Recorded sessions

All

    • Fabian Marrone

      Fabian Marrone

      MONASH University

      Chief Marketing Officer

      Now, more than ever, the lines between Marketing and Communications have blurred. Brand, reputation and trust are core pillars in a joint Marketing and Communications function. I'm a firm believer that you can't have one without the others, particularly in an age of purpose marketing, centred around editorial.

    Can a Modern Marketing Function be Successful if Communications are Separate?

    • Modern marketing department
    • Tania Mushtaq

      Tania Mushtaq

      DELL Boomi

      Head of Marketing, Asia Pacific and Japan

      Content marketing is the best way to attract eyeballs of the global digital population of just over 4 billion. But while 91% of the B2B marketers use content marketing to reach their audience, a majority of them do not know how to produce engaging content, and they admit it. This results in content cacophony – a deafening noise of random words thrown together that neither create a connection nor evoke emotion. So, what is the actual science behind effectively cutting through this noise and creating truly engaging content?

    Cutting Through Content Cacophony – The Seven Cs of Smart Content You Can't Ignore

    • Content
    • Michael Briggs

      Michael Briggs

      Canva

      Head of Acquisition at Canva

      Scaling SEO often means scaling your team, this changes the skills needed at multiple points in growth. This presentation works through some of the common points where the decisions we make can change your growth for the better or the worse.

    SEO at Scale: Growing your results faster by managing inflection points

    • SEO
    • Alexandra Hourigan

      Alexandra Hourigan

      finder

      Content Producer

      Finder doubled its social audience in under 12 months. You can too! From this talk, you'll learn the secrets for building your brand's social profile in an ever-changing online world. Social media guru Alex Hourigan will cover the proven strategy used by the shopping team at Finder, Australia's biggest comparison site. No sneaky hacks or shady secrets here; just practical tips and tricks on branded content, influencer marketing and audience growth that you can start using immediately.

    How to Grow Your Instagram Audience For 2020

    • Social media
    • Ljubica Radoicic

      Ljubica Radoicic

      Hexagon PPM

      Marketing Director APAC

      Marketing teams in B2B are under pressure to deliver growth and show ROI, however they operate in a vicious cycle where they are perceived as a cost centre and lack the structure and alignment with sales to deliver on business expectations. In this session you'll discover strategies and best practice to turn your SMB team into a revenue engine.

    How to Turn Small or Regional Marketing Teams into Revenue Machines

    • Modern marketing department
    • Kat Warboys

      Kat Warboys

      HubSpot

      Head of Marketing, Australia and New Zealand

      As technology continues to advance, the way people are choosing to interact with businesses is also evolving. According to a recent study by Facebook, one-to-one messaging is becoming a preferred way to communicate across generations. Users are expecting more one-to-one interactions with companies and instantaneous answers to their questions. But how do you do it?

    How to Build a Conversational Strategy

    • Global marketing trends
    • Olga Andrienko

      Olga Andrienko

      SEMrush

      Head Of Global Marketing at SEMrush

      With voice search so hotly discussed and debated in 2019, SEMrush has conducted an in-depth study, analyzing the results of over 50,000 queries split across three Google devices. SEMrush study evaluated 10 key factors that influence how a voice search answer is selected by Google Assistant. Olga will be sharing the key takeaways and highlight which parameters marketers need to consider when working to rank a page for voice search.

    Optimizing For Voice Search & Virtual Assistants

    • Global marketing trends
    • Lyndon Barnett

      Lyndon Barnett

      Vodafone Australia

      Senior Digital Content and SEO Manager

      Content is a critical element of good SEO – but how do you produce SEO-optimised copy in 2019? The landscape has changed so much in the past decade. Ten years ago it was all the rage to include relevant keywords in the body copy a certain number of times. Today optimising content is much more sophisticated.

    How to Optimise Each Content Element for SEO?

    • SEO
    • Gus Martin Dupre

      Gus Martin Dupre

      Canon

      Consumer Engagement Manager, Australia

      In this session you will get an overview on how in-house teams ideate, plan, create and measure content in order to satisfy the demands of existing and potential consumers. Get an insider's view on how several areas within an organisation collaborate with the aim of delivering engaging content -at the right time and in the right format- to generate brand consideration and loyalty for the long term. Gus will share key learnings acquired while working alongside a talented team of digital and marketing professionals at Canon. These tips aim to be useful for any digital professional interested in content marketing and its convergence with digital analytics.

