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Day 1 Tuesday, July 31

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • 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 - 3:45 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

Marketing Analytics: Get the Insights You Need Faster

  • Matt Hertig, Alight Analytics
  • Andrew Richardson, Elite SEM
  • Matt Hertig
  • Andrew Richardson
  • Understand the true difference between marketing reporting and marketing analytics
  • Identify (and avoid) the most common obstacles to marketing analytics
  • Develop a plan for generating analysis faster, with fewer headaches
  • Create an automated process for dashboards and templates for multiple clients, strategies, and lines of business
  • Deliver actionable insights for all levels of your organization
  • Analytics
  • Data
  • 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

Social Commerce Strategies that Drive Sales

  • Obele Brown West, Weber Shandwick
  • Obele Brown West
  • Understand the shopping behaviors that’ve shifted in the face of digital media and smartphone technology
  • Effectively leverage platforms that are evolving their ad products and consumer experiences to lean into ROI marketing objectives
  • Use the tools and resources that’re necessary to take advantage of content-to-commerce opportunities
  • Learn and apply best practices from brands that’ve successfully taken advantage of new opportunities in social commerce
  • Social
  • 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

Beyond Campaigns: Finding Success with B2B Influencer Marketing

  • Becca Taylor, Hewlett Packard Enterprise
  • Becca Taylor
  • Create compelling on-going value to your brand’s marketing engine through influencer marketing
  • Articulate who your brand should work with and why
  • Match your business goals to appropriate influencer outreach tactics (and measurements!)
  • Cultivate engagement opportunities that develop long-term influencer relationships
  • B2B
  • Content
  • Social
  • Strategy

4:00 pm - 4:30 pm

The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!

  • Lisa Finfer, Adestra
  • Lisa Finfer
  • Avoid the most common pitfalls including terrible design and acquisition errors
  • Employ advanced segmentation models to move out of batch-and-blast mode
  • Use transactional emails the right away
  • Adapt your data to enhance targeting
  • Make the most of automated features such as triggers
  • B2B
  • B2C
  • Email
  • Strategy

(Art)ificial: How to Build a Brand in an A.I World

  • Anne Gherini, Affinity
  • Anne Gherini
  • Learn the AI advantage in building a great brand
  • See what work should be automated and what should be in human hands
  • Understand how to adopt some of these technologies without diluting humanity
  • Balance science and man in building better business relationships for you and your brand
  • B2B
  • B2C
  • Branding
  • Emerging
  • Strategy

4:45 pm - 5:15 pm

Visual Storytelling—How to Share Your Data to a Variety of Audiences and Get a Yes!

  • Gladys Rosa-Mendoza, Facebook
  • Gladys Rosa-Mendoza
  • Make your presentations an experience so you can get past the first phase—marketing to your internal stakeholders
  • Develop and implement a visual storytelling strategy
  • Define what your overarching goals are in tandem with what your customers are looking for
  • Craft your message into a creative and compelling visual story
  • Content
  • Conversion
  • Data
  • Strategy

The Age of Invisibility

  • Mike King, iPullRank
  • Mike King
  • Understand trends in the features of organic search results
  • Apply six tactics to be effective in SEO
  • Optimize on-page content for search engine algorithms
  • Survive this age of invisibility
  • SEO
  • 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

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

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

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

9:15 am - 9:45 am

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

Filling the Funnel: How to Build a Content Marketing Strategy for Growth

  • Kate Richling, MediaMonks
  • Kate Richling
  • Identify your company’s whitespace and define talk tracks to target and align your content efforts
  • Flush out your content strategy by building user personas, picking a platform, creating a content calendar and setting goals
  • Work hand-in-hand with sales to fill the funnel, drive ROI and affect the bottom line
  • Go beyond the blog to take your content farther (think across growth – and making your strategy global and scalable)
  • Content
  • Strategy

10:00 am - 10:30 am

How to Find and Tell the Story of Your Ideas

  • Tamsen Webster, The Red Thread
  • 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

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

Programmatic Evolved: Using Artificial Intelligence to Target, Measure, Convert, & Repeat

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • 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
  • Measurement
  • Social

Three Ways to Dramatically Improve Your Email Results

  • Nora Snoddy, Emma
  • Nora Snoddy
  • Understand why email is still the center of the digital marketing universe
  • Use tools like segmentation to amp up your results long-term
  • Implement tactical ways to prove the effectiveness of your email marketing
  • Conversion
  • Data
  • Email
  • Strategy

