Agenda Day 1
Tuesday, August 12, 2014
The word "hacker" sounds negative, but not all hackers are bad. Instead, hackers and hack-thinking are the source of a monumental, positive shift in business, startups and culture all over the world. Hackers create immense value by breaking things, whether it's breaking from tradition, process, or simply "the way we've always done things." A new hacking economy - or "hackonomy"- is spreading quickly across industries, from software to hardware, aviation to space exploration. Hacking is even changing less obvious parts of human life, like dating. And, of course, the hackonomy has a huge impact on marketing.
In this presentation, Mondelēz Vice President of Global Media and Consumer Engagement Bonin Bough will explore how marketing, media, advertising and organizational cultures are all changing because of the hackonomy.
|10:00-10:30||Morning Coffee Break in the Sponsor Area|
In an age of information overload, standing out requires huge budgets and resources. But what if you could hack your way to the spotlight by helping everybody win?
Learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand. Through best practices and examples you will learn:
Details to follow.
Today's consumers seldom move smoothly along the purchase funnel. Instead of a process, it's more of a journey. In this session, learn strategies for using attribution models from DoubleClick Search, DoubleClick Campaign Manager or other Google products to better understand your how your advertising investments turn into conversions.
With today's digital innovations and technology advancements, big data can now be utilised to unlock hyper-local, hyper-targeted marketing opportunities across mobile platforms. Weather is the most primal, universal factor in consumer decision-making, and the combination of weather data and sales data can help advertisers deliver highly targeted messaging, based on real-time weather conditions, relevant to each individual.
Details to follow.
Big events and seasonal surges provide sea changes in traffic levels for those ahead of the curve. What if you could win big with your team plus a little preparatory analysis? Learn to ride the wave of popularity and wrangle big events to harvest SEO and traffic like big brand media does, again and again. Peek at the processes and pointers to learn:
Consumers today are shopping anywhere, anytime and across all devices. Retailers have an opportunity to connect with these consumers and promote their products online. In this session, we'll share best practices on how to effectively win the digital shelf with an optimized data feed and a Shopping campaign, the new campaign type for Product Listing Ads.
Critical parts of a user's journey in AdWords are almost taken for granted at times. With so many new features being released to improve AdWords, it's easy to overlook your keywords or your ads. However, they're the foundation of your account and the ultimate deciding factor of account success (which isn't always reflected in your Quality Scores). After working extensively with the people that built and maintain AdWords, the Best Practices marketing team will be presenting Google's point of view about what truly makes for a healthy account.
Presenting for the first time based on landmark quantitative real-world research from some of the biggest brands, Greg will reveal the true impact mobile has on the marketing mix. We all know mobile matters, but why haven't marketers shifted their spend more quickly? Find out what only a handful of major brands know, optimize your level of mobile spend and hear what can drive mobile effectiveness 3x or more!
Come along to this session for a deep dive into common problems between marketing and sales along with actionable solutions, including:
The world of paid search is in a constant state of change. It's not just enough to keep up with daily account optimizations. Part of your PPC strategy requires you to research and understand new Adwords functions, and if they make sense to incorporate into your strategy mix. In this presentation, learn about essential Adwords features and how to incorporate them effectively in your accounts. This session will also explore other topic areas such as Google Display Network, remarketing, and mobile. Not only will you have in-depth knowledge of these functions, but know when to apply them.
Consumers increasingly rely on the mobile web to research and make purchases, which makes it more important than ever for companies to have an effective mobile presence. How can you best connect with mobile consumers? And what makes for a good mobile site? To answer these questions, Elizabeth Burkholder, Product Marketing Manager for Performance Ads Marketing, will present new research and mobile site design best practices from Google & AnswerLab.
|3:50-4:20||Afternoon Coffee Break|
According to Search Engine Journal, 93 percent of online experiences begin with a search engine. No longer is having a strong web presence enough. Complementing your website with strategic SEO, SEM and retargeting practices is the future of digital advertising. To stay competitive in today's digital marketplace, businesses must develop and implement comprehensive and thoughtful campaigns, including the use of digital marketing and advertising practices to capture consumers where they are and in real-time. During the presentation attendees will learn how to create an effective, strategic campaign to optimize their use of SEO and SEM, and gain brand awareness across their digital properties by tapping into consumers' interests and purchasing habits.
Key takeaways attendees will gain from this session include:
Big data has changed the way that marketers reach and engage their target audiences online. Just as importantly, data can be used to segment and reveal the unique needs and interests of prospects to enable smarter, more effective marketing.
Learn how data, display and social advertising can be used to:
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.
|6:30||End of Day One|
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.