Agenda Day 1
Tuesday, April 1, 2014
Keeping up with the latest trends and terminology in the digital marketing industry is hard enough even for seasoned veterans. But what about if you're just coming into all of this new? Do you know your SEO from your PPC? Is your email marketing working better for you than retargeting and how would you find out anyway? And what the heck is attribution modelling? Don't be afraid, in this session you'll get your jargon and your acronyms all lined up, explained and making sense before you immerse yourself into the conference. Published author, leading practitioner and sought-after speaker, Lauren Vaccarello, will get you right up to speed in this audience friendly, easy-to-get-your-head-around crash course. Informative, fun and the fastest way to get you sounding like a true digerati!
In today's digital age, brands need to re-think how they're marketing to consumers. Randi Zuckerberg dives into the top 10 trends in tech and new media that are influencing the minds and behaviors of modern consumers and provides insights for businesses to engage, convert, and delight loyal consumers.
|10:00a-10:30a||Grand Opening of the Exhibit Area (Open 10:00a-6:30p)|
Even though there have been technical solutions that provide attribution modeling for several years now, the majority of digital marketers have not yet figured out how to integrate this data into their digital strategies. It's easy to find interested trends, but it is very difficult to extract actionable data. This session will provide tips and processes to move your attributions data from interesting to actionable.
It will cover:
To have a successful paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score. Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition. This session will cover all of this and more.
Traditional keyword research and social media conversation mining techniques often overlook a mountain of untapped opportunities. This session will focus on how to effectively mine and interpret search and social media data to understand the voice of the consumer and identify missed content opportunities. We will dig into this tested process to identify content opportunities that will help you capture leads and closes sales quicker.
Content marketing has become a buzzword, with Google pushing marketers to create compelling content in order to be found. However, marketers are quickly realizing that producing content is a long-term process in which they are rewarded for quality. In addition, marketing efforts need to be predictable and repeatable.
This session will offer tips for creating a content strategy, developing and producing winning content, and achieving client buy-in. You will learn how to:
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:
Today, search engine marketers can connect with consumers in millions of moments, 24-hours a day. The sheer volume of opportunity can be overwhelming. In this world of constant connectivity, which moments matter most to your customers and which moments matter most to your business? We've had the fortune of working with some of the best marketers in the world who are tackling this question. In this session, we'll share best practices for maximizing the value of search by managing your bids, budgets, and measurement for the constantly connected world.
With so many agencies to choose from, selecting the right one to meet your business objectives can be a daunting prospect. It is crucial to find an agency that has the right resources and tools to make that key difference to your marketing campaigns and ultimately your bottom line.
This session will focus on:
An increasing proportion of the online display ad spend is running through behavioral (user-centric), as opposed to themed (publisher-centric), channels. While popular debate centers around such advertising being 'creepy,' if done right, it reduces online clutter, ups the relevancy quotient for users, and improves advertiser ROI. These channels and technologies are undergoing rapid change. In remarketing alone, we need to come to terms with:
Big Data also allows us to address new behavioral audiences with increasing precision. Vendors provide an array of pricing options: CPC, CPA, etc. - what's the most appropriate to your needs? Our expert panelists bring you up to speed.
Local search marketing has evolved to the point that in order for brands to achieve maximum exposure in online search results, they must employ a sound local SEO strategy among their owned assets that complements existing business place pages within the search engines themselves. So how does a brand with multiple locations create a localized consumer experience for each one while driving increases in both online and store traffic? This session will provide attendees ideas and tactics around how to build a consistent local SEO strategy by using local landing pages, localized content, and local social media best practices for increased consumer engagement and conversion.
There are over 1,000 companies in tech marketing today. Regardless of their size, these companies rely heavily on social media to grow their business. Yet B2B is a misnomer, because some marketers think that they are tied to specific tactics when it comes to using social media. Changes in the B2B landscape, on both the marketing and platform sides, have made social effectiveness different from what it was even a year ago.
This session will present:
Today's consumers are constantly connected, using multiple devices throughout the day. This shift in consumer behavior is a huge opportunity for marketers, but many marketers struggle to successfully capture and convert mobile consumers. In this session, we'll discuss how you can connect with mobile consumers and design consumer experiences that delight and are tailored to their on-the-go, one-handed needs.
Speak with a panel of experts on key enterprise challenges including:
Social advertising campaigns are no longer just about having the best content, but also about having the best placement and getting a positive return from Facebook advertising efforts.
According to Adobe's 2013 Social Media Intelligence Report, Facebook is becoming increasingly attractive to brand marketers: ad click volume is up by 29% year over year, ad impressions by 85%, and cost per thousand ad impressions by 120%. By incorporating social advertising into your paid media mix, you can create opportunities to reach and engage with customers, broaden brand awareness, and encourage direct response.
