This track is for CMOs, VPs and Directors of (Digital) Mareting. Sessions are all about the big issues in making joined up marketing a reality: your organizational structure, skills, culture and recruitment, benchmarking and measurement, strategic budgeting etc.
Like it or not, "digital marketing" is evolving from being a type of marketing team, to being a core competency of all marketing teams. Whether you are on the digital team and you want to step up your game, or you are somewhere else in the organization and you don't want to get left behind, you need a strategy for success in this bold new world. This session will describe 5 things we have observed in the best digital marketing teams Adobe encounters that can help you chart your path to career success.
Get a 5-point check list of the major competencies you (and/or your team) should be developing.
Gain a better understanding of what moves the needle in digital
Learn how the explosion of Digital Marketing is influencing the way the rest of the marketing department operates.
Jim Howard, CEO of CrownPeak, will talk about how content is being used as the central marketing device by many of today's most effective marketing organizations. Elements covered in this talk:
1. Device and Location Specific Content Strategies
2. Multi-Channel, Integrated Approaches
3. Personalization, Targeting, and Content Analytics
There’s a revolution going on in the interaction between the physical and digital worlds. Innovations in smartphones and ‘smart tags’ are creating amazing new consumer engagement possibilities. So how do you make your products smart by connecting them to the Web? How do you use digital interaction with physical products to deliver the information and experiences consumers want, exactly when and where they want it? Venky Balakrishnan, leading Diageo's global digital marketing and innovation efforts, and technology partner Andy Hobsbawm, Founder of Web of Things software company EVRYTHNG, will talk about turning products into owned digital media assets and creating a platform for personalized brand experiences and one-to-one communications.
Ling of LINGsCARS will patiently explain to a slow and reluctant audience, how to make online customers happy using subliminal mind-torture and the power of swearing. Regularly grasping victory from the jaws of poor coding, flashing gifs and defeat, Ling intends to describe how she squeezes every last cent out of her UK customers and how she takes complaining web visitors by the neck and rams them through her car leasing sausage machine. All while making them very happy. This presentation does not include any Thai prostitutes, or dogs playing poker. You won’t understand a word of it. Chopsticks are optional.
Too many companies have been quick to throw social media in a box separated from the rest of their marketing mix, when in fact it changes everything about how "traditional" public relations and even advertising are executed. We'll go over case studies of how big social media platforms and Muck Rack -- a network for journalists, PR pros and marketers -- are being used by smart companies for media outreach.
Spending all your time coordinating your agencies? Struggling to get your brand agency to think digitally? Stuck in an older campaign process rut? Fed up with your partners who won’t collaborate? Just not getting work that helps your bottom line?
You are not alone: Many marketing clients are retooling their agency ecosystems to get more out of their agency partners. They want better ideas and digitally-centric work that incorporates peer-based strategies and leverages the right social, mobile, and digital tools. They want their agencies organized to improve contribution and accountability to the bottom line. Straight from the front lines, this panel will feature three client/digital agency team duos sharing their specific success stories and the best practices that they’ve discovered.
With new integrated marketing solutions come not just huge opportunities but a need to look in new ways at the substance and strategy of brand communication. Jonathan has studied hundreds of campaigns and discovered that the underlying quality of success is defining and sharing truth, and will share specific cases of how brands are using truth to redefine both the content and context of communications strategies across all media.
As agencies focus on what it means to be the agency of the future, marketers are facing an evolution of their own. Winning the hearts and minds of the the empowered and connected consumer requires the development and integration of a broad base of digital capabilities and cross-functional processes, embracing data and technology, attracting key talent, evolving legacy culture, and managing a portfolio of agencies, media and technology partners. Jason works closely with CMO's and marketing leaders to assess, develop and guide the organizations' digital marketing operations, and will share some of the best practices and common pitfalls that marketers experience on the journey to becoming the marketer of tomorrow.