    Content Marketing at Canon: Behind the Scenes

    • Content
    • Mohammad Danish

      Mohammad Danish

      SAP

      Product Marketing Lead, Australia and New Zealand

      The experience economy has changed the way we run businesses. Today, organisations must continuously listen to the beliefs, emotions, and intentions of customers to reduce churn, increase revenues and improve brand equity. With the rise of the internet and social media, it's never been easier for customers to evaluate which companies provide great experiences. Today, 80% of consumers will choose to switch brands if they have a poor experience. And 60% of customers are willing to pay more for a better experience. In this session we'll discuss the role of marketing in delivering great customer experience.

    Let's Chat: Role of Marketing in Delivering an Exceptional Customer Experience

    • Customer experience
    • Neha Bansal

      Neha Bansal

      Google

      Product Manager

      Today's marketer has to deal with a lot of data and has much less time to analyze all of it. Google Analytics recognizes this and therefore has invested in building technologies that convert data into insights, in an automated way.

    How Google is Using Machine Learning in Google Analytics

    • Global marketing trends
    • George Greenwood

      George Greenwood

      The Times

      Data Journalist

      In a world that is constantly changing and evolving, some things, such as getting your daily dose of news - stay the same. However, the way in which news is curated has developed radically. From print to digital, the trends of delivering current affairs and creative content have shifted due to consumer behavior. We explore how the digital transformation of news and creative content has changed the society we live in and also the trends that will keep you up to date.

    • Danni Spencer

      Danni Spencer

      News UK

      Group Head of Creative

      In a world that is constantly changing and evolving, some things, such as getting your daily dose of news - stay the same. However, the way in which news is curated has developed radically. From print to digital, the trends of delivering current affairs and creative content have shifted due to consumer behavior. We explore how the digital transformation of news and creative content has changed the society we live in and also the trends that will keep you up to date.

    Digital culture shift: Consumer trends that evolve content consumption

    • Global marketing trends
    • Ric Rodriguez

      Ric Rodriguez

      Yext

      SEO Consultant, Yext

      Takeaways: <ul> <li>There's way more to search than just the ranking part and the info is out there for anyone to read</li> <li>Google uses complex processes to understand and return what people are actually looking for</li> <li>By learning about topics outside of 'ranking factors', you can focus more on what really matters</li> </ul>

    How Information Will Transform The Search Landscape

    • Global marketing trends
    • Liron Smadja

      Liron Smadja

      Fiverr

      Marketing Director at Fiverr

      Where do you go to finesse your brand? Do market research for free? Create content without spending a lot of money? Join me as I share a list of resources every Brand and Content Manager can benefit from to help you work faster and more efficient.

    30 Brand Tips in 15 Minutes- Resources Every Brand Manager Should Know

    • Modern marketing department
    • Cristy Garratt

      Cristy Garratt

      CNBC

      Head of Digital Video & Social Media

      A great piece of content requires a great deal of time and resource, but those investments don't always guarantee cross-platform success. So how can you make the most out of your content, while still staying true to your brand and the platform it's sitting on? CNBC's Cristy Garratt walks through how you can give one piece of work new life on the major social platforms.

    Maximizing for Social Media: How to Repurpose Your Content for Multiple Platforms

    • Content
    • Luis Navarrete Gómez

      Luis Navarrete Gómez

      Lego

      Head of Global Search Marketing

      During this session Luis will be discussing how agencies can work with enterprise clients like LEGO and how team structures and ways of working are essentially different from small businesses. From SEO to Paid Search across channels, we will explore how to integrate Search on the overall marketing strategy of enterprise clients and how inhouse teams work with agencies.

    5 Things Agencies Need to Know about Working with Enterprise Clients

    • Modern marketing department
    • Melanie Linehan

      Melanie Linehan

      Wetransfer

      Product Marketing Manager

      From the beginning, WeTransfer has prioritized bringing "offline" values - trust, transparency, and ethics - online. This means building responsible tools that don't distract people from their creative process. WeTransfer's Product Marketing Manager, Melanie Linehan, will discuss how this set of distinct values has also created a unique set of challenges when it comes to marketing and educating users on various products and their benefits. How do you approach product marketing in a customer-first organization? Where does marketing fit in the user journey? How will this impact the future of marketing and our most effective practices?

