Executive Digital Marketing

Technological innovation has been changing and is going to change fundamentally the way you live, interact with one another and communicate.  In this faster and more challenging business world, you must step up your game even more to leverage the power of the marketing function to contribute to business success. 

Your consumers today are actively connected across multiple devices, just waiting to discover and share the newest, hottest, latest & greatest.  Gone are the days of traditional marketing – you are now expected to run in “real-time” and market “in the moment”. 

  Dawn Melesko, Dir. of Social Media, BankMobile *a division of Customers Bank

“The time had come.  Enough was enough.  Something had to be done and kids were the ones to do it.” Thus begins the story of KidZania. 

This session will showcase how storytelling has been infused throughout the KidZania experience to fuel its growth as one of the fastest growing kids brands in the world, and examples of how to apply the same techniques to your own brand, including how to:

• Weave your brand story across all consumer touch-points including communications, loyalty and retail experience
• Utilize story telling to create better employee engagement and higher levels of service within your organization
• Analyze data to personalize the story for each consumer
• Evolve storytelling and create emotional engagement

Online stores dread the idea of the abandoned cart.  As digital & mobile commerce is evolving, the checkout experience needs to be quick, easy and appropriate for the device. 

Leaving this session you will be armed with tools and techniques to ensure your carts aren’t abandoned, including how to:

•  Maximize and improve your customer experience through the cart and checkout flow

• Determine the logical structure of the check-out process to assist in the completion of the sale
• Identify the optimal number of necessary steps for an expedited check-out
• Understand that ideal (yet optional) information can actually be a barrier to the sale closing
• Creating a process that allows your customer to get through the process easily, quickly, & repeatedly

This "roundtable" style discussion will be highly-interactive, calling upon attendees to share examples what is and isn't working for peers in the room. Leave the session with connections you can call upon later to compare notes.

Your customers today have over a half dozen touch points with a brand or product before a sale is ever made. Starwood Hotels & Resorts uses mobile web, mobile apps, social media and emerging technologies to build their 9 luxury lifestyle brands including W Hotels, St Regis, Westin and Sheraton.

This forward-thinking session will look at the innovative ways you too can connect with your customer prior to a sale, including how to:

• Use each digital channel for maximum brand building and revenue impact
• Create proactive consumer experiences
• Work with senior creative teams at Apple, Google, Microsoft and Adobe and tips they have

The revolution began when the customer busted out of single-communication channels and went omni-channel – watching TV while surfing the web on the laptop while tweeting on the phone. Now it is your task to understand what metrics matter in this new world. You know what measures don’t matter because your CEO and CFO’s eyes glaze over when you talk about likes, emails sent and clicks. What’s needed desperately is an integrated, omni-channel marketing measurement framework that transcends channel silos and demonstrates what works best across channels and how it’s all impacting the business.

So let’s discuss a new wave of marketing metrics that really do matter now in a cross-channel world, including:

• How omni-channel marketing and customer-centricity are changing what and how we measure

• The best diagnostics and leading indicators of cross-channel marketing efficiency and effectiveness
• An insightful, actionable analytics path that sets us up well for the future  

Social media as a standalone channel is rarely sufficient to generate a substantial ROI, which leads to claims that it doesn’t work.  But social is not worthless, it is typically just poorly used and poorly measured.  You, as a digital marketer, are moving beyond inflated expectations toward a better understanding of social’s value as a marketing layer; thereby, delivering real returns by integrating social media into all forms of your customer interaction.

In this session you will gain a solid understanding of how to use social media as a core marketing tool, including how to:

• Determine how social data and insights can and should be used to strengthen your cross-channel marketing efforts
• Examine social marketing measurements to ensure that your organization does not make the mistake of undervaluing and misunderstanding social
• Integrate social tactics and strategies within all customer interactions

The involvement of healthcare providers no longer stops when the patient leaves location.  Golden Living has utilized applications that allow their patients to be engaged in their recovery with information about diet, exercise and medication including a feedback channel that allows patients to journal their symptoms as they recover.  In this case-study presentation we will see in a real-world example as to how an organization has kept their customer’s engaged through digital means on an on-going basis; and determine how these practices could work for your organization/brand.

The digitally empowered consumer expects their experience to translate into their day-to-day life.  With the rise of social networks attitudes have shifted.  Consumers expect companies to be much more transparent, responsive and open to engaging with them on ideas. Thus this chance now challenges your traditional marketing techniques.

Discover a roadmap to develop modern marketing practices that further the interests of the organization by applying the principles of digital and social marketing to non-intuitive affected business processes.  We will highlight a critical HR process, Open Enrollment, as a poster child for modernizing a business process based on changed consumer behavior.

Driving consumer loyalty through loyalty programs has evolved with more and more digital touch points.  This session will examine how loyalty programs can improve your relationships with your customers and stimulate purchasing.

We will look into issues including how to:

• Create engaging experiences for your consumer that amplify existing loyalty and CRM programs
• Create value for your consumer
• Drive your businesses bottom line

The United States Postal service is a surprisingly digital organization with over 2 billion site visits to USPS.com alone. We'll talk about all of the ways we are improving the consumer experience through enhancements to our user interfaces, the big data opportunity for USPS and the digital innovation in our pipeline that is designed to add value to the US consumer across our mail and package platforms.

Consumer adoption of mobile marketing and advertising is changing the game. This dynamic session will give light to some of the most innovative uses of mobile technologies within existing multi-channel initiatives in the market today and how early adopters are tying social media into the equation.

You will leave inspired and ready to harness the power of mobile applications, including:

• Integrating mobile initiatives into your existing loyalty programs
• Leveraging animation to keep users roped in
• Understanding and appealing to the early adopter
• Leveraging in-store tag campaigns to ramp up the consumer experience
• Building interactivity into mobile campaigns- clickable video, ads, etc.
• Leveraging geo-targeted mobile ads

As mobile technology continues to impact consumer’s buying processes, marketers have implemented such techniques as geo-fencing, digital offers redeemable at the Point-of Sale, in-store mobile apps and on-site ads and coupons as a means of driving sales and delivering ROI.  Such a tactic will allow for highly crafted messaging for segmented audience targets that are easily measurable, providing actionable insights for continued customer engagement. 

In this session we will analyze the realities of navigating the complexities of balancing online/offline marketing tactics, including how to:

• Create a high value, non-intrusive online-to-offline customer experience; how smartphones have reset customer expectations
• Motivate large on-line audiences (with digital incentives) to drive in-store demand
• Implement benchmark metrics to gauge inefficiencies

Content marketing is one of the biggest challenges and opportunities for consumer brands today. As brands expand their reach online and engage audiences beyond advertising, they’re increasingly looking to curate snackable content that is useful, thoughtful and inspiring.

But how can brands carve out a territory which is simultaneously relevant to your customers and consistent with your brands story? How can you craft content that stands out from the crowd, grabs the attention of your customer and starts to establish a meaningful, long term connection?

Join this session and learn how and why every company must start behaving like a media company and marketers like brand journalists. Discover how to deliver a compelling content strategy that delivers a competitive advantage, engages your customers and drives them down the sales funnel.