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May 30 - 31, 2018|San Francisco, US

Agenda

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The CMO of the Future: Chief Marketing Officers Define the Future of their Discipline. CMOs and brand leaders deliver keynote presentations on how they are evolving their companies - and what new Marketing Directors must do next.
08:30 - 09:00
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) undergoes more change than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creativity in the business, a modern CMO must provide real growth and tangible ROI. An open discussion on how CMOs need to adapt and transform, or face being replaced by new titles like Chief Growth Officer and Chief Customer Officer.

08:30 - 09:00
Developing a Culture of Marketing Innovation

Innovation is vital in every area of business, but none more so than marketing. As it becomes increasingly difficult to reach your customer, it is crucial that you swiftly take advantage of new opportunities. Develop a strategy that inspires ambitious ideas, pioneers new technologies and embraces change.

08:30 - 09:00
A Non-traditional Approach to Building Brand Relevancy and Loyalty with Generation Z

American teenagers, are ever-evolving, which means you must continually update your strategy to stay relevant. Employ multimethod approaches to inform and evaluate the creative work, with pre-campaign market testing to develop strategy, and post campaign evaluation to measure performance.

08:30 - 09:00
America Cancer Society’s Consumer-led Digital Transformation

How the American Cancer Society achieved record level annual donations (47% growth!) by transforming their marketing function and approach to be much more analytical, data-driven and digital. How an organisation that is over 100 years old embraces digital transformation and innovation. Putting consumer insights and data into the heart of the marketing department.

08:30 - 09:00
Building Brands That Last – Storytelling is the key to emotionally engaging consumers, crafting heritage and building a meaningful brand for the long term

Brands have the opportunity to reach their consumers in more ways than ever before, but with testing anything new, you need reliable measurement and insights to fail fast and learn faster.

08:30 - 09:00
Re-inventing the Kodak Moments business towards a new, digital-centric organization
  • Hear direct examples of how this chief marketing officer is tying marketing to real business results
  • How reigniting this brand increased attribution, purchase consideration and relevance
  • How to build a customer journey map and identify pain points for improvement
  • Build a sophisticated media plan from traditional to digital which is multifaceted
08:30 - 09:00
Getting Past the BS of Marketing Measurement

Everyone talks about the importance of marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations. Attendees will:

  • Understand why Multi-Touch Attribution is so darn hard and how other marketers and retailers are using it.
  • Find out what $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.
  • Learn how the industry is working to clean up Multi-Touch data and break down walled gardens and what that means for business
The Next Generation of Social Media: Transform organic reach with new approaches to employee advocacy, user generated content and bots. Then extend your reach even further by doing paid the right way.
08:30 - 09:00
Employee Advocacy and Social Selling - Hitachi’s road to empowering its employees as ambassadors, storytellers, and trusted advisors
  • Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization
  • How to embed social into your sales and marketing strategies
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs
09:00 - 09:30
Focusing content on customer needs through social insights
  • Using social insights to hear unfiltered conversations to learn what customers want, needs and pain points are to drive relevant content
  • Giving customers the tools to drive compelling narrative for other customers to maximize reach and brand credibility
  • How to structure and scale content for a larger social impact
09:00 - 09:30
Embracing Paid Social - With social networks severely capping the organic reach of brand posts, it is vital that you embrace paid social and continuously refine your strategy.
  • Identifying and targeting specific audience segments
  • Brand Awareness vs call-to-action
  • Complementary marketing and measuring effectiveness
09:00 - 09:30
Influencer Selection - A pragmatic approach to influencer marketing, based on a deeper understanding of their audience demographics.
  • How to select the right influencers for your brand
  • Assessing an influencer's audience
09:00 - 09:30
Building a Socially Spirited Culture - From marketing to branding, communications or customer service, social media plays a central role in almost every business and organization today. However, to truly maximize the impact of social, organizations must start to apply core social pillars into their organization. In this session, you will learn about
  • Helping an organization evolve through education and celebration
  • Applying a holistic and consistent approach to authentic collaboration
  • Building digital advantage through infrastructure and personalization
09:00 - 09:30
Brand Storytelling through Facebook Live - How zulily’s Facebook Live strategy entertains, engages and inspires fans to shop.
  • From zulily brand debuts to interactive how-tos, how zulily’s evolved its Facebook Live strategy to surpass 350 episodes, reach 50M viewers and build loyal zulily fans
  • Build an emotional & personal connection through daily two-way storytelling
  • Hear direct examples of how zulily is tying Facebook Live to drive real business results
  • Leverage the platform to keep the pulse on customer interests & opportunities
The Science of Storytelling: The formula for creating engaging content, overcoming the hurdles of distribution and selecting influencers you want to work with.
08:30 - 09:00
Overcoming the hurdles of Content Distribution - You’ve only created the perfect piece of content if it reaches the perfect person.
  • How to research and understand the optimal distribution platforms for all video content
  • Identifying the right length, format, style and launch cadence of content to best engage your customer
  • How to identify external partners and distribution channels to help deliver on strategic goals
08:30 - 09:00
Cardinal Health’s journey to providing a new customer experience
  • How B2B leader Cardinal Health has revamped its ecommerce offering, including new improve website, SEO, interactive content and product engagement
  • Sales and Marketing enablement: How Cardinal Health deliver their content digitally to equip their teams with the right information’s for improved customer experience
  • Hear direct learnings from Cardinal Health’s new customer experience team
08:30 - 09:00
The Data is Right Influencer Marketing Game Show