    Product Marketing and Respecting the Customer Experience

    • Customer experience
    • James Murray

      James Murray

      Microsoft

      Product Marketing Manager

      The Matrix, Bladerunner, The Terminator. The future relationship between man and machine at least in Hollywood's eyes is a bleak one. Perhaps this is because we are always shaping the argument as a war, a constant confrontation between humans and computers. What if we reframed the future, with a world where machines were seen as a collaborative partner rather than an unstoppable competitor? Join Microsoft's James Murray to explore some of the latest developments in AI.

    Reframing the Future: The Harmony of Humans and Machines

    • Global marketing trends
    • Fernando Angulo

      Fernando Angulo

      SEMrush

      Head of Communications Team at SEMrush

      Takeaways: <ul> <li>Don't Be Afraid to Update Your Clients Old Content </li> <li>Interlink pages on your Client's Web Site to Boost them</li> <li>Keep updating evergreen articles at least quarterly</li> </ul>

    Content for People and for Google

    • SEO
    • Content
    • Ed Greig

      Ed Greig

      Deloitte Digital

      Chief Disruptor

      The pace of change and the wave of new technologies it brings can leave marketing departments scrabbling to use very new shiny tool that appears. This can lead to a feeling of constantly playing catchup and a messy, disconnected, patchwork approach, both with technology and more broadly. The key to avoiding this is to "Fall in Love with the Problem, not the Solution" We do this by thinking big and creating a coherent end to end user experience, the Tangible Hypothesis, then starting small and testing often. The Tangible Hypothesis helps the Marketing Department engage with the rest of your organisation, breaking down silos and helping to bring about cultural change.

    Falling in Love with the Problem, not with the Solution

    • Modern marketing department
    • Daniel Morehead

      Daniel Morehead

      BBC

      Senior SEO Analyst

      How do you know that your page is meeting the expectations of the user? This talk will look at examples of visits to various sections of the BBC website, along with the search terms which drove them and how understanding the users' search intent can lead to a better on-page experience. Analysing your site's traffic and performance often requires agreed KPIs across a wide range of teams and people – by taking a holistic approach we can better understand what the KPIs should be depending on your type of website, content, or product, and whether these metrics need to be adjusted to reflect different search intentions.

    Identifying Search Intent For Varied Audiences

    • SEO
    • Bob Monek

      Bob Monek

      Disney ABC Television Group

      Executive Producer

      Anyone and any brand can be a content creator, but standing out in an over-crowded space can be challenging with billions of videos uploaded daily and algorithms controlling what the audience sees (or doesn't see). So how do you reach the audience in this algorithmic, video dominated age?

    Standing Out When the Odds Are Against You

    • Content
    • Ken Madrigal

      Ken Madrigal

      Verizon

      Digital & Social Strategy Lead

      Today, many companies believe that customers will "trust" their brands. "Trust" is a very loaded and emotional word. Progressive brands understand how to build equity with specific great experiences and "trust" is not about the brand, but sharing those great brand experiences with whom customers really trust - each other.

    The Trust Exchange - Brands, Social and Customers

    • Customer experience
    • Dennis Yuscavitch

      Dennis Yuscavitch

      Outbrain

      VP, Product Marketing

      The last 10 years of blockchain technology has had limited impact outside of the cryptocurrency market, but is poised to change the media landscape. By moving toward distributed and open tractions at a reduced cost, both publishers and advertisers will benefit from fast, efficient and transparent transactions. This fundamental shift will have massive impact on the media and advertising ecosystem.

    How Blockchain Technology Will Impact the Media and Advertising Business in the Coming Years

    • Advertising
    • Global marketing trends
    • Dave Gerhardt

      Dave Gerhardt

      Drift

      VP of Marketing

      Martech - huge and unbelievably fragmented industry. How we got here and what forces will shape the market? Join if you want to learn more about current Marketing Stacks and what problems tech will solve for marketers in the future.

    • Eugene Levin

      Eugene Levin

      SEMrush

      Chief Strategy Officer

      Martech - huge and unbelievably fragmented industry. How we got here and what forces will shape the market? Join if you want to learn more about current Marketing Stacks and what problems tech will solve for marketers in the future.

