Full Agenda

Digital transformation at Philips

• Creating connected products
• Using new business models
• Digitizing marketing and sales
  • Move to Direct to Consumer
  • Improving performance with analytics and optimization

• How brands are experimenting with how best to engage with an ever-growing ephemeral audience
• Finding innovative ways of exploiting mediums by producing content that is as native as possible
• Understanding your audience and where they hang out
• The battle for reach and impact continues, but make a great image a compelling priority
• Short term content gives the viewer a special feeling, how to use this to create a bond between you and your viewers that build retention and repeat visits
• Creative thinking and ‘solving for the customer’ to build engagement

• Going beyond social listening tools – understanding the ‘why’ behind brand and audience analytics
• Exploring how social media and image analytics tools are using AI and machine learning to help you understand consumer sentiment and purchase intent
• How you can stay ahead of the curve by actively discovering new trends and audience affinities as they evolve

• Building relationships with micro-influencers and brand ambassadors and their role within your campaigns
• Analysing digital engagement beyond impressions, likes, clicks and opens
• Exploring emotional impact and measuring the effect on ROI

• Why UGC should be part of your content marketing strategy
• How to lead and create an effective UGC strategy in your organisation
• Real-world examples of brands driving engagement, consumer trust and sales with UGC

• Exploring why we choose to share data
• How data can be used to create valuable news
• The importance of tailoring articles for different audience groups

• By 2020, Gen Z will account for 40% of all consumers, how do you successfully connect with and engage this generation
• Tailoring marketing to pace, high selectivity and the decisive filters that marketers may have never seen or had to encounter before
• Meet generation Z where they are
• How to build word of mouth with generation Z
• Making your brand relatable, and understanding ‘trends’ on the verge of viral

• How to effectively apply storytelling on Facebook
• Clear storytelling – the importance of tailoring for your audience
• Creating an emotional response
• Is your brand sympathetic or narcissistic and what effect could this have on your campaign?

• What are today’s personalisation challenges, and how did we get here?
• How is a fragmented view of your customer impacting your business?
• How do we address these challenges, to achieve coordinated personalisation?
• The five principles of using data as the foundation for cross-vendor personalisation.

A case study walking through the steps of creating a campaign that repositioned the hungryhouse brand:

• Creating a clear brand strategy
• Increasing popularity in a crowded market with aggressive competitors
• Campaign development, execution and amplification
• Why brand building is important in the digital environment

• What strategic questions should you be asking your organisation to create digital centric marketing?
• Key tech trends impacting marketing in 2017 and beyond
• How big data and contextual computing influence digital marketers
• What’s the return on the spend or are you investing for the fear of missing out?

• Discussing the latest data-driven technologies that help making the most of cross-platform behavioural targeting
• The challenges of developing a personalised customer experience
• Quantifying the real value of social for your business
• How can you help the business build social KPIs into business’ objectives?
• Using analytics to accelerate customer understanding
• Choosing a data management platform

• Defining an all-encompassing strategy that determines how you approach communications across all your digital channels
• Setting a core goal for your digital content strategy, supported by a set of key performance indicators that help you monitor and evaluate your strategy over time
• Communicating with all your audiences – having micro, one-to-one, two-way conversations
• What platforms perform best?
• How will you generate value that exceeds the investment?

A case study example that will help you to:

• Understand how machine learning and AI can help to analyse customer behaviour
• Gain insight into how you can better target your audience by segmenting customers based on what they are purchasing online

• How advertisers can reach new audiences by embracing new technologies
• Explore how VR is changing the landscape for advertisers
• Aligning your brand with the right brand ambassadors to increase campaign exposure

• Artificial intelligence and machine learning programmes that are starting to appear within everyday consumer products?
• The new set of tools that VR can offer your marketing campaign
• How to capture the increased immersion from the visual and audio and maximise the potential for that all important emotional connection with a story, its events and characters
• Analysis of how layers of information can be revealed for the viewer to discover as they move and engage with the content.

• What is happening to media consumption?
• What are the implications for audience buying?
• How can you engineer technology to deliver the efficiencies it promised?

• Our world today: why do we need storytelling?
• 5 Step storytelling model: what makes a good story?
• The WHY of your company: how to find out what your brand stands for
• Video storytelling examples – see and understand how to apply the principles

• What makes great content for marketing storytelling?
• Structures to incorporate short-lived content as part of your marketing plan
• Tailoring content for different platforms and audiences
• Impacts of images, video and text

• Targeting professional audiences in the right b2b context
• Drive the buyers journey effectively through sponsored content
• Transform lead quality and ROI

• How marketing automation tools can work for you
• Implementing a successful marketing automation strategy
• Overcoming the potential barriers to marketing automation

• How to develop a successful SEO strategy
• Choosing the right tools and techniques to optimise your own website performance
• Increasing web traffic and growing your customer base

• How to examine your social impact using the latest tools and techniques
• Creating an emotional reaction to your content
• Measuring social engagement
• The emergence of new platforms attracting a whole new audience