Interested in incorporating influencer marketing into your brand strategy? How much do you really know? Come join a game-show style format as influencer marketing agency WHOSAY, Clorox, and a former Major league Soccer player turned influencer battle it out to see who really knows influencer marketing. This will be followed by an open discussion to learn the ins-and-outs of the industry.

08:30 - 09:00
How social value and business value come together in the practice of content
  • Applying models that go ‘beyond acting like a publisher’ to identify how to deliver more value
  • Adopting methodologies from NGOs, start-ups and more to create ‘out of the box’ content
  • Content creation through a new lens: how to meet marketing goals through partnerships, value and innovation
08:30 - 09:00
How social value and business value come together in the practice of content
  • Applying models that go ‘beyond acting like a publisher’ to identify how to deliver more value
  • Adopting methodologies from NGOs, start-ups and more to create ‘out of the box’ content
  • Content creation through a new lens: how to meet marketing goals through partnerships, value and innovation
08:30 - 09:00
A Pragmatic Approach to Content Creation - Using real-world best practices as a blue print for your own content creation.
  • The different content archetypes of each channel
  • Discover and optimise the content attributes for your brand
08:30 - 09:00
Building a Brand in Five Years: Harnessing Storytelling in this Digital Age
  • In five short years, Mark Viden has built the Dignity Health brand from scratch, with aided awareness going from 0 to 70 percent
  • Hear five brand building lessons that others can take away: using real life stories and case studies, this top five list examines the power of storytelling to create, reinvigorate or bring your brand to life.
08:30 - 09:00
Creating a Holistic Content Marketing Strategy

The transition from traditional marketing to a holistic content marketing strategy can be challenging for organizations to navigate.

Nick Ward and Miranda Barnard will share their experience of making structural changes to get the most amplification out of marketing messages and how they were able to reach record breaking revenue and awareness growth -- even while working within significant budget cuts. They’ll provide dos and don’ts for making adjustments to your own teams and the three things every content marketer has to have.