    • Seth Besmertnik

      Seth Besmertnik

      Conductor

      CEO, Conductor

      Martech - huge and unbelievably fragmented industry. How we got here and what forces will shape the market? Join if you want to learn more about current Marketing Stacks and what problems tech will solve for marketers in the future.

    The Future of Martech – And What It Means Today

    • Global marketing trends
    • Terry Rice

      Terry Rice

      Entrepreneur Media

      Marketing Expert-in-Residence & Contributor

      There is a fundamental -- and critical -- disconnect between the way businesses try to engage their audience and the way their audience wants to be engaged. In order to make a more genuine connection, we need to do a better job of listening to our audience and presenting content that resonates with them. If you're leveraging the same tactics from 2018 that you did in 2019, you're in trouble. And things aren't looking any better for 2020 either. So what can we do? During this session, we'll address the critical questions that must be answered in order for your audience to trust and engage with you. Leveraging best practices from design thinking, and insights gained from numerous interviews with top-performing brands, you'll walk away with a launch plan that will revolutionize your online marketing activities. These tactics require little to no budget, but are extremely impactful. You'll also discover best practices for audience research, which can be leveraged for marketing and innovation.

    How Storytelling Drives the Purchase Process

    • Content
    • Lee Odden

      Lee Odden

      Independent

      CEO at TopRank Marketing

      Research has shown that marketers are challenged to create a variety of engaging content on a consistent basis. With a quick look in the mirror, it's easy to see why. Bad habit strategy, low metabolism execution, overly processed tactics and sugar high shiny object software that doesn't get used properly if at all. The solution: 10 marketing fitness exercises to help transform your content marketing operation into a lean, mean ROI generating machine. BONUS: you'll soon have the (figurative) marketing beach body you've always wanted!

    Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body

    • Content
    • Angelica Ong

      Angelica Ong

      Unicef

      Global Digital Marketing and Social Media Communications Strategist

      Social Media for Social Good - Learn how an agile innovation team at UNICEF uses social media platforms to design innovative campaigns that highlight and address the challenges affecting children's lives around the world. <p> Key takeaways: <li>The importance of co-creation, audience-driven content</li> <li>Utilizing frontier technology to provide guidance on advocacy and communication campaign interventions on the ground</li> <li>Leveraging social as a sourcing and partnership tool</li> <p>

    Social Media for Social Good

    • Social media
    • Christi Olson

      Christi Olson

      Microsoft

      Head of Evangelism

      Customers can engage with brands in more places than ever before, thanks to conversational AI. Now with the roll-out of tools like Siri, Alexa, Google Assistant, Cortana, voice skills and actions, and chatbots galore, they expect to access brands when they want to, where they want to. Conversational AI is disrupting how consumers engage with not only brands but with technology to discover information and through voice commerce. How can your business prepare? What are the key trends you need to know about? Join Microsoft's Search Evangelist, Christi Olson, as she walks through the results from Microsoft's 2019 Consumer Adoption of Voice Technology and Digital Assistants Report to help you prepare your marketing strategies today for the conversational future.

    Voice search - Let's Chat: Conversational AI's impact to search and the SERPs

    • Global marketing trends
    • John Shehata

      John Shehata

      Condé Nast

      Vice President , Audience Growth

      Doing SEO for large companies carries its own set of struggles. It is often a myth that big companies have big SEO teams, most of the big global companies have 1-2 people performing SEO for millions of pages and sometimes for multiple brands and properties. In this session you will learn soft and hard SEO skills on how to run a small SEO team for an enterprise brand.

    21 Skills to Supercharge Your In-House SEO Especially for Small Teams in Big Companies

    • SEO
    • Melissa Matlins

      Melissa Matlins

      Vimeo

      VP of Marketing, B2B

      More businesses than ever are pivoting their content strategies to video. Sure video content is universally more engaging, but the best videos out there - the ones that unlock growth - aren't ads.

    So You Want to Make a Business Video?

    • Content
    • Ryan Reynolds

      Ryan Reynolds

      Uber

      Global Social & Content Marketing Lead

      Whether you're designing content for organic channels or performance marketing, editorial content is essential to improve your brand. If your message is only product-driven, that's all you'll ever be. Brands must build content that goes beyond the product, creating a meaningful relationship with consumers.

