Sessions

 

Direct Response 101: Leveraging Offline & Online Marketing to Achieve Greater ROI

All Access Pass required
Caitlin Haire, Cannella Response Television, LLC; Fern Lee, THOR Associates
September 13, 8:30 AM-9:30 AM
Type: Masters Series
Location: Petrus 2

During this one-hour Masters Series session, leading industry experts will walk marketing professionals through the basics of direct response marketing—from concept to completion. E-Commerce players looking to enhance their overall marketing efforts will gain a better understanding of how direct response television (DRTV) can extend and enhance their digital brand, and add to their bottom line. What’s more, DR 101 is the ideal primer for marketing newbies ready to test the DR waters. Our panel of experts will touch on offline to online advertising strategies and the elements needed to ensure a successful ROI-driven direct response campaign.

Why Brands Are Putting Mobile in the Driver’s Seat

All Access Pass required
Bryon Colby, Cornerstone Brands; Ed Deutscher, HSN; Robin Shapiro, STiKi, Inc.
September 13, 9:45 AM-10:45 AM
Type: Masters Series
Location: Petrus 2

For years, marketers have been mastering the art of selling products and services through traditional channels such as television, radio, print, and online. However, more recently, mobile commerce is accelerating its ascent and becoming the dominant channel on which today's consumers wish to transact.  At HSN, Inc., mobile commerce continues to be the fastest growing channel and represents over half of all sales. What have retailers like HSNi done to optimize content across multiple distributed commerce platforms and ensure the best possible customer experience on this, the smallest of screens? How can retailers drive engagement, loyalty and ultimately conversion, among an increasingly mobile customer base? Join HSN and Cornerstone as they discuss why mobile has become such an important part of their overall marketing strategy and share what they’ve learned about today’s mobile customers.

Success Stories: Who’s Moving the Needle in Today’s Omnichannel World?

All Access Pass required
Lindsay Hendricks, Positec USA; Roman Bills, Internet Marketing, Inc.; Scott Reid, Oak Lawn Marketing
September 13, 1:30 PM-2:30 PM
Type: Masters Series
Location: Petrus 2

In this era of multi-screens and mobile devices, consumers want on-demand content using their medium of choice. This creates a number of challenges for brands trying to engage prospective customers across the different channels. What companies are making inroads in our omnichannel world? What companies are bridging the gap between traditional direct response and digital? Join us as we talk to some of the industry’s most innovative marketers as they reveal how they are utilizing traditional and digital marketing to reach a wider demographic, and how they’re able to successfully build brand awareness.

Cross-Channel Attribution: Avoiding the Risks to Reap the Rewards

All Access Pass required
Roman Bills, Internet Marketing, Inc.
September 13, 2:45 PM-3:45 PM
Type: Masters Series
Location: Petrus 2

In today's complex omnichannel and multi-device world, evolving the attribution of your digital media has never been more important. To accurately measure the impact of online advertising and the effectiveness of your campaigns, it is crucial to have a holistic approach. One of the best ways to do that is to use a blended attribution model, which measures the impact of your digital marketing by examining both ad views and clicks. This presentation will explore best practices using multi-touch attribution technology to uncover important insights across the entire digital customer life cycle and give you real world examples of the risks of under or over crediting channels.

10 Innovative Ways Brands Are Leveraging Affiliate Marketing

All Access Pass required
Greg Shepard, Pepperjam; Ki Song, Monkey Sports, Inc.
September 13, 4:00 PM-5:00 PM
Type: Masters Series
Location: Petrus 2

Join Pepperjam CSO Greg Shepard for this informative Masters Series session in which he explains why performance marketing should be considered the preferred advertising payment model. What’s more, Greg will address how it is expanding from the confines of affiliate marketing and maturing into a flexible, data-driven standard with the versatility to drive and track omnichannel transactions, abandonment and retargeting, and more. He will also discuss how the performance model can be leveraged to create efficiencies through e-commerce platform integration, to empower content creators and advertisers through programmatic dynamic matching, to resolve issues of channel overlap and attribution, and to protect brand integrity and improve traffic quality through specialized technologies.

Game of Fives: How to Win on TV and Digital in 5 Minutes

All Access Pass required
Ava Seavey, Avalanche Creative Services; Katherine Kalevich, Mercury Media; Maria Kennedy, Discovery Communications; Susan McKenna, McKenna's Marketing
September 14, 9:30 AM-10:30 AM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

So much has been written about long-form DRTV (28:30), short-form DRTV (:120 and less), and digital video. However, there’s very little known about a mighty format that has slowly become one of the best payouts from an ROI standpoint—the five-minute miracle. Come hear the fascinating stats, which might shock you about the large array of media available for these alternate length formats. It just may be the answer you have been looking for to tell your story in just the right amount of sound bites for today’s ever evolving consumer.

Why Your Digital Marketing Needs a DR Power Boost

All Access Pass required
Allison Givens, Williams Worldwide Television; Charlie Fusco, Synergixx LLC
September 14, 1:30 PM-2:30 PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Is your current online marketing campaign losing steam? Do you need to breathe new life into your brand? Maybe you aren’t maximizing your brand’s full potential by using direct response marketing. During this informative Masters Series session, digital marketers will learn how television can take your campaign to the next level and ultimately add to your bottom line.

How to Use Online Video to Master User Engagement

All Access Pass required
Kristy Pinand, Concepts TV Productions; Stephanie Siewert, Marketing Maven
September 14, 2:45 PM-3:45 PM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Come spend an hour with our experts as they show you how to use the power of online video to not only achieve greater traffic to your website, but also create content that keeps visitors engaged. What’s more, you’ll learn the tips and tricks that will elevate your brand and help to generate more revenue.

Customer Profiling + Competitive Intelligence for a Winning Strategy

All Access Pass required
Tina Cabranes, ResultsCandy Inc
September 15, 10:15 AM-11:15 AM
Type: Masters Series
Location: Think Tank/Lafite Ballroom

Would you like your product to be in front of a potential new customer when they are ready to make a buying decision? This session helps marketers understand how to identify their potential customers offline and online using data-driven technologies to identify your best customers leveraging the right media with the right messaging at the right time. Like any great marketing strategy it's critical you understand how your product is differentiated in the competitive marketplace. Leveraging competitive intelligence is a critical element of your overall marketing success. Learn how to spend your precious marketing dollars on the right consumers with the right offers and get higher levels of targeting, greater efficiency and better results.