which rather seemed short), it was time for the second day's coffee, tea & networking. The sessions that followed were – Why eCRM? Possibilities & Features by Uwe Hook
from BatesHook and Krishna Subramanian's (Co-Founder of Mobclix) – The Digital Marketing Lifecycle: including Media Buying Process. Subramanian delved into the evolution of the advertising eco-system saying that it is based on the themes like over-crowded market place, data become ubiquitous and commoditised, etc. He also said that different marketers have different needs along with other notable information.
Ecommerce In India: Opportunities & Challenges, one of the two third session topics was paneled by Dirk van Quaquebeke from Brandmile Ptd. Ltd. and Kunal Bahl from Snapdeal India. At the same time in the Sigma ballroom, Mahesh Murthy, founder & CEO of Pinstorm spoke on – Brands & Digital Marketing: The New Rules (in the Sigma ballroom). Murthy debated that digital is not just another place, but in fact it is bigger than mainstream, providing data that there are “over 84 million desktop users and over 40 million mobile internet users in India alone.” He also stressed on the need of brands to move from advertising to editorial amongst many other insightful information.
The topic – Digital Marketing, Lead Nurturing and Social Media for B2B Enterprises was delivered by Anol Bhattacharya (CEO, GetIT Comms) & Neil Burton (Business Development Manager, Web Spiders UK). Bhattacharya said that the 3 major pillars of B2B enterprise marketing were – Lead nurturing, Social media and Content marketing in his ppt slides.
The second day networking lunch time came, and after an hour of nourishment, people still seemed hungry for more! Well intellectually. The post lunch part of the second day was opened by – Lifecycle of a Mobile Marketing Campaign delivered by Beerud Sheth from Webaroo, and at the same time in the Sigma ballroom was Pradeep Chopra's (Co-Founder, Digital Vidya) yet another interesting topic – Twitter for Business. It was a uniquely conducted and an interesting one which was appreciated by all as much as his first day's Facebook for Brand Building was. You can watch the ppt slide here.
He covered areas like – objective, audience, frequency, hastags (#), fans, approach, links etc., on Twitter's impact on business.
The next sessions were on – Mobile Marketing & Brands in the Mobile Web Environment spoken by Naveen Tewari from InMobi with Altruist-Mobile2Win's Rajiv Hiranandani, and – What Makes Asian Ventures Attractive to US/EU Investors, delivered by Deep Malhotra Gemini New Media Ventures, Sateesh Andra from DFJ, Shailesh Lakhani from Sequoia Capital and Pradeep Tagare from Intel Capital.
After them were another interesting topic – How to Fix Mobile Marketing Challenges in Asia, brought by Dr Lai Kok Fung from BuzzCity in Phi ballroom. In the Sigma ballroom, same time, was delivered the topic – Leveraging Digital to Target Global Audiences by Achal Shah from Times of Money, Prashant Rao from Essar Group and Vishal Jhunjhunwala from TCS. By the end of these sessions, it was 4.00 pm and time for another half hour of coffee, tea & networking.
At 4.30 pm, Kapil Juneja from Walla Media delivered the – Affiliate Network Marketing in the Phi ballroom and the first day's keynote session speaker Gurbaksh Chahal from RadiumOne, spoke again on – Future of Digital Advertising with yet another interesting perspective. He concluded saying that social media is the biggest thing in advertising now, and that Facebook is a threat to Google, who has no solid social strategy.
The topic – SEMPO Track : Integrating Search and Social into Marketing Mix was delivered by Benedict Hayes (Head of Search and Analytics, Communicate2), Pradeep Chopra (Digital Vidya) & Navneet Kaushal (CEO, PageTraffic). In it Chopra pointed out how it started with search engine marketing but has now embraced social marketing. Navneet stressed that SEO is just like any other marketing plan. He also added that a recent study showed that 80 percent of all the online transactions begin with a keyword.
In the Sigma ballroom, the topic – Industry in Focus: Healthcare was delivered by Amit Srivastava QXM Media. These two sessions were the last of and marked the end of the second day of Click Asia Summit 2011.
The third (and the last) day had comprehensive workshops on Advanced SEO and Social Media Marketing led by Bill Hunt from Back Azimuth Consulting and Benedict Hayes from Communicate2. All the three days saw the best of orations and interactions between the learned and experienced speakers and other attendees. At times, most attendees were confused, from session to session, as to which one to attend and which one to not. It was a successful event with a major focus and talk on the formidable growth of social media and its impact on the market. In fact, it is hard to comment which of the times – the sessions or the interactive hours were better. If one (sessions) fed our heads the other (interactions) was equally pleasing, meeting charismatic gurus and interesting peers. If you don't believe the hyperbolic, then go check out other attendees' tweets.Click Asia Summit 2011, Day 2, 21 January,