What does the future of marketing look like? Follow commerce.
The world of commerce is transforming and we see it as an indicator of whatâs to come in marketing. The way people shop is emblematic of the way they consume. Physical, digital and social dimensions of commerce are convergingâ¦the future is Omni commerce: a more people powered, intelligent and seamless experience for consumers. See how Visa is adapting its marketing to keep up with its payment innovations.
Emojis speak louder than words: Cross-Platform Storytelling For The Selfie Generation
Earlier this year, The Chernin Group, BBDO and AT&T launched the first real-time reality experience consumable entirely through social platforms. Designing every aspect of the show - from the nature of the content to the medium on which it was conveyed - to the needs and habits of the always on millennial audience, relying on mobile apps and Instagram, Twitter, YouTube, and Tumblr as both the show's primary vehicles and as way to give the Millennial audience a story experience they could craft themselves.
In this session, Chernin's Digital EVP Billy Parks, tells us the story of @SummerBreak: 6 hours of content, 51 episodes, 1000 custom pieces of art, 11,000 tweets, 9 teenagers, complete with hook ups, break ups, cliques, selfies, road trips and parties, that lead to a whopping 15 million views, 10 million engagements and 1% negative social conversation in just 9 weeks. Parks will give us a behind the scenes look into this first-of-its-kind data driven creative, production and media buying strategy. He will discuss what they learned along the way, shedding light on how @SummerBreak was able to engage the most mysterious marketing demographic today.
Like the NFC-enabled mobile payments that would obviate our wallets, the "smart home" is one of the tech industry's most exciting, and perpetually "right around the corner" developments. Indeed, there are many companies trying to bring the future connected home to fruition. With its robust ecosystem of appliances and smart devices, Samsung has a unique advantage in their ability to connect, control and manage devices across various consumer electronics categories.
In this session, Nicholas DiCarlo, VP of Product Planning and Marketing for Samsung Mobile, will speak to Samsung's vision for the turning your home into a connected network with the mobile device as the hub. DiCarlo will address both product development side and how the company plans to empower consumers by enabling the interaction of tablets and smartphone with the full ecosystem of mobile Samsung products.
Nicholas DiCarlo, VP-Product Planning & Marketing, Samsung Telecommunications America
Our Jetsonâs future is not that far away. Andrew Brooks, COO of Internet of Things platform SmartThings, will discuss why the connected world is starting to take off, demonstrate how you can turn your phone into the remote control for your everyday life and share some of the most creative innovations on the platform to date. Plus, Brooks will walk through how brands can start taking full advantage of the Internet of Things.
Andrew Brooks, co-founder and chief operation officer, SmartThings
The best marketing impacts your bottom line. But how do you measure it? Kevin Weil, Twitter's Vice President of Revenue Products, will show how marketers are applying familiar metrics in innovative ways to measure the ROI of their Twitter campaigns. You'll see examples and results at every level of the funnel, from branding to lead generation to in-store sales.
What began as a mobile game is now an international sensation and major gaming franchise, complete with plush, stuffed animals, board games, theme park rides, original video content, and partnerships with industry giants like Disney and Hasbro.
In this session, Vesterbacka, Rovio’s “Mighty Eagle” will speak to the continued development of the Angry Birds brand, from merchandising to the recent collaborations with Marvel’s Stan Lee who is currently working with Rovio on a new series for ToonsTV, the company’s fledgling on-demand video channel, and media network, and what it means for its relationship with Disney, now both a partner and competitor. Nearly synonymous with Angry Birds, Peter will also address the distinction between the game and its parent company, Rovio, and where they may be looking next.
• Jeremy Liew, Partner, Lightspeed Venture Partners
• Michael Heyward, CEO & Co-Founder Whisper
• Rudy Wilson, VP-Brand Management and Advertising, AT&T
• Megan Quinn, Partner, KPCB
With incredible buying power and consumer habits that are vastly different from the generation before it, Millennials have undoubtedly captured the attention of brands and businesses. Marketers are particularly interested in how members of this demographic are connecting with each other online and via mobile devices, hoping to discover opportunities for improved marketing geared towards this audience. With insights from AT&T, the start-up community, and venture capitalists, this panel will offer a well-rounded discussion about this growing demographic, focusing primarily on mobile behaviors.
