October 19 th Day 1. 4:30pm 6:00pm Exclusive Roundtable Session. Marketing Strategies: Tackling the Hyperconnected Era

Transcription

1 October 19 th Day 1 4:30pm 6:00pm Exclusive Roundtable Session Marketing Strategies: Tackling the Hyperconnected Era - How brands are increasingly becoming mobile first - Context is the NEW KING - Social media why it s still hot and necessary - Rewarding mobile: trends in audience targeting - How programmatic advertising can strengthen your brand - Traditional marketing vs. the digital world: how to balance both - Listening and engaging with your customer to improve business results - Capturing feedback from all your customers, across every channel - Proving the mobile hype & managing the mobile explosion: a fixture in the modern marketing world - Real-Time Marketing - Video Advertising: further engaging the digital audience - What your website says about your brand - Achieving a seamless cross-channel experience - Revamping your loyalty strategy in order to connect with the next generation consumer - Efficient buys in television the time has come! - Localization how to reach your customer locally - Selling to the customer on their own terms and on their preferred social channel - Real-Time Bidding: Why does it matter? - Preparing your organization to deal effectively with the digital revolution & the changing business environment Digital Transformation Word of Mouth Marketing: how to get consumers talking Consumer Engagement: Unraveling the Consumer Brain - Brand engagement in the mobile world: finding a new mobile model for engagement - Understanding the 5 dimensions of brand experience: sense, feel, think, act and relate - Identifying Key Influencers in a Social World- The importance of building brand ambassadors - Successful content marketing: making it part of the consumer s daily life - Putting the voice of your customer in every decision you make - Brand loyalty and the influence on consumer behavior - Habits of highly experiential brands - Rebalancing the brand experience Video/display advertising: the rapid changes with new technology - Video/display advertising: the rapid changes with new technology - Customer journey mapping - New ways to really engage consumers in-store vs out-of-store - The transformational impact of the connected consumer on marketing practices - Building a mobile app strategy to connect with the next generation - How to Optimize Your Social Channels for Lead Gen - Social Sells Itself- Using social media as a tool to understand the consumer - Geo Targeting/Geo-Fencing - Voice of the Customer and Enterprise Feedback Management - Going Native Analytics & Attribution: How can you manage when you don t measure? - Moving away from big data and closing in on smart data - Bring the two gaps to drive ROI: the gap across screens and the postclick attribution - What next quarter looks like: predictive analytics - Understanding the numbers behind social campaigns and increasing social ROI - How safe is your data? - Measuring customer feedback and satisfaction - How to choose your data management platform - Using data programmatically to reach the right consumer - Solving the Mobile Measurement Mystery - Video Monetization - The Truth about Cross-Channel Attribution in Marketing - How to successfully measure your social media strategy - Enhancing & personalizing across the digital channels - How to still delight & surprise your customers in the era of sensory overload - Harnessing actionable data to improve your marketing - Creating brand value through the right customer touch points - Exploratory and precision research

2 An Evening Affair 6:00pm - 7:00pm Cocktail Reception 7:00pm - 10:00pm Gala Dinner and Opening Keynote Speech 7:00am - 8:00am BREAKFAST AND REGISTRATION 8:10am - 8:50am OPENING KEYNOTE PANEL DISCUSSION Know Thy Customer: The Customer Centric Approach Consumer expectations are constantly on the rise with the incorporation of social media, personalization, video and mobile to name a few. Cutting edge technology has enabled customers to demand faster, improved customer experiences with a higher degree of service. As marketers, we are obliged to focus our marketing to a customer centric approach as we face the difficult task of defending our brand from technology driven shifts. Marketers must mine through the immense data field to pinpoint which consumer touchpoints will proliferate and consider contextual experiences such as consumer behavior, demographics and environment. October 20 th Day 2 Identify the main tools to enhance customer touchpoints and incorporate the incessant evolution of technology in customer experiences. Creating a roadmap. Options that create, deliver and measure customer experiences effectively and in a timely manner. Companies with multi-channel customer insights also have a formula to empower customers as brand advocates. 9:00am - 9:40am SESSION 1: Mobile Intelligence-Your Data on the Move As mobile intelligence comes to a hold an important role in marketer s lives, understanding your customer and creating a strategy becomes crucial. Utilizing the data and strategies effectively to reach their customers on the move will be key to marketer s success. -The Power of the Mobile Powered Customer -Defining your mobile strategy -Real-time Customer Intelligence & Understanding the Value of Your Data -Relevant Data Sources for a deeper Explanation & Understanding of the Customer -Successful Strategies for the new Mobility -Increasing Employee Productivity on the Go & improving Organizational Performance/Effectiveness to Compete More Successfully. -Answer Customer Questions on the Spot

