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  • The Incite Summit:East Agenda 2014 - The Core Issues For Marketing Executives in 2014

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    Incite Marketing and Communications
    22 vues7 pages
    The complete agenda for the forthcoming Incite Summit:East (November 12-13, NYC). To find out more or download a full brochure go to http://bit.ly/InciteEastAgendaS The pre-eminent gathering of senior marketing executives, the 2014 Summit features Chief Marketing Officers from Patagonia, Cisco, Old Navy, Facebook, Verizon, Heinz, Time Warner, Avis Budget, Cigna, Prudential Retirement, Zynga, AOL Networks, United States Postal Service, Rebecca Minkoff, Hoghton Mifflin Harcourt, Hiscox, Wharton, Pet360 and Bare Necessities. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: 1) Unrivaled Customer Experience: Using every channel you have—and some you might not—to connect with customers on a whole new level. 2) Deliver Value With Data: What you need to know about your customers, and the best ways to put that knowledge to use. 3) The New Marketing Department: Your marketing department is changing: learn what you need to do (and who you’re going to need) to change with it. 4) Be Nimble, Be Lean: Move fast. Adapt. Cut costs. To find out more, go to http://bit.ly/InciteEastAgendaS

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    The complete agenda for the forthcoming Incite Summit:East (November 12-13, NYC). To find out more or download a full brochure go to http://bit.ly/InciteEastAgendaS The pre-eminent gathering of senior marketing executives, the 2014 Summit features Chief Marketing Officers from Patagonia, Cisco, Old Navy, Facebook, Verizon, Heinz, Time Warner, Avis Budget, Cigna, Prudential Retirement, Zynga, AOL Networks, United States Postal Service, Rebecca Minkoff, Hoghton Mifflin Harcourt, Hiscox, Wharton, Pet360 and Bare Necessities. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: 1) Unrivaled Customer Experience: Using every channel you have—and some you might not—to connect with customers on a whole new level. 2) Deliver Value With Data: What you need to know about your customers, and the best ways to put that knowledge to use. 3) The New Marketing Department: Your marketing department is changing: learn what you need to do (and who you’re going to need) to change with it. 4) Be Nimble, Be Lean: Move fast. Adapt. Cut costs. To find out more, go to http://bit.ly/InciteEastAgendaS

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    22 vues7 pages

    The Incite Summit:East Agenda 2014 - The Core Issues For Marketing Executives in 2014

    Transféré par

    Incite Marketing and Communications
    The complete agenda for the forthcoming Incite Summit:East (November 12-13, NYC). To find out more or download a full brochure go to http://bit.ly/InciteEastAgendaS The pre-eminent gathering of senior marketing executives, the 2014 Summit features Chief Marketing Officers from Patagonia, Cisco, Old Navy, Facebook, Verizon, Heinz, Time Warner, Avis Budget, Cigna, Prudential Retirement, Zynga, AOL Networks, United States Postal Service, Rebecca Minkoff, Hoghton Mifflin Harcourt, Hiscox, Wharton, Pet360 and Bare Necessities. Our unique collaborative, interactive approach improves on the typical disengaging conference format. We'll cover all the key issues you'll face in 2014, including: 1) Unrivaled Customer Experience: Using every channel you have—and some you might not—to connect with customers on a whole new level. 2) Deliver Value With Data: What you need to know about your customers, and the best ways to put that knowledge to use. 3) The New Marketing Department: Your marketing department is changing: learn what you need to do (and who you’re going to need) to change with it. 4) Be Nimble, Be Lean: Move fast. Adapt. Cut costs. To find out more, go to http://bit.ly/InciteEastAgendaS

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    LaunchAgenda:TheInciteSummit:East

    November1213,NYC
    www.incitemc.com/east

    TheInciteSummit:East

    CORETHEMES
    1. UnrivaledCustomerExperience:Usingeverychannelyouhaveandsomeyou
    mightnottoconnectwithcustomersonawholenewlevel.
    2. DeliverValueWithData:Whatyouneedtoknowaboutyourcustomers,andthe
    bestwaystoputthatknowledgetouse.
    3. TheNewMarketingDepartment:Yourmarketingdepartmentischanging:learn
    whatyouneedtodo(andwhoyouregoingtoneed)tochangewithit.
    4. BeNimble,BeLean:Movefast.Adapt.Cutcosts.

