Header Image

Strategy + Trends

Sharpen your digital marketing strategy - Content, reputation management, social personalization, SEO, UX, and more

Looking at marketing and digital strategy from more of a bird’s eye, holistic viewpoint? There’s a number of offerings on the Digital Summit program to help stir your creative and strategic juices.

“The speakers all possessed very deep knowledge in their field. Very impressed with this conference. Outstanding value. Loved the DJ also!”

– 2016 Digital Summit attendee

Session Filters

Day 1 Wednesday, September 6

  • September 6
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
  • September 6
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
  • September 6
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Mine ""unclassified intelligence"" to use as content
  • Maximize ""preapproved"" content from partners
  • Master the art of the retweet
  • Minimize the chance of getting fired for an ill-conceived post
  • September 6
  • 3:15 pm - 3:45 pm
  • Stage 4
  • Look at visual and interactive signals to build trust in the experience and product
  • Assess designs for how the viewer will trust their visual and interactive messages
  • Look at a products long term success based on trust, rather than short-term profit gains
  • September 6
  • 4:00 pm - 4:30 pm
  • Stage 3
  • New processes and strategies for implementing predictive analytics in your business
  • Real world cases and results of Predictive Analytics to shape your strategic roadmap
  • Current trends of adoption of Predictive Analytics, by industry vertical
  • A peek at the role of Predictive Analytics and AI in the digital world
  • September 6
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 4
  • How machine learning/AI technologies will be used to improve marketing processes and decision making
  • Which marketing roles and functions are at risk of being ""automated""
  • How to prepare yourself and your team for the future through a ""center-brain marketing"" approach
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 1
  • 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

Day 2 Thursday, September 7

  • September 7
  • 8:30 am - 9:00 am
  • Stage 1
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • September 7
  • 8:30 am - 9:00 am
  • Stage 2
  • Approach measurement of new products with a new perspective
  • Understand the importance of open communication in analytics
  • Learn about how you can best interpret qualitative and quantitative feedback
  • September 7
  • 9:15 am - 9:45 am
  • Stage 3
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • September 7
  • 9:15 am - 9:45 am
  • Stage 4
  • Combine digital experiences with customer data to predict what users are likely to respond to different messages
  • Discover new performance and touch-points data points to map content strategies
  • Understand how your content is working in support of your SEO efforts today and how to improve it
  • September 7
  • 10:00 am - 10:30 am
  • Stage 2
  • Advanced tips for performing deep content topic ideation to capture organic traffic
  • Techniques to shift your strategy to adopt agile methodologies
  • Learn an amazing Hub & Spoke content model to drive results
  • Interactive discussions about why search engine optimization is more critical than ever
  • September 7
  • 10:00 am - 10:30 am
  • Stage 4
  • Apply data science in marketing
  • Understand the limitations of data science
  • Think critically about data science -- even if you are not a data scientist!
  • September 7
  • 10:00 am - 10:30 am
  • Stage 1
  • More effectively conduct audience intelligence research
  • Craft a laser-focused content strategy using your new research skills
  • Leverage the same data to determine your paid media strategy
  • Create more relateable content to reach customers at the right time, in the right channel
  • Integrate employee driven storytelling into the brand experience
  • September 7
  • 11:00 am - 11:30 am
  • Stage 3
  • Learn 5 important traits of “digitally fit” organizations and brands
  • Get a framework to assess your organization’s digital fitness level
  • Discover how marketers are leading change and helping their brands get fit today
  • Learn how to make the case for changes in your organization, collaborate across teams, and exceed digital expectations
  • September 7
  • 11:00 am - 11:30 am
  • Stage 1
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
  • September 7
  • 11:00 am - 11:30 am
  • Stage 2
  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs. customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 2
  • White hat SEO strategies real brands can actually implement
  • Why your competitors are ranking pages with zero external backlinks
  • SEO skills every digital marketer needs to learn
  • What every PPC manager, developer, web designer, and business owner should know about SEO
  • Why brand search matters and how to protect it
  • Million dollar mistakes companies are making and how to avoid them
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 4
  • Change user behavior from “transactional” to “relational”
  • Discover new algorithms to drive content personalization in unique new directions
  • Implement workflow processes that augment staff labor with automatic data-surfacing
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 3
  • Understand the concept of life contexts
  • Use current platforms that act as agents to fulfill your very specific, contextual goals
  • Leverage life contexts to make your users have wow-moments!
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 1
  • 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
  • September 7
  • 1:55 pm - 2:25 pm
  • Stage 4
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 1
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even "boring industries" can create remarkable work
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 3
  • Compare and test various attribution models and tools to determine the best fit for your business
  • Discover how call tracking drives multi-channel attribution
  • Run informed multi-channel marketing campaigns that perform across the board
  • Implement proper tagging strategies to ensure accurate data and reporting
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 4
  • Develop a simple customer journey map and better manage your customers’ expectations
  • Understand where there are gaps in your offer, and where profits are leaking out
  • Apply new techniques to reduce customer churn
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Create content with an end goal in mind
  • Take a single concept and customize it for multiple channels
  • Identify different types of content to develop a diverse editorial calendar
  • Understand what your audience wants in order to deliver the right message at the right time on the right channel
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Identify gaps in your current marketing capabilities and infrastructure
  • Understand how content trends will impact your need for end-to-end content strategy, production and measurement capabilities
  • Generate ideas about how to approach your content strategy both practically and creatively
  • Evaluate the connections between digital and physical marketing tactics to plan marketing opportunities that can bridge web and experiential
  • Take advantage of the latest technologies for optimization
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Create automated email campaigns based on the data you’re collecting in CRM
  • Generate variable content that matches your audience’s interests
  • Better understand your true campaign ROI
  • Foster friendships with both your Sales and Accounting Departments
  • September 7
  • 3:55 pm - 4:25 pm
  • Stage 1
  • Understand what agile content marketing is
  • Test and improve content marketing best practices for their organization no matter how ""dry"" their industry is
  • Iteratively improve their content marketing to improve conversions and long-lasting SEO benefits

Join us at DS Washington DC 2017

Subscribe to our newsletter