3 9:45am - 10:25am SESSION 2: The Continuous Battle-ROI Accountability Measuring ROI on each marketing activity is critical to proving effectiveness in the competition for scarce company resources. It is also a continuous battle for marketers to tackle and win. This is also backed up by evidence; a recent industry survey showed nearly two-thirds of surveyed CMOs (63%) think ROI will be the chief measure of their value by the end of year. What was also enlightening was that 56% of surveyed CMOs said they feel inadequately prepared to manage ROI. This means the pressure is on to calculate ROI in ways that yield accurate, supportable numbers, particularly when relating to marketing expenditures. With modern CMOs playing an increasing important role in boardrooms the length and breadth of the country, understanding financial and statistical analysis puts them on a level playing field with their equivalents in other departments, as they are using the same measuring stick as everyone else to prove effectiveness. Measuring ROI effectively will help marketers add value to their organizations and attract their fair share of resources, and this workshop will provide an important resource for CMOs to assess key issues such as: Tools and approaches for performance and ROI measurement Talent, resource, and organizational requirements Content channel development and tracking 10:30am - 11:10am SESSION 3: A Loyalty Facelift: Stop Thinking Programs Think Experience! Modern day Loyalty programs began in the 1980 s. Since then, competition has grown, attaining & retaining has been more challenging than ever, and customers are demanding more. People now need to truly be recognized and not just rewarded. -Tie the reward to your brand in the right way. -How to emotionally hook your customers with personalization -How to retain enough value to keep your customers coming back -VIP Status, Tiered Systems, non-monetary programs, gamification, competition, prizes What Works? -Partnering-Can coalition programs work for you? -Sephora, Amex, CVS.keeping the romance heavy in the loyalty game. What are they doing right and how are they doing it? 11:15am - 11:55am SESSION 4: Distinctive Digital Intelligence: Strategies for Success The marketing landscape continues to change and develop at a rapid rate, accommodating new touchpoints, increasingly sophisticated consumers, and highly coordinated multichannel customer experiences. And as the remit of marketing expands, so too must that of marketing analytics. Traditional approaches to analytics were not designed to deal with the breadth of channels, devices, volume, and speed that fuel today's digital interaction. This updated approach to marketing analytics has become commonly known as "digital intelligence", and defined as: "The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies" Although on the surface using data to improve marketing' sounds simple, the reality is far from it. With today's proliferation of digital channels, fueled by increasing mobile accessibility and social networks, holistic "digital intelligence" marketing analytics is much more complicated than it was even a few years ago. What digital intelligence enables is a unified view - the integration of data from multiple sources and multiple channels, centered around the individual, such that you can present the most relevant offers, messaging and timing - regardless of which channel the customer is experiencing at the moment. This panel discussion will examine how participants can begin to harness digital intelligence, using case studies, to optimize marketing and general business strategies.

