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Day 1 Wednesday, September 12

8:30 am - 12:45 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Noelle Schuck, Vertical Measures
  • Noelle Schuck
  • 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

SEO of Today: What Really Moves the Needle

AM Workshop
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
  • Win over key executives with the right data and reporting
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

Opening Keynote

Keynote
  • Chelsea Handler, Comedian, Author, Producer
  • Chelsea Handler

Main Conference

2:35 pm - 3:05 pm

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

  • Peter Weinberg, LinkedIn
  • Peter Weinberg
  • 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

Social Media Matters: Developing and Sustaining Audience Engagement

  • Apply data-centric approaches to connect with your audience in ways that your competitors are not
  • Blueprint a social strategy to increase audience interactions by 160% or more
  • 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

Three Actionable Ways to Amplify Video Marketing Success on Social Media

  • Jason Hsiao, Animoto
  • Jason Hsiao
  • Incorporate a data-centric approach to amplifying social & brand marketing initiatives with video
  • Understand the strategy behind creating thumb-stopping video content for Facebook, Instagram and YouTube
  • Develop a daily video marketing strategy that reaches specific audiences, and creates measurable impact
  • Walk away with a playbook full of fresh insights on video marketing and the platforms on which you should focus
  • B2B
  • B2C
  • Data
  • Social
  • Video

Sound, Search and Semantics

  • Upasna Gautam, Ziff Davis
  • Upasna Gautam
  • 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
  • Emerging
  • Search

3:20 pm - 3:50 pm

Digital to Physical: Connecting The Dots In An Omni-Channel World

  • Nicola Smith, REBEL & REASON
  • Nicola Smith
  • Gain a better understanding of consumer expectations around omni-channel
  • Understand best-in-class examples of brands connecting the dots to create powerful omni-channel experiences
  • Get a glimpse into where omni-channel is heading next as it converges with emerging tech like AI, chatbots, AR and IoT
  • Learn how to start connecting the dots for your brand
  • 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

Location Data as a Data Unifier: Auto Brand Successes

  • Drew Breunig, PlaceIQ
  • Drew Breunig
  • Develop a plan to apply location data to understand consumer audiences
  • Better understand how location data can mix with other data sources
  • B2C
  • Conversion
  • Data

The Forgotten Phase of the Marketing Funnel: Driving Consideration in The Digital Age

  • Nick Stagge, ExpertVoice
  • Nick Stagge
  • Better understand your target consumer & who they turn to for advice on what to buy
  • Think holistically around how to take control of the consideration phase of the buying journey
  • Scale the voice of people making trusted recommendations
  • B2B
  • B2C
  • Conversion
  • Strategy

4:05 pm - 4:35 pm

12 Principles of Viral Content

  • Nadya Khoja, Venngage Infographics
  • Nadya Khoja
  • Define “viral” and understand why you’re struggling to get your content noticed and shared organically
  • Craft content that not only showcases your product, but that also EXCITES your audience.
  • Use the same framework that helped grow Venngage’s traffic and revenue by over 800% in less than a year
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

Rich Snippets: What Are They, and How Can I Get One?

  • Colleen Harris, CDK Global
  • Colleen Harris
  • Know which types of structured data should be used where on a site, and tips on scaling schema over a large website
  • Understand the positive impact rich snippets can have on paid search ads and organic results
  • Write content that makes your site the answer Google wants to highlight in an answer box
  • B2B
  • B2C
  • Content
  • Search

How You Can Save Up To 50% on Your Digital Media Budgets

  • Senthil Govindan, Datawrkz
  • Senthil Govindan
  • Understand the digital media value chain
  • Use a framework for deciding whether to outsource media buying or keep it in house
  • Determine if media buying will be done in a transparent fashion
  • Evaluate media buying firms, especially with respect to pricing structure
  • Understand when to use Search, Social, and Programmatic channels
  • B2B
  • B2C
  • Conversion
  • Data
  • Paid Advertising

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

4:50 pm - 5:20 pm

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 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
  • B2B
  • B2C
  • Email
  • 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)
  • Search

7 Secrets to Superior In-App Marketing

  • Cailin LaVallee, Waze
  • Cailin LaVallee
  • Identify the types of apps consumers value most, and understand the characteristics that make those apps “high-value”
  • Learn how to better leverage in-app technology and data to your advantage
  • Better understand consumer expectations of in-app marketing and pitfalls to avoid
  • Hear ROI success stories from in-app marketing strategies
  • Mobile
  • Strategy

