I want to get my potential clients' undivided attention … at THE MARKETING FORUM, I have that. I'm there to start relationships, and THE FORUM is relationship marketing at its best.
Mark McMullen, SVP
The Integer Group
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Conference
The process of creating the conference program is based upon extensive dialogue with senior level marketing executives and our client base.
We survey the Digital marketing community in a variety of sectors, obtaining suggestionsfor topical, provocative subject matter. With this feedback, we devise a conference program,thus ensuring our paticipants have a truly valuable experience.
If you would like to contribute to the program with ideas for content or as a presenter at the symposium, please contact Faiza Akhtar at fakhtar@richmondevents.com or via phone at 631-751-2616.
Highlights from past Conference Programs
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The Art of the Possible: Online Branding Strategies and Tactics
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| OPENING KEYNOTE ADDRESS |
| David Plouffe, Campaign Manager, Obama for America |
In early 2007, few people thought Senator Obama had a chance of being elected president. But Obama’s leadership team, with David Plouffe at the helm, developed an extraordinary strategy to develop a world-class online community. They not only proved the naysayers wrong, but also blew by previous fundraising records — $580 million in two years, with 91 percent coming from individual donors. The campaign generated a brand loyalty program with unprecedented success.
During a time of economic downturn, organizations need improved ways to build brand loyalty through the use of social networking and development of online communities. Learn how your organization or company can adopt the tactics of the Obama campaign to achieve success. Plouffe will demonstrate:
• How to harness the power of social networking to connect a dispersed group of people and engage them to perform outstanding feats
• Innovative ways the campaign built brand loyalty and how these same tactics can be used by your organization
• Why consistent leadership sets a tone that can inspire creativity and passion to achieve surprising results
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Managing Your Brand in Social and Digital Media
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| Workshop |
| Deborah Kadetsky, VP, Digital Marketing, VH-1 |
In the past few years there has been a dramatic increase in the tools and mediums in which you can engage in two way conversations around your brand. For VH1.com, 'Social Media Marketing' has replaced the term 'Viral' or 'Grassroots Marketing' in many ways, and is regarded to be a valuable distribution platform for content and promotion. This case study will identify how Myspace, Facebook and Twitter can play a cost-efficient role in building online brand advocates, as well as provide awareness and traffic for an entertainment brand.
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Six Pixels of Separation
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| Closing Keynote |
| Mitch Joel |
Companies still struggle to understand online marketing as a new generation of digital opportunities unfolds. Consumers have never been so powerful. Consumers have never been so connected. Mitch Joel unravels the fascinating world of New Media, Consumer Generated Content and Social Media. Learn how these marketing touch points are creating conversations where the results are staggering and loyalty is off the charts. Words like Social Media and Web 2.0 control every boardroom discussion in relation to growing market share and new Marketing opportunities. Learn how to take part in these communities and conversations.
When Google wanted to explain online marketing to the top brands in the world (including Wal-Mart, Costco, Sears and Sephora), they brought Mitch Joel to the Googleplex in Mountain View, California. Marketing Magazine dubbed him the "Rock Star of Digital Marketing" and in 2006 he was named one of the most influential authorities on Blog Marketing in the world. Joel is President of Twist Image — an award-winning, multi-million dollar Digital Marketing agency — which he built out of a single, very successful blog and podcast, Six Pixels of Separation. He is a marketing and communications visionary, interactive expert, community leader, Blogger and Podcaster. Named Canada's Most Influential Male in Social Media, and one of the top 100 online marketers in the world, |
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"Who moved my LEGOs?"
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| Workshop |
| Mark Chellis, Global Channel Marketing Officer, Motorola |
What are the components of today's successful Integrated marketing strategy? Is your organization trying to add social media components into an already outdated marketing engine? As in Lego's, the pieces must fit together - overlaying parts that were built to be standalone do not make a complete marketing solution. We will talk about the opportunities to use social media as a powerful additive to your marketing mix - not a magic ELIXIR! Exciting social media tools may be the "new black", but starting with new tools in search of a solution is never a way to make your marketing pieces fit.
Mark Chellis is Director of Global Channel Marketing for Motorola. He is responsible for creating and enabling Motorola’s reseller marketing tools and programs. Mark is driving social media with and into the Motorola partner community as part of the global integrated marketing team.
Mark’s career has included senior marketing, business development, and channel roles with Smith International, Compaq Computer, Unisys and several startups within the technology sector. He has extensive integrated marketing and channel experience as a distributor/channel and ISV.
Mark has served on several National Science Foundation committees and has been focused on helping turn technological breakthroughs into tangible customer business solutions. He is a frequent panelist and speaker on Enterprise Mobility and marketing.
Mark joined Motorola in 2005. He holds degrees from Michigan State University and has served as Associate Professor of Computer Science at Mercy College in Detroit.
