Agenda Day 3
Thursday, April 3, 2014
Navigating today's marketplace requires a brand to have the right strategic and operational support, internally and inside the supporting agency. Choosing an agency used to be all about finding the right folks to execute the transaction -- picking an agency with the right publisher relationships and buying power. But, in today's data driven and tech enabled marketplace, there's more to review. Join our panel of buyers, both brands and agencies, to discuss the essentials and provide tips for making sure all bases are covered:
Marketers have a huge challenge today: how to effectively compete in the world of multi-channel digital advertising. First they need to determine the optimal media mix - taking into consideration both search and display - and what each channel brings to the success of the campaign. They are under pressure to continually adjust and improve digital campaigns to drive better performance and ROI. How can marketers update targets, tactics and budgets in the smartest possible way?
Attendees will learn:
Google has given mobile guidelines and even checklists, but are the things that are best for GoogleBot and GoogleBotMobile really best for you and your business objectives? This presentation will dive into the specific mobile recommendations that Google has given webmasters and add the necessary information, caveats and alternatives to help you make the best decision for your company. This presentation will focus on details that have been left out of Google's mobile guidelines and anticipating how Google will view your mobile site. It will outline the recommendations and highlight when and how to follow or break from Google's official mobile SEO recommendations.
Get answers to important mobile SEO questions like these:
Link building is a core component of SEO. You still need links in order to rank well and drive targeted traffic. This session will cover how links currently influence the algorithms, and will show you how to build links through social media and content generation. It will also address:
The Direct Marketing Association estimates that email marketing returns $28.50 for each dollar spent—the highest ROI of any direct response channel, online or offline. 67% of marketers say that email is integral to their business and the best path to increase marketing ROI, and 57% of marketers plan to increase the number of emails they send in 2014. This session will discuss email's place in the rapidly changing digital ecosystem and show you how to make your own email marketing more effective.
Through case studies and real-life examples, you'll learn:
Is your master data management strategy aligned with your content curation methodology? Have you let marketing processes trump subscriber needs? Is your database empowering you to create amazingly engaging experiences? In this fast-paced closing session, identify the "tipping point" of your own creative and technology operation, don both your white coat and funky socks, and become an artist-scientist marketer.
RTB is a huge opportunity, but also a huge challenge. Already, over a third of digital ads are bought programmatically, and that percentage will rise to nearly 100% in years to come. As marketers embrace RTB, they continue to make mistakes, but there are many opportunities to increase ROI.
In this session, you will learn:
To launch Maybelline New York's Big Eyes Falsies Mascara to a global online audience, ICED Media and Maybelline New York partnered with Interactive Video platform, Rapt Media, and top blogger, The Glamourai's Kelly Framel, to create the world's first Interactive Video optimized for iPhone and Android. This modern approach to "choose your own adventure" is an immersive story through Kelly Framel's aspirational lens.
Amazon.com sold its first book in July of 1995. By 2013, they will sell close to 100 Billion dollars worth of stuff. The company did not start out knowing substantially more than most other businesses, but because it was willing to think ahead, develop data driven technologies and push the boundaries of how best to do business on the web, it is now the largest online retailer, capturing about 30 percent of every e-commerce dollar in the U.S. (and in many other markets as well), as well as a successful B2B vendor and publisher.
Amazon is ten years ahead of the curve and even leads strongly data-centric companies like Walmart. Every business needs to ask itself whether it will adopt the 4 pillars of Amazon.com's business strategies. Amazon's 4 pillars ofsuccess are built on Customer Centricity, Continuous Optimization, a Culture of Innovation and Corporate Agility. If the answer is 'yes,' then right now is the time to act. The nature of the game is changing so fast that waiting out the next ten years, trying to decide how or whether to change will leave many businesses in the dust. They will not be able to compete; they won't even be able to catch up.
When people look for an example of how data centricity benefits business, they usually point first to Amazon as the gold standard of how an online retailer uses data to out-perform many of its competitors. This keynote will make sure you uncover and understand how to use the hidden secrets behind Amazon'ssuccess and make it yours.