    The Importance of Editorial Content

    • Content
    • Mike Grehan

      Mike Grehan

      Acronym

      CMO & Managing Director

      The web is an ocean of human generated unstructured data permanently shifting with tides of change. It's a major challenge for Google to gather, process and index unstructured data from the gazillions of websites vying for visibility on the World Wide Web. They are masters of the universe when it comes to using information retrieval science to make sense of the data and rank it. And search engine optimization techniques go a long way to help the process. But the addition of structured data (or schema) provides explicit clues to the meaning of information on a web page and a way for Google to standardize and classify content.

    It's All About the Data, Baby!

    • SEO
    • Ai Addyson-Zhang

      Ai Addyson-Zhang

      Adobe

      Adobe Education Leader

      Social media algorithms across platforms tend to prioritize live video compared to other formats of content. Live video gives its users a greater level of agency to influence and co-create content. This higher level of audience engagement means that consumers are spending more time with their brands, engaging, sharing, commenting, and/or asking questions. In this session, learn how several brands are leveraging live video to generate brand authority, influence, and community.

    How Brands Can Leverage Live Streaming to Build Authority, Influence, and Community

    • Social media
    • Shanee Ben-Zur

      Shanee Ben-Zur

      Crunchbase

      Head of Marketing & Growth

      A great piece of content requires a great deal of time and resource, but those investments don't always guarantee cross-platform success. So how can you make the most out of your content, while still staying true to your brand and the platform it's sitting on? CNBC's Cristy Garratt walks through how you can give one piece of work new life on the major social platforms.

    How to Go From Campaigns to Experiments: Building a More Metrics-Driven Marketing Department

    • Modern marketing department
    • David Buttle

      David Buttle

      Financial Times

      Global Marketing Director, Commercial

      In the year 2000 brand advertising represented 61% of ad spend; in 2018 it was just 46% and it continues to shrink. This trend is despite evidence to suggest that the most effective balance of long-term and short-term marketing hasn't changed. So why is this happening? And how can businesses break out of this vicious cycle of funnel draining, diminishing effectiveness and lower return on marketing investment. Join the Financial Times who will talk you through their latest research, conducted with the IPA, into the organisational drivers of this marketing short-termism and how marketers can make the case for investment in brands.

    The Dying Art of Brand Building (and How to Revive it)

    • Global marketing trends
    • JD Prater

      JD Prater

      Quora

      Quora Evangelist

      300+ million people come to Quora every month to prep, research, evaluate, ask for tips, and learn more about the world around them. This includes people looking for reliable information about your company, services, products, competitors, and industry. This exchange of knowledge is conducive to people who are receptive to new solutions and discovering new products in a contextually relevant environment. Quora is one of the only platforms where marketers can create an evergreen marketing flywheel to reach and influence their audience across the buyer's journey. In this session, JD will demonstrate how businesses can: - Reach high-value audiences by establishing thought leadership and gaining credibility - Drive traffic by developing an evergreen content marketing strategy - Influence audiences when they're looking for solutions with a full-funnel advertising strategy

    How Marketers Boost Traffic With Quora as an Additional Marketing Channel

    • Advertising
    • Joe Federer

      Joe Federer

      Reddit

      Former Head of Strategy, Reddit, Author and Social Marketing Strategist

      Technology is changing around us at an unprecedented rate. As marketers, it can feel almost impossible to keep up with every new social network and digital trend. But one piece of the technology equation isn't changing at all -- us. Our brains haven't changed substantially in a few hundred thousands years. In this talk, we'll delve into foundational premises from the field of psychology to understand why people act differently in various online environments, ultimately equipping us to improve our channel strategies, create better engagement, and build better brands.

    The Hidden Psychology of Social Networks

    • Social media
    • Winnie Sun

      Winnie Sun

      CNBC

      CNBC Digital Financial Advisor Council

      Building an audience on social media today means more than just collecting followers and growing your reach. It's about authenticity. It's about engagement. It's about providing value. Learn how to use tweetchats to build the ultimate, organic social media community.

