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Pre-event Tuesday, September 25

10:00 am - 4:00 pm

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • How high conversion rates will change everything for your business.
  • The math of acquisition.
  • Calculate the value of a contact, prospect and customer.
  • How to measure your potential upside from higher conversion rate.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • The sources of data you can tap for amazing insights.
  • The “launch and know” campaign development process.
  • Keeping designers and copywriters honest.
  • How to outgrow your competition.
  • Dealing with executive interference.
  • Justifying larger budgets with data.
  • Getting support for creative ideas.
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • What to expect from a data-driven agency.
  • Managing a website redesign.
  • Build high-converting landing pages.
  • How to develop ads that deliver.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Integrated Advanced Social Media Marketing

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Auditing Your Current Social State of Affairs: Learn how to quickly and quantifiably evaluate existing organic and paid social media marketing activities and determine how to best adjust budget and recourses for more business benefit
  • Setting Social Strategy: Learn to identify goals, avoid shiny object syndrome, and focus on driving meaningful impact for your organization
  • Purposeful Content Distribution: Learn how to work with Content, Search, and PPC to leverage and package content created for various purposes and put them in front of the right audiences at the right time.
    – We will dig deep into understanding audience/customer/influencer personas and how they are translated into paid audience targeting.
    – We will also delve into how to use creative elements to package content for the various social channels.
  • Measuring Impact: Close the marketing feedback loop. Learn how to measure advertising spend, user engagement, and how social traffic impacts other aspects of digital marketing
  • Scaling Your Efforts: Identify the right tools for your team (or yourself!) to get organized, streamline your social media management processes, and boost results
  • What’s Next: Identify future trends to help your brand or organization get and stay ahead of the curve
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Wednesday, September 26

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

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

Main Conference

1:15 pm - 2:30 pm

Opening Keynote

Keynote
  • Mitch Lowe, Netflix
  • Mitch Lowe

If you want to be the leader of your industry, you need to disrupt your market. Mitch Lowe is an expert in disruption. As a chief executive officer of Netflix, Redbox, and MoviePass, Lowe has disrupted the movie industry three times: two times he disrupted how we rent movies (by mail and by kiosk) and is in the process of disrupting how we pay for our movie theater experience. In this exciting and informative talk, Lowe will share the behind-the-scenes secrets of how he built a culture that disrupted movie watching and how you can build your own culture to disrupt your own industry.

2:30 pm - 3:00 pm

Managing and Marketing to Millennials

  • Attract, hire and retain Millennials that will surprise and delight you
  • Better understand what millennials want from their workplace leaders
  • Create marketing messages that resonate with millennials
  • Choose marketing platforms that millennials will respond to
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

Speed to Insight: The Key to Marketing Analytics

  • 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
  • B2B
  • B2C
  • Measurement
  • Strategy

Retail in The Age of The Customer

  • Map digital destinations to best position your business for what’s next
  • Optimize sustainable, customer-centric strategies in this new world • Learn how retailers can compete with Amazon as the landscape changes in the age of the customer
  • B2C
  • Customer Experience
  • Strategy

Make Your Messages Count: Using Consumer Insights for Compelling Content

  • Brad Perry, Authentic
  • Brad Perry
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • B2B
  • B2C
  • Content
  • Conversion
  • Customer Experience
  • Data
  • Social

3:15 pm - 3:45 pm

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
  • B2C
  • Data
  • Measurement
  • Social
  • Strategy

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

  • Avoid Spam filters like a ninja
  • 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 Voice technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email
  • Emerging

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
  • B2C
  • Conversion
  • Emerging
  • Strategy

4:00 pm - 4:30 pm

Using Storytelling to Magnify Content Strategy

  • Megan Jones, The Moth
  • Megan Jones
  • 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
  • B2B
  • B2C
  • Branding
  • Content
  • Social
  • Strategy

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
  • B2C
  • Branding
  • Content
  • Customer Experience
  • Mobile
  • Social

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
  • Branding
  • Content
  • Search
  • Strategy

WAKE UP Your Digital Marketing

  • Tiffany Starnes, Starnes Solutions
  • Tiffany Starnes
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
  • B2B
  • B2C
  • Content
  • Measurement
  • Social
  • Strategy

4:45 pm - 5:15 pm

Original Programming is the New Content Marketing

  • Joshua Machiz, Nasdaq
  • Joshua Machiz
  • Understand how an original show is born and can be made by your brand
  • Create brand integrations within original programming that feel authentic
  • Retarget a captive audience with experiences they actually want
  • B2C
  • Branding
  • Content
  • Social
  • Strategy

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

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

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2B
  • B2C
  • Content
  • Design
  • Email
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Day 2 Thursday, September 27

8:30 am - 9:00 am

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

How to Millennial-Proof Your Customer Journey Strategy

  • Michel Feaster, Usermind
  • Michel Feaster
  • Build a strong CX team that operates cross-functionally to align departments and processes with customer needs
  • Identify the context details that are important to your millennial customer
  • Translate disconnected signals from customers into a single 360º customer view,
  • Reference learnings from real-world case studies on building customer journeys
  • B2C
  • Conversion
  • Customer Experience
  • Data
  • Mobile
  • Strategy

9:15 am - 9:45 am

The Feng Shui of Modern Email

  • 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
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2C
  • Data
  • Email
  • UX/Design

