Agenda Day 3

Thursday, November 6, 2014

8:30-3:30 Registration
9:30-10:30

Your audience's purchasing behavior and the power they yield has fundamentally changed. Your company's future depends on an evolving marketing plan.

You will learn:

  • Trends in mobile usage and it's affect on digital marketing
  • An in-depth look into how brands are improving their performance marketing through the Promoted Products platform
  • Step by step, how to create a successful inbound marketing campaign on Twitter
  • Exactly how to measure the performance of your content and ads on Twitter
  • Speaker:
    Sebastian Turner, B2B Revenue Team, Twitter

Many remarketers only customize the initial aspects of a campaign (dynamic ads, ad targeting) for an individual user prior to bringing them to their website to convert. But combining Remarketing plus Site A/B Testing or Site Personalization has the potential to improve your company's success metrics.

You will learn:

  • Case study for A/B Testing in Remarketing
  • Forward looking ideas for Personalization of Remarketing
  • Speaker:
    Erin Heffernan, Paid Search Account Manager, Optimedia US
    Seth Meisel, Remarketing, R&D and New Opportunities, Walgreens

A financial institution drives open rates of 70%, and 21% conversion on their messages! A retail cataloger goes into panic mode if their engagement metric drops below 51%! A B2B company strives for 100% engagement and they sure come close!

What makes their campaigns compelling? What helps them drive phenomenal results? Why is email such an engaging channel for these brands?

Our 60-minute discussion will highlight best practices and lessons learned from industry leaders. Let these innovative, proven, and practical tips should guide your email marketing efforts.

  • Speaker:
    Sundeep Kapur, Digital Strategies, Allied Solutions
10:30-11:00 Refreshment Break
11:00-12:00

The point of engagement through content is coming ever closer to the point of transaction through digital commerce, lead generation, and audience development. This convergence makes the contribution of media to a business much more visible, immediate, and measurable.

Using examples of integrated strategies for paid, earned, and owned media, this session will show you how to get agencies and stakeholders to work together, and how to report, analyze, and optimize marketing efforts across silos.

Takeaways will include:

  • The definition of an integrated earned/owned/paid strategy.
  • Ways to get people in silos to work together around shared goals without actually breaking down silos or randomizing their workflow.
  • Examples of integrated reporting, effective tools, and process flows that address constant optimization.
  • Speaker:
    Paul Kraemer, Director, Strategic Planning, DAC Group

Advertising is all about reaching the right audience, at the right time with the right message to drive a conversion. As display advertising has evolved for marketers, so have the opportunities thanks to "big data" access. Advertisers now have access to huge amounts of audience data for targeting of display ads that includes website activity and analytics data plus offline customer data. Now, display advertisers are using demand-side platforms (DSPs) to reach their audiences across ad exchanges and optimize their campaigns to meet objectives. Many are also adopting data management platforms (DMPs) to better identify, segment, manage, and activate their high-value audiences and provide a holistic view of their key audiences across their business (online and offline) spanning third-party data sources.

Attendees will learn how to:

  • Leverage advanced technology platforms to manage audience data and reach audiences with display ads/content in real-time
  • Implement effective audience targeting to address some display advertising challenges
  • Identify high-value audiences
  • Activate audiences for cross channel marketing, enabling advertisers to deliver a consistent and relevant experience across a display ad, website, and other channels
  • Speaker:
    Pete Kluge, Senior Product Marketing Manager for Advertising Solutions, Adobe
12:00-1:15 Networking Lunch
1:15-2:15

What devices are on your desk right now? Chances are good you have a Smartphone and a laptop, probably even a desktop and a tablet. As a consumer and a marketer, you already know that how you ingest info on one device is different from how you do it on another. Creating and providing a unified, multi-device message, however, is a totally different story.