Original Research: Mistakes to Avoid with this Unexplored Opportunity

  • Michele Linn, Mantis Research
  • Michele Linn
  • Understand how to choose your research topic
  • Brainstorm questions and stories for your research using an easy-to-apply framework
  • Atomize your research into a year’s worth of content
  • B2B
  • B2C
  • Content
  • Strategy

5:20 pm - 6:30 pm

Opening Reception

Day 2 Thursday, September 13

8:30 am - 9:00 am

Make Your Brand Human: Developing Your Voice for Digital

  • Eric Thomas, SAGA MKTG
  • Eric Thomas
  • Tell a brand story in a fragmented digital landscape
  • Leverage your unique selling proposition as a brand strategy
  • Develop a compelling narrative for online media
  • Connect with your audience in an authentic way
  • B2B
  • B2C
  • Branding
  • Content
  • Social

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • List 5 verbs that are the necessary building blocks for deep content
  • Unlock the power of pain points
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • B2C
  • Content
  • Strategy

Paying for SEO: A Method For Increasing Lead Volume By Over 300%

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Understand the data that validates why you need to immediately execute this strategy
  • Identify third-party sites that rank well for your top queries
  • Implement 5+ tactics for maximizing the selected third-party sites so that they perform profitably
  • SEO

9:15 am - 9:45 am

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

Build Better Digital Experiences with Design Sprints

  • Arielle Benjoya, Discover Financial Services
  • Arielle Benjoya
  • Provide teams with a repeatable way to innovate
  • Promote productive interdisciplinary collaboration
  • Suggest creative alternatives to traditional brainstorming that can be applied immediately
  • Test a big idea in just 5 days
  • B2B
  • B2C
  • Strategy
  • UX/Design

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 data strategy
  • B2B
  • B2C
  • Data
  • Measurement
  • 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/Design

10:00 am - 10:30 am

Seven Essential Points in the Lifecycle Where You Must Engage Customers!

  • Ernan Roman, ERDM Corp
  • Ernan Roman
  • List the seven critical points where B2C and B2B decision makers expect personalized value
  • Understand the Reciprocity of Value equation for engaging customers to provide deep and appropriate preference information
  • Move from ineffective personas and cohorts to authentic Human Data driven segmentation
  • Use a 12 point CX Innovation checklist to keep customers engaged
  • B2B
  • B2C
  • Data
  • Strategy

Send Great Email: How to Truly Communicate, Captivate and Connect with Every Subscriber

  • John Thies, Email on Acid
  • John Thies
  • Implement tips on how to avoid Spam filters
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Understand why considering accessibility within your email design is critical to the success of your campaigns
  • Make quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
  • Understand how Auditory technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email

Death to Boring B2B Marketing, Part 2: Jobs to be Done

  • Cliff Seal, Salesforce Pardot
  • Cliff Seal
  • Understand jobs-to-be-done theory and how it can (and should) be applied to marketing
  • Uncover what your customers “hire” your product or service to do
  • Implement your discoveries at any scale that works for you
  • B2B
  • B2C
  • Data
  • Strategy

11:00 am - 11:30 am

10 Critical Factors for Success in Content Marketing

  • Noelle Schuck, Vertical Measures
  • Noelle Schuck
  • 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.
  • B2B
  • B2C
  • Paid Advertising
  • SEO

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

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Better understand your customers’ journeys, and how they should be applied to your strategy
  • Recognize how display advertising fits into your overall marketing strategy
  • Utilize Google Analytics and other tools to measure the metrics that matter
  • Optimize your ad spend and improve your ROI
  • Paid Advertising
  • Strategy

Obviously Awesome: How to Use Context to Unlock Growth in Noisy Markets

  • April Dunford, Rocket Launch Marketing
  • April Dunford
  • List the common warning signs of weak positioning
  • Understand how context setting can completely change the way customers perceive a product.
  • Use a simple method to find the best market context for your product
  • Replicate case study examples of companies that achieved breakthrough success through a shift in market context
  • B2B
  • Branding
  • Strategy

11:45 am - 12:15 pm

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
  • Strategy
  • UX/Design

Three Ways to Dramatically Improve Your Email Results

  • Nora Snoddy, Campaign Monitor
  • 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

