Day 1 – Monday, September 30, 2013
|7:30am – 8:30am||Registration and Breakfast|
|8:30am – 8:40am||Welcome & Opening Remarks|
|8:40am – 9:20am||Men Lie, Women Lie, Numbers Don’t
Marketing used to be very easy, set it high and let it fly. Three networks, but only a few TV shows that could reach the majority of your audience. Today, marketers are faced with thousands of options to reach their consumer. The importance of data and how it reaches and optimizes your target audience should be the top priority when developing marketing plans. While most marketers are being asked to do more with less, the reliance on using data to tell a story is important and vital. Hear how Hasbro makes data as fun as the brands it produces.
|9:20am – 10:00am||Winning in Mobile in a Multi-Screen World
We live in a multi-screen world where people are constantly connected throughout the day, and switching between devices is commonplace. In fact, according to to a recent Google study, 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV. During this keynote, Tim Reis, Head of Mobile and Social Americas at Google, will discuss this new multi-screen reality, how we used these devices together and what that means for the way that businesses connect with consumers.
|10:00am – 10:40am||“Device Checks” to “Pullbacks”: Decoding the Multi-Screener for Advertisers
There has been much research to-date reporting statistics around the growing number of TV viewers who are “multi-screening” (i.e., using multiple devices at the same time while watching TV), but very little understanding of what this means practically for marketers trying to communicate their message to what appears to be an increasingly distracted consumer. Research from Bravo and Latitude will address that lacking information, with a focus on how brand advertisers can optimize messaging in an environment where the majority of TV viewers are now making use of more than one platform at the same time.
We will provide insights that show how brands can in fact leverage other screens to bust commercial-skipping and ad effectiveness shortfalls, tactics to re-engage TV viewers who may have shifted attention to a screen-based distraction, and how to most successfully build connections and impact with consumers as they migrate from platform to platform.
Brand new study results will also be released around “Participation TV” – real-time experiences where consumers interact with content and advertisements thru second screens as they unfold live on television.
|10:40am -11:10am||Exhibits & Morning Coffee Break|
|11:10am – 11:50am||Citi’s Multi-Channel, Multi-Screen, Multi-Product Approach to Digital Acquisition|
Consumers place high expectations on the companies they trust with their financial information, PII, etc. to protect their data & privacy. Consumers also expect regulated companies like banks to engage with them as well as their favorite CPG or lifestyle brands. Come join the discussion of how Citi approaches the Digital Marketing landscape to acquire new business in the ever changing world of on-line, off-line, multi-screen, multi-channel advertising across consumer financial services products like credit cards, bank accounts, mortgages, etc. & you’ll hear why it won’t be long before you start to like your bank again… hopefully.
|11:50am – 12:30pm||
Chaos, Context and Content – New Customer Centric Systems Of Engagement
A recent study showed that half of all enterprise marketers felt unprepared to handle new trends in digital experience technology. That same study also found that half felt like they didn’t have the right people on board. Then how is it that, again the same study, found that “70% felt these changes would positively impact the organization?”
We’re all sure creating contextual customer-centric digital experiences is a good idea. We just have no idea how we’re going to do it.
Let’s spend our time together exploring the real issues behind creating new systems of engagement. Learn from actual examples of companies that are putting customers and content first, and successfully delivering on the early promises of contextual experiences. Let’s discuss how we can embrace the chaos, face the change and deliver context for business value.
|12:30pm – 1:30pm||Lunch in Exhibit Hall|
|1:30pm – 2:10pm||
“Me” Marketing: Get Ready for the Promise of Real-Time, Context-Aware
Promotions in Consumer Goods
A future is coming where grocery shoppers will get personalized, real-time offers while they are in store, powered by what Gartner calls Context-Aware Computing. In this session, Gartner will lay out the ecosystem for this future, the associated benefits and risks, and what you can do to get ready for it.
|2:10 – 2:30pm||
CPE (m) Understanding the Value of Mobile Advertising for Brands
Attend and learn how the cost of mobile advertising outperforms most traditional digital channels. And how a new metric, Cost Per Engagement on mobile, shows the persistent and pervasive engagement power of mobile apps to build your brand, based on research from Fiksu labs.
This session will cover:
|2:30 – 3:10pm||
The Future of Storytelling
Content creators are racing to understand how their audiences are—and want to be—using multiple platforms to follow stories in ways that enhance content experiences and deepen engagement. And, as the Web has become increasingly real-time and interactive, so have audiences’ expectations about how participatory both content and advertising should be: from Shazam-ing a TV show to unlock bonus content, to voting on the outcome of a book or TV series, to funding a graphic novel on Kickstarter. But what’s next?
Latitude Research conducted an international, multi-phase study over the course of 2012 – 2013 to answer this question, uncovering key audience targets, unmet needs, and opportunities for the future of second screen and transmedia storytelling. What do different audiences desire, and how can tomorrow’s storytellers deliver?