08:30 - 09:00
Engaging Video Content - It’s hard to create engaging videos that also build brand affinity. However almost 50% of internet users look at videos related to a product or service before visiting a store.
  • The attributes of an engaging video
  • A comprehensive YouTube strategy
Personalizing Customer Journeys: Unlock the potential of your omnichannel data, deliver personal creative messaging by transforming data sets into tailored campaigns.
08:30 - 09:00
Utilizing Automation and AI - Marketing automation might have made it easy to carry out repetitive tasks, but it was AI that brought new life to marketing automation, build a deeper relationship with your customer than ever before.
  • The right tools for the job, understand what is available and what is right for you.
  • Scale your segments and customer journeys with a new level of automation.
08:30 - 09:00
Distilling Data into Actionable Customer insights - Turn the tide on data. Go from a deeper understanding of your customer, to an optimized campaign.
  • Discover meaningful metrics relevant to your brand strategy.
  • Use data to foster innovation and change
08:30 - 09:00
Creating Personalized Opportunities from Data Sets - Use customer data to redirect customer journey paths, deliver an engaging experience and boost your conversion rates.
  • Real-time personalization of the customer journey
  • Match potential consumer touch points to relevant data sets
08:30 - 09:00
Map How Brand Interactions affect Customer Journeys - Tracking and attributing every touchpoint on a single customer’s lifecycle is tough, but vital to effectively refine your strategy.
  • Learn how customer journeys change based on brand interactions
  • Discover the full impact of your marketing and identify key touchpoints.
08:30 - 09:00
Building Omnichannel Customer Profiles - Refine your attribution models to measure customer interactions across multiple channels.
  • Unifying customer data and bridging data gaps
  • Creating a true 360-degree view of your customer
08:30 - 09:00
Unifying Consumer Experience - Consistency of messaging across channels, is key to building consumer interest.
  • Stay true to your brand voice across different channels
  • Provide a seamless experience across multiple touch points.
08:30 - 09:00
Customer Experiences: One Step, One Second.

Advancements in mobile and machine learning continue to drive consumer expectations ever higher. Brands need to win customers on mobile with faster, more relevant and assistive experiences. Alana Vieira will take the stage to share key trends shaping the future of mobile experiences, and Avery Cavanah will dive into how you can use the latest technologies (Accelerated Mobile Pages and Progressive Web Apps) to transform the consumer experience.

The CMO of the Future: Chief Marketing Officers Define the Future of their Discipline. CMOs and brand leaders deliver keynote presentations on how they are evolving their companies - and what new Marketing Directors must do next.
08:30 - 09:00
The Evolving Role of the Chief Marketing Officer

The role of the Chief Marketing Officer (CMO) undergoes more change than any other member of the C-suite. No longer responsible for simply owning the brand and delivering creativity in the business, a modern CMO must provide real growth and tangible ROI. An open discussion on how CMOs need to adapt and transform, or face being replaced by new titles like Chief Growth Officer and Chief Customer Officer.

08:30 - 09:00
Developing a Culture of Marketing Innovation

Innovation is vital in every area of business, but none more so than marketing. As it becomes increasingly difficult to reach your customer, it is crucial that you swiftly take advantage of new opportunities. Develop a strategy that inspires ambitious ideas, pioneers new technologies and embraces change.

08:30 - 09:00
A Non-traditional Approach to Building Brand Relevancy and Loyalty with Generation Z

American teenagers, are ever-evolving, which means you must continually update your strategy to stay relevant. Employ multimethod approaches to inform and evaluate the creative work, with pre-campaign market testing to develop strategy, and post campaign evaluation to measure performance.

08:30 - 09:00
America Cancer Society’s Consumer-led Digital Transformation

How the American Cancer Society achieved record level annual donations (47% growth!) by transforming their marketing function and approach to be much more analytical, data-driven and digital. How an organisation that is over 100 years old embraces digital transformation and innovation. Putting consumer insights and data into the heart of the marketing department.

08:30 - 09:00
Building Brands That Last – Storytelling is the key to emotionally engaging consumers, crafting heritage and building a meaningful brand for the long term

Brands have the opportunity to reach their consumers in more ways than ever before, but with testing anything new, you need reliable measurement and insights to fail fast and learn faster.

08:30 - 09:00
Re-inventing the Kodak Moments business towards a new, digital-centric organization
  • Hear direct examples of how this chief marketing officer is tying marketing to real business results
  • How reigniting this brand increased attribution, purchase consideration and relevance
  • How to build a customer journey map and identify pain points for improvement
  • Build a sophisticated media plan from traditional to digital which is multifaceted
08:30 - 09:00
Getting Past the BS of Marketing Measurement

Everyone talks about the importance of marketing measurement, but is Multi-Touch Attribution (MTA) really the answer that we have all been waiting for, or too good to be true? This session will demystify this extremely complicated area and speak practically as to how a retailer can utilize multi-touch attribution. Attendees will walk away with the confidence and knowledge they need to properly select and apply MTA approaches to their own organizations. Attendees will:

