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Agenda

Session Filters

Day 1 Tuesday, April 10

  • April 10
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Amplify your content to your audience in a way that encourages engagement and customer journey progression
  • Combine and leverage traditional and digital marketing to work better together
  • April 10
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
  • April 10
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • April 10
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Understand what it takes to survive and thrive as a customer-obsessed business
  • Develop a data-rich game plan to track your audience’s digital footprint
  • Personalize the customer experience like a boss
  • April 10
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Effectively use data and analytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • April 10
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Develop a deeper appreciation for the thoughtfulness that should go into the design and marketing of an IoT experience.
  • Leverage traditional UX/CX research techniques to gather market data relevant to the IoT consumer experience
  • Add more agile design and marketing techniques for marketing and marketing IOT products/experiences
  • April 10
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Define how Google looks at content purpose
  • Understand why user satisfaction should be central to your content strategy
  • Research your customers’ needs with satisfaction in mind
  • Create content that satisfies
  • Minimize friction in presenting your content
  • April 10
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Learn simple new design and content tweaks to maximize engagement in your email campaigns
  • Use the latest tips for automating your messages so they get noticed by the right people at the right time
  • Understand the key results to analyze so that you can iterate and improve your results as you go
  • April 10
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • April 10
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • April 10
  • 5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, April 11

  • April 11
  • 8:30 am - 9:00 am
  • Stage 1
  • Understand the relationship between your brand positioning and organizational culture
  • Determine what your customer data reveals about how customers view your brand
  • Do what it takes to shift your brand position for good
  • Employ new tips to build a global community with social media
  • April 11
  • 8:30 am - 9:00 am
  • Stage 2
  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • April 11
  • 9:15 am - 9:45 am
  • Stage 2
  • Assess the state of computational approaches to emotional sensing in both hardware and software modalities.
  • Better understand the scientific complexities of measuring human emotion.
  • Develop a perspective on computational approaches to emotional sensing.
  • Build a concrete action plan for integrating emotional intelligence into your marketing strategies
  • April 11
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • April 11
  • 10:00 am - 10:30 am
  • Stage 2
  • Implement and track advanced engagement metrics in your marketing and CX
  • Discover and analyze new data in Google Analytics that will move the needle
  • Add enriched data code snippets to improve SERP results and CTR
  • April 11
  • 10:00 am - 10:30 am
  • Stage 3
  • How to create dynamic, targeted, predictive & measurable experiences
  • Discussion about the shifting focus from campaigns to content marketing
  • New approaches to experience creation that are cheaper, faster, and more impactful.
  • April 11
  • 11:00 am - 11:30 am
  • Stage 1
  • Identify website issues affecting performance
  • Make the right choice for hosting
  • Optimize images and video
  • Prioritize the use of smart coding techniques
  • Know when to use responsive design, AMP, or an app for mobile users
  • April 11
  • 11:00 am - 11:30 am
  • Stage 2
  • Add the 5 verbs that are the necessary building blocks for deep content to your strategic mindset
  • Unlock the power of pain points in your creative copy and customer journey
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • April 11
  • 11:00 am - 11:30 am
  • Stage 3
  • Create and use events to better understand user behavior
  • Utilize new tag manager tips and tactics to measure events, goals and other data points
  • Use your data to more expertly track your users and prospects, not a collection of disjointed sessions
  • April 11
  • 11:45 am - 12:15 pm
  • Stage 2
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • April 11
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
  • April 11
  • 1:40 pm - 2:10 pm
  • Stage 1
  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
  • April 11
  • 1:40 pm - 2:10 pm
  • Stage 2
  • Determine if your website is accessible
  • Understand the many tools available for audiences who are blind or visually impaired
  • Identify new ways to better reach audiences who are blind or visually impaired
  • Avoid litigation as ADA and regulations become better defined
  • April 11
  • 1:40 pm - 2:10 pm
  • Stage 3
  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
  • April 11
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Develop a more comprehensive consumer engagement roadmap
  • Simplify the technical complexity of a marketing technology landscape
  • Have a sense of the Do’s and Don’ts when it comes to the strategy and implementation of a consumer engagement platform
  • Better understand the challenges of personalization in a regulated environment and what to do about them
  • April 11
  • 3:05 pm - 3:35 pm
  • Stage 1
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • April 11
  • 3:05 pm - 3:35 pm
  • Stage 2
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • April 11
  • 3:05 pm - 3:35 pm
  • Stage 3
  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • April 11
  • 3:45 pm - 4:15 pm
  • Stage 1
  • Leverage mobile customers as a built-in focus group
  • Test and iterate on new features quickly by collecting feedback from thousands of customers within days
  • Make data-backed decisions about the direction of the company to ensure you’re building a brand in-line with customer expectations
  • April 11
  • 3:45 pm - 4:15 pm
  • Stage 2
  • Execute an effective customer experience discovery
  • Employ data to identify cross-channel opportunities
  • Expand your digital blueprint to evolve towards 1:1 customer journeys
  • Apply advanced learnings from to grow engagement and ROI
  • April 11
  • 3:45 pm - 4:15 pm
  • Stage 3
  • Understand the key ingredients and see examples of successful innovation projects
  • Evaluate your consumer-facing technology stack
  • Develop practices to constantly discover and infuse innovation nto your business strategy
  • Measure the ROI of current and prospective tech investments driving innovation in your business
  • April 11
  • 5:05 pm - 6:00 pm

Closing Reception

Join us at DS Los Angeles 2018

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