Master Classes

A Deep Look into AI and its Impact on Programmatic Advertising.

Learn about why AI is important for the advertising industry, and the tremendous impacts it has on marketing and consumers.

o What is AI?
There are a lot of misconceptions regarding what it is and a lot of deception around it as well. We’ll clear that up and separate the pretenders from the contenders.

o When to use AI?
We’ll discuss the ideal use cases for investing in AI technologies and specific examples in marketing.

o A Case Study in Advertising.
Yang will take you step by step through how StackAdapt solved a particular problem — starting with a basic algorithm to a full-fledged AI powered system.

o What the future looks like.
How close are we really to killer robots? In order for AI to evolve further, there are challenges that need to be solved.

Every agency/brand/marketer understands the importance of storytelling, however there is a real rigor to effective storytelling. This course let’s you in on the battle-tested approach we’ve honed over the past 15 years.This hands-on session will take attendees on a journey through the three stages of storytelling, after a short explanation on why storytelling is a much more powerful marketing approach than traditional advertising.

First of all is the story finding stage, during which we’ll delve deeply into the ways in which a brand can understand and reveal its true and own-able narrative.

We’ll dig deep into your brand’s core DNA to uncover the distinct truth that most powerfully resonates with people. The result is your Story Platform. Think of it as the north star that will inspire and connect all of your brand’s future communication. Next follows the story testing stage, where we test various creative narrative concepts all anchored by the Story platform. This process is aided and abetted by the use of a proprietary tool, Storyscore. Finally we’ll show how the results of the test can be brought to life through the story making process.

This masterclass is very practical, supported by real life brand examples and will give attendees useful and practical know-how that they can be put into practice immediately.

In 2016, Facebook opened their Messenger Platform to developers and chatbots. Today chatbot technology is changing how businesses nurture leads through the sales process. Learn the specific steps to automating your sales funnels with Facebook Messenger. Tap into the 1.3 billion messenger users and instantly improve your advertising ROI.

How engaged is your brand with your prospects and customers?

Since the 1800s we’ve been building new communication technologies. From the telegraph to the fax machine to the “leave a message after the beep”. From voicemail to email then to the first instant messaging service and SMS. Finally, we arrived at live chat which gave us the experience of quick message and those three little dots signaling a reply.

Communication these days is instant and its interactive — friends make plans faster, families stay closer, and businesses provide answers instantly. Customers expect conversations to happen how, when, and where they want. Across whatever platform a customer wants to communicate with your brand on – phone, text, Facebook Messenger, email, Slack, and more.

Whether you are B2B or B2C – today is all about B2H (Business To Human) and with it a demand for a personal, fast and relevant user experience at every touch point across the buyer journey. In this session, we’ll show how business strategy, user experience and real-time data are driving today’s marketing and sales experience.

Be prepared to discover:

• Why the Marketing Funnel is dead and the customer centric Fly Wheel is the key
• How chat bots are blurring the line between marketing, sales and service
• How Messenger delivered a 477% improvement in the cost per lead (Case Study)
• How to generate leads and engage customers through conversational marketing
• How SMarketing is driving a unified sales and marketing team
• What tools and technologies you need in your 2018 MarTech Growth Stack to do all the heavy lifting for you

The Conversion Optimization System: 14 Steps for More Conversions and More Sales

Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O’Reilly and many others.

Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Creating a conversion roadmap
4. Testing a test hypothesis
5. Conduct A/B test

Flashes of Genius – Learning the Art and Science of Creativity.

The standard view of creativity is one of constant brainstorming punctuated by sudden flashes of genius – it is not something you can be intentional or methodical about. This talk will disprove this, explain how flashes of genius actually happen and provide ways any creator can increase their odds of having one.

The talk is based on two years of research for Gannett’s upcoming book The Creative Curve (June 2018, Penguin Random House). As part of this, he interviewed dozens of the world’s leading creatives such as celebrity chefs, multi-platinum musicians, billionaire entrepreneurs, and fine artists. In addition, he talked to the leading scientists and academics who study the field. Based on this, he found four patterns—The Four Laws of Creative Curve—that all creatives engage in. These laws are not only scientifically valid, but can be followed by any aspiring creative. This talk will give a sneak peek into Gannett’s research and an early look at how you can leverage it.

Key Takeaways

You will learn the neurological and psychological mechanisms behind flashes of genius

How you can learn to have more of these so-called aha moments through the mass consumption of content

How famous creators engage in a strategy called “the 20% principle” that is accessible for anyone

How to Successfully Apply Data & AI in the Marketing Value Chain In this session Artefact will be starting with the role of data in the current world and what it has lead to currently: Where are we with Data & Artificial Intelligence? the future is definitely here. We will make it concrete and explore where to apply Data & AI in digital marketing? What can AI do and what can’t it do (yet)?Possible areas are automation, optimization and more. Artefact will make it practical to conclude and explain what using Data & AI means practically for Digital Marketing? What are the actionable next steps in Planning, setup/workflow, getting control and creative.