The growth and importance of content marketing and the fusion of search, site, and social in 2013 fueled advancement and integration of digital technology and analytical data sets. In 2014 this brings opportunity to scale our integrated digital marketing efforts across paid, owned and earned media.
What do brands and customers see as key areas of digital focus in 2014? Attend this session to find out what trends you need to keep an eye on to stay ahead this year.
Revolutionizing the Customer Journey: How Segmentation Can Drive Advocacy & Acquisition
Businesses have traditionally designed their products and marketing programs around understanding what and how an average customer buys, while expecting better than average results. Better results require businesses to understand who their most valuable customers are, why customers buy from them, and how to differentiate offerings to maximize business results. By combining SEO with segmentation, marketers have the tools and capabilities to drive deeper levels of customer engagement and:
This session will discuss the steps to driving organic awareness, acquisition and advocacy by combining SEO and segmentation.
Paid search is one of the most effective digital marketing strategies. However, as transaction volume increases and competition for keywords grows, paid search is increasingly complex to manage. Automation is the only way to take paid search performance to the next level, especially for large-scale campaigns spanning millions of keywords and/or SKUs. Learn to use the latest automated bidding and real-time campaign management tools to turbocharge your digital advertising results.
This session will cover how to:
For many years now we've been hearing that this is going to be the year of mobile - but have we finally got there? With so many mobile marketing opportunities and channels now available for companies to engage with their customers, the challenge is becoming greater for organizations to optimize their mobile strategies to positively affect their bottom line. This session will address how key brands are delivering extra value to their customers through a streamlined mobile approach. Attendees will learn how to integrate mobile into their overall marketing strategies to significantly boost reach and revenue.
With social media now being an integral part of the disseminating and making news travel further, the "public" in PR are now more relevant than ever. Traditionally "press relations" has been the game, but social has activated the potential for a more intimate conversation between a brand's PR team and its adoring customer-base. Social media and PR are inextricably linked and if your brand doesn't have a digital PR strategy, you're already behind the times. In this session you'll gain cutting edge insight into:
Big Data is creating new partnerships among CIOs, CMOs and the agencies and tech partners that they work with. Ad Tech and new 'Custom Audience' capabilities are intersecting with CRM to create new ways to reach customers across multiple channels and touchpoints. Learn from real data, real case studies and real companies, why custom audience is the most interesting ad tech innovation to come along since forever.
This session will focus on:
In today's marketing world, marketers are awash with metrics - clicks and opens, retweets, trade show attendance - the list goes on. But you can't use those metrics alone to prove your campaign's worth to the c-suite. You have to be fluent in the metrics that matter. The c-suite doesn't care as much about the number of raw prospects you've generated, or even the leads - they care about revenue. This session will explain how you can use the right metrics and analytics to speak confidently about your campaign's direct impact on the bottom line and ultimately 'convince' the c-suite.
This session will cover:
Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and the biggest PPC pain you had was daily budget? This may be a bit too nostalgic, but with all the changes in paid search advertising over the last couple of years, it almost feels that drastic.
Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and you have to stick to it. During this discussion, you will learn:
This session will provide attendees with tangible tactics they will be able to immediately implement on their websites. This will be an energetic session on the new foundation for SEO best practices and how each attendee can make the most out of implementing Schema.org markup to increase their search rankings. Schema.org markup enables search engine bots to read, define and give meaning to specific "things" on the web. Schema.org markup is also the answer for websites to gain visibility in the Knowledge Graph and in Search Engine Result Pages. Attend this session to learn:
Stop focusing on the link and start focusing on the relationship. If you come from a Fortune 500 or a Mom & Pop shop, building relationships and achieving true ownership of your brand can save money and generate organic traffic and conversions. However, there's a right way to build a relationship and a technical way to solve problems via outreach. This session will discuss how to garner better (and more) sources by using LinkedIn, Pinterest, and Twitter, along with some snazzy emailing techniques. It will cover:
This session examines the real life experiences and learnings from B2B company's eBusiness integration process through their enterprise/global web site redesign and launch. It will cover:
|3:15p-4:15p||Conference Wrap-Up & Wine Down|
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.