Experience First, Advertising Second
• Lisa McAvoy, Manager, Digital & Interactive Marketing, ConAgra Foods
• Manuel Rosso, CEO, Food on the Table
Mobile is the co-pilot of peopleâs experiences because itâs the one technology that is always with them. Yet with so much disjointed branded mobile content it is easy to lose sight of creating great consumer experiences.
In this session, Lisa and Manuel will discuss innovative and meaningful ways to engage with the consumer to enhance rather than detract from their mobile experience.
Leveraging location to unlock the full potential of mobile
• Jason Spero, Director of Global Performance Solutions at Google
Jason Spero, Director of Global Performance Solutions at Google, will discuss how mobile is bridging the digital and physical worlds for consumers, and how marketers can use location tools to bring customers into stores and better measure the real-world impact of mobile. He'll share insights from Google's data that show how people make choices based on their location, and discuss the latest developments from Google to help both consumers and advertisers.
#workthatmatters. The importance of meaning in the social age
Neil Bedwell, Global Group Director, Digital Strategy & Content, Coca Cola
The Coca-Cola Company has put creativity at the forefront of its marketing agenda for 127 years. At the heart of that is a commitment to work that really makes a difference in the world. Neil Bedwell, Group Director of Digital Strategy & Content, takes us on a journey through this important body of work and digs deep into the power of social to create and spread #workthatmatters.
Unlocking the Potential of Real-Time Advertising
Jag Duggal, Senior Vice President, Product Management, Quantcast
Erin Levzow, Executive Director, Hotel Marketing and eCommerce, Palms Casino Resort
Breaking Down The Real Time Media Landscape
Ben Huh, CEO, Cheezburger Network & Co-Founder, Circa
As the CEO of Cheezburger, a company known for the fleeting nature of viral content, and the co-founder of Cir.ca, a news startup designed for the mobile-first lifestyle, Ben Huh knows real-time content. Huh will share his understanding of the todayÃ¢ÂÂs typical content flow and consumer of mediaÃ¢ÂÂ an on-the-go, fast paced, individual who relies heavily on mobile devices for news and other media content. Leveraging his experience at Cheezburger and Cir.ca, Huh will also outline ways in which marketers can not only create great content in real-time but package this content in a convenient, engaging, and shareable manner.
Not your typical status update: creating portable, fluid content that humanizes the brand
Sosti Ropaitis, Global Director of Digital & Social Media, McDonaldÃ¢ÂÂs
With an abundance of information published, retweeted and shared across multiple devices, brand marketers are forced to create content that stands-out amongst the clutter and captivates the marketersÃ¢ÂÂ desired audience. Timely and unique real-time content may be the starting point for sustaining or growing brand relevance in todayÃ¢ÂÂs world. Even with this knowledge, many brandsÃ¢ÂÂ efforts can still fall short of meaningfully engaging consumers. As part of the real-time track, Sosti Ropaitis, McDonaldÃ¢ÂÂs Global Director of Digital and Social Media, will address this challenge by delivering a presentation on the importance of portable, fluid content. Sosti will show how creative storytelling with inherent social value, that lives online and offline, can be an effective marketing strategy for building brand awareness and engaging consumers, looking at various examples, including McDonaldÃ¢ÂÂs use of online video to transcend cultures and geographies.
Beer, the original social network, has been bringing people together for thousands of years. Anheuser-Busch is creating conversations with consumers about the things that matter to them: great beer, good times and friends new and old. Discover how Anheuser-Busch uses social targeted content and analytics to drive business ROI.
Lucas Herscovici, VP Digital Marketing-North America, Anheuser Busch a Anheuser-Busch InBev
Check back regularly for a list of 2013 speakers.
* Agenda and speakers are subject to change