This is a 1-day virtual learning programme. Upon successful registration and payment, registrants will be sent a Zoom link and access details of the online workshop.
Overview
Digital disruption is a transformation that is caused by emerging digital technologies and business models. These digital disruptions have driven businesses to provide immediate real time, contextual, personalisation and hyper-local contents and offers. The expectation for such information and attention from consumers require marketers and brand managers to adapt to the digital revolution and devise a digital brand blueprint for brand management success and business results.
About This Workshop
Part 1 : What is Digital Brand ? Why is it important for today's businesses ?
Part 2 : How to conduct a Digital Brand audit effectively ?
Part 3 : Overview and key highlights of a Digital Brand Playbook
- Select the right brand archetypes that fits your company's culture, vision and values
- Identify your most profitable audience segments and craft relevant customer personas to engage them
- Digital Branding across the customer journey and Owned-Shared-Earned-Paid (OSEP) channels
Part 4 : Develop an effective Digital Brand Strategy
- Craft your own unique digital brand story and key messages
- Getting your message across in a clear, effective and persuasive manner across OSEP channels
Part 5 : Master and examine key strategies, hacks and learnings from successful online Asian brands
***Bonus Inclusion***
Each participant will receive a FREE personal one-to-one marketing consultation session (45 mins) from the trainer after class ends
Learning Objectives
At the end of the workshop, participants will learn and obtain a greater understanding of :
- defining the key successful components of a digital brand
- developing a brand audit approach to assess the impact of the organisation's digital brand health
- constructing a digital brand strategy that drives reach, engagement and advocacy across Owned-Shared-Earned-Paid (OSEP) channels
- devising a brand management approach and processes to target and engage the ideal audience segments and personas across the OSEP digital channels
- crafting a digital playbook to define the digital branding strategy, framework and processes so as to effectively identify, engage and convert your target personas
Who Would Benefit
Senior / middle management, business development personnel, business owners seeking to shift their businesses from offline to online business model or driving digital marketing, digital transformation, regional and global business internationalisation plans
Meet The Trainer
Tom Goh
Masters In Banking & Finance, University of Southampton
Bachelor In Economics, University of Technology, Sydney
Certified Digital Marketing Professional, Digital Marketing Institute (DMI)
Certified Digital & Social Sales Professional (DMI)
Certified Digital Marketing Specialist in Strategy & Planning, Search Marketing, Social (DMI)
Certified User Analyst, (CUA), Human Factors International
Advanced Certificate in Training & Assessment (ACTA), IAL
Tom is a native digital and branding strategist. He is known as a digital marketer in the industry with more than 20 years of client experience across banking (Citibank), Tech (Skype), Telcos (Singtel) and ad agency background (Ogilvy & Havas). He is also a seasoned integrated marketer with experiences in digital marketing domains (SEO, Content, Social, Programmatic, Performance & Mobile Marketing).
As senior practitioner in his previous organisations, Tom has managed regional and in-country teams with P&L responsibilities. He has developed greenfield markets and launched award winning marketing campaigns for new products and services (Cannes, POPAI, MARKIES, EFFIEs). As a tireless and trusted evangelist, he has shared and served as senior counsel to C-suites and various startups on their digital transformation journey and go-to market business strategies for MNCs, SMEs and SG startups. In his personal time, he is active in the startup scene, actively helping and providing pro bono consulting to budding entrepreneurs.
In his past teaching engagement, he has served as adjunct lecturer in various polytechnics, universities and private educational institutions, imparting his digital and social media knowledge to the next generation workforce. He is highly active in conducting digital masterclass and workshops for MNCs and local SMEs (Chang Beer, CapitaLand, MOTUL, OUE, NTUC Income, Huawei, 3M just to name a few).
Tom is ACTA qualified facilitator, trainer and also a certified digital marketing practitioner with accreditations from Global Marketing Organisations.
Administrative Details
- Please log on with your Username and Password to register. If you have no existing account with Singapore Business Federation (SBF), please create one for registration.
- Upon registration, you can make payment directly by PayPal (for Credit / Debit Card), PayNow Corporate or Bank Transfer. An auto e-acknowledgement and invoice will be sent to your registered email.
- No cancellation is allowed upon registration but attendance by a replacement delegate from your company due to exigency could be facilitated. Please notify SBF of this change, giving at least 3 working days' notice prior to the date of the workshop to enable logistical arrangements for the replacement.
- Full payment must be received with registration prior to the date of the workshop to guarantee your place.
- Admission into the workshop is only allowed if payment / proof of payment has been received prior to the day.
- Participants will still be liable for payment in the event of no-show on actual day of the workshop.
- SBF reserves the right to cancel, postpone, reschedule or make any adjustment to the workshop where necessary.
Payment Options
Select one of the following electronic payment options available (please key in invoice number for our reference)
1. PayPal (pay by Credit or Debit Card)
2. PayNow Corporate (UEN: T02SS0073H)
3. Bank Transfer (Bank / Branch Code: 7375 / 018, Account No: 118-313-180-5)
Billing Organisation via UOB or DBS Website / Mobile app
Ref No : SB220212
DISCLAIMER
All information, materials and related graphics contained herein and/or provided in the course of the training session(s) (hereinafter referred to as “Information and Materials”) are intended for informational and/or educational purposes only. The Singapore Business Federation does not claim ownership of any of the Information and Materials provided by the external training vendor(s). The information and Materials may from time to time include technical inaccuracies or typographical errors, and changes may be added periodically as may be necessary. Please note that photography, audio and video recording may occur during these events. All photography, audio and video recording may be used by Singapore Business Federation for education, marketing, promotional and/or publication purposes. If you do not wish to have your image recorded or published, for compelling and legitimate grounds relating to your situation, please inform our staff.