Agenda

Before we kick up our heels for the main Digital Summit event, join us for the official Pre-Party. We’ll be gathering at Detroit Beer Co. – for local craft beers & networking with Detroit’s diverse community of business builders and innovators.

Have a few beverages and mix & mingle with fellow attendees, speakers, sponsors, and more from the Detroit digital community!

Space is limited and a free RSVP is required.
https://www.eventbrite.com/e/digital-summit-detroit-pre-party-hosted-by-pantheon-tickets-72087267959

Date: Tue, September 24, 2019
Time: 5:30pm – 7:00pm
Location: 2nd floor., Detroit Beer Co., 1529 Broadway Street, Detroit, MI 48226
Tel: 313-962-1529
Website: www.detroitbeerco.com

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Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.

• Why editorializing your brand’s YouTube channel resonates with Gen Z—and how to develop the best strategy to do so
• How to find the YouTube content that works, and shift away from what doesn’t
• Maximizing your content with cost-effective production methods

• Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
• Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
• Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
• Use content to position your brand as a trusted authority in your field to reduce friction

• Implement email win back campaign strategies, cancel flow tactics
• Increase LTV of your subscriber
• Save the customer before they cancel
• Build surveys that can reduce customer churn

• Gain an understanding of three specific types of audiences you can reach out to for your business
• Learn strategies for approaching brands you’re interested in partnering with
• Use social media to find what audiences make sense for your business

• Understand the difference between “spray and pray” influencer marketing and targeted influencer marketing
• Describe the important distinction between potential impressions and true views
• Work with the right influencers and get their content seen by the right audiences

• Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
• Better align messaging and calls to action with campaign objectives
• Boost ROI with personalization that moves the needle
• Leverage the CTA secret that gets the click—even among disengaged subscribers

• Understand where Gen Z goes to consume different types of content
• Describe what draws them in and keeps them coming back
• Implement techniques to shift your marketing strategy for this new consumer

• Understand the relationship between traditional SERPs and voice search
• Identify quick wins and long term goals for your brand’s voice search presence
• Assess the future of voice search and how it will affect your goals
• Understand the rising threat that Amazon poses to our traditional view of SEO

• Identify the top influencers in your industry, and what makes them relevant
• Understand how influencer marketing works, and the processes or work streams that support it
• Know how much it costs and what to expect for your ROI

• Implement actionable best practice email marketing concepts that in some cases have increased revenue by 300%
• Use tactics to grow your list online, offline, and through other marketing channels
• Understand which email metrics you should be tracking, and why they matter

• Identify keywords with higher than average click-through rates
• Capture more of the SERP with featured snippets and featured videos
• Add off-site KPIs to your performance reports

• Find your voice in branding your story
• Build effective habits for consistency in branding
• Create a simple action plan to clarify your brand message
• Set bigger intentions for growth in your business

• Develop a strategic process of building your brand (company or personal) using five elements as a blueprint
• Understand the true difference between branding and marketing
• Differentiate your brand against the competition with an effective purpose, positioning, and promise

• Move beyond reach, frequency & CPM
• Benefit from data collection to reach your ideal customers
• Leverage Artificial Intelligence (AI) to be a smarter marketer
• Speak to the right now generation, understand your audience, and impact the bottom line
• Create heavy competition among publishers & networks to stretch your ad dollars in real-time

• Use specific techniques to begin the brainstorming process
• Determine how to approach your own brand or product’s identity in order to properly assess the direction of your content
• Address the positive and negatives of your content in order to drive towards being funnier

• Understand the importance of developing a Sonic strategy as we move towards an increasingly screenless world
• Know why sound is one of the most powerful platforms that can impact human memory, emotion, and behavior
• Get started developing a sonic ID
• Build new models of measurement and effectiveness in this new era

• Align sales and marketing goals
• Identify and analyze target accounts
• Develop personalized messages for high-value customers
• Increase efficiencies and ROI of marketing campaigns

• Gather the tools needed to create content built specifically for social media
• Better understand how audiences consume content on different social platforms
• Prioritize distribution strategies for various social channels

• Distinguish how we are shifting from a product era to an experience era
• Recognize why having a human centered approach to customer experience will be a differentiator
• A specific methodology to design amazing customer experiences

• Use the free software provided which is designed to assist in the content creation process
• Run circles around your Goliath competitors using tactics they can’t deploy (and if you’re a Goliath, learn how to beat those pesky startups)
• Analyze your audience in more effective ways to increase content success

• Move beyond marketing your products/apps/services and focus on experience marketing
• Empower today’s digitally connected consumer by capturing attention, maintaining attention and creating buzz
• Understand why influencer marketing in 2019 requires much more than a celebrity posting an orange tile and how every business can leverage influencer marketing at scale
• Spend more time understanding your customer while embracing the importance of transparency and authenticity in good times and when things go up in flames!

