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Expert Spotlight |
Keynote Speaker SESSION: Your brand is now a publisher. That's a frightening notion, perhaps, but it's also a tremendous opportunity. Blogs, YouTube, Facebook, Twitter, and other online platforms are giving organizations an unprecedented opportunity to engage directly with customers. So instead of creating awareness about your company or your brand solely the old-school way (through annoying people with advertising, or bugging them with direct mail, or interrupting them with whatever), you now have a rich and awesome alternative. Produce good stuff, and your customers will come to you. Produce great stuff, and your customers will share your story for you: Content is king! Content RULES! Keynote Speaker Intel Corporation's Futurist Brian David Johnson will talk about the process used to look into the future to develop a pragmatic and actionable vision for computing in the year 2020. Johnson will discuss various approaches to "Future Casting" and how his group is working to not only develop technologies but also to establish a deep understanding of what consumers will want and how they will live in the future. As an example Johnson will review his work on the future of TV, captured in his book Screen Future: The Future of Entertainment, Computing and the Devices we Love. Track 1
SESSION: Most e-tailers operate in a highly competitive industry where many sites compete primarily on price. As digital marketers, we measure ourselves against standard metrics like traffic, conversion rates, and average order size. Yet the tactics to maximize those metrics are often at odds with brand marketing objectives. As a result, companies are challenged to balance their operational goals that drive short-term order volume with longer-term goals that contribute to brand equity—and to do so in a way that brand and digital marketing complement rather than compete with each other. Learn some of the strategies and techniques that Powells.com employs to balance its beloved Powell's Books brand with the tactics necessary to compete online in a fiercely competitive category.
SESSION: Join New Seasons Market for a dialogue on connecting to your customers via digital media. New Seasons Market president and COO Lisa Sedlar and Web-content editor Leah Bobalova will unpack how in-store and online customer interactions lead to innovation, growth, and change. Learn how this small and growing local company leverages digital media to support and grow its brand while building customer loyalty and strengthening the connection to local farmers, ranchers, and producers. The result: a stronger business and, in turn, a stronger local food community. Brent Hieggelke Friendsource it: word of mouth on social steroids 10am-12pm Session, Main Auditorium SESSION:When crowdsourcing intersects your friends, it becomes friendsourcing, and it will be the most important driver for ecommerce for many categories of goods and services very soon. Word-of-mouth marketing is the ultimate marketing channel: having your current customers bring you future customers. It's the most efficient, most effective, and lowest cost channel. And it's the future for any "considered purchase." With the growing reach and scale of Facebook, each word-of-mouth ambassador has the potential to influence thousands of people. The new evolution of e-commerce applications will allow shoppers to search and browse for advice within their social circle and tap into unparalleled levels of trusted insight to make purchase decisions with much less risk. We'll use Second Porch as an example in the vacation rental space, but discuss how it applies to other sectors as well. Chris Murphy Social Environments as Campaign Destinations
John Anthony Hartman, Bryan Rhoads, Aaron Gray Hallie Janssen, & Dennis Hahn
Brad Smith, David Veneski, Robert Reinhardt, Kevin Hurst, John Anthony Hartman (moderator)
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