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Day 1 Tuesday, July 31

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

Winning at SEO in 2018

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Understand the difference between indexing and ranking
  • Know what the Mobile-First Index is and how to prepare
  • Choose the right keywords
  • Determine if linking still matters
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email
  • Strategy

1:15 pm - 2:15 pm

Building A Brand with Outrageous Marketing

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

2:30 pm - 3:00 pm

Reimaging, Rediscovering and Reinventing Your Brand through Storytelling

  • Creating consistency and refreshing brand look and feel
  • Evolving the voice to be more conversational
  • Creating video content to share the ‘why’
  • Branding
  • Content
  • Strategy

Speed to Insight: The Key to Marketing Analytics

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Develop a plan for generating marketing insights faster, with less grunt work
  • Accurately assess your organization’s analytics capacity and your opportunities for growth
  • Understand what kind of analytics technology is right for your team
  • Drive business growth through sophisticated analysis and modeling solutions
  • Analytics
  • Measurement
  • Strategy

The Hank Moody Guide to Email Marketing: Authentic Messages that Provoke Response

  • Karen Talavera, Synchronicity Marketing
  • Karen Talavera
  • Understand why personality and authenticity is so important and how to convey it in your email
  • Avoid Hank’s relationship mistakes with your customers and subscribers, but instead foster loyalty and appreciation
  • Reveal toxic, dysfunctional patterns in design, operations and strategy before they take root and grow
  • Experience a mindset shift in how you approach and execute email marketing
  • Enjoy some favorite clips from the show along the way
  • Email

3:15 pm - 3:45 pm

Business Storytelling: The Architecture Of Why People Will Care About Your Content

  • Robert Rose, Content Marketing Institute
  • Robert Rose
  • Understand the architecture of a great, fulfilling story and why audiences care
  • Develop the four pillars of the premise of your story, no matter how big or how small
  • Use seven straightforward questions to help develop your premise, and evolve the four pillars of your business story
  • Create an actionable check-list for the content you are creating to ensure you’re transforming good ideas into better stories
  • B2B
  • B2C
  • Content
  • Strategy

How AI Will Let Us Be Marketers Again

  • Michael Trapani, IBM Watson Marketing
  • Michael Trapani
  • List how artificial intelligence is already changing marketers’ daily work
  • Understand what’s real about AI-powered marketing, today
  • Easily get started with AI-powered marketing
  • Emerging

How To Prepare For Voice Search To Change Customer Discovery

  • Determine voice search’s impact on your business for today and the future
  • Better understand how IAs are “”indexing”” content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • Search
  • Strategy

4:00 pm - 4:30 pm

Hello < First_Name >: How to Stay Human in an Artificial World

  • Anne Gherini, Affinity
  • Anne Gherini
  • Understand the evolution of artificial intelligence and why a human’s role is now more important
  • Know what channels to optimize for building deeper relationships with your customers
  • Leverage AI and big data to build a human connection
  • Determine where a human can’t be replaced…and when they should
  • Emerging
  • Strategy

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2C
  • Content
  • Strategy
  • Video

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Jann Martin Schwarz, LinkedIn
  • Jann Martin Schwarz
  • Appreciate the true value of thought leadership
  • Apply the Disney model of “”total merchandising”” to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a “”60/40″” brand and why it’ll lead to more growth
  • B2B
  • Emerging
  • Strategy

4:45 pm - 5:15 pm

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful, effective data strategy to support your whole marketing strategy
  • Data
  • Measurement
  • Strategy

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices to design creative in which key messages are not missed
  • Content
  • Design
  • Email
  • Measurement
  • Mobile
  • UX

5:15 pm - 6:30 pm

Opening Reception

Day 2 Wednesday, August 01

8:30 am - 9:00 am

SEO Quick Wins: 20% of Actions for 80% of Results

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Execute on the 20% of transformative actions that lead to 80% of your organic search results
  • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
  • Design a winning SEO game plan that will not break the bank
  • Implement an agile and inclusive SEO process
  • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
  • B2B
  • B2C
  • Search

Using Storytelling to Magnify Content Strategy

  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut – craft emotional narratives that resonate with diverse audiences
  • Content
  • Strategy

9:15 am - 9:45 am

Data-Informed Design: How to Conquer the Website Re-Design Debate

  • Jennifer Leigh Brown
  • Jennifer Leigh Brown
  • Develop a defensible and actionable plan for how and when to approach re-designs.
  • Avoid the common mistakes that lead to failed and paralyzed projects.
  • Establish alignment around strategic, purpose-driven re-designs and not just aesthetics.
  • Leverage fast and affordable research and data-gathering methods to inform decisions.
  • Diagnose and prioritize the challenges of large complex projects.
  • Use practical advice from hundreds of website projects to make your project simple and successful.
  • Data
  • Design
  • UX

What? How? Why? Building Query Personas to Power Your Content Strategy

  • Understand Google’s drive to satisfy every query
  • Ideate & research your customer’s intent based needs
  • Produce content that both users and bots should love
  • Drive relevant organic & social traffic to engage your audience
  • Build a content strategy based on Question Personas (and success!)
  • Content

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email
  • Strategy

10:00 am - 10:30 am

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • Measurement
  • Paid Advertising
  • Social

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • Search

Day to Day Innovation: Making Digital Transformation Real

  • Stephanie Miller, Econsultancy USA
  • Stephanie Miller
  • Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
  • Use methods for making innovation a daily practice
  • Apply a new modern marketing framework to ensure your organization is doing enough to foster and nurture true innovative thinking
  • Adopt a framework for evaluating innovative ideas
  • B2B
  • B2C
  • Strategy