Tag, You’re It! Track Your ROI with Google Tag Manager

  • Siobhan Lidon, FSC Interactive
  • Siobhan Lidon
  • Track valuable consumer actions on your website
  • Link specific goals and conversions to your consumers’ stages in the buying funnel
  • Find and report on unique data in Google Analytics
  • B2B
  • B2C
  • Conversion
  • Data
  • Measurement
  • Search

Enhance Customer Experience Using Analytics and Experimentation

  • Use data and analytics better to improve every Customer Experience interaction.
  • 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
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Data

10:00 am - 10:30 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
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Design
  • Strategy

Learn How to Create Videos that Educate, Entertain & Inspire

  • Produce more entertaining videos to support your marketing campaigns
  • Significantly increase YouTube subscribers and views – PBS’ result was 30 million views a month!
  • Measure the impact, reach, and engagement of your video content & tie them back to achieving your company mission
  • B2C
  • Branding
  • Content
  • Mobile
  • Social
  • Video

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

11:00 am - 11:30 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • 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
  • B2B
  • B2C
  • Mobile
  • Paid Advertising
  • Search
  • Social

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
  • B2B
  • B2C
  • Measurement
  • Mobile
  • Paid Advertising
  • Social

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
  • B2B
  • B2C
  • Content
  • Mobile
  • Strategy
  • Video

11:45 am - 12:15 pm

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

  • Discover the identity problems that most 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
  • Branding
  • Content
  • Customer Experience
  • 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
  • Customer Experience
  • Strategy
  • UX/Design

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to more effectively measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Lauren Wirtzer Seawood, Instagram
  • Lauren Wirtzer Seawood

If you’ve been challenged with creating an effective strategy for leveraging the popularity of Instagram in your marketing, look no further. Join Instagram’s Head of Music Partnerships, Lisa Wirtzer Seawood for a lunchtime fireside chat on Day 2 of Digital Summit Chicago. In this keynote, she’ll dive into ideas for effectively and authentically growing and engaging audiences — through sharing how today’s most popular artists connect with fans on the platform

1:40 pm - 2:10 pm

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
  • Social
  • Strategy
  • Video

Humanizing the Customer Experience in the Digital Age

  • Susan Sanderson, The Vitamin Shoppe
  • Susan Sanderson
  • Understand current consumer expectations and apply those learnings to the digital shopping experience
  • Understand why peer-to-peer engagement is vital to the progression of digital marketing
  • Bring a tactical approach to creating customer-centricity across digital platforms
  • Use analytics to personalize the customer decision journey
  • B2B
  • Customer Experience
  • Data
  • Mobile
  • Social
  • Strategy

AR + AI: Co-Creating the Most Personalized Consumer Experience

  • Ashley Crowder, VNTANA
  • Ashley Crowder
  • Develop a marketing campaign integrating AR to interact with consumers to create more personalized experiences
  • Use AR in advertising to reach beyond consumer engagement and extend into data-capture and lead generation
  • Learn what types of AR work best in various situations and help provide meaning data and reporting to increase lead generation and sales
  • B2C
  • Emerging

2:20 pm - 2:50 pm

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

The Art and Strategy Behind an Effective Instagram Account

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • List questions you need to answer in order to formulate an Instagram strategy
  • Use visual planning tips and tools to create your perfect grid
  • Research hashtags that will boost your engagement
  • Use Instagram stories to bring your brand to life
  • Implement strategies to convert your followers to leads and customers off of Instagram
  • B2B
  • B2C
  • Branding
  • Content
  • Conversion
  • Design
  • Social

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • B2B
  • B2C
  • Branding
  • Content
  • Customer Experience
  • Design
  • Mobile
  • Strategy

Make Your Messages Count: Using Consumer Insights for Compelling Content

  • Brad Perry, Authentic
  • Brad Perry
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • B2B
  • B2C
  • Content
  • Conversion
  • Data

3:00 pm - 3:30 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
  • Branding
  • Emerging
  • Strategy

Harnessing the Power of Amazon: Customer Acquisition, Lead Generation, and Proof of Concept Sales

  • Robyn Johnson, Best From The Nest
  • Robyn Johnson
  • Use Amazon as a way to drive growth for brands and products
  • Understand key elements for Amazon SEO and conversion
  • Get initial conversions and protect your brand on Amazon
  • B2C
  • Measurement
  • Mobile
  • Search
  • 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
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Social
  • Strategy
  • Video

3:40 pm - 4:10 pm

Beat Your Competition by Performing SEO Research

  • Katie Cunningham, Adept Marketing
  • Katie Cunningham
  • Identify where search matters in your customer’s user journey and what type of content you should create at each stage of the funnel
  • Understand who is your true search competitors
  • Know your brands market share within the increasingly competitive search space
  • Prioritize your marketing budget for the best ROI from search
  • B2B
  • B2C
  • Content
  • Search
  • Strategy

How To Thrive in the Post-Digital Age – Tips and Case Studies for How to Succeed

  • Eric Yale, Forrester
  • Eric Yale
  • B2B
  • B2C
  • Strategy

4:20 pm - 5:00 pm

Closing Keynote

Keynote
  • Mitch Lowe, Netflix
  • Mitch Lowe

5:00 pm - 6:00 pm

Closing Reception

Join us at Digital Summit Chicago 2018

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