Monday, September 23
10:30 AM Sponsor Presentation
Storytelling, Sharing and Smarter Content: How to Create More Brand Discovery and Advocates Using Smarter, Sharable Stories
As the classic one-way marketing campaign continues to fade, interactive, real-time sharing and storytelling strategies are becoming critical for savvy marketers striving to engage with targeted customers they want to discover their brand and become loyal advocates. Russ Mann, CEO and founder of Covario and Rio SEO, will address the value of storytelling, how brand content gets shared, and why most storytelling today is “dumb. He’ll also present a framework for “smarter content,” encompassing the 4F’s of getting found, friended, followed, and forwarded, along with a template for smarter content execution based on a four-stage Smarter Content Lifecycle template. Russ will offer insights on how to execute smarter content in real-time, in addition to critical KPIs for smarter, shareable storytelling.
Attend this workshop and learn:
- How to evolve from the classic marketing campaign approach to real-time, storytelling marketing strategies
- How to use “smart content” to drive greater brand engagement, targeted customer loyalty, and new discovery marketing opportunities
- Ten tips for making brand content smarter and using storytelling strategies to achieve marketing success
- Critical KPIs that marketers can integrate into their real-time interactive marketing metrics
Russ Mann is chief executive officer and founder of Covario and Rio SEO. Under his leadership, Covario now has a high-performance team of over 250 members globally and a client portfolio of more than 70 Fortune 500® and Internet 1000 advertisers representing over 1,000 brands and websites. With this distinguished team and outstanding client roster, the company has won every award and accolade in the business from organizations such as Forrester, Ad Age, AlwaysOn, ad:tech, Gartner & 1to1 Media, Interactive Advertising Bureau, Search Engine Strategies and Search Engine Watch. Russ was voted San Diego’s 2010 Ernst & Young Entrepreneur of the Year in the Emerging Business category and the company was listed in the top 25 mid-sized businesses to work for in San Diego. Russ earned an MBA from Harvard Business School and a BA in Asian Studies from Cornell University.
11:00 AM Sponsor Presentation
Strategies for Adapting to the Shifting Search Landscape
We don’t search the same way we did just a few years ago. Consumers want answers to questions and responses to phrases in real-time. They’ve moved beyond entering one or two keywords into a search engine. This change of behavior has shifted the search landscape for advertisers, business owners and publishers. Keyword matching is becoming less important due to its limited ability to understand context and content, whereas semantic search is based on concepts and is, therefore, more likely to understand the searcher’s intent. New search tools have emerged to help online publishers and marketers connect users to the content, products and services they desire within their areas of interest – in real-time, across vertical industries, online and on mobile. Companies that recognize, and take advantage of, the power of semantic search today will be miles ahead of their competition tomorrow, as the world of search engine marketing continues to evolve.
Attend this Workshop and Learn:
- Shifting trends in search technology and how these technologies are impacting advertising: vertical search, entity search and semantic search.
- How to evolve the traditional search marketing strategy to a strategy that makes sense new “semantic” search work to drive greater engagement and relevance with consumers.
Presenter: Colin Jeavons, CEO, Vertical Search Works
Colin Jeavons is the CEO of Vertical Search Works, a search technology company that leverages its services to deliver more valuable results for advertisers, publishers, and consumers across targeted vertical industries. He has over 20 years of experience in the publishing and technology industries. Prior to his current position, Colin was CEO of Parliamentary Communications and had launched the most successful political site in the UK, ePolitix.com. Colin served as founder and CEO of FirstLightERA before merging with Convera Corporation to create what is now known as Vertical Search Works.
3:30 PM Sponsor Presentation
Optimizing Media Buying in RTB – A Case Study
Pixalate CEO, Jalal Nasir, and Gourmet Ads CEO, Benjamin Christie discuss how they've worked together using big data analytics to optimize Gourmet Ads RTB media buys, based on viewability, suspect traffic and performance metrics.
Jalal Nasir, CEO, Pixalate
Benjamin Christie, CEO, Gourmet Ads
Tuesday, September 24
11:00 AM Sponsor Presentation
Programmatic Marketing Busts Out of the Exchanges and Goes Direct
Say good-bye to old school thinking. If you think programmatic marketing is restricted to exchange-traded media or confined to direct-response advertising, it's time to take another look. In today's always-on, real-time world, programmatic marketing is enabling brands to deliver the relevant messages and personalized experiences consumers require - across the entire digital media plan.
Are you buying on endemic sites, portals, or other marquee publishers? Join DataXu's Mukund Ramachandran to hear how top brands and agencies are using programmatic marketing to boost engagement and improve ROI on their direct buys.
Presenter: Mukund Ramachandran, General Manager, Brand Advertising Solutions, DataXu