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.
Strategy + Trends
Sharpen your digital marketing strategy - Content, reputation management, social personalization, SEO, UX, and more
“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
- 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
- 8:30 am - 12:45 pm
- Stage 4
- Pre-Conference
- Understand the latest trends and stats on email marketing
- Develop short and long-term communications plans with subscribers
- Perform effective email audits
- Select email marketing/marketing automation providers
- Build effective email workflows with your organization/agency
- Leverage modern web tools to create kickass emails
- Determine the email metrics that matter
- Discover future email opportunities
- September 6
- 2:30 pm - 3:00 pm
- Stage 2
- Use different messaging and platform strategies to tie to people’s different “media-attention zones”
- Understand how different contexts will require different messaging strategies
- Anticipate when people are ready and willing to embrace new information – and when they are primed to change their minds
- Plan for the next wave of technological innovation in the Internet of Things
- September 6
- 2:30 pm - 3:00 pm
- Stage 3
- Know how to translate your customer journey into the structure of Facebook advertising
- Understand tracking, optimization, and bidding strategies
- Distinguish between the campaign types and creative possibilities, and how/when to use what type
- Find new ways to leverage your existing customers and fans to acquire new ones
- September 6
- 2:30 pm - 3:00 pm
- Stage 1
- 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 2
- Understand how to set your marketing team up for success with the right marketing tools
- Know how to get the right data you need about your audience
- Leverage that data to personalize the experience for every individual.
- Optimize how and when you send emails based on your marketing goals to maximize your results.
- 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
- 3:15 pm - 3:45 pm
- Stage 3
- Identify customer expectations when they choose mobile to interact with your brands
- Design mobile experience to satisfy customer expectations
- Understand the different roles mobile play in eCommerce, and how to design for each role
- Recognize the job of each mobile property in customer journey and design mobile to do that job
- Use proven mobile conversion optimization tactics
- September 6
- 3:15 pm - 3:45 pm
- Stage 1
- Identify key team players in your company and propose a game plan that speaks to them
- Get focused on quick wins: build the target accounts and key personas, eliminate inefficient practices, orchestrate marketing and sales efforts
- Set up metrics and reporting that measure account penetration and overall ABM performance
- September 6
- 4:00 pm - 4:30 pm
- Stage 2
- Uncover the right metrics for your social media campaigns
- Overcome the challenge of disparate metrics from the various social networks
- Quantify the value of social media based on your business objectives
- 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
- Understand how emerging technologies are changing the mobile engagement landscape
- Study customer behavior to help predict what users will do next
- Future-proof your mobile strategies
- 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
- September 6
- 4:45 pm - 5:15 pm
- Stage 2
- Understand millennials in less abstract, more pragmatic terms
- Decipher the consumer behaviors of millennials
- Develop a relevant millennial marketing approach
- Connect your brand with millennials on a deeper, social level
- Learn from Cadillac and other top brands’ success
- 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
- 8:30 am - 9:00 am
- Stage 4
- Application and inspiration from innovative case studies to use across your mar-tech stack and channels
- Best-in-class digital campaign use cases
- Multiple-channel campaign implementations strategies
- Inspirations for the future of digital marketing through attainable strategies utilizing data science, bots, UX personalization and advanced, multi-sensory experiences
- 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
- 9:15 am - 9:45 am
- Stage 2
- Develop a plan to manage a potential crisis on Twitter
- Activate new tools and formats that will aid your organization with crisis communications
- Better understand the complexities of how a crisis spreads, and how to control it on Twitter
- September 7
- 9:15 am - 9:45 am
- Stage 1
- 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
- 9:15 am - 9:45 am
- Stage 3
- 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 4
- 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
- 10:00 am - 10:30 am
- Stage 2
- Understand when and why to use influencer marketing
- Set achievable goals AND measure them
- Find the right influencer to work with
- Create an influencer marketing plan engineered for success
- September 7
- 10:00 am - 10:30 am
- Stage 1
- Understand what separates a great story from the great mass of storytelling
- Know how to shape an organization to deliver great stories
- Measure successful storytelling
- And target and improve stories not living up to their potential
- September 7
- 11:00 am - 11:30 am
- Stage 3
- Move beyond reach, frequency & CPM
- Use Artificial Intelligence (AI) to be a smarter marketer
- Speak to the right now generation, understand your audience, & impact the bottom line with AI
- Create heavy competition among publishers & networks to stretch your ad dollars in real-time
- 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
- 11:00 am - 11:30 am
- Stage 4
- Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
- Use methods for making innovation a daily practice
- Apply a new modern marketing framework to ensure your organization is doing enough to foster and nurture true innovative thinking
- Adopt a framework for evaluating innovative ideas
- September 7
- 11:45 am - 12:15 pm
- Stage 3
- Break out of your “digital strategist” mentality and produce results people understand and crave
- Differentiate between worthwhile ROI focused digital jobs and snake oil
- Translate your digital skills into valuable organizational leadership
- Persuade non-digital executives to see the value in your proposals, allocate budget, and green light projects
- 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 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 2
- Understand Google's drive to satisfy every query
- Ideate & research your customer's intent based needs
- Produce content that both users and bots should love
- Drive relevant organic & social traffic to engage your audience
- Build a content strategy based on Question Personas (and success!)
- September 7
- 1:55 pm - 2:25 pm
- Stage 1
- Integrate Snapchat and Instagram Stories into your social strategy to drive business with younger consumers
- Determine how your brand can scale its micro-storytelling content efforts even with a small team
- Create compelling micro-storytelling content regardless of industry
- Apply the latest best practices in on-demand Snapchat geofilters—from graphics and pricing to strategic targetinge
- September 7
- 1:55 pm - 2:25 pm
- Stage 4
- 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
- 1:55 pm - 2:25 pm
- Stage 3
- Reorient you around more audacious goals and higher levels of creativity
- Uncover opportunities to experiment bravely
- Enhance collaboration, conversation, ideation, and validation
- Refine your goals to be more trackable and attainable
- 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 strategy to work with the ad blocking audience – one that is young, well-educated and spends money online – on their terms
- Leverage ad blocking to make you more profit by reaching out to this otherwise “lost” audience
- Understand where ad blocking fits into digital advertising
- Play an active part in advertising’s great (unwanted) adventure
- September 7
- 2:35 pm - 3:05 pm
- Stage 2
- Develop new, simpler messaging strategies for your marketing, to hold people’s attention longer
- Design more impactful websites and emails that trigger the right areas in the brain
- Employ new design strategies that connect with your users on a subconscious level, and more effectively move them through the customer journey
- September 7
- 3:15 pm - 3:45 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
- 3:15 pm - 3:45 pm
- Stage 2
- 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 1
- What changes Google has made that can make a material impact on your business goals.
- What are the upcoming trends in Organic Search that you need to prepare for
- How to strategically execute modern SEO
- How to effectively measure SEO results for business impact
- How to make the right SEO hire
- How to find the right SEO partner
- What tools your team should be using to do effective enterprise-level SEO
- 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