Create Brand Advantage With Perpetually Connected Customers

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1 Forrester s Forum For Marketing Leaders Create Brand Advantage With Perpetually Connected Customers May 2013 London Register before 13 April and save 200!

2 Register before 13 April and save 200! Visit or call +31 (0) Target the right moments to build relevance and you will drive enduring brand advantage with today s perpetually connected customers. Christine Spivey Overby Vice President, Practice Leader

3 Join Us FORRESTER S FORUM FOR marketing leaders Create Brand Advantage With Perpetually Connected Customers Last year, 22% of online adults in Western Europe accessed the Internet from multiple locations multiple times a day. These new, perpetually connected customers provide endless marketing opportunities. At this year s Forum For Marketing Leaders, Forrester will share our newest big idea report. This report includes the Mobile Mind Shift Index, which measures the level of connectivity across different customer segments and the speed with which they re moving toward perpetual connectivity. WHAT ATTENDEES WILL GAIN We live our lives with instant and convenient access to information and services online. To thrive in this world, businesses will face an overhaul of technology, processes, and organization across their companies. At this year s Forum For Marketing Leaders, Forrester will provide you with: Best practices to meet the high expectations of today s perpetually connected customers. Media planning and optimization techniques for creating relevance and brand preference. Targeting strategies to engage your customers across all types of addressable media. Who Should Attend Marketing leaders with brand responsibilities. VPs and directors of marketing communications and media. VPs and directors of digital and interactive marketing. Senior marketing leaders responsible for marketing innovation.

4 Forrester Keynotes Meet The Perpetually Connected Customer Josh Bernoff Senior Vice President Idea Development Devices are proliferating. Smartphones have become constant companions. The result is a huge change in attitudes and a new class of customers. Introducing the Mobile Mind Shift Index: a measure describing the level of connectivity that generates these new demands. We ll show you which groups move fastest toward perpetual connectivity, and we ll describe how these customers redefine marketing. This session will demonstrate: How the Mobile Mind Shift Index applies to your customers. How this new class of customers will grow. How To Master Mobile Engagement Thomas Husson Principal Analyst The perpetually connected customer owns multiple devices from tablets to connected TVs to game consoles. Your job is to serve these customers. Do it right and you will create advanced brand experiences and new market opportunities. This session will address: Why mobile will be more disruptive than the Web. What best practices will engage these customers. How to make money from them. It was an excellent chance to see industryleading brands tell us why they are leading how they think, what they experiment with. Laurie Hermance-Moore Associate Director Resource Interactive The Future Of Marketing Is Context Anthony Mullen Senior Analyst Content delivered to your customers out of context is jarring, ineffective, and perilous to your brand. You must build relevance by understanding context. This session will explain context marketing, the skills and data it requires, and the emerging technology landscape that supports it. In this session, you ll learn: How context marketing brings together marketing and technology disciplines. Which emerging technologies and vendors offer context services. How context marketing changes your partnership strategy.

5 Tracks Track A: Strategy: Brand And Media Perpetually connected customers don t want ads in their pockets. You must deploy new strategies and programs for building brands with these customers. Brands Need Connected Content Fortuné Alexander, Principal Analyst, Marketers must