Agenda: Get the Most Out of MCONN
Marketing Connections offers unique insight from today's marketing leaders and industry experts. Plan your attendance across valuable subjects, speakers, and tracks.
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Session Descriptions
KEYNOTE: Building Brands in a New Media Environment
Track: General Session
8:15 AM -
9:30 AM -
Tuesday, October 21
In today's world, kids are consuming media across many different channels. Marketers are challenged to break through the clutter and figure out how to reach them. Hear how Nickelodeon uses multiple platforms to stay connected to its audience and creates an integrated experiential brand message for marketers. In one particular case study focusing on the network’s tween multiplatform hit iCarly, hear how Nickelodeon broke new ground using its “multi-splatform” architecture, and put the programming experience in kids’ hands.
How to Build Your Dashboard
Track: Impact
10:00 AM -
10:55 AM -
Tuesday, October 21
Too much of a good thing – is that what we have with today’s ability to measure and track everything under the sun? How do you keep track of it all? Are you sure you’re measuring the right things in the right way? Does the client and the agency have different reporting for the same campaign? Hear from today’s experts about what to measure, how to measure and how to turn what you learn into insights for the future.
Driving Results Through Customer Advocacy
Track: Customer
10:00 AM -
10:55 AM -
Tuesday, October 21
Mark Taylor talks about customer advocacy and the steps required to involve your customers in your product and your brand. What is the difference between hearing and listening to your customer? Learn how to be a better advocate for your customer to ensure future success for your business.
Staying Sharp: The Marketer and the Cutting Edge
Track: Technology
10:00 AM -
10:55 AM -
Tuesday, October 21
There’s a lot more to reaching the customer than buying a handful of search keywords. Consumer marketers from brands like Starbucks share their success stories with campaigns that have reached their customers in creative and non-standard ways. From word-of-mouth marketing to alternate reality games, learn about cutting-edge marketing channels that work.
Social Media as a Strategy
Track: Technology
11:00 AM -
11:45 AM -
Tuesday, October 21
Coming Soon!
Who Moved My Click?
Track: Impact
11:00 AM -
11:45 AM -
Tuesday, October 21
Now more than ever, one size doesn’t fit all. Industry experts explore the value of today’s online analytics - whether brand marketers are mining for leads, building greater brand awareness or stimulating engagement, there is a performance metric that specifically measures success to that end. We will explore View-Through Rate, Interaction Rate, Voluntary Time Spent and the consumer progress through the brand funnel – even take a look at messaging that requires no click at all to find the right way to measure success for your campaign.
Propel Your Brand in a Media-Neutral World
Track: Customer
11:00 AM -
11:45 AM -
Tuesday, October 21
Propel your brand in the new media-neutral world. A combination of too many choices, pressure to follow fads, organizational barriers and outdated metrics are leaving marketers paralyzed on how to react. In this session, we will uncover the mistakes being made by marketers and offer insight to propel your brand in today’s marketplace.
Innovation to the Core
Track: Customer
1:15 PM -
2:00 PM -
Tuesday, October 21
If you're like most business leaders, innovation now tops your corporate agenda. But despite all the talk and excitement about the importance of innovation, marketers are often frustrated by the absence of a practical blueprint you can apply to innovation in a systematic way that fuels consistent growth and sustained success. Peter Skarzynski will help you change that in this interactive presentation filled with real world examples and practical insights.
What's a Conversation Worth?
Track: Impact
1:15 PM -
2:00 PM -
Tuesday, October 21
Consumers are becoming more and more involved in making decisions about what and how they consume media. What does this mean in terms of how they are being influenced? Some reports say 80% of consumers trust “word-of-mouth” more than any other source of information. Is that today’s marketing silver bullet? Word of mouth marketing experts discuss the value of non-traditional marketing like blogs and message boards and how to assess the actual impact of such marketing efforts.