4 12:00pm 12:45pm KEYNOTE PANEL DISCUSSION Like me, Tweet me, Follow me-can you Determine the value? These social points are certainly important-much of social media, content marketing ROI, and inbound marketing is focused on customer retention and lifetime value. But how can you really determine the value of a like on Facebook or a +1 on Google? Help marketers understand the true impact of social and how it can strengthen relationships between the brand and customers. Optimize your marketing strategies Cohort Analysis is where difficult to measure marketing strategies really start to shine. It enables marketers to analyze groups of customers across a variety of "like" traits like when they joined and where they came from Advanced attribution models, like Agent-Based Modeling (ABM), are the best ways to predict how social media efforts might drive offline user activity that meets business objectives like increasing sales or decreasing call center volume. 12:55pm 1:50pm LUNCH & NETWORKING 1:55pm - 2:35pm SESSION 5: Freshen Up- A Talk On the Art of Rebranding Updating a tired brand in a faced paced, consumer driven markets constantly challenge marketers to maintain a strong brand image. There are also as many causes to rebrand a company as there are ways to do it.. Market shifts are so strong at times that they require us to go down the one way street of rebranding. Some brands have done so with tremendous success, but others have faced large barriers and have failed to do so effectively. This workshop focuses on developing and leveraging brands for products, services, brands, categories or companies through addressing customer needs. Measure the effectiveness of a brand and its position in the market Establish effective branding that sustains value in the future Successfully launch new or re-defined products and services into the ever changing marketplace 2:40pm 3:20pm SESSION 6: We have a new ruler! Why is Context now KING? In this new marketing world, content is no longer king. It still is critical but the consumer of this generation wants and expects a brand to understand them and who they are along with what they like.where & why they are engaging. There are new ideas and guidelines that marketers need to adhere to in order to stay on the top. -How to understand your customer & truly customize your approach. Who they are what they like where they have been. -Brand touchpoints & demographics: Analyzing this provides the necessary context to effectively communicate with a consumer. Effectively align previous interactions and help guide the customer journey. -Geo-fencing: Channels the consumer encounters your brand-mobile Phones, tablets, social media:..how to tailor material for your customer in the appropriate location & what to look for.

5 3:25pm 4:05pm SESSION 7: Consumer Behavior- Because Knowing How They Buy is Always Key In a time where the consumer is the main driven of brands and companies, understanding their buying behavior is as important for any business professional or entity as selling your product or service. But why do we need to continue to learn more about it? The simple answer is that in stagnant economic conditions with an ever-evolving market, we can no longer take the customer for granted. Highlight the key topics in contemporary consumer and professional buying behavior Explore the latest trends and discuss future potential opportunities and pitfalls Assess case studies of recent successful strategies 4:10pm 4:50 pm Session 8: Building an Omnichannel Marketing Scorecard The complexity of modern marketing and overabundance of tactical metrics leaves many marketers exasperated by an inability to demonstrate marketing s contribution to the business. The marketing scorecard is a strategic planning and management tool especially designed to solve that problem. Based on the balanced scorecard system originated by Robert Kaplan and David Norton of the Harvard Business School, marketing scorecards organize data from disparate teams and systems into a framework that tells a story of marketing effectiveness. But scorecard design is paramount it s the stage on which your marketing story is told. Join us for a rare peek at the inner workings of omnichannel marketing scorecard design and use, then roll up your sleeves and start creating one for your organization. Cover scorecard structuring options, including the Buyer s Journey, and talk through pros and cons of each Review omnichannel marketing performance measures what metrics matter in this new omnichannel marketing world and the unique power of ratios. Roll up our sleeves and start designing an omnichannel marketing performance scorecard for your team. You ll go home with a draft scorecard created on site, plus completed sample scorecards for inspiration and blank 4:55pm 5:35pm SESSION 9: VOC- The Must Have Strategy You Need VOC can be seen many times as disjointed and fragmented. Speech analytics, web analytics, social media monitoring, etc. It is becoming a significant strategic investment and increasing each year. Yet VOC remains an immature market and a lot of money could possibly be wasted in the next few years. However, this is looked at as a crucial strategy for businesses moving forward. -Focus on understanding customers by listening -Listening, a strategy to market, support, & sell differently. An Evening Affair 6:45pm - 7:30pm Wine & Cheese Tasting, Cocktails & Networking 7:30pm - 10:00pm Gala Dinner

