Video Marketing for the Modern Marketer Marrying the power of ideas and the vitality of images Studies have shown that we retain up to 95% of a message conveyed through a video, as compared to 10% of what is presented in text. Moving images compel us to form a deeper connection, thus helping with brand recall. What does this mean for marketers around the world? They can no longer depend on traditional methods like printed media or emails to sustain their marketing efforts; videos have now become an integral part of a marketing strategy for the modern marketer. Since YouTube was founded in 2005, it has become the preferred platform for sharing of videos, be it business or personal. Subsequently, other social media platforms such as Facebook and Instagram have also followed suit and incorporated video sharing elements. Marketers can utilise this platform to upload various types of videos such as brand stories to enrich the consumer’s online experience and keep them engaged. Learn how you can apply video marketing to your business by registering for Marketing’s MasterClass: Video Marketing for the Modern Marketer. This one-day interactive workshop aims to provide a concrete understanding on the video ecosystem and ways to engage with your consumer base in unprecedented ways. Expected course outcomes:

Understanding the roots and rise of Video Marketing through the ages Leverage the advantages of incorporating video into a digital marketing strategy Learn how to utilize influencers to strengthen Video Marketing efforts Adopt best practices and application across a variety of industries Overcoming challenges and recommendations for new Video users

Who should attend:

VPs and Marketing Directors

PR Directors

Marcom Directors

Social Media Managers

Digital Marketing Managers

PR Executives & Managers

Account Managers

Content Strategy Managers Course details: Title: Video Marketing for the Modern Marketer Date: 6 June 2018, Wednesday Time: 9.00 am to 5.00 pm (Registration starts at 8.45am) Venue: PARKROYAL Kuala Lumpur, Jalan Sultan Ismail, 50250 Kuala Lumpur, Malaysia Course fee: USD 599 per person (on or before 4 May 2018) USD 799 per person (after 4 May 2018)

Participants are encouraged to bring along their laptops To register, please contact: Jessy Koh at jessyk@marketing-interactive.com or at +65 6423 0329 * Under the Human Resources Development Fund (HRDF), registered employers can claim rebates for trainings conducted by an overseas trainer/ training provider. For more information, visit http://www.lighthousemedia.com.sg/Events/hrdf-instructions.pdf.

About the trainers:

Francis Goh CEO HehSedConsulting

Francis Goh is the former CEO and the Singapore Managing Director and Partner at Mercer. Francis has more than twenty years of international experience in the technology and energy industries, having had numerous P&L and high impact leadership roles with global leaders such as Accenture, SAP, HP, Microsoft and ExxonMobil. During this time, Francis has worked across Asia, Europe and the United States. Francis specializes in the areas of emerging solutions, breakthrough business models and innovation. He has a proven track record in building high-performance teams and overachieving both revenue and profit targets consistently. He has a strong reputation for developing and deploying new business go-to-market strategies across sales, operations and resource management. Francis is a hands-on leader with deep solution and value-selling expertise across a broad spectrum of clients in the Asia Pacific region across industries such as Oil &Gas, FSI, telco, manufacturing and the government. Francis is passionate about recruiting, managing and coaching high-performing talent. He is also a recognized keynote speaker and is frequently invited to speak at various industry platforms. As a trainer specializes in Digital Transformation, business strategies and leadership, Francis is a Guest Lecturer at the Nanyang Business School Fellow MBA program. Francis holds an Honors degree in Mechanical Engineering, an MBA and a PhD in International Management.

JJ Delgado Chief Digital Officer Hijos de Rivera

Selected as Top 50 Worldwide Human Behaviour Experts to follow in 2017 & Most Talented Spanish Marketer 2015, JJ has more than twelve years of experience in marketing and publications and worked with international brands such as Amazon, Burger King, Pepsi and Ford. He also has worked in drastically different regions of Europe and Latin America. A thought leader on the topics of Customer & Digital Strategy, Business Trends, Social Media Strategy, JJ is highly sought after as a keynote speaker at international conferences. He has also published papers that stretch the current way marketers understand their customers including How Personality Affects Customer Behavior, The 8 segments to overcome the online consumer and Marketing with Personality. JJ founded the #1 Neuromarketing group for Spanish countries, New Video Congress, and The Vloggers Awards and is also an honored member of the Video Experts Academy.

The following course material jointly developed by Francis and JJ Delgado (Former Head of Amazon Marketing Services, Europe), based on the book Think Video. This MasterClass also coincides with the launch of the book in the same week, when JJ is actively doing a book tour. The book is chockfull of examples of how companies have used Video Marketing with astounding results. Don’t miss this exclusive chance to meet the co-author of this book on the groundbreaking topic of Video Marketing.

COURSE OUTLINE

08 45 Registration

09 00

History of Video Marketing and its uses today

The evolution of traditional TV to Digital TV

Online video and its different platforms - An ecosystem driven by YouTube - Various Social Network platforms

Presence of video on social networks - Platforms for video content broadcasting - E-Learning content platforms

10 00

Why you should incorporate Video Marketing into your strategy

ROI on online advertising efforts

Increase in brand engagement and recall

Develop content through storytelling

Improve SEO positioning through quality content

Help consumers make purchasing decisions = increase in conversion

10 30 Break

10 45

Use of the Influencer figure in the online video ecosystem

Features of a good video influencer

Choosing a video influencer with the right fit for your video

Influencer agencies in Singapore (Gushcloud, Nuffnang etc)

Case studies of successful video influencer marketing

11 30

Success stories & Best practices of Video Marketing

Amazon

Coca Cola

L’oreal

McDonald’s

12 30 Lunch

13 30

Video marketing strategies throughout the different points of the sales funnel

Diverse objectives at different stages of the consumer’s buying process

Understanding main purpose of communication in sales funnel

Different types of videos for different purposes

Bonus: Post sale – how to maintain relations with customers via video

14 30

Ensuring the success of your Video

Plug-in Tools (Free tools VS Paid tools) - Audio, Editing etc

Hands-on session: exploring tools covered

Live video streaming for marketing

New video associated business models

15 30 Break

15 45

Perspectives and Challenges of online video

Connected video - IoT

Multisensory video

Interactive video

Common challenges faced and how to overcome them - Budget constraints - Production timeline - Lack of experienced crew

16 30

Measuring the success of your Video

Correct attribution model for measurement

Important metrics to monitor - Video metrics (play rate, engagement rate, CTR, social shares etc) - Non-video metrics (time on page, bounce rate etc)

17 00 End of MasterClass