    ProvisionalAgendaonthefollowingpages


    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    DayOne:DeliverValuefromEveryAngle

    MORNINGKEYNOTEPANELS
    UNRIVALEDCUSTOMEREXPERIENCE
    CUSTOMERSARENTNUMBERS
    DRIVETRUECUSTOMERCENTRICITYINADIGITALAGE

    Wehavemoredataonourcustomersthaneverbefore.Butanexcessivefocusondatameansmarketerscanactuallylosesightofthecustomers
    themselves.

    Dataisuselessunlessusedproperlytosurfaceactionableinsightsandbuildaricherunderstandingofyourcustomers.

    Thisdebatelooksathowmarketerscanchangetheirrelationshipwithdatatofocusontherealpeoplebehindthenumbers.

    Verizon,TamiErwin,PresidentofNationalOperations
    PrudentialRetirement,KaraSegreto,ChiefMarketingOfficer
    AOL,AllieKline,ChiefMarketingOfficer
    Zynga,JenniferNuckles,ChiefMarketingOfficer
    CMOINTERVIEW
    HOWTIMEWARNERLEVERAGESCONSUMERINSIGHTTODRIVEMARKETINGINNOVATION
    ONEONONEWITHTIMEWARNERSCHIEFMARKETINGOFFICERKRISTENOHARA

    KristenOHaraisglobalChiefMarketingOfficerformediagiantTimeWarnerInc.ShescurrentlydevelopingTimeWarnersfirstcompanywidedata
    strategy,alongsideleadingtheirglobalmarketingefforts.

    Inthisoneononeinterview,wellinvestigatehowOHaraleveragesdata,consumerinsightandnewtechnologyplatformstodriveinnovationin
    marketing,research,adsalesandsocialmedia.

    TimeWarner,KristenOHara,ChiefMarketingOfficer
    THENEWMARKETINGDEPARTMENT
    MAKETHECUSTOMERPRIORITYNUMBERONETHROUGHOUTYOURBUSINESS
    ORGANIZINGANDSTRUCTURINGFORCUSTOMERCENTRICITY

    Tosurviveinaworldofincreasingcompetition,heightenedcustomerexpectationsandrapidchange,thecustomermusttaketheirplaceatthevery
    centerofyourbusinessoperations.

    Andifthecustomertakesthecenter,everyotherpartofyourbusinessmustmoveoutofthewaytomakeroom.

    Thatmeanssignificantchangestoorganizationalstructures,newrolesandresponsibilitiesandoftenconsiderableinternaltension.

    Cisco,BlairChristie,ChiefMarketingOfficer
    USPostalService,NagisaManabe,ChiefMarketingandSalesOfficer

    AFTERNOONBREAKOUTDISCUSSIONS
    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    MarketingTrack CommunicationsTrack
    BENIMBLE,BELEAN
    AMPLIFYYOURMESSAGE
    CONVERTCUSTOMERSINTOADVOCATESTO
    SPREADYOURMESSAGE

    AccordingtoaMcKinseystudy,wordofmouthisaprimaryfactorinupto
    50%ofpurchasingdecisions.

    Notonlythat,butcomparedtootherformsofmarketing,customer
    advocacyischeap.

    Soitscriticaltoturncustomersintoadvocatesandtogivethemthe
    toolsandincentivestohelpspreadyourbrandmessage.

    SaksFifthAvenueOFF5TH,AmberCacali,
    VicePresidentMarketing(former)
    Diageo,MichelleKlein,SmirnoffVicePresident,Global
    Marketing
    UNRIVALEDCUSTOMEREXPERIENCE
    STOPSELLING,STARTTELLING
    USESTORYTELLINGTODRIVEDEEPERAND
    LONGERLASTINGCUSTOMERENGAGEMENT

    Ascustomersbecomescentraltoeveryareaofmarketing,
    productcentriccampaignsthatshoutaboutbenefitslookoutofdate.