• Build the scorecard: Identify the systems and metrics to include in your own scorecard
• Interpret the scorecard: Define action items that will directly accomplish your business goals
• Execute: Define project requirements and user stories that can help to improve your numbers

• Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
• Know exactly what the four metrics Google uses to track the quality of the system are
• Apply given tactics on how to target content by searcher need states to your own strategy

• Execute on six tactics that have been statistically proven to increase qualified lead volume
• Avoid four widely implemented tactics that simply do not work
• Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth

• Understand the business and social value of corporate social impact so you’re not leaving money on the table
• Develop authentic public and community partnerships for long-term success
• Leave behind your previous skepticism and be at the forefront of this growing movement to engage your customers and employees

• Use data visualization tactics to turn 1,000-word explanations into a quick and easy to understand single image
• Apply the elements of storytelling to share the value of your data
• Understand the difference between precise vs accurate data and how to leverage the power of accurate analytics data

• Understand the importance of Amazon branding
• Take control of your brand, regardless if you’re selling on Amazon
• Expand internationally on Amazon
• Implement the first steps in creating a multi-channel e-commerce strategy

• Define the anatomy of a strong LinkedIn profile and summary
• Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
• Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey

• Build a digital identity that is unique to YOUR brand.
• Understand how current brands are using trends to “feel” authentic
• Use Digital Storytelling to do consistent cross-platform world building
• Make “boring” brands more engaging

• List reasons why you should migrate (there are plenty)
• Take advantage of opportunities to make your new website SEO friendly
• Use best practices presented to prepare for your migration
• Find out what to expect during migration day
• Know what you need to monitor in post-migration

• Enable collaboration of how to be the internal change agent for data driven decisions
• Implement a method to evolve a team/brand to execute funnel theories, capture the correct data and become more accountable for decisions
• Test and learn automated mechanisms to execute without adding staff, human error or incorrect decisions

• Understand why user experience is a critical facet in product development
• ​Leverage technology as an enabler of experience and not the feature
• Incorporate operating principles for designing products and experiences that wow
• Follow a proven process for getting the experience right, including kickoff activities completed as a product strategy and roadmap are defined

• Tap into new storytelling features on Snapchat and Instagram Stories
• Create an employee advocacy strategy to boost organic social media reach
• Leverage social listening effectively to find and engage potential customers
• Build relatable, real-time moments like an A-list celebrity for your brand
• List the types of content given preferential treatment by Facebook and Instagram

• Create a more effective strategy to better attack your workload
• Unify processes to get everyone on the same page
• Reclaim more time for the job you were actually hired to do

• Use rigorous analysis to catalyze collaboration and performance-based actions across social, content, lead generation, advocacy and influencer marketing
• Weave analytics into the fabric of your strategy, building an “always on” strategic process to inform, guide, and steer tactics.
• Drive measurable and actionable business impact and results

Before we hand the mic to Seth Godin for our Day 2 lunch keynote, we have a special appearance by NBA Hall of Famer and personality, Dennis Rodman. Hear Dennis’s takes on media, marketing, personal branding, and more.

• Send more actionable emails
• Easily segment for every stage of the customer lifecycle
• Simplify your processes and improve reporting
• Prove your value with better results

• Implement tactics to get the flywheel moving with both organic and paid efforts, even with a small budget
• Leverage content with a channel-specific approach to generate higher levels of reach
• Apply principles of successful content marketing and a distribution strategy that can lead to conversion

• Replicate real use cases of how Marketing Technologies can been used to enable omnichannel tracking and data visibility for marketing
• Understand how integrated MarTech solutions can activate marketing tactics on the execution side, and how that impacts campaigns
• Know the four important points to consider in enabling omnichannel marketing campaigns and strategies

• Develop a strong sense of creating a solid foundation for your business/organization
• Plant future goals/projections into company culture
• Water, tend to, and keep up continuous growth with ups and downs of company/ business transitions

• Meet people where they are spending their time with a brand message that is personal and exciting
• Shorten the path to conversion and make shopping seamless
• Build loyalty through communication & customer service

• Use the “hammer principle” and other content planning techniques to generate new content ideas
• Identify new content opportunities based on the funnel stage needs of your prospects and customers
• Build and maintain a full content pipeline to support your company’s editorial calendar

• Choose between first-, second- and third-party data to achieve your objectives and maximize your budget.
• Debate between quality vs. quantity and find the perfect balance.
• Know your data intimately: where it’s coming from, how it compares to your actual addressable market and common hidden risks such as audience arbitrage.
• Understand how buying and selling data will evolve over the next few years.

• Set logical goals – and find key data points – from your email program
• Translate engagement cues from your email to guide strategy for other channels
• Create an optimized team of channel experts

• Understand how neuromarketing allows brands to better understand the role the subconscious plays in consumer buying decisions
• Unlock the subconscious and gather insight into their consumer’s non-conscious thought processes using neuroscience tools
• Use data and insights generated from neuroscience tools, to more effectively market to your target consumers and guide the design of the creative strategy and messaging for the right audience

• Identify the areas that you should develop in-house versus outsource
• Grow talent from the inside-out and outside-in
• Prevent the team from developing “Bubble Syndrome”
• Avoid the most common mistakes of in-house agencies
• Keep your team inspired and excited through skills-based volunteering that creates good in the community

• Understand how search engines are evolving to better understand search intent, topical relevance
• Understand the importance of search data in a website content strategy
• Use a 4-part framework to build a custom process that will help you build a comprehensive content plan that will earn more traffic from organic/natural search

• Create strategic partnerships with micro-influencers and content creators that maximize returns
• Build a community of loyal partners to promote your brand and/or product
• Implement key strategies, incentives, and tools that can extend the life of your brand campaign and increase conversions long term
• Cultivate influencer relationships that can be tapped into for years to come

• Create a scrappy marketing strategy, helping you know what channel or platform works best when
• Simplify your content marketing with four easy-to-employ hacks
• Measure what matters in your marketing for continuous improvement

• Rethink your social marketing distribution strategy to include internal communication
• Increase social performance metrics without increasing media spend
• Improve employee engagement, advocacy and satisfaction

• Understand the ideal structure of a chatbot conversation
• Map your conversation to the visitors Intent
• Determine how the right and wrong “AI” can dramatically improve your engagement