Video Everywhere

  • Lindsy O’Connor, Adtaxi
  • Lindsy O’Connor
  • Understand how video fits into the larger marketing ecosystem
  • Leverage connected TV into your digital media mix
  • See how Facebook, YouTube, and online video improves conversions
  • Track the success of your video campaigns
  • Video

11:45 am - 12:15 pm

10 Critical Factors for Success in Content Marketing

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • How to nail a short, yet effective strategy
  • How to perform deep content topic ideation to capture organic traffic
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • Content you are not producing but should
  • Learn how to move past pressing “Publish” on content that doesn’t move the needle, and learn strategies to catapult your results and see just how potent content marketing can be for your business.
  • Paid Advertising
  • Search

Why Video is the Most Effective Social Content

  • Samantha Wood, Philadelphia Eagles
  • Samantha Wood
  • Understand the changing landscape of video content on digital platforms and its importance
  • Produce video efficiently using different types of equipment and resources
  • Distribute your video appropriately for different platforms in order to maximize your brand’s social presence
  • B2C
  • Branding
  • Social
  • Strategy
  • Video

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

Digital Asset Management is the Core of Customer Experience

  • Bryan Cohen, Pfizer Inc
  • Bryan Cohen
  • Discuss how enterprise as well as small marketing teams are using DAM in creative ways
  • Use digital assets to deliver a “relationship” to customers via your marketing
  • Understand why flexible, structured digital assets are critical to the success of any marketing efforts
  • Replicate examples of campaigns using the latest asset management tools, combined with creativity and flair
  • Customer Experience
  • Strategy

2:35 pm - 3:05 pm

Think Like A Fan: Create Relatable Content, Insight Meaningful Interactions and Activate Your Community of Fans

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Understand how the latest news feed changes impacts organic reach and Facebook Ad spend
  • Build a content strategy from the fans perspective focusing on creating “participatory content” targeted at an active audience rather than social spectators
  • Implement employee advocacy and influencer relation programs that create social media conversations and drive organic reach of content on social media
  • Content
  • Social
  • Video

Your Users Will Reward You For Using Accelerated Mobile Pages (AMP)

  • Matt Ludwig, Google
  • Matt Ludwig
  • Understand why AMP was created and why it’s effective
  • Debunk common myths about AMP
  • Discover the power of AMP to create full-featured, beautiful websites
  • Define how AMP can be used well and used poorly
  • Incorporate AMP into your site, saving time and improving retention
  • Design
  • UX

Marketing in the Blockchain Era

  • Nataliya Stanetsky, L’Oreal
  • Nataliya Stanetsky
  • Develop a better understanding of blockchain technology and how it relates to the marketing industry
  • Discover what opportunities and use cases already exist for marketing that can add value to various channels
  • Take the steps necessary to get your organization ready for the business impact of blockchain technology
  • Emerging
  • Strategy

3:15 pm - 3:45 pm

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention
  • Appreciate that we are often underserving our customer’s expectation of their experience
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
  • Strategy

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Teach creatives to use business metrics in their everyday work
  • Strategy
  • UX

3:55 pm - 4:25 pm

How to Hack Facebook’s New Algorithm Changes

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Know the types of content Facebook gives preferential treatment to
  • Implement strategies for boosting organic Facebook reach and engagement
  • Go outside of the box with tips and tricks to optimize how you post on Facebook
  • Create a valuable checklist to help you reclaim your fans on Facebook
  • Social
  • Strategy

Redistributing Content: Getting More From a 30-Second Television Spot

  • Autumn Walden, Villanova University
  • Nathaniel Harrison, Villanova University
  • Shane McNichol, Villanova University
  • Autumn Walden
  • Nathaniel Harrison
  • Shane McNichol
  • Lead a lean in-house team with a strong network to achieve desired results within budget
  • Leverage user-generated content with Instagram and Snapchat stories and takeovers, to create a content-rich web presence
  • Get more “story mileage” and community engagement out of a television commercial or other promotional asset with behind-the-scenes video and social media
  • B2C
  • Content
  • Social

How the Best Brands Use Augmented Reality and Image Recognition to Drive Engagement

  • Brendan Walsh, Mole Street
  • Brendan Walsh
  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
  • Conversion
  • Emerging
  • Strategy

4:35 pm - 5:05 pm

The Brand Called Compassion

  • Keesa Schreane, Thomson Reuters
  • Keesa Schreane
  • Know your brand’s mission
  • Communicate how people benefit from your brand mission
  • Stay true to your audience and mission
  • Value your evangelists
  • Deliver on your brand promises
  • Branding
  • Strategy

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

5:05 pm - 6:00 pm

Closing Reception

Join us at Digital Summit Philadelphia 2018

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