Measurable at Last: How location intelligence closes the Loop between OOH Ads and App Downloads
For their March Madness Campaign, Turner Media Group planned an Out-of-Home campaign in four key markets with the goals of increasing consumption of NCAA March Madness and amplifying engagement through downloads of the NCAA March Madness Live app, bracket completions, and live video streams. Join Emily Smith, Director Customer Success, Cuebiq and Trevor Hamilton, VP Sales - Measurement, Targeting, Blockchain, Kochava as they explore how location intelligence enabled Turner to attribute OOH media performance to app downloads.
How a 106-Year Old Brand is Building its Own DTC Business
To strengthen its relationships with individual shoppers, the Clorox Company is prioritizing its direct-to-consumers channels and combining the resources of a CPG brand with the growth mindset of a startup. In this session, Vivian Chang, VP Growth, nutranext DTC at The Clorox Company will share how it is building direct communication with shoppers, discuss the realities of driving for brand and e-commerce performance and insights into how it is approaching DTC differently from its competitors.
Connect with Consumers through AI-powered Conversational Marketing
As behaviors and trends shift dramatically, consumers crave and expect authentic connection. For marketers to understand the impact, they’ll need to better listen and learn from their consumers to formulate their marketing strategies. Conversational marketing is key to helping marketers connect with consumers on a personalized level, and understand these new shifts of consumer behavior, as a short-term and long-term solution. Join IBM Watson Advertising's Monica Fogg and Ali Gwin to discover the benefits of conversational marketing and the brands that execute it successfully, including how IBM is leveraging this tool on The Weather Channel digital properties with the newly launched “COVID-19 Q&A with Watson” chatbot.
How Wells Fargo is Using 1st Party Data for Better Media Targeting
Over the last 5 years, Wells Fargo has been working on reshaping its ad campaign planning and execution to leverage its data for offline and digital customer data activations. With third-party cookies going away and increased privacy regulations, Wells Fargo has set the groundwork to lessen their reliance on 3rd party data as a targeting asset for paid media. In this session, Michael Lacorazza, EVP, Integrated Marketing at Wells Fargo will share how they are leveraging 1st party data to drive greater business impact, reduce media waste, and improve the customer experience and campaign efficiencies.
Fireside Chat: How Chipotle is Supporting Their Community in the Age Of Social Distance
The pandemic has upturned every marketers’ playbook on its head; but brands who are thriving share these qualities: they pivoted quickly, stayed relevant and are supporting their customers during this crisis. In this fireside chat, hear Tressie Lieberman, Vice President of Digital Marketing and Off-Premise at Chipotle talk about how the brand is providing value through delivery, connecting with consumers with social activations, keeping their community informed through CRM and supporting frontline workers.
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When To Get Out Of Your Own Way – What e.l.f. Cosmetics Learned in Content Creation For New Media
For years e.l.f. Cosmetics had enjoyed strong growth and an engaged consumer following. However, with revenue stagnant in 2018, it realized it was losing its voice in a crowded, noisy, socially-driven beauty market. In this session, Christine Hunt, Director of Digital Media at e.l.f. Cosmetics will talk about how it reignited its core super-powers while creating new strengths, doubled down on digital, and worked with new platforms, like TikTok, to amplify its brand story and stay relevant.
How Acorns is Helping a New Generation Save and Invest for Their Future
Acorns is a mission driven company whose goal is to simplify the act of investing to help customers build wealth over time. This careful attention to the financial wellness of everyday Americans, plus creative collaborations with Lil Nas X and other celebrities has helped Acorns attract over 6 million customers to their micro-investing app. In this session, Babak Farrokh-Siar, Vice President, Head of National Business Development at Acorns will share how he is creating a brand for today’s socially conscious consumer, teaming up with other brands to drive engagement and loyalty and building partnerships that are improving the financial lives of everyday Americans.
MMA MOSTT Research Study: Competing on M.A.R.S. – A Look Into the Emerging Marketing Capabilities for Today’s Market
This session shares key findings from a year-long study of changes in marketing capabilities by firms seeking to compete more effectively in today’s increasingly technology-led environment. Join Sundar Bharadwaj as he shares a new model for the organization of marketing work centered on the development of value stacks, the creation of organizational links, and the design of learning loops. The presentation will provide examples of how the development of these emerging practices vary across firms, and insights to select the right model for your organization.
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Marketing and The Present Moment
Covid-19 has created unprecedented disruption in every aspect of marketing and advertising. As we are looking at the remaining of the year and the road back to normal (or the new normal), marketers are now trying to figure out whether to continue advertising or go dark, what the right tone of voice is and how else to engage their customers right now. In this session, Vas Bakopoulos, SVP, Research & Insights at MMA will summarize findings from industry research on how to navigate the current marketing landscape and offer insights into how to advertise in the present moment.
Marketing in Uncertain Times
The COVID-19 pandemic has escalated at an unprecedented rate, abruptly disrupting nearly every brand and the lives of consumers worldwide. As news of the pandemic unfolds, consumer visits and shopping patterns have dramatically shifted. This session will look at how marketers can leverage consumer sentiment, visit data and purchase data to pivot and better serve rapidly changing consumer needs and trends.