    Tweetchat: Building the Ultimate, Organic Social Media Community On Twitter

    • Social media
    • Amisha Gandhi

      Amisha Gandhi

      SAP

      VP, Influencer Marketing & Communications

      Whether you are in B2B por B2C, 55% of marketers plan to spend more on influencer marketing in the coming year. Just because everyone is getting into influencer marketing doesn't mean everyone is doing it successfully or for the right reasons. There are a lot of moving parts when it comes to developing, executing, and tracking an influencer marketing campaign. In this session, you will understand how to go from experimenting with influencer marketing to scaling a measurable, data-driven strategy. You'll learn how influencer marketing impacts the customer journey, how to structure this emerging practice so you can articulate ROI, optimize your programs and the true power of influence as a part of the strategic mix in the world of modern marketing.

    The Power of Influence: Beyond the Social Media Hype and Driving Business

    • Global marketing trends
    • Tim Salau

      Tim Salau

      WeWork

      Global Evangelist

      Your corporation's logo is not your brand, neither is the cool color palette on your ads, or the pretty icons on your website. Your brand is the sum total of how your services, products, and marketing leave an impression on your customers. Today, there are many brands, but very few have built a genuine community of advocates and evangelists. In this presentation by Tim Salau, Mr. Future of Work, The We Company's evangelist, learn more about how marketers can build loyal Brand Communities by leveraging the PIE principle: Purpose, Influence, and Experiences.

    How Marketers Can Create Brand Communities

    • Global marketing trends
    • Blake Hutchison

      Blake Hutchison

      Flippa

      CEO

      In this session, Blake will share case studies showing the impact of content on conversion and share his ways for orienting your company this way, the talent required and tracking the effort.

    Why Strong Merchandising is Still the Best Conversion Tool

    • Global marketing trends
    • Morgan Molnar

      Morgan Molnar

      SurveyMonkey

      Senior Manager, Product Marketing

      How do you make headlines when you're in a sluggish news cycle? How do you deliver content that's completely, irreplaceably unique? How do you create something so valuable to your target audience that it's almost like a product in and of itself? The answer to all 3 is original research. This session will (quickly) cover: how to choose the best topic for your marketing goals, common research pitfalls to avoid, and success stories of research-backed content that made an impact.

    • Colette Des Georges

      Colette Des Georges

      SurveyMonkey

      Content Strategist

      How do you make headlines when you're in a sluggish news cycle? How do you deliver content that's completely, irreplaceably unique? How do you create something so valuable to your target audience that it's almost like a product in and of itself? The answer to all 3 is original research. This session will (quickly) cover: how to choose the best topic for your marketing goals, common research pitfalls to avoid, and success stories of research-backed content that made an impact.

    Asking the right questions: How to say something completely original and uniquely valuable with original research

    • Content
    • Jeff J Hunter

      Jeff J Hunter

      Independent

      Founder & Chief Growth Officer, BrandedMedia.io

      Now that everyone is a so-called "influencer" on Social Media, it's never been more important to stand out. Jeff J Hunter will share the exact method used to create impactful and engaging content cross-platform with ease. Learn the 6-Step Process to creating evergreen content and how you can create an entire month worth of content in just an hour. You'll also see how this is being executed with ACTUAL use models so you can get results, fast.

    How to Build Your Authority & Influence on Social Media Without Becoming a Slave to It

    • Social media
    • Influencer Marketing
    • Jon Ferrara

      Jon Ferrara

      Nimble

      Founder & CEO

      In this session, you will learn actionable strategies that any brand (big or small) can use to amplify their sales and marketing efforts via influencer marketing. Jon will cover how to identify them, what tools can help you do that, and he'll share proven strategies that have helped him build two global brands by building and nurturing relationships with key industry influencers.

    How to Turn Your Contacts Into Gold by Nurturing a Community of Influencers

    • Global marketing trends
    • Goldie Chan

      Goldie Chan

      Forbes

      Personal Branding & Storytelling Contributor

      Learn the basics of building a personal brand for anyone who is a current or future leader at work. This session is perfect for everyone from the small business owner running a 3 person team to a seasoned executive with multiple branches of ownership.

    Personal Branding for Leaders

    • Influencer Marketing
    • Lisa Marcyes

      Lisa Marcyes

      Oracle

      Head of Global Social Media

      As social marketers, we want to constantly optimize. From post copy, to visuals, to livestreaming, to hashtags, how do we create a social media strategy that drives results?

    7 Smart Strategies to Take Your Social Media to the Next Level

    • Social media

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