Fine tune your digital marketing strategy with a deeper understanding of Digital Convergence. Join Michelle Geere and Karabo Sitto on this master class and learn how to capitalize on the revolutionary opportunities created by digital convergence.

What type of Digital Marketing Manager are You? No one knows what shaped our personality or why we think, speak and behave in a certain way. It forms our world, the way we respond to the world around us and with the people we love, avoid and work with. Our personality determines the preference of our digital marketing strategies and also determines the kind of content creation for our social media engagement. This master class highlights the key personality differences and how it affects our strategy and focus on the prospect and consumers.

Is your approach to digital marketing strategy consistently hitting all of your KPIs and objectives? If not, this is the masterclass for you. Join digital strategist Celina Farrell, from MAXEMUS Digital Marketing, for advanced, actionable, step-by-step guidance in creating a digital marketing strategy that will take your results to the next level.

Be prepared to discover:

The world’s best digital marketing planning framework, with a step-by-step guide to rapidly create an integrated digital strategy—your roadmap to success
The power of targeting—how to focus your marketing on exactly the right audience, so you’ll boost your conversion rates
How to get your value proposition right, so your prospects buy into your brand
Why you should always build your marketing around the right vision, objectives and KPIs

Plus, we’ll provide you with access to handy worksheets and guides:

– Digital Marketing Strategy Workbook Template
– B2B and B2C Digital Marketing Plan Examples
– Digital Marketing Audit Spreadsheet
– Multichannel Campaign Planning Worksheet
– Budget Planning Spreadsheet
– 90 Day Planning Template

The Role of Behaviorism in Your Marketing Strategy

Understanding what emotions trigger action and how leveraging relevant emotional hooks can effectively drive behavioral change is critical when developing your marketing strategy. However in an age of consumer control and a shift in attitudes towards the role of brands, emotional connectivity must be based on real demonstration of value. Today authenticity, transparency and credibility is key to effectively engaging a hard to engage audience and so truly understanding your consumer, your environment and your role in the greater eco-system is crucial in order to succeed. So how do you define your role? What data do you gather, for what purpose, from what sources and what do you analyze it against? In this masterclass we will demonstrate how to build your blueprint and develop a marketing framework that allows you to effectively maneuver the plethora of channels and the ocean of data available to you, to help extract the right insights and build a strong and dynamic strategy to deliver content with impact.

The Evolving Role of a Marketer in the Digital World
The digital era with evolving technologies are increasing challenges for a digital marketer to communicate effectively with their audience. However, these rising challenges also give rise to plenty of opportunities – opportunities to understand the individual behaviour of a consumer.

This session focuses on how marketers can leverage these opportunities to reach and engage their audience better. Email marketing and marketing automation can be a marketer’s best friend if used effectively.

In the 4th Industrial revolution, chatbots are the new email engagement. Safe, timely, friendly and smart. In this is engaging talk Darryn will go through how to effectively design and use chatbots, the overview of a Gamification Scaffolding and then how to pull it all together to ensure your message is being understood, or changed after listening to what the “receiver of the message” hears.

In this masterclass, you’ll take a deep dive in all the latest growth marketing techniques. You’ll get a strong first impression of the capabilities that ‘the new way of marketing’ has to offer your business. This course contains:

– An introduction to Growth Marketing
– Case studies of companies that use this methodology succesfully
– Tools to get started
– Ideation tools to come up with better experiments
– Clear understanding of experiment design

Sharpen your inbound marketing skills with intermediate and advanced strategies used by enterprise e-commerce and multilocation brands. Corporate consultant and agency-trainer Steve Wiideman will be covering technical, contextual and off-page visibility opportunities that touch users during key micro-moments, while improving organic visibility.

Learn how to marry data from what we already know about our paid and organic visitors with insights garnered from competitor research. Explore recent case studies from brands you’ll immediately recognize and every detail of the campaigns they used to boost search engine rankings and drive referral traffic.

Specific topics covered include performing a technical obstacle analysis and organizing tasks for web developers, inbound link analysis and creative strategy, competitive analysis, along with post-Google Hummingbird keyword research for taxonomy and content marketing planning.

Leave this Inbound Marketing Master Class with templates, tools and actionable checklists for maximizing inbound marketing efforts.