    Engagingaficklecustomerbaseinalongterm,engagingbrandstory,
    however,isthefuture.

    Inthissessionwelllookattherealityofthepowerofstorytelling,and
    howyoucanincorporatethemethodintoyourownmarketingfunction.

    UniversalMusic,BillRichards,VicePresidentof
    Marketing
    Citi,AngieMoncada,VicePresident,Brand
    CommunicationandActivation
    PBS,LesliRotenberg,SeniorVicePresident,Marketing
    andCommunications
    HubSpot,JoeChernov,VicePresidentofContent

    NOTAVAILABLE

    BENIMBLE,BELEAN
    SHOULDYOUFIREYOURAGENCY?
    REASSESSINHOUSECREATIVE,MEDIAAND
    STRATEGICCAPABILITIESTOSLIMDOWN
    MARKETINGSPEND

    BigbrandslikeAppleandYahooaretakingonmoreandmoreofthe
    creativesideoftheirmarketingandadvertisinginhouse.

    Allbrandsaredealingwithanewworldwherespeediscriticalto
    marketingsuccess.

    Assuch,therelationshipbetweenmarketerandagencyischanging
    fast.

    Marketersneedtotakeanotherlookathowtheyrespendingtheirmoney,
    andwhattheycandobetterontheirown.

    Seniorbrandexecutivespeakerstobeaddedshortly
    UNRIVALEDCUSTOMEREXPERIENCE
    LISTEN,PREPARE,PREVENT
    LEVERAGESOCIALTOBUILDAND
    PROTECTYOURBRAND

    Thebestthingaboutsocialmediaisthatitgiveseveryoneavoice.The
    worstthingaboutsocialmediaisthatitgiveseveryoneavoice.

    Ifyouwanttoretaincontrolofthebrandyouveworkedsohardtobuild,
    youregoingtoneedtobecomeanexpertatmonitoringandcontributing
    toaconversationnotmakingdeclaratorystatements.

    WyndhamHotelGroup,ChristineDaSilva,
    VicePresidentMarketingCommunications
    Siemens,MichaelStenberg,VicePresident,Digitaland
    Infrastructure

    BENIMBLE,BELEAN
    MEASURINGTHEUNMEASURABLE
    FINDINGTHEROIOFCONTENT

    75%ofmarketersplanonincreasingtheamountofcontenttheyproduce
    overthenextsixmonths.

    Yet,therearestillpreciousfewexamplesofaconfidentimpact
    assessmentofcontentproductiononmarketingKPIs.

    WithoutaclearunderstandingofcontentsROI,youreflyingblind.Well
    THENEWMARCOMMSDEPARTMENT
    MARKETING,COMMUNICATIONS,ANDPR
    EVOLVEORGANISATIONALSTRUCTURESTO
    BETTERSERVETHECUSTOMER

    Ascompaniestransitionfromproductcentrictocustomercentric,the
    linescontinuetoblurbetweenmarketingandcommunications.

    Bothhaveresponsibilitiesforbuildingbrand,communicatingexternally
    andmanagingcustomertouchpoints.

    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    discusshowtofindit.

    MTV,MindyStockfield,SeniorVicePresident,Consumer
    Marketing
    Activision,JonathanAnastas,VicePresident,Global
    BrandMarketing
    Offerpop,KevinBobowski,VicePresident,Marketing

    Forafutureproofedbusiness,bothwillincreasinglyhavetowork
    togetherifnotmergecompletely.

    Aflac,LauraKane,VicePresidentCorporate
    Communications
    JaguarLandRover,JeffCurry,VicePresident,Jaguar
    Brand

    DELIVERVALUEWITHDATA
    DISSEMINATEDATAANDINSIGHT:SHAREYOURFINDINGSACROSSTHEBUSINESSTODRIVE
    AWARENESS,EFFICIENCY,ANDSALES

    Datashouldsolveallmarketersproblems,butitsmosteffectivewhensharedwitheveryoneinyourorganization.whocouldbenefitfromit.

