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Agenda

Session Filters
  • 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
  • Better understand how ad fraud works in the digital advertising ecosystem (including real life examples).
  • Be current on what Google is doing to defend advertisers, publishers, and users from ad fraud.
  • Take action in defending back against ad fraud.
  • Define goals and determine hard metrics that matter to your business
  • Find your target audience online
  • Develop a consistent cross-channel content marketing campaign
  • Measure success
  • Create digital ads that consumers will engage with across devices
  • Tailor digital creative based on marketing objectives
  • Understand what different generations of consumers would like from digital ad creative

Learn how to build a successful A/B testing and optimization program, whether you are just starting out or working to expand on an enterprise wide level. Pick up some tips and tricks to make your campaigns more effective and efficient.

  • Gain simple, repeatable content marketing tactics anyone can employ, whether you have a small business, are in the Fortune500, or are looking to grow your personal brand
  • Learn a few tricks of the trade as far as penetrating the right audience with Twitter video ads, Facebook Video ads, Instagram Stories, VR (360) and Snapchat (AR)
  • Develop an enterprise-ready model for achieving greatness at scale
  • How to quickly benchmark the relationship between product and marketing
  • How to apply product design best practices to your brand
  • How to systematically translate your products into an enduring brand
  • Creative uses of live streaming and VR/MR, experimental technology and IoT / connected devices;
  • A sense of the current landscape, including the newest activations, products, and campaigns;
  • What some of these things actually cost to produce
  • Understand the difference between reporting and analytics
  • Walk away with our actionable 3 pillars of success
  • Learn how to break down different solution models
  • Be able to establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • View activity and behavior data to look for churn indicators
  • Create measurable business rules from those indicators
  • Define the strategy to translate business rules to prediction scores
  • Take action on the highest prediction scores to stop churn

Faced with an explosion of content from publishers, brands and agencies, business executives are becoming more selective of their trusted sources, relying on those that can provide insights that are transformative, innovative and credible.

  • Use publishers and influencers to create branded content that's far more effective (and less BS-filled) than traditional online advertising (e.g. pre-roll ads).
  • Craft branded content for maximum impact on social media
  • Effectively use humor to connect with young audiences
  • Identify the cutting edge tools you need to interact with young audiences better — i.e. messenger bots, live streaming video, and interactive tech
  • The current state of a big data and algorithmic content presentation
  • Best practices for content creation in this new world order
  • How to use big data to get to better creative
  • How to create content the robots will like
  • Avoid falling for generational stereotypes
  • Stay attuned to the next generation's consumption trends
  • Create content that connects with millennials
  • Use big data to your advantage
  • Leverage the biggest emerging trends in marketing
  • Create a data driven strategy for move KPIs in the right direction
  • Understand the alignment and results needed to improve Marcom performance
  • Reduce the marketing waste required to deliver the right message, in the right channel, at the right time
  • Better attune your marketing to shifting mobile behaviors
  • Meet the evolving expectations of mobile consumer behavior
  • Understand how to produce video/creative for mobile environments
  • Measure the efficacy of your video in a mobile-centric world
  • The 5 principles for equipping organizations to engage
  • Differences between standard business processes and relationship business processes
  • How leadership helps, and hinders, successful relationship projects
  • Why companies are failing at failure, and how to learn more from failures
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • Leverage online communities for research ideas
  • Align with search intent of mobile users
  • Tap into the growing number of voice-driven searches
  • Research your own internal site search data
  • Mine competitor data to identify new opportunities
  • Probe for the key information that can evolve a design, not just utilize user feedback for validation and gut checks
  • Understand how to best incorporate user feedback into the way your team works with each other, especially during early product development
  • Add all of this while moving fast and hitting your deadlines
  • The difference between Audience Development and Audience Engagement
  • Effective strategies for developing your own Audience Engagement framework
  • Learn the key secrets to optimizing your customer connections
  • The MVP (most valuable part) of true Audience Growth

Acting on consumer data insights for better cross-channel media performance. In this session we will present key learnings of brands using better data and tools to improve their media decision-making and marketing ROI. You will learn what brands must do to regain control of consumer data and see the value of linking TV to digital and digital to measurement.

  • Assess your current brand strength
  • Evaluate the need for a sub-brand
  • Define metrics and desired outcomes for your sub-branding efforts
  • Develop a strategy for sub-brand rollout
  • Stand out amid the content avalanche by crafting compelling social content
  • Make every connection meaningful by speaking to your audience’s unique needs
  • Capitalize on major moments by surfacing—and resurfacing—the right stories
  • Lead the conversation by finding and grabbing hold of the angle you can own

Content is both king and kingdom in the marketing world but what good is great content if no one sees it? Confronted by information overload, distrust in advertising and the growth of ad blocking,

Join us at DS Los Angeles 2017

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