Linkedin Marketing is one of the most overlooked social media platforms for Digital Marketers. There are primarily 2 main springboards for marketing within Linkedin; the corporate branding and the personal branding. Linkedin is probably the only platform which everyone in the organisation can be part of the branding and marketing strategies. This master class will highlight key areas of focus for any brand on Linkedin and to leverage personal branding so that everyone in the organisation can be a key person of influence in their field.

David will present the fundamentals of Neuromarketing and consumer neuroscience. This will provide the abidance with a basic, yet fundamental understanding of the key concepts and approaches of the field. He will also present on the attention economy, as it has emerged from neuroscience research and discuss its relevance to digital marketing. He will also illustrate neuroscience principles may be applied to enhance your digital marketing strategies. Lastly David will provide real world Neuromarketing case studies demonstrating how to optimise Website UX/UI and Chatbot development.

What if you could create a platform that allows your leads to qualify themselves? What if you could build trust, prove value and affirm authority by creating a piece of audio that you can repurpose all your marketing from? This is the Podcast Marketing MasterClass and in this session you will learn how to be creative with your podcast while attracting the right clients to your business.

Nowadays search engines are no longer a simple index of websites, they are sophisticated answer engines.
Google, the leading search engine evolved to meet users’ needs (user behavior & local characteristics).
In this session you will learn the most up-to-date trends to increase your website visibility online, by using a user-focused approach.

Social Media; What’s New, What’s Hot, What’s Not!
Learn the latest updates, features and algorithms with Zoe and how you can get the maximum from your social media activities with the newest changes. Zoe will also discuss what’s not hot and how to avoid making the mistakes to try and get the most reach for the sake of large analytical numbers.

Creating WOW! Moments In Your Marketing Plan
Social media interrupts all communication channels thereby creating constant challenges for marketing in the digital age. Brands are searching for new dynamics for their approach to the consumer. Described as “one of the most dynamic and inspiring sessions”, Jeff will discuss and analyze some of the biggest “WOW” moments. This session is designed to inspire new ideas to fuel your social media strategy. In this presentation, learn how to analyze how companies have used different strategies to interrupt and reach specific targets; Develop an actionable digital strategy that aligns with your business goals; Find solutions to current strategic hurdles and expand your professional digital network by connecting with peers.

Learn How To Generate Leads Consistently, Win More Clients And Grow Your Influence Through LinkedIn.

Discover what is Social Seling and how to use effectively its potential to do business and to sell, taking advantage of a network of 500 million professional users. Uncover all the secrets of social selling and doing business with LinkedIn.

Did you know that business videos can skyrocket site traffic and that audiences are 10x more likely to engage, embed, and share video content? And a side note..they’re hands down the most effective form of marketing available to us today? Using video marketing can be incredibly effective when used correctly, but at the start, it can be overwhelming to get up and running. What sort of strategy should you be using? What kind of video actually converts to purchase? How long should your videos be? Not to mention that little complication.. how do you actually make professional videos that look amazing? The short answer? A video is NOT a one size fits all solution and the ‘right’ kind of content for you could be one of many options, depending on your type of business. Let us help set you up for success! In this session, Chris will teach you how to master the art of video strategy and video storytelling to create effective, engaging videos for your company’s website and/or social channels.

Have you been “doing” content marketing for a while now with no substantial results to show for it? Join the content marketing experts from Vertical Measures, where you’ll learn an 8 step formula for starting or revamping your content marketing program in order to drive traffic, leads, and sales.

In this master class, Arnie will guide you through various exercises in an interactive workbook (note: a laptop is highly recommended), so you will walk away from the conference with not only a better understanding of content marketing, but action steps that can guide your efforts for months.

Following this 8 Step Process you will learn a dynamic process that organizations can follow to provide a structure and framework to their efforts. You will gain knowledge on how each step fits into the larger picture:
1. Strategy Development | The major questions you must answer when creating or revamping your strategy
2. Ideation | How to come up with hundreds of topic ideas painlessly that people are actually searching for
3. Content Creation | A dive into the content formats that are most effective for different goals
4. Optimization | SEO fundamentals are vital, yet often forgotten by even seasoned marketers
5. Promotion | Gain momentum with social media platforms by using paid promotional strategies
6. Distribution | How you can get more eyes on your content through targeted, off-site channels
7. Lead Nurture | Email is a vital component of a content marketing strategy that keeps your relationships alive
8. Measurement | Learn how to decipher your metrics so your data will tell the story of your results

Attend to get real-world advice from an experienced trainer who has been in the trenches and seen what it takes to make content marketing truly work. Plus, you’ll be equipped with even more insights and tools, including:

Access to additional actionable worksheets and guides
How to create a culture of content marketing within your organization
How to align your processes, priorities, and people to drive new business
Ways to jumpstart your strategy with simple “hacks” that actually work
Tips on the very best content to create and how to format it

In addition to the interactive workbook, you will access to Vertical Measures’ latest 300-page book that goes into each of the 8 Steps in further detail, Content Marketing Works: 8 Steps to Transform your Business.