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Engaging the Consumer Emotionally via Digital Marketing
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| Workshop |
| Tim Palmer, Vice President, Americas Consumer and Commercial Marketing Center at Eastman Kodak |
Engaging consumers on an emotional level remains a central strategy for the Kodak brand. As such, when the Kodak Kiosk team was looking for a way to drive awareness and conversion of its new Picture Movie DVD (PMDVD) product, building a program that leveraged social networking, cause marketing and an aggressive promotion proved to be a win-win for the Mother’s Day time period. This case study will demonstrate how a modest investment can deliver strong ROI as well as hundreds of millions of impressions that communicated the Kodak brand and product messaging across all our media vehicles.
Tim Palmer leads the Marketing Center for Kodak's Consumer Digital Group and Graphic Communications Group in the Americas and is responsible for Kodak's #1 share businesses in Digital Cameras, Digital Picture Frames, Retail Picture Kiosks, Prepress Solutions and Enterprise Software. In 2007, building on its forty year legacy in the commmercial inkjet business, Kodak launched its entry into the Consumer Ink Jet Printing category and quickly established a leading share position with several leading retailers. From 1988 to 2000, Tim was a member of Polaroid Corporation where, in 1999, he was elected Corporate Vice President and General Manager of the Consumer and Business Imaging Group. After graduating from Harvard University, Tim landed his first assignment in sales at Procter & Gamble. Following that, he jumped to Pepsi USA where he was a Brand Manager. Tim also led marketing and sales at two start-ups and an industry research firm. |
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Mastering Your Online Marketing Strategy by Being More Sociable, Findable, Portable, Usable, Actionable, Shareable and Measurable
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| Round Table |
| Jon Samsel, SVP Digital Marketing, Bank of America |
Any effective web strategy provides a clear roadmap so that resources can be aligned and goals can be achieved but the biggest challenges include changing old-school corporate mentality, being knowledgeable in every aspect of online marketing, and proving effective results. How do you best chart the course for your online marketing strategy? How do you create a set of basic guiding principles to generate the desired pattern of consumer decision making?
In this interactive roundtable discussion learn how the moderator and your peers have developed online strategies that achieved returns and what they learned and stumbled upon along the way.
Jon Samsel is a social networker, blogger and author with 16 years of experience as a senior- online marketer and tech consultant at Fortune 100 companies like Ford, Apple and Countrywide. He is currently a Senior Vice President for Digital Marketing at Bank of America. Jon is the author of four books and tweets on a regular basis on topics such as social media, SEO, user experience design, website optimization and the art of writing.
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Marketing in a Mobile Age
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| Workshop |
| Maribel Lopez, Principal Analyst and Founder, Lopez Research LLC |
Mobile has hit the mainstream in the U.S. At the end of 2008, the number of mobile subscribers grew to 270 million, reaching 87% of U.S. households. New devices like Apple's iPhone have made web browsing on the phone more prevalent and improved the app store experience to create a better market for mobile applications.
As consumer usage of mobile devices explodes, mobile marketing has emerged as a viable marketing channel. But how do you engage with the consumer? This session will explore the various goals and types of marketing opportunities and discuss how firms are successfully using mobile campaigns today.
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Justifying Brand Website & Online Campaign Investments with Metrics that Count
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| Supplier Workshop |
| Heman Patel, President, CRM Metrix |
Considering today's economic environment and increased spend for online marketing strategies, brands are more focused on learning where to spend with the most returns. The key challenge in today's marketplace is to learn how to spend budgets on media and marketing initiatives intelligently, as resources become more and more limited.
The website is the only marketing channel where the customer chooses to spend time interacting with the brand. Customer listening and feedback metrics are most powerful to optimize and maximize your online strategies. crmmetrix identifies why it is a misconception to solely rely on site traffic to justify the brand website investment. By demonstrating the multi-tasking capabilities of the website through various case studies, crmmetrix will highlight how websites not only help to build brand equity, drive lifts in brand health and purchase intent levels but also can generate awareness and cross-sell products: Directly feeding into the bottom line.
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The Impact of Social Media on Search Marketing
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| Supplier Workshop |
| Chris Copeland, CEO, Group M Search |
Search marketing has proven to be a valuable channel in connecting consumers with advertiser content. And in recent years, the mass adoption of social media by consumers has advertisers broadening their outreach into new forums and formats, and exploring the role of social media in their marketing mix.
The industry has long assumed the two channels compliment each other, but research has never revealed in what ways and to what extent. Until now.
This session will take a deep dive into new research that answers the big question: What is the interplay between search marketing and social media?
Other findings of the research will also be discussed, as well as analysis and insights of what this means not only for the industry, but also for advertisers seeking to efficiently leverage their digital presence in forums where consumers are spending time.
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