Programme | Digital Marketing for News

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Digital Marketing for News

07 Aug 2019 to 08 Aug 2019
Kuala Lumpur
Malaysia

Programme | Digital Marketing for News

Programme

Sessions

August 07
Wednesday

  • 09:00

    Welcome & Introductions

    Speakers 

  • 09:15

    News as a product

    By treating news as a product, learn from other industries and how to apply transferable learnings to your news content. Up your marketing game to boost your audience reach and engagement!

    Know Your Customer (KYC)

    An introduction to reader insights tools, connecting online with offline data, how data points help map out reader profiles to know the audience better

    Speakers 

  • 10:00

    Using cookies and UTMs to know your audience better

    This session introduces the basics about cookie usage and Urchin Tracking Module (UTM) codes, and how these may be used by news organizations, possible use cases, and how actionable data may be obtained from these tools.

    Arlene Burgos, Head of Audience Development at ABS-CBS News Digital will show how these tools that digital marketers have used and built based on knowledge acquired from customer habits and the customer journey could be transposed to understand news consumers' discovery of content, build audience, and foster deeper engagement.

    Speakers 

    • Arlene Burgos
      Head of Audience Development, ABS-CBN News Digital, Philippines
  • 10:30

    Tea Break

  • 11:00

    Formulating Search Strategies

    Understand the fundamental reasons behind why search engines exist, and then layer on top the methods that help to finetune your campaigns in line with those reasons to stand out ahead of your competition. Learn how editorial, product and marketing combine to improve search engine optimisation, or SEO.

    Search Engine Optimisation (SEO) vs Search Engine Marketing/paid search (SEM)

    Ways brands and publishers can combine paid and organic approaches

    Examples and case studies

    SEO tips & tricks

    Speakers 

  • 12:30

    Lunch

  • 13:30

    Paid Search - Search Engine Marketing (SEM)

    Investing in search advertising can be intimidating, but by leaning on the basics, you can craft an effective paid search strategy and structure to establish coherent campaigns and work objectively towards better performance. See how the different elements ranging from optimisation tactics, budget and bid management, to copywriting, break down and combine for better performance.

    Speakers 

  • 15:00

    Tea Break

  • 15:30

    Formulating content strategy

    A product-focused approach to editorial direction and types of content.

    Speakers 

    Creating a win-win content strategy: IDN Media's experience with Millennial brands

    Marrying brand content and a news brand's product message and tone of voice to achieve a win-win for both parties. Shaping editorial direction, types of content and how to manage content with news and brand events, as well as executions.

    Speakers 

August 08
Thursday

  • 09:00

    Social Media Marketing - growing organic reach

    Origins of social media, definition of organic social media and its objectives, examples of types of organic content

    Speakers 

    Enhancing content discoverability across multiple platforms: the IDN Media approach

    At IDN Media, Novita Santoso and her team have developed various tactics for homegrown viral encouragement, influencing influencers and how they make their content easily discoverable by audiences across Facebook and Instagram in an organic manner.

    Speakers 

  • 10:30

    Tea Break

  • 11:00

    Social Media Marketing - paid

    Understanding paid social media and what it can achieve. Paid strategies for social media, tagging capabilities, optimisation, campaign planning and budgeting to control marketing spend.

    Speakers 

    Integrating paid social into an audience development strategy

    Bloomberg's Asia Digital team manages over a dozen Facebook accounts, more than 30 Twitter accounts, two Line accounts, and are on LinkedIn, Instagram, YouTube, WhatsApp, SnapChat and more, serving a digital audience of over 50 million a month and growing especially in Asia. Its Deputy, Adam Rollason, will speak on building a cross-regional social strategy, planning content-based paid campaigns on Facebook and Twitter, tools and tactics for paid social, paid vs organic strategies, and the role of cross-company collaboration.

    Speakers 

  • 13:30

    Defining campaign objectives

    Campaigns can’t run without having a goal in mind. This session helps you to define your campaign objectives and metrics, giving you an insight into how you can track and measure customer behaviour and use them as KPIs.

    Breakout: cross-functional team discussion in publisher groups

    Group presentations

    Speakers 

  • 15:00

    Tea Break

  • 15:30

    Marketing conversion/retention tactics - onsite customer journeys, behaviour funnels, triggers

    Digital marketing campaigns work best when you have an end goal in mind. See some of the ways in which your campaign and product can work together to gain better conversion rates over time.

    • landing pages
    • calls to action
    • forms
    • retention through retargeting
    • referrals
    • winbacks

    Speakers 

  • 16:45

    Wrap up & good-bye

Digital Marketing for News

Contact 

Shariff