Leveraging Customer Life Stages

  • John Gray, Pinterest
  • John Gray
  • Use a framework for segmenting your potential customers based on life events/stages
  • Understand the needs and motivations of potential customers undergoing a major life change (e.g. getting married)
  • Engage those audiences in an authentic way
  • Replicate examples of brands doing it best
  • Social

Chatbots & Mobile Wallets: Why Brands Need the Product Management Model

  • Raqib Sheikh, J. Walter Thompson
  • Raqib Sheikh
  • Understand why marketers should adopt a minimum viable product mindset to successfully launch digital tool
  • Practice “brutal empathy” as a means for adding user value
  • Learn product development best practices and principles, like “fail faster.”
  • Strategy

12:30 pm - 1:40 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

2:00 pm - 2:30 pm

Creating More Successful Content Based In Data

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Find access to free info your target marketing is giving up
  • Increase the likelihood your content will resonate with your audience
  • Reduce the amount of content you need to create while improving overall results
  • Discover free templates and tools to help with content creation, and create a working strategy for integrating them
  • Content
  • Data

When to Elevate; When to Create; When to Recreate Your Email Programs

  • Grace Pratt, Zillow
  • Grace Pratt
  • Identify opportunities in your existing email marketing programs for small changes for maximum impact
  • Identify larger opportunities for email improvement for emails that need a complete overhaul
  • Execute proof of concept testing for new email ideas
  • Leverage data for leadership/cross team buy in
  • B2B
  • B2C
  • Data
  • Email
  • Strategy

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2C
  • Social
  • Video

The SEO Process That Will Grow Your Business

  • John Doherty, GetCredo.com
  • John Doherty
  • Speak eloquently about the importance of SEO initiatives to executives and other marketers
  • Identify your company’s biggest opportunities with SEO around website content, keyword research, and external links
  • Identify your company’s traffic and revenue potential if you invest in SEO
  • Understand how SEO ties into the broader marketing funnel
  • Search

2:40 pm - 3:10 pm

SEO and Content Unite

  • Garth O’Brien, GoDaddy
  • Garth O’Brien
  • Identify how and what your audience is seeking online
  • Ensure your content efforts will pay off and maximize your ROI
  • Open your eyes to new content opportunities giving you an edge over your competitors
  • Content
  • SEO

Inbound Video and the Death of Impersonal Marketing

  • Ian Servin, Animus Studios
  • Ian Servin
  • Understand how different video formats connect to different marketing objectives and campaign types.
  • Produce your own in-house content with minimal effort and maximum impact.
  • Collaborate with video experts to tackle larger campaigns that are seamlessly integrated into your strategy
  • B2B
  • B2C
  • Content
  • Video

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

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
  • UX/Design

3:20 pm - 3:50 pm

Connecting Consumers, Igniting Brands via Interactive Storytelling

  • Steve Ramos, Steve Ramos Media
  • Steve Ramos
  • Develop an actionable and compelling interactive storytelling framework
  • Better understand the frontier tech available to today’s marketing teams and how to best utilize it for customers
  • Add impact and profitability to your marketing services using interactive storytelling and design
  • Implement interactive measurement models for improved reporting of both online and offline assets
  • Content
  • Conversion
  • Emerging
  • Social

Communicate Faster To Your Customers, Faster Than Your Competition

  • Josh Powlison, Stories LC
  • Josh Powlison
  • Tell your message most effectively by crossing audience research with media comprehension.
  • Understand how you can use openness of interpretation to communicate more clearly with your customers
  • Use the strengths of new, experimental media decades ahead of those learning by trial and error
  • Compare and contrast any media, from text to video to radio, in a matter of minutes
  • B2B
  • B2C
  • Content
  • Data

Automate, Improve and Optimize your Lead Generation

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Build a new blueprint to map out your current lead-gen process and decide what’s working
  • Understand which audiences matter most to your business
  • Set follow-ups designed to convert (without being annoying)
  • Set better measurable, achievable goals for your lead funnels
  • B2B
  • Strategy

The Next Era of Mobile Messaging

  • Rob Lawson, Google
  • Rob Lawson
  • Understand how Rich Business Messaging will change SMS
  • Increase customer engagement and personalization with RBM
  • Reach mobile customers more effectively
  • Prepare your brand for the future of messaging
  • B2C
  • Emerging
  • Mobile

4:00 pm - 4:30 pm

Closing Keynote

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

4:30 pm - 5:30 pm

Closing Reception

Join us at Digital Summit Detroit 2018

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