Social media has fundamentally changed the way people communicate and businesses that don’t adapt are likely to be gone by 2020. Nathanial Bibby has been at the cutting-edge of digital marketing for 13+ years and believes the biggest opportunity for business growth exists right now on social media.

In this masterclass Nathanial will share the latest industry insights, where businesses should be focusing their attention online, and the exact strategies used by his agency to generate $100M+ in sales from social last year.

He will also cover the #3 biggest mistakes marketers make on social and a heap of tips for the most popular platforms – such as Facebook, Instagram, YouTube, LinkedIn, Snapchat, etc. Don’t miss this info-packed session on social media for business.

Ask yourself this question: is your approach to digital marketing strategy hitting all of your KPIs and objectives? For many marketers, the answer to that question is a resounding “maybe.” This Digital Marketing Strategy Master Class will give you the tools you need to answer that question. Learn how to research and craft personas, mine data and analytics for planning insights, create amazing planning shortcuts that save you time and optimize marketing campaigns to enhance your brand’s customer experience.

Traditional sales is good – but it’s dead. What works is first educating customers. In today’s digital economy much of that education is delivered through social content. In this master class Ramon shares his proven principles for using engaging content to make sales! Attendees leave with practical insight to take their businesses to the next level using social content. Social content marketing takes time, focus and a plan of action to work and work well – Ramon helps understand this in a simple, energized and humorous presentation. By attending this session, attendees will leave with practical take aways of using social media as a powerful tool for sales and branding. Ramon’s unique take on social media will leave attendees with a fresh perspective and insight on using content (including video and more) to generate more sales in their business.

Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.

Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.

How To Create Content That Helps You Nail Your Business Objectives. We hear it every day: How do we create engaging content? In reality, this is a problem that doesn’t deserve a solution. Why? Because content that simply garners engagement is unlikely to help your brand meet its business goals. The content you create should help your brand reach its goals, and for that to occur you must make loyalty a priority. In this master class marketers will walk away knowing; Why content loyalty is important and how it helps all areas of the business, What types of content inspires loyalty and How to create content that moves the needle for their brand.

Developing a kick-ass content marketing strategy

The digital powershift means every single interaction with brands happen because the audience chooses it to happen. They engage with content when value is offered that goes beyond the product and service and talks to deeper needs and challenges faced. It is not about you, it is only about them and how you can help make their lives better.

Understanding your audience, understanding what they desire, who they listen to and where you can have a voice will help you set a framework for content that will be relevant, effective and highly impactful.

The masterclass works through the steps that goes into developing a highly effective content strategy, the conversations you can own, the stories that will engage and where you need to tell them. Because content without strategy is just stuff. And the world has enough stuff.

Conversion Optimization System: 12-Steps for Consistent Increases in Conversions Rates.

Are you struggling with low website conversion rates? Not sure what do to achieve double digit increase in conversions rates? This is the master class for you. The Conversion Optimization System is a 12-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 4,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O’Reilly and many others.

Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Conducting CRO Competitive analysis
4. Creating a conversion roadmap
5. Conversion Framework analysis
6. Creating meaningful Hypothesis
7. Conduct A/B Testing

“Social Selling” has become a new buzz term in both business-to-consumer (B2C) and business-to-business (B2B) sales and marketing.

In this master class, you’ll learn:
– How “Social Selling” differs from traditional sales.How to leverage online research to turn cold calls into warm introductions.
– The top ways to identify sales triggers by having a direct “line of sight” with your target audience.
– Why it’s important to have a multi-threaded approach to converting clients.
– How to bridge the gap between marketing and sales and empower all staff to be effective brand ambassadors

Sharpen your inbound marketing skills with intermediate and advanced strategies used by enterprise e-commerce and multilocation brands. Corporate consultant and agency-trainer Steve Wiideman will be covering technical, contextual and off-page visibility opportunities that touch users during key micro-moments, while improving organic visibility.

Learn how to marry data from what we already know about our paid and organic visitors with insights garnered from competitor research. Explore recent case studies from brands you’ll immediately recognize and every detail of the campaigns they used to boost search engine rankings and drive referral traffic.

Specific topics covered include performing a technical obstacle analysis and organizing tasks for web developers, inbound link analysis and creative strategy, competitive analysis, along with post-Google Hummingbird keyword research for taxonomy and content marketing planning.

Leave this Inbound Marketing Master Class with templates, tools and actionable checklists for maximizing inbound marketing efforts.