This session will feature a high level case study and focus on the following:

  • How multiple screens are changing consumer media consumption
  • How you can provide a unified media experience across multiple screens
  • How some brands have been able to execute multi-screen campaigns
  • What the next evolution of multi-screen campaigns may look like
  • Speakers:
    Amanda DeVito, Vice President of Engagement, Butler/Till
    Susie Hume, Director, Digital Marketing, Excellus BlueCross BlueShield

How we respond to digital advertising and online marketing has been changing as marketers have more and more tools to hyper target and communicate with niche audiences. Retailers and e-commerce merchants can now identify, speak, and communicate directly to their audience via digital programming and cultivate an active customer base.

In this session, you'll learn:

  • Trends in programmatic marketing and how you can leverage it for your business
  • An in-depth case study in using digital ads to find specific audiences and communities (City Soles)
  • Tools that can be leveraged to assist you with your online campaigns
  • Measurement tools and benchmark criteria to monitor your performance
  • Speakers:
    Aalap Shah, Founder, SoMe Connect
    Scott Starbucks, Founder, City Soles

The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent - the highest return-on-investment (ROI) of any other direct response channel. Join Jeanne Jennings, Vice President of Global Strategic Services for Alchemy Worx, to learn how organizations are optimizing their email marketing efforts to improve opens, clicks, conversions and ROI.

This fast-paced session will provide real-world examples of inexpensive strategies and tactics you can implement with your own email program. We'll cover:

  • Subject line tips and other tactics to help you generate and maintain above average open rates
  • Content strategies and other ways to motivate more of your subscribers to click
  • Landing page optimization and other cost-effective ways to boost your conversion rates
  • Simple but often overlooked ways to increase the ROI on every email you send

You'll leave with at least a half dozen ideas for things you can test and implement to improve the performance of your own email program.

  • Speaker:
    Jeanne S. Jennings, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc.
2:15-2:30 Session Interval
2:30-3:30

Marketing isn't hard, marketing to the right people, at the right time, and for the right cost is what businesses struggle with. Using an understanding of Embrace Pet Insurance's industry and the consumer behavior surrounding the lifecycle of our potential customers, Embrace was able to develop ongoing strategies and optimizations that helped fill the demand funnel at all levels.

In this session attendees will learn:

  • How Embrace identified channels for marketing expansion
  • What strategies and tactics marketers can use to fill the middle of the funnel and ultimately drive those same users down the funnel further
  • What tactics work for sequencing marketing messaging and campaigns for optimal performance and cost savings
  • Speaker:
    Matthew Aster, Director, Internet Marketing, Embrace Pet Insurance

By strategically navigating the constant changes in social advertising, marketers gain a competitive edge for better connecting with users through greater ad engagement. As social advertising continues to evolve, marketers must stay on top of new developments and leverage those opportunities to expand audience reach and generate a positive return.

In addition to sharing key social advertising tactics, this session will highlight where marketers can get the best return on their ad dollars on each social media platform, including how to:

  • Determine which social ad is most effective based on marketer goals/resources
  • Leverage photos & videos in promoted posts & tweets to boost performance & engagement
  • Utilize audience targeting capabilities to deliver relevant messages to drive engagement
  • Cross promote paid, owned & earned media
  • Set up Conversion Tracking to better track sales & optimize ads
  • Speaker:
    Jay Hawkinson, Senior Vice President, Emerging Products, SIM Partners

What is the attention span of your email? How do you get a consumer to read through 30 lines, and view three different CTA's? How do you make sure that your email is understood? A personalized interactive smart video delivered in less than 90 seconds can make a powerful impact.

Interactive smart video is a new phenomenon that is improving the impact of email marketing. How does interactive smart video work and how can this enhance your email marketing?

Join us for a case study based discussion of a telecom leader, a financial institution and a major retailer. We will highlight content selection, segmentation, campaign analytics, branding, and actual conversion. All laden with tips to set course for your email marketing success!

  • Speaker:
    Sundeep Kapur, Digital Strategies, Allied Solutions
3:30-4:30 Conference Wrap-Up & Wine Down
4:30 End of Conference

Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.