  • Understand why Multi-Touch Attribution is so darn hard and how other marketers and retailers are using it.
  • Find out what $3 million in research and data revealed, proving that Multi-Touch Attribution might be the most important tool that marketers must have.
  • Learn how the industry is working to clean up Multi-Touch data and break down walled gardens and what that means for business

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

The Next Generation of Social Media: Transform organic reach with new approaches to employee advocacy, user generated content and bots. Then extend your reach even further by doing paid the right way.
08:30 - 09:00
Employee Advocacy and Social Selling - Hitachi’s road to empowering its employees as ambassadors, storytellers, and trusted advisors
  • Learn about the benefits of a comprehensive employee advocacy program—and strategies for implementing one in your organization
  • How to embed social into your sales and marketing strategies
  • Build a content library and ensure the right people get the right content
  • Practical tips to keep your employees informed, engaged, and authentic
  • How to measure real business outcomes from your advocacy programs
09:00 - 09:30
Focusing content on customer needs through social insights
  • Using social insights to hear unfiltered conversations to learn what customers want, needs and pain points are to drive relevant content
  • Giving customers the tools to drive compelling narrative for other customers to maximize reach and brand credibility
  • How to structure and scale content for a larger social impact
09:00 - 09:30
Embracing Paid Social - With social networks severely capping the organic reach of brand posts, it is vital that you embrace paid social and continuously refine your strategy.
  • Identifying and targeting specific audience segments
  • Brand Awareness vs call-to-action
  • Complementary marketing and measuring effectiveness
09:00 - 09:30
Influencer Selection - A pragmatic approach to influencer marketing, based on a deeper understanding of their audience demographics.
  • How to select the right influencers for your brand
  • Assessing an influencer's audience
09:00 - 09:30
Building a Socially Spirited Culture - From marketing to branding, communications or customer service, social media plays a central role in almost every business and organization today. However, to truly maximize the impact of social, organizations must start to apply core social pillars into their organization. In this session, you will learn about
  • Helping an organization evolve through education and celebration
  • Applying a holistic and consistent approach to authentic collaboration
  • Building digital advantage through infrastructure and personalization
09:00 - 09:30
Brand Storytelling through Facebook Live - How zulily’s Facebook Live strategy entertains, engages and inspires fans to shop.
  • From zulily brand debuts to interactive how-tos, how zulily’s evolved its Facebook Live strategy to surpass 350 episodes, reach 50M viewers and build loyal zulily fans
  • Build an emotional & personal connection through daily two-way storytelling
  • Hear direct examples of how zulily is tying Facebook Live to drive real business results
  • Leverage the platform to keep the pulse on customer interests & opportunities

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

The Science of Storytelling: The formula for creating engaging content, overcoming the hurdles of distribution and selecting influencers you want to work with.
08:30 - 09:00
Overcoming the hurdles of Content Distribution - You’ve only created the perfect piece of content if it reaches the perfect person.
  • How to research and understand the optimal distribution platforms for all video content
  • Identifying the right length, format, style and launch cadence of content to best engage your customer
  • How to identify external partners and distribution channels to help deliver on strategic goals
08:30 - 09:00
Cardinal Health’s journey to providing a new customer experience
  • How B2B leader Cardinal Health has revamped its ecommerce offering, including new improve website, SEO, interactive content and product engagement
  • Sales and Marketing enablement: How Cardinal Health deliver their content digitally to equip their teams with the right information’s for improved customer experience
  • Hear direct learnings from Cardinal Health’s new customer experience team
08:30 - 09:00
The Data is Right Influencer Marketing Game Show

Interested in incorporating influencer marketing into your brand strategy? How much do you really know? Come join a game-show style format as influencer marketing agency WHOSAY, Clorox, and a former Major league Soccer player turned influencer battle it out to see who really knows influencer marketing. This will be followed by an open discussion to learn the ins-and-outs of the industry.

