What we formerly consumed via newspapers, we now access from mobile devices and will soon consume through such innovations as advancing glass displays. As marketers, it is our job to recognize this shift and prepare our content for distribution across multiple channels, including new ones. By developing a single system from which we can manage content, we can ensure that our message is ready to seamlessly be distributed across all media formats. Join Boston Interactive for this session and learn how you can achieve 360° Content.
In this "twisted focus group," discover what top marketers see as the future, and what they feel they must do to stay ahead of the curve. Marketers who traditionally sit on the other side of the mirror will divulge what the future looks like from their vantage point -- as well as the challenges they’re tackling to get there. They may agree or disagree, but they'll have strong, informed opinions about their goals, their fears, their hopes and their vision. Eat M&Ms and send the moderator your probing questions during this revealing session.
Poised to double to $9.2 billion by 2016 (BIA/Kelsey), social advertising outperforms side-bar ads 10:1. It’s allowing companies like Electronic Arts to top 400% ROI on a multi-million dollar Facebook ad budget, and Lexus to net 100,000 live viewers within 10 minutes of a News Feed launch. Savvy marketers must take advantage of contextual interactive advertising and learn to use cross-channel analytics for undisputed social advertising ROI. In this panel lead by Moontoast, social marketing, advertising and brand leaders will explore driving factors behind this revolution, and will provide best practices and case studies to ensure you harness the full ROI from social advertising.
We're in the midst of a revolution - the customer revolution. And it is fundamentally changing the way brands interact with their consumers. The shift to social, mobile, and cloud computing has given companies entirely new ways to connect to customers, employees and partners. Join Salesforce Marketing Cloud vice president, Ron Belanger, as he explores these dramatic changes and discusses how your brand can harness this revolution.
This panel discussion, led by Mindshare’s Geoffrey Greenblatt, will explore the correlation between gaming environments and the measured success of advertisements, shedding light on the growing marketing and brand awareness-boosting opportunities available across social, mobile and web game platforms.
See through the Looking Glass to a “day in the life” view of a future Google Glass user and his/her’s daily interactions with wearable technology. Get inspired with an exploration of ideas showcasing what Glass can do to help facilitate brand + consumer interaction. Learn how human relationships with technology are driving innovation in marketing and where the limits of weaving people with technology may be. This session will be led by moderator and author, Steve Garfield, and will be an immersive experience marketers won’t want to miss!
It’s been said that analytics are the lifeblood of digital marketing. But what happens when channels blur? In-store and online sales are increasingly intermixed. A purchasing story might start as a product placement, be saved on a smartphone, researched on a tablet, ordered on a laptop and picked up in person. Properly modeling the customer context is the key to driving purchasing behavior. Learn how consumer brands are changing their approach to customer analytics and context modeling by joining this lively discussion from Cantina on the challenges of extracting actionable information from data, and on evolving ways to model consumer behaviors.
As technology continues to change the way sports fans are connecting with the game, marketers are also transforming to meet the fan on their playing field. With the rise of social networks, the influx of new data and refined analytic tools, marketing and technology are working together to better identify and connect with the fan through personalization and targeting. Jeff Mirman, VP of Marketing for Turner Sports and Pete Scott, VP of Emerging Media for Turner Sports will jointly discuss how marketing and technology are forever changing the way that sports fans connect with the game.
Turner Sports, a division of Turner Broadcasting System, Inc., is an industry leader in the delivery of premium sports content across all multimedia screens. Turner Sports’ television coverage includes the NBA, Major League Baseball, NCAA Division I Men’s Basketball Championship, NASCAR and professional golf. The company also manages some of the most popular sports destinations across broadband and mobile platforms including Bleacher Report and its top-rated Team Stream app, NCAA.com and the critically-acclaimed NCAA March Madness Live suite of products, PGA.com and the Sports Emmy Award-winning PGA Championship LIVE, as well as an accompanying collection of mobile sites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, a robust collection of offerings including NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.
Is the future of marketing more about behaviors or opinions? The conventional knowledge is that with big data and targeting, advertising has never been better at reaching audience segments and telling them what to think. But in an always-on, hyperconnected world, who people are and what they think might matter less than what they’re actually doing. If consumers are always addressable in real-time, then brands must focus more on understanding the moments that matter—not just the segments that they reach. In this session, speakers from DigitasLBi, MediaPost, Mullen, and Capsaicin LLC will explore how brands are gaining better behavioral insights, how marketers are (or aren’t) providing value to consumers in the moment, and how this new emphasis on behavior will change the brand strategy process of the future.