6 October 21 st Day 3 7:00am - 8:00am BREAKFAST 8:10am - 8:50am SESSION 10: Real Time Marketing is the Right Time for Marketing The concept of the marketing campaign has been with us almost as long as advertising itself. However, with rapidly evolving technology and changing customer behaviors, the notion of the rigidly structured campaign is starting to creak. Campaigns usually have a short life span, and are not triggered by real-time actions or data, which can put the marketing decision-makers at a disadvantage in today's competitive environment. We have seen more marketing executives leverage the power of real-time communications. Consumers can instantly engage with brands on their websites, discuss them via social media, and follow breaking news in the markets they are interested. The opportunities to grow are clear, but the old model of marketing is built on a structured timeline and after decades of campaigns planned way in advance, it's difficult for marketers to change to a mindset based on speed. This session will show how organizations are utilizing more real-time events and triggers that are based on inbound marketing activity, not push marketing or outbound campaigns. Assess the current state of real time marketing Examine what top industry executives are doing to implement real time marketing Discover how to use real time effectively to grow your business 8:55am 9:35am SESSION 11: Behavioral Psychology-NO More Mind Games Steve Jobs famously said people don t know what they want until you show it to them. For most companies, consumer psychology is less of a guessing game and behavioral psychology helps explain why we behave the way we do. But can it be used to inform Inbound Marketing decisions? Consumer behavior as a psychology of marketing Market research is a method often needed to ensure that we produce what customers really want and not what we think they want. Business and marketing becomes way more predictable and more compassionate when businesses labor to understand their own customers psychology 9:40am 10:25am Part 2- Roundtable Catch-Up

7 10:30am - 11:10am SESSION 12: Brand Development through Identity Awareness Standing out from the crowd is a challenge for any company in today's hyper-competitive climate. With the rising number of competing voices on TV, the internet, magazines and radio, and the lessening impact this has on consumers, it has become vital for companies to increase the influence of their brand in the marketplace. The brand of a company is who you - and more importantly who your customers - think you are. This should shine through and be consistently applied, whether through online, in print or face-to-face, and help leverage the channels and platforms that will help your brand develop meaningful relationships with your customers. Consumers now expect brands to add value and bring something new to the table. This workshop will look at ways to figure out the identity of your brand through consumer insights, market research and analytics, then build and manage a connected brand consistently across channels. 11:15am-11:55am KEYNOTE PANEL DISCUSSION SESSION 13: WOMM-Unleash the Power of Word of Mouth What could be considered the original form of social media, Word Of Mouth Marketing can help brands create huge growth. Getting to know the why s and how s of WOMM Marketing is more important than ever, especially how to create the brand experiences worthy enough to pass from person-to-person. Learning how to plan and execute Word of Mouth Marketing program will enable you to successfully execute what has been identified the most valuable form of marketing, the one that consumers trust above all. -How to active your army of raving fans and happy customers -Successful planning and execution of WOMM programs -Forgetting about the 4 P s and focusing on the three E s : Engage, Equip, Empower 12:00pm 1:00pm LUNCH & NETWORKING 1:05pm-1:45pm SESSION 14: Multi-Channel vs. Cross-Channel -Multichannel or cross-channel - is there a difference and will it matter to the success of your marketing efforts? -Customers like to use all channels as soon as they are available. Having a wide range of channels available saves money, reduces risks, reducing efforts, saving time, obtaining further information -It s time to approach your marketing with a sense of purpose and urgency, if you want to succeed as a multichannel retailer -(how to) Providing a seamless cross-channel customer experience -Cross-channel marketing is on the minds of many, 80 percent of marketers worldwide reported they'll run cross-channel marketing campaigns in Cross-channel right by determining what you want to communicate; using and collecting customer data, integrating platforms and services

8 1:50pm-2:30pm SESSION 15: Driving Business through Actionable Metrics In today's volatile, rapidly-moving business environment, marketers need to be able to not only gather input about prospects and customers, but to translate this into useable data that gives information upon which to act and modify marketing at every step of the purchase process. This means integrating existing social media, content marketing, and mobile metrics. This workshop will look to determine which metrics are most important to driving your business, and make sure that you're collecting the appropriate data from which to develop these measures. 2:35pm-3:15pm Wrap Up Session Farewell Ceremony