08:30 - 09:00
How social value and business value come together in the practice of content
  • Applying models that go ‘beyond acting like a publisher’ to identify how to deliver more value
  • Adopting methodologies from NGOs, start-ups and more to create ‘out of the box’ content
  • Content creation through a new lens: how to meet marketing goals through partnerships, value and innovation
08:30 - 09:00
How social value and business value come together in the practice of content
  • Applying models that go ‘beyond acting like a publisher’ to identify how to deliver more value
  • Adopting methodologies from NGOs, start-ups and more to create ‘out of the box’ content
  • Content creation through a new lens: how to meet marketing goals through partnerships, value and innovation
08:30 - 09:00
A Pragmatic Approach to Content Creation - Using real-world best practices as a blue print for your own content creation.
  • The different content archetypes of each channel
  • Discover and optimise the content attributes for your brand
08:30 - 09:00
Building a Brand in Five Years: Harnessing Storytelling in this Digital Age
  • In five short years, Mark Viden has built the Dignity Health brand from scratch, with aided awareness going from 0 to 70 percent
  • Hear five brand building lessons that others can take away: using real life stories and case studies, this top five list examines the power of storytelling to create, reinvigorate or bring your brand to life.
08:30 - 09:00
Creating a Holistic Content Marketing Strategy

The transition from traditional marketing to a holistic content marketing strategy can be challenging for organizations to navigate.

Nick Ward and Miranda Barnard will share their experience of making structural changes to get the most amplification out of marketing messages and how they were able to reach record breaking revenue and awareness growth -- even while working within significant budget cuts. They’ll provide dos and don’ts for making adjustments to your own teams and the three things every content marketer has to have.

08:30 - 09:00
Engaging Video Content - It’s hard to create engaging videos that also build brand affinity. However almost 50% of internet users look at videos related to a product or service before visiting a store.
  • The attributes of an engaging video
  • A comprehensive YouTube strategy

Download your event brochure

Full speaker list • Full conference agenda • Audience breakdown

Personalizing Customer Journeys: Unlock the potential of your omnichannel data, deliver personal creative messaging by transforming data sets into tailored campaigns.
08:30 - 09:00
Utilizing Automation and AI - Marketing automation might have made it easy to carry out repetitive tasks, but it was AI that brought new life to marketing automation, build a deeper relationship with your customer than ever before.
  • The right tools for the job, understand what is available and what is right for you.
  • Scale your segments and customer journeys with a new level of automation.
08:30 - 09:00
Distilling Data into Actionable Customer insights - Turn the tide on data. Go from a deeper understanding of your customer, to an optimized campaign.
  • Discover meaningful metrics relevant to your brand strategy.
  • Use data to foster innovation and change
08:30 - 09:00
Creating Personalized Opportunities from Data Sets - Use customer data to redirect customer journey paths, deliver an engaging experience and boost your conversion rates.
  • Real-time personalization of the customer journey
  • Match potential consumer touch points to relevant data sets
08:30 - 09:00
Map How Brand Interactions affect Customer Journeys - Tracking and attributing every touchpoint on a single customer’s lifecycle is tough, but vital to effectively refine your strategy.
  • Learn how customer journeys change based on brand interactions
  • Discover the full impact of your marketing and identify key touchpoints.
08:30 - 09:00
Building Omnichannel Customer Profiles - Refine your attribution models to measure customer interactions across multiple channels.
  • Unifying customer data and bridging data gaps
  • Creating a true 360-degree view of your customer
08:30 - 09:00
Unifying Consumer Experience - Consistency of messaging across channels, is key to building consumer interest.
  • Stay true to your brand voice across different channels
  • Provide a seamless experience across multiple touch points.
08:30 - 09:00
Customer Experiences: One Step, One Second.

Advancements in mobile and machine learning continue to drive consumer expectations ever higher. Brands need to win customers on mobile with faster, more relevant and assistive experiences. Alana Vieira will take the stage to share key trends shaping the future of mobile experiences, and Avery Cavanah will dive into how you can use the latest technologies (Accelerated Mobile Pages and Progressive Web Apps) to transform the consumer experience.

Aaron Jackson

Aaron Jackson

Lead Project Director
Incite Group

UK: +44 (0) 207 375 7244

Email: aaron@incite-group.com

Download the detailed event brochure

Complete speaker line-up • Program for all tracks & sessions • Audience breakdown