11:00 am - 11:30 am

Attribution Modeling and the Holy Grail of Marketing Analytics

  • Know where to start for attribution modeling and omni-channel analytics
  • Be aware of the political, legal, and data wrangling roadblocks
  • Understand the landscape of vendors and effort for building internally
  • Use statistical models and analytics for actioning upon omni-channel data
  • Data
  • Measurement

Empathizing Your Way to Marketing Success

  • Leigh George, Freedom
  • Leigh George
  • Understand why making your customer a key member of your marketing team is critical
  • Get beyond the numbers to gain insights around the motivations of customers
  • Craft empathetic, audience-centric narratives that stand out and evoke emotional responses
  • Take an empathetic approach across various tactics and channels, from the most simple gesture to a coordinated campaign
  • Branding
  • Strategy

SEO vs. Brand Voice: Choosing the Right Words

  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
  • B2B
  • B2C
  • Content
  • Search
  • Strategy

11:45 am - 12:15 pm

How to Find and Tell the Story of Your Ideas

  • Tamsen Webster, TEDxCambridge
  • Tamsen Webster
  • Understand why you’re wired to miss what your messages needs most
  • Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
  • Turn those key concepts into messages that create the connections (and conversions) you need
  • B2B
  • B2C
  • Content
  • Conversion

Using Augmented Reality to Turn a Customer Experience into Factual Data

  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • B2C
  • Content
  • Design
  • Emerging
  • Mobile

Predictive Analytics: Making Your Data Work Harder for Your SEO and Other Content Marketing

  • Marc Engelsman, Digital Brand Expressions
  • Marc Engelsman
  • Combine digital experiences with customer data to predict what users are likely to respond to different messages
  • Use performance and touch-points data to map content strategies
  • Understand how your content is working in support of your SEO efforts today and how to improve it
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

12:30 pm - 1:40 pm

Lunch Keynote

Keynote
  • Dan Pink, Best Selling Author
  • Dan Pink

1:55 pm - 2:25 pm

Unraveling the Mystery of the Facebook Algorithm

  • Alex Baker-Whitcomb, WIRED Magazine
  • Alex Baker-Whitcomb
  • Produce and find the content types that Facebook prioritizes most
  • Build partnerships with brands that effectively boost your own content
  • Avoid penalties and potholes that can sink your content overnight
  • Content
  • Social

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • Branding
  • Content

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Design
  • Strategy
  • UX

2:35 pm - 3:05 pm

Podcasts + Marketing: The Missing Link in Content Marketing (Placeholder Title)

  • Understand the role of podcasts in content marketing strategy
  • Determine metrics for success
  • Learn what you should be podcasting about (and what to avoid)
  • Be prepared for the investment you’ll need to make in order to be successful
  • Content
  • Measurement
  • Strategy

What’s Technically Wrong With Your Website?

  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins
  • Design
  • Search
  • UX

Enhance Customer Experience Using Analytics and Experimentation

  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • Conversion
  • Data

3:15 pm - 3:45 pm

Why Being Human Wins: Strategies for More Authentic, Original Content

  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • B2B
  • B2C
  • Content
  • Strategy

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2C
  • Content
  • Social

Build Customer Relationships that Lead to Brand Evangelists

  • Keesa Schreane, Thomson Reuters
  • Keesa Schreane
  • Identify the psychology of successful ‘communities’
  • Build relationships at scale (social and in person) that lead to customer evangelists
  • Create and deliver on metrics around outstanding service to your customer community
  • B2B
  • Social
  • Strategy

3:55 pm - 4:25 pm

Storytelling in the Age of Chatbots and AI

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Understand why WhatsApp and Facebook Messenger are critical to building brand loyalty
  • List key business benefits of using messaging chatbots
  • Build a chatbot in 2-minutes or less
  • Implement advanced strategies for creating content on Instagram, Snapchat and Live Video
  • Content
  • Emerging
  • Social

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Content
  • Email
  • Strategy

Social Media Matters: Developing and Sustaining Audience Engagement

  • Apply data-centric approaches to connect with your audience in ways that your competitors are not.
  • Embark on the same social media strategy that has enabled Harvard Business School External Relations to increase audience interactions by 160% over the past two years.
  • Increase traffic to your website through targeted, data-driven measures
  • Analyze and report on the Return on Investment (ROI) of your social media efforts
  • Data
  • Measurement
  • Social
  • Strategy

4:35 pm - 5:05 pm

Align Paid Search and Social Across the Customer Journey

  • Develop the most effective, actionable cross-channel marketing strategy for your business needs
  • Leverage audiences across Google and Facebook better, and with more confidence
  • Implement a new attribution model to properly credit each touch point
  • Measure top-line ROI and incremental lift of a unified program
  • Search
  • Social

Executing Sponsorships That Drive Business Value

  • Jared Melzer, TE Connectivity
  • Jared Melzer
  • Create revenue-generating and influencing programs through your sponsorship
  • Better understand how to maximize your sponsorship investment to help your company become more effective and efficient
  • How to take a “brilliance over budget” scrappy mindset when the purse strings are tight
  • Report to executives on the success of your sponsorship investment
  • Strategy

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • Design
  • UX

5:05 pm - 6:00 pm

Closing Reception

Join us at DS Digital Summit Philadelphia 2017

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