    Howotherdepartmentscanbenefit(andbenefityou)byusingyourcustomerinformation,andwhatyoucandotosetanexampleasadatachampion.

    Metlife,MelissaGrady,VicePresident,eBusiness
    CondeNast,MeiLee,VicePresidentofMarketingDigital
    Yahoo,LaithMurad,VicePresidentofUserAcquisitionandRetentionMarketing
    Kraft,BobRupczynski,VicePresident,Media,DataandCRM

    DayTwoagendaonfollowingpage


    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    DayTwo:BeReadyforAnything

    MORNINGKEYNOTEPANELS
    UNRIVALEDCUSTOMEREXPERIENCE
    THEEVOLVINGROLEOFTHEMARKETER:HOWMUCHCONTROLDOYOUREALLYHAVEOVER
    CUSTOMEREXPERIENCE?

    Associalmediaandbroaderdigitalevolutionrapidlyshiftspowerfromthebrandtotheconsumer,standardsforcustomerengagementarerocketing
    skyward.

    Increasingly,yourcustomersexpectrelevantandpersonalisedengagement,deliveredontheplatformstheyuseandatatimethatworksforthem.

    Foryourbusinesstoreachthosenewstandards,youneedtomakefundamentalchanges.However,manycompaniesaresimplypointingatthe
    marketingteamandsayingYouDoIt!.So,whatsyournextstep?

    AvisBudget,JeannineHaas,ChiefMarketingOfficer
    Pet360,RoseHamilton,ChiefMarketingOfficer
    Cigna,LisaBacus,ExecutiveVicePresidentandChiefMarketingOfficer
    BENIMBLE,BELEAN
    KEEPTHEMTALKING:PROMOTINGWORDOFMOUTHANDCUSTOMERADVOCACYTODRIVE
    ENGAGEMENTANDSALES

    AccordingtoaMcKinseystudy,wordofmouthisaprimaryfactorforuptofiftypercentofpurchasingdecisions.

    Marketershavemoreandmorewaystogetconsumerstalking,andthebestpartisthatcomparedtootherformsofmarketingtalkischeap.

    Inthisinnovativesession,oneleadingCMOinterviewsanothertoidentifythekeyfociforyoutobuildcustomeradvocacy.

    OldNavy,IvanWicksteed,ChiefMarketingOfficerwillinterview
    Patagonia,JoyHoward,ChiefMarketingOfficer
    Facebook,RebeccavanDyck,ChiefMarketingOfficer
    BENIMBLE,BELEAN
    HAVEALOOKATTHIS:MAKECONTENTTHATSTANDSOUT

    Whenallofyourcompetitorsarealsobecomingpublishers,howcanyoustickoutfromtherest?Inthissession,wellfocusonfindingthecontent
    thatwillmakeyoualeaderandhowtodisseminateittothepeoplewhomatter.

    TheWhartonSchool,JerrySteinbrink,ChiefMarketingOfficer
    RebeccaMinkoff,UriMinkoff,ChiefExecutiveOfficer
    HoughtonMifflinHarcourt,JohnDragoon,ChiefMarketingOfficer
    BENIMBLE,BELEAN
    FOCUSONWHATSRIGHT,NOTWHATSHOT:FINDING,FOLLOWINGANDADOPTINGNEW
    PLATFORMS

    Newestisntalwaysbest.Snapchatprobablyisntrightforyourbrand(unlessyouraudienceisfourteenyearsold),butsomethingelsemight
    be,andyoucantspendeverywakingminuteresearchingwhatsnext.Keepingyourfingersonthepulseoftheindustry,andlearningwhichtools
    thathavebeenthemostsurprisinglyeffective(orineffective).

    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    AFTERNOONBREAKOUTDISCUSSIONS
    MarketingTrack CommunicationsTrack
    THENEWMARKETINGDEPARTMENT
    BUILDAFUTUREPROOFMARKETING
    DEPARTMENT
    THENEWEMPLOYEESYOULLNEED,ANDHOW
    YOULLMANAGETHEM

    Marketingdepartmentsaregrowing,andtheirresponsibilitiesare
    expandingexponentially.