This session will explore themes, trends, and content strategies for social advertising. You will learn how to:
Becoming a SEO "mechanic" means truly understanding how to analyze Organic data to perceive inefficiencies and problems in your SEO campaign. Beyond the assessment phase, you need to know how to quickly utilize the appropriate tools to discover what caused the Organic exposure breakdown and what is needed to get your online visibility up and running again.
Whether an issue arises from indexation, crawling inefficiencies, design issues, or over-optimization, you need to possess a diagnostic mindset to fix your SEO problems. Attend this session to learn:
Social marketing is constantly evolving, and the latest trend of visual marketing is transforming the way businesses market online. A picture may say a thousand words but imagine what you could say with 40 frames of video per second. As email marketing and whitepapers become marketing tactics of the past, companies need a new way to connect with customers and keep them engaged. Creative, compelling visual storytelling is a key component of building brand advocacy, loyalty and engagement and there are stories everywhere if you just know where to look.
This presentation will show you how to get results by harnessing the power of visuals. Attend this session to learn:
Your landing experience from search is more than just a single landing page. Getting the best results requires a persuasive conversion optimization system that continuously improves all of your prospect touchpoints.
Find out how to get dramatic lift in your conversion rates and profit. Learn how to analyze your web pages, create a persuasive value proposition, test what counts, and gain powerful customer insights. You will discover:
Finding and engaging both new and existing customers has long been a challenge for advertisers. To convert customers who have shown interest and who truly care, advertisers have to connect with qualified consumers, understanding their wants and needs. Data is the key to achieving these goals. Join our discussion of the advancements in audience data and signals, and learn how Google's powerful technology and algorithms can connect you with your ideal audience at scale, delivering highly relevant offers and messages.
|3:00p-3:30p||Refreshment Break in the Exhibit Area|
The Analytics Swiss Army Knife: How to Mix and Match Tools to Home in on Consumer Intent
Consumers' buying journeys are more fragmented than ever before. Multiple devices, mediums and options to research and purchase make standard analytics approaches less predictable and reliable than in the past.
You need an Analytics Swiss Army Knife, a strategy that entails multiple analytics tools leveraged at the right time to produce better consumer insights than ever before. In this session you'll learn:
The Rise of Native Advertising: Connecting Brands & Consumers with Effective Content Distribution
What are the best practices for combining the right mix of content, targeting and creative for a successful native advertising campaign? Beyond the roles of personalization and targeting, this session will explore how marketers can enhance the user experience across devices and derive greater value from a native ad campaign.
Attend this session to learn:
YouTube offers a mobile video app called YouTube Capture. Facebook has introduced a way to share 15-second videos on Instagram. Vine, the mobile service from Twitter, creates 6-second looping videos. Success with microvideos requires the same elements as any good desktop-content program: good content, social marketing, community management, and outreach/PR.
This session will describe each component, discuss common mistakes, cite case studies, and provide best practices. You will learn:
As the WWW we toil in and on nears it's 20th birthday, it remains abundantly clear that nothing is so certain as change. Hummingbirds, bots that learn, and voice-controlled mobility have changed the way search works in a truly Darwinian way: complacency is fatal. While long-time keyword jocks howl in protest about 'encrypted search', savvy marketers will embrace bold and effective new methods – just like we always have. Good news: some don't even cost much.
Search and social metrics (and strategies to accomplish them) depend heavily on the tools used. This session will explore basic metrics, segmentation of these metrics, correlation to business objectives, and how these elements relate to attribution.
In this session, you will learn:
As users discover, download, and use your apps, understanding your customers and what they're doing is incredibly important and has a direct impact on monetization. Leveraging smart analytics and analyzing key metrics can drive future monetization and new app discovery efforts, empowering you to become a smarter and more effective app developer or marketer. In short, your ability to drive maximum value from your app only starts after the download.
This roundtable forum provides an opportunity to learn, network, and share information with peers and leading industry specialists. Roundtable discussions focus on various topics and each feature two experts. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session. Continue the discussion afterward over a few drinks at the Networking Cocktail Reception. Topics include:
1. Web Analytics Tools & Metrics
2. Analytics & Segmentation
3. Big Data & Marketing
4. Conversion Rate Optimization
5. Paid Search Tactics
6. SEO Tools & Technology
7. International SEM
8. Keyword Research
9. Inbound Marketing Tactics
10. Creative Content Strategy
11. Video Optimization
12. B2B Social Media
13. Multi-Channel Attribution Modeling
14. Competitive Analysis
15. Location Based Marketing
16. Mobile Marketing
17. Email Marketing Optimization
19. Display Advertising
20. Penguin & Panda
21. Influencer Marketing
22. Business Intelligence for Search
|5:30p-6:30p||Networking Cocktail Reception|
|9:30p-late||ClickZ Live Launch Party|
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.