New York Digital Collective
November 8, 2013 | Le Parker Meridien New York
The New York Digital Collective has been carefully crafted by its members to deliver the most timely and relevant information in a true peer-to-peer environment. Based on criteria developed by The Digital Collective, speakers are invited following a highly selective nomination and qualification process. The Digital Collective’s goal is to ensure that the event delivers valuable and useful information to all senior digital marketers who qualify to attend.
Get an insider’s perspective on the future of digital from Andreessen Horowitz. They will share "What's Next" in digital marketing and innovation: emerging trends, new challenges, and new opportunities on the horizon. Andreessen Horowitz will also be showcasing two portfolio companies.
As a marketer, you are faced with many challenges -- knowing who your customers and prospects are, how you can reach them, understanding what media influences conversion, defining your high value and low value customers, and so on. It's time to get behind the steering wheel and gain control. It's about unlocking your data and customer knowledge, leveraging that intelligence and connecting to advanced logic for making decisions. Brand marketers will discuss how they utilize data in their current marketing efforts, and what sorts of insights they've gained in a data-centric marketing world. They'll also discuss what kinds of tools they wish they had access to, and the data insights they're still dreaming of uncovering.
Over the last year there’s been a lot of focus and talk about how the traditional marketing funnel has fundamentally transformed. In short – it’s dead! As marketers, it doesn’t make sense to keep trying to push consumers through a carefully scripted process that doesn’t reflect the any-time, any-place mobility of today’s consumer. Today, it’s all about the consumer and their journey. But how do we join the consumer on this journey? Join this session and we’ll discuss how devices like smartphones and tablets are changing the consumer journey, what and when are the right ways to influence consumers and what should marketers think about in a mobile first world?
Every one of you is doing something in social today as part of your digital strategy. But are you using social as just another media channel, pushing out content to your customers? Or have you figured out ways to get customers talking to each other and truly participating in your brand? Have you gotten beyond likes and shares as measures of true engagement? What have people found to work well and not so well? This session will explore the different approaches being taken in social marketing today and discuss the metrics that brands are using to measure results and business impact.
Hosted By: Lithium
Afternoon Discussion Group B
Designing for LOVE
Hyo Yeon President Fjord, a part of Accenture Interactive
Customers' relationships with digital services and products are much like enduring relationships that a couple might have as life-time partners. Designing digital services to create such bonds requires companies to put the customer at the heart of every product and service design process. This discussion will describe Service Design, and how to design holistically for all of the conversations and interactions that a customer will have with a company, over time. Lead by Hyo Yeon, President of Service Design consultancy, Fjord, this conversation will aim to answer questions around how to develop a multi-channel experience strategy, ways to create enduring customer loyalty, and how teams can work together to look at the bigger picture.
Hosted By: Accenture Interactive
Rewriting the Rules: Connecting Mercedes-Benz with the Connected Generation
Eric Jillard Digital Collective Co-Chair Department Manager, Digital Marketing & CRM Mercedes-Benz USA
Mercedes-Benz has a 127 year history as the maker of some of the world’s most innovative, powerful, luxurious -- and expensive -- automobiles. With the all-new CLA-Class, Mercedes faced the challenge of reaching a new generation of buyers. Specifically, the product was intended to open the brand to a whole new audience, with a particular focus on the affluent GenY customers. Learn how Mercedes-Benz rewrote its product launch rules, capitalizing predominantly on digital and social channels to introduce the CLA to America.
Closing Comments & Prize Drawings
“What’s unique for me is how laser focused speakers and discussion groups are on core issues. They cover very advanced digital topics that marketers can dissect together in real-time. By speaking to peers who share the same challenges, this event gives me an entirely new resource to call on for solutions.” — Charlie Taylor, General Manager, Digital Marketing, Volkswagen
“The Digital Collective is one of the only marketing experiences I’ve been a part of where idea and experience sharing is a mandate. The goal of learning, adopting and applying principles and visions is key to getting our respective brands in the forefront of the constantly changing marketing system and the Collective gives its members a ‘cheatsheet’ on what works or can happen.” — Victor Lee, VP, Global Digital Brand Marketing, Hasbro, Inc.
“The Digital Collective is one of the rare forums that brings people together to not just share ideas and new business strategies, but it creates a gathering of like-minded individuals focused on solving similar challenges in the uncharted waters of the digital domain.” — Michael Duffy, Global Director, Digital Marketing, Bank of America Merrill Lynch
“The Digital Collective event represents a great investment of time. The speakers are top notch and the conversation is enlightening.” — Eric Jillard, Digital Collective Co-Chair, Department Manager, Digital Marketing & CRM, Mercedes-Benz USA