In this session, Marketing VPs and CMOs from China’s top 10 competitiveness brands as well as the world-wide leaders in their own industry (including Sinopec, ICBC, CCB, China Life, China Mobile, Huawei, Haier, Tencent, BOE, Baidu, etc.) and Jennifer Xu, VP of IDG Asia, will share their perspectives and lessons in how to optimize branding channels in the context of mobile internet, how to strengthen global competitiveness in the digital world, and how to stimulate economic growth while achieving the goal of sustaining company growth. China’s top 10 competitiveness brands are ready to take the face-to-face interaction onsite about the future marketing and global branding. In addition, the chairman of IDC China will share his viewpoint of the China brands, market and prospective, elaborating on its market potentials. Global marketing is here to stay; don’t miss this session to learn from China’s best.
Social media metrics are at the leading edge of marketing and market research practice. However, it’s important to distill the useful from the trendy. This panel, lead by Crimson Hexagon, brings together leading marketers to speak honestly about the merits of social data, and to discuss situations when traditional metrics and research should not be discarded in favor of social media analysis. Panelists will dig into which traditional metrics are best, and explore the ideal moments to look to social media opinion to guide marketing and business strategy moving forward.
Companies that are loved win.
As power shifts from brands to customers, earning strong customer relationships is the high ground of business. Three Boston innovators will share how they are helping brands to use data, empathetic design and systems to make personalized experiences that help them win with customers.
Dan Slagen of Nanigans will talk about how to find and gain the best new relationships for your firm. David McLaughlin of Vsnap will describe how brands can use new media to more personally build those connections. And Dave Wieneke who leads management consulting at ISITE Design will talk about how firms are changing their service design and operations to build a long term right to win with their best audiences.
From software to journalism, consumers and business leaders expect so much for free. It's disrupting business models and forcing producers to shift to higher-value/highly-differentiated niches, or switch to other monetization models, such as selling off user data or hocking ads. When the expectation is “free and cheap,” how do you market premium offerings that will sustain a business model? Join Seth Miller of Miller Systems and a panel of seasoned marketers to explore the current and future challenges that "freebies" present for today's and tomorrow's B2B focused organizations.
Digital marketing. Advertising. SEO. Engagement tools. Crowdsourcing. These are the terms and disciplines typically associated with today’s advanced marketing ecosystem. What's not on this list? PR. Why? Is there not a marketing discipline more prepared to deliver messaging to myriad audiences and through any number of channels? Public relations is about communicating. What PR is accomplishing today, and the power it will wield in a truly converged PR world in the coming years, is only beginning to be understood. Join HB Agency to explore why PR is marketing’s future.
What is the role and definition of creativity in the data-driven marketing world of the present and future? If everyone is using the same basic data and algorithms what will set marketers and brands apart to achieve exponential success versus their competitors? Ultimately, creativity will be the leverage in Big Data. The real questions are how will creativity be defined and how will it be done? This session brings together leading Marketing Clients, Mass Media Publishers, Agency Creative Technologists, Custom Content Creators and Branded Newsroom Editors to reveal the new opportunities enabled by Big Data. They will discuss how they will conceive, produce, customize, target and deliver creative content fueled by data-driven logic that is more engaging and effective.
Audience: This discussion should appeal to clients, agencies, technical and creative talent, media suppliers.
One of the biggest challenges in marketing today is finding effective ways to reach millennials. This year, Dunkin’ Donuts invited student groups from the Boston area colleges and universities to present innovative approaches in how Dunkin’ can help engage more millennials. In this session, the student groups will present their ideas to a panel of Dunkin’ Donuts, Hill Holliday and industry professionals. At the end of the event, a brilliant and new marketing technique will be born.
2013 is arguably the tipping point for the digital disruption of the television industry. While broadcast networks are seeing double-digital percentage ratings decreases, Netflix and Amazon are producing their own content. As time-shifted viewing increases and we view content on countless types of screens, old ways of measuring viewership seem less and less reliable. This panel lead by Roundarch Isobar will examine the disruption of television from the point of view of the leaders who are leading the innovation in the television space. They'll examine the challenges networks face from digital in the coming years, and how digital agencies and startups can take advantage of it.
Powerful mobile device imaging technology is transforming the way people interact, work and learn. “Smart” imaging combines pattern, face and gesture recognition technologies to provide new services tailored to the consumer at the exact moment of relevance. This is creating exciting new business opportunities by putting highly digestible information in consumers’ hands. Todd Peters, ArcSoft's President, N.A, will discuss the impact of smartphone imaging technology as a driving force for future consumer engagement on mobile devices.
This session from Zenzi Communications + Ranker will show you how online data can be used to understand the deeper values and motivations of consumers. We are inundated with graphs of data (e.g. social graphs, interest graphs, opinion graphs). We’ll give you techniques for mining actionable insight from graphs of data, which when studied correctly, can allow you to go beyond the specific interests of your customers and begin to understand their deeper motivations. By understanding their lasting motivations, brands can begin to find customers who will resonate with their strengths and tell value-specific stories that will turn customers into advocates.