This presentation will address the following questions:
|3:10pm – 3:30pm||Exhibits & Afternoon Refreshment Break|
|3:30pm – 4:10pm||Domino’s Digital Dominance
The explosion of mobile device use is transforming digital commerce, even as digital commerce continues to transform traditional businesses. With more than one-third of its business now coming via digital channels, Domino’s is fully focused on delivering unmatched digital ordering experiences. Learn why mobile really matters to this pizza company and how Domino’s is taking advantage of multi-screen experiences to deliver real customer value.
|4:10pm – 4:50pm||How the Brain Perceives Context
Is it working? Which half of my ad spend am I wasting?—no matter how trite they might seem, how many times we’ve heard them, these questions keep being asked because they’re based on question of effectiveness is one of the oldest and most difficult that marketers confront. Why do I remember that Super Bowl Chimpanzee but not what he was selling me? It’s made even more difficult by the fact that knowing whether something is working often only creates another, even more difficult problem—why is it (or isn’t it) working?
These problems can be even more difficult when it comes to context. Because the effects can be difficult to consciously articulate, determining the true value of contextual placement—especially the difference between two contextual placements—can be a challenge. But a good understanding of context can be invaluable.
This session examines how neuromarketing helps answer these questions and others both online and offline. By using passive, granular measurements of the audience’s brain response, neuromarketing—and specifically Neuro-Insight’s unique, patented and independently validated technology—can give unparalleled insights into media and advertiser effectiveness, and into contextual effects—helping to optimize media, evaluate contextual value, and build 360 degree strategies.
And, since no method can be proven without results, see results from a major recent study comparing online content and adbreak effectiveness.
|4:50pm – 5:30pm||Why Context Is King: Evolving Beyond Personalization
Today’s customers are connected in more places, on more devices, and for more time than ever. This unprecedented access to information can increase the frequency of interactions and deepen engagement throughout the customer journey. But getting this right requires that firms unify the experience for their customers by meeting specific needs that are defined by who the customer is, what they’ve done in the past, and what they’re doing at the moment. In this session, find out how Forrester defines “contextualization”, how firms are tackling the issue, and why they must aggregate the vast amount of data about their customers to deliver the right content to the right user at the right time and on the right device.
|5:30pm – 7:00pm||Networking Reception
Day 2 – Tuesday, October 1, 2013
|8:00am – 9:00am||Registration and Breakfast|
|9:00am – 9:10am||Welcome & Opening Remarks|
|9:10am – 9:50am||Connecting with a Nation of Live Music Fans
Music is an inherently social and on-the-go experience. Fans can take thousands of songs with them on a range of their devices. For Live Nation, the world’s largest live entertainment company, connecting with this impassioned group across all platforms, including emerging and social media, is crucial to fostering the connection between fan and artist. While Live Nation has one of the largest databases in the world, the company recognized e-mail communications about live events were simply not enough to reach their audience in this multi-dimensional world; they needed a two-way dialogue. In this presentation, hear from Live Nation President Russell Wallach on how Live Nation completely overhauled its website from an e-commerce model to a consumer-facing geo-fenced social hub of music that connects music fans to one another, artists, and ultimately, brands.
Live Nation Network
|9:50am – 10:30am||Workshop: How to Leverage Context Awareness in Your Marketing Approach|
A future is coming where grocery shoppers will get personalized, real-time offers while they are in store, powered by Context-Aware Computing and what Gartner calls The Nexus of Forces – the convergence of social, mobile, information and cloud. In this workshop, participants will use Gartner’s Me Marketing framework and technology ecosystem to help them identify opportunities to leverage technology and introduce more context awareness into their marketing approach, regardless of industry.
|10:30am – 11:00am||Exhibits & Morning Coffee Break|
|11:00am – 11:40am||
Effective Consumer Engagement Through Use of the Mobile Channel
Whether for business or simply for pleasure, mobile has had a major impact on air travel. More and more companies today are using this channel for services, commerce, and marketing. And with the ever changing landscape of innovation and technology, they are now more than ever embracing these capabilities as well as extending their brand through these channels.
Session topics include:
|11:40am – 12:20pm||The Evolution of Loyalty in Modern Marketing
Loyalty Marketing is seeing a renaissance in today’s multi-channel digital world. As programs evolve beyond strictly transaction-based points-collection and veiled discounting mechanisms, technology enables us to track and reward many forms of engagement across multiple touch points, including social engagement, product reviews, peer referrals, etc. Layer in the growing popularity of location-based networks and in-store RFID technology and you’re able to incorporate real-time targeted offers that can be accessed in contextually appropriate moments, via smartphone or tablet. Consumer-volunteered data allows for an enhanced consumer experience that heightens the emotional connection to a brand, while simultaneously increasing basket-size, purchase frequency and word of mouth endorsement and advocacy.