    Thekeytostayingeffectiveispullingtogetherateamwithadiverse
    skillsetfromarangeofdisciplines.

    Journalists,economists,datascientists,webdevelopersandartistsall
    haveaplaceinmarketing,andyouneedtoknowhowtheyshouldfit
    togetherandhowtomanageeachofthem.

    TheWeatherCompany,EricHadley,Senior
    VicePresident,SalesStrategyandMarketing
    Triumph,MarioPace,VicePresidentBrandand
    Marketing
    UNRIVALEDCUSTOMEREXPERIENCE
    THENEWRULESOFPR
    GETYOURMESSAGEACROSSWITHOUTTHE
    MEDIA

    Communicatorshavemorecontrolovertheirmessagesthanever.

    Nomorethrowingareleasetothepressandhopingtheypickitup.
    Digitalandsocialhaveupendedmediarelations.

    Inthissession,welldiscussthenewtypesofmediatolookoutfor,where
    tofindthem,andhowtogetthewordoutonyourown.

    ClearChannelOutdoor,DavidGrabert,Senior
    VicePresident,MarketingandCommunications
    UNRIVALEDCUSTOMEREXPERIENCE
    YOUREALREADYONMOBILE:WHATEVERY
    MARKETERNEEDSTOBEDOINGONTHE
    FASTESTGROWINGPLATFORM
    Over50%ofemailsareopenedonmobileifyousendemails,youre
    doingmobilemarketing.

    Andyettheexperienceoveramobiledevice

    Nomarketercanaffordtoignoremobile,findoutwhateveryoneshould
    getrightbeforetheydoanythingelse.

    BareNecessities,JayDunn,ChiefMarketingOfficer

    BENIMBLE,BELEAN
    YOURCUSTOMERSAREYOURCREATIVE:GET
    THEMTOMAKECONTENT,SOYOUDONTHAVE
    TO

    Contentisanimportantpartofyourmarketingsuite,butdoyouneedto
    makeallofitbyyourself?

    Learnhowtobuildaudienceengagementbyencouragingyour
    consumerstomakecontentyoucanshare.Themoreyoushare,themore
    theyllwantto.

    LaunchAgenda:TheInciteSummit:East
    November1213,NYC
    www.incitemc.com/east

    DELIVERVALUEWITHDATA
    REGULATION,PRIVACY,ANDSPEED
    PARTNERWITHLEGALFORABETTERAPPROACH
    TOCUSTOMERDATA

    Alltoooften,therelationshipbetweenlegalandmarketingisfraughtand
    challenging.Marketersmoreoftenseethelegaldepartmentasan
    obstacletonegotiate,ratherthanapartner.

    Fixingthisflawedrelationshipwillpaydividendsintermsofefficiency,
    speedofoperation,andriskmitigation.

    Equally,asprivacycontinuestobeamountingconcernforcustomers,
    yourapproachtoitwillbeakeydifferentiatoragainstyourcompetitors.

    BankofAmerica,DouglasPreston,Senior
    VicePresident,ComplianceExecutive
    UNRIVALEDCUSTOMEREXPERIENCE
    AUNIFIEDMESSAGEISMOREEFFECTIVE
    GETMULTIPLEDEPARTMENTSSINGINGFROMTHE
    SAMESONGSHEET

    Ifyouwanttogetaclearmessageinfrontofyourcustomers,thenits
    criticalthat,whateverthetouchpoint,themessageisconsistent.

    Thatsachallengethatinvolvesconsiderableinternalplanningand
    collaboration.

    Wediscusshowyoucansucceedatit.

    Ricoh,DominicPontrelli,SeniorVicePresident,
    Marketing(Americas)
    FreshDirect,LisaKolodnyJohnson,VicePresident,
    BrandMarketingandCommunications
    JPMorganChase,JoshVlasto,Directorfor
    MarketingandCommunicationsStrategy

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