Digital Advertising Gets Smarter
Track: Technology
1:15 PM -
2:00 PM -
Tuesday, October 21
It's not about the peanut butter approach any more. With the growth of new advertising models, marketers have many more options, and their budgets can be stretched even further. Presenters will dive deep on emerging technologies like ad networks, ad exchanges, performance-based advertising and other cutting-edge developments in the digital advertising space.
The Customer of the Future
Track: Customer
2:00 PM -
3:00 PM -
Tuesday, October 21
We’re all familiar with the story: emerging technologies have fragmented media, sapped brand equity, and created new opportunities putting customers in control. Most organizations haven’t evolved quickly enough to capitalize on change - but this session will help companies understand consumers and social technologies and how to remain relevant as we witness the “Connected Revolution” firsthand.
Trends in SEM: The 3rd Generation of Tools and Services
Track: Impact
2:00 PM -
3:00 PM -
Tuesday, October 21
Despite the amount of money being poured into the paid search marketplace in the last 10 years, there has been little evolution in the tools & services used to manage those dollars until now. A new wave of 3rd generation SEM technologies coming into the marketplace are fully automating the entire Search Advertising process. This session will decode the bells and whistles, discuss the pros and cons of each and inform the audience if they are capable of improving the process. Can these new services limit headcount to manage increased dollars? Will they create an infinitely more scalable solution than in previous years? Let’s find out.
Branding Beyond the Browser
Track: Technology
2:00 PM -
3:00 PM -
Tuesday, October 21
The way advertising is created and consumed will change more in the next five years than it has in the past fifty. As a result, audiences are becoming harder and harder to reach and it is more important than ever for advertisers to pioneer new channels to reach the consumer through emerging avenues such as games, video, music, and mobile. Mark Kroese of Microsoft will discuss methods to build campaigns that are deeply personal, intensely social, and highly interactive beyond traditional online marketing efforts.
Branded Integration: Selling, Without Selling Out
Track: General Session
3:30 PM -
4:30 PM -
Tuesday, October 21
With greater focus on branded entertainment, Spike Television has successfully innovated in the integrated sponsorship arena. The five-year old network has uniquely weaved brand messaging into commercial breaks for numerous advertisers. Building brands, business and partners through branded integration: This discussion will focus on how sponsored integration can help media companies strengthen not only their own brands but their sponsors brands as well. We’ll also discuss how branded integration helps to create a seamless environment that can enhance the viewing experience and drive retention through commercial breaks.
Marry Your Customer (or at Least Engage Them)
Track: General Session
4:30 PM -
5:30 PM -
Tuesday, October 21
Connecting to your customers isn’t about delivering a set of one-way messages through buying ad space; it’s about taking advantage of the technologies and channels that enable you to engage your customers, develop intimacy, and build communities. The abundance of choice in the marketplace provides the motive for deeper relationships as customers seek to work and transact only with companies that align with their specific needs. In a unidirectional, advertising-only world you aren’t even dating. How are you going to get married? Attend this panel to learn how to buy the right ring, propose, get married, and consummate the relationship with your customers.
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Track Descriptions
Customer
Devoted customers are the most commanding ally that any business can have. The new customer is always accessible, but learning how to make those relationships meaningful for both businesses and their audience is a challenge that all marketers face. Industry pundits like Mark Taylor of Wunderman and Peter Kim of Forrester Research will be leading attendees back to their most important goal — generating effective outcomes for their customers.
Technology
As digital media becomes more and more mainstream, strategies for building successful marketing campaigns must be redefined. At MCONN we'll be informing attendees of new technologies and emerging marketing channels that are changing the face of advertising and marketing. From alternate reality games to word of mouth marketing, hear from experts about the latest and greatest marketing innovations.
Impact
In order to manage you must be able to measure. The beauty of the digital age is the ability to measure everything. Is this too much of a good thing? Industry leaders discuss what to measure, how to measure, and how to use what you measure to provide value to your business and to your customer ensuring that the critical value of marketing is recognized across your organization and its impact is measureable.
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