President and CEO
Maritz Loyalty Marketing
Vice President, Creative & Strategy
Maritz Loyalty Marketing
|12:20pm – 1:40pm||Lunch in Exhibit Hall|
|1:40pm – 2:20pm||The Future of Video: Connecting with Consumers in the Participation Age
Engagement. For many, the word has become a cliche. It’s time to take it back. Whether you’re trying to win the White House or the shelf wars, engagement is critical. Action doesn’t happen without it. Our digitally mediated lives are changing how we interact with each other and how brands engage consumers. At Google, we’re interested in the “how” of engagement. We’ve interviewed industry visionaries, the world’s biggest brands, content creators on the cutting edge, and researchers who are codifying our experiences. We’re aggregating all our beliefs and learnings to understand how to connect with consumers in the age of participation.
|2:20pm – 3:00pm||
Content Marketing Art and Science
Heisenberg’s Uncertainty Principle teaches us that we can’t possibly know both the exact location and the exact velocity of an object. People operate on the same level… which means marketers rarely know both where their audience is going and how fast they’ll get there. Understanding consumer context — the science — will improve your aim and better connect your message with your target audience. Making a connection via content based on that understanding? That’s the art. In this session, we’ll look at some case studies of how science and art came together for success.
Vice President, Strategy & Creative
|3:00pm – 3:30pm||Exhibits & Afternoon Refreshment Break|
|3:30pm – 4:10pm||“Our Digital Daily Habits” when great data meets beautiful design
Everyday smart device users do a few tasks repeatedly day after day. Check the weather, look up stock quotes, read the latest news, get sports scores, watch video… Yahoo Mobile & Emerging Products team are building these apps with surprising and delightful design. This presentation will explore the process for developing and course correcting these compelling yet simple daily experiences. From user centric design to integrated native advertising.
|4:10pm – 4:50pm||Turning Cross-Screen Challenges into Powerful Customer Engagement Opportunities
As marketers adapt to today’s mobile-driven, multi-screening population, they’ll have to contend with the critical challenges associated with giving their customers the right experience at the right time and place. Using real world examples from 1-800-Flowers.com and other leading brands, this session examines how the core principles of ‘hacking” — including quickly releasing and learning from smaller iterations, focusing on continuous testing and improvement of the core experience, and fostering an open and meritocratic team culture — can help marketers turn their biggest cross-platform marketing challenges into powerful new customer engagement opportunities.
Day 3 – Wednesday, October 2, 2013
|8:00am – 9:00am||Registration and Breakfast|
|9:00am – 9:10am||Welcome & Opening Remarks
|9:10am – 9:50am||Reimagining Customer Interaction in the Age of Instant, Anywhere Access
Mobile is changing everything: How merchants interact with customers, what customers expect from merchants, etc. We need to go back to the way we think about almost everything in customer interaction and re-imagine it with instant access anywhere, with complex event processing using real-time data. Attend and hear how Discover is tackling these challenges with innovative approaches to thought leadership and discovery in operations management, marketing strategies, risk management, and user experience.
Director of Mobile
Discover Financial Services
|9:50am – 10:30am||Marketing Across Screens: Engaging the New Cross-Platform Consumer
Session description is coming soon!
SVP of Client Insights
|10:30am – 11:00am||Morning Coffee Break|
|11:00am – 11:40am||State of the Media Democracy
Device and technology trends yields clues and provides critical insights to help companies make smart, well-timed business decisions and investments. For example: Twenty-six percent of consumers are digital omnivores (own a laptop, smartphone and tablet); Tablet ownership increased 177 percent over the past year, with almost a third of tablet owners viewing it as one of their top three most preferred consumer electronic devices; and tablet owners stream movies 70 percent more often than non-tablet owners. More than 80 percent of consumers are multi-tasking while watching TV, 93 percent of Americans say that Internet access is their most valued household subscription and more than half of all consumers are willing to pay a premium for faster Internet connection with tablet and smartphone owners more inclined to pay for faster connections. With profound implications for marketers, advertisers, distributors, device manufacturers and service providers, this session will offer insights into the changing media, technology and telecommunications spaces and consider what’s next.
Michael Curran, Senior Manager, Deloitte Consulting
|11:40am – 12:10pm||Closing Remarks & Wrap-Up
Video. Text. Webpages. Social Media. Digital Campaigns. They all make up your “digital presence.” But what’s the glue? What makes a digital presence an awesome experience, regardless of device, that keeps your audience emotionally engaged? First, it’s storytelling. That’s right, good, ole narrative. But telling a story, even though it’s different than broadcasting a message, isn’t enough anymore either. You need something else. A tougher glue. You need context. When your story takes advantage of the channel and how it’s relevant to your audience (their location, their behavior, their history, and even their friends), your digital presence can go from zero to hero. In this keynote, you’ll learn how the concepts and practices of the past two days of presenters all connect and how some of today’s biggest brands are already “gluing” them together to make an awesome digital presence.