Despite the rapid growth of mobile display advertising and a huge promise of mobile as an advertising channel of the future, TV is still a go-to medium for brand advertising.
As we are witnessing a fundamental shift from "art" to "science" in digital display advertising, making the effects of "art" in mobile ads measurable, and brand advertising more "scientific" could be the key to bringing more brands to mobile. Breaking free from the desktop legacy and making these ads truly "mobile" could make them the next TV.
This session will include a presentation with examples and studies that make a case for mobile as the future of brand advertising. After the presentation a panel will address the current state of the industry, touch on oligopoly of media sellers and look into the challenges and opportunities ahead of us.
The session will address the following:
"Where's the most recent brochure?"
Sound familiar? You create tons of content, but for some reason, your sales team can never find it, much less use it.
They instead resort to using the same old stuff and pay little mind to what you're producing, why you're doing it, and who you are catering it to. This is a sales and marketing disconnect, and recent surveys have shown that companies with strong sales and marketing alignment achieve higher revenue growth than those with disconnects.
The great news is that content can be a uniting force that aligns marketing and sales. This benefits marketing in that their content is used more often and in more personalized ways, and it benefits sales in that they become a trusted educational resource for buyers.
In this session you will learn tactics that will help you better align with sales and get them to use your content by:
With the intensification of “device schizophrenia” – consumers jumping from device to device, starting a task on one screen and finishing on another – it’s crucial that advertisers and brands meet their audience wherever they’re spending time. Consumers expect a holistic message, regardless of device or medium. Sending multiple messages across multiple mediums without a connection strategy can result in a fragmented consumer experience. This panel lead by Jumptap will explore the importance of unifying messages based on device type as well as creating a deeper brand connection with consumers.
Members from Connelly Partners, Sophisticated Knowledge, and Cogency Marketing, will discuss the future of consumer insight research, which applies unique methods of strategic planning and neuroscience as it relates to behavior and marketing. The panelists will cover how insights can be combined with multi-channel data to transform them into actionable, integrated marketing strategies.
Brand marketing ad spend in the US alone is about $128 billion a year, of which the TV ad market is about $80 billion. Video-based brand ad spending by far dwarfs any other ad segment. Consumer behaviors are changing and fragmenting. More data is generated than ever and there have never been more ways to track and measure. Join Tremor Video for this session to tackle questions such as: How do brand marketers, ad agencies, publishers and others in the ecosystem adapt in this new fast-changing environment? How does technology play a role in solving some of these new challenges?
If you’ve ever wondered how even the scrappiest startups manage to pump out an endless supply of killer content and crisp creative, this session's for you. Digital has forced marketers to think fast and act quickly, the pace will only continue to quicken, and that’s why agile marketing is the key to the future. This session from Image Conscious Studios will show examples of award winning content and uber creative campaigns that were built on a shoestring budget and in seemingly impossible timelines. They’ll provide a blueprint for developing enviable marketing assets in an agile environment where success is measured in days, not months, and will show you how thinking big to go small will free you up to achieve the impossible.
Digital marketing is experiencing a continual revolution. Marketers must stay one step ahead of the trends if they hope to achieve the amazing. This session comes to the rescue by focusing on the hottest and most meaningful digital marketing trends of 2014. In addition, we’ll offer a glimpse into what trends are on the horizon 10 years from now. Join Digital Marketing NOW to learn what it will take to be a successful marketing executive of the future.
No matter how you do the math, there’s no ROI on a video with no views. You just have to make your video go ‘viral’, right? But counting on a video to go viral is not so different from planning your income from lottery scratch ticket returns. Virality on YouTube is often misunderstood and myths abound. It’s a properly engineered video that drives views, amplifies content sharing, and generates widespread community interaction. Look behind the scenes of recent video hits with Bettina Hein, CEO of Pixability, as she discusses the importance of content planning, digital strategy, metadata, seeding, humor, production, community, social, analytics and YouTube in making videos viral.
When everyone wants to be a brand, what should product marketers to do to enhance their digital footprint and market share? This presentation from Dr. Bob Deutsch, president of Brain Sells and a cognitive anthropologist, will lead attendees through a discovery of the most current knowledge of cognition and human nature, including the new "improvisational co-authoring” technique, to show how marketers can better communicate with consumers and create loyalty in the digital age.
You’ll hear examples pulled from recent conversations with musical icons such as Wynton Marsalis, Bruce Springsteen and Paul Simon and will leave with a thorough understanding of how the mind creates "attachments" to products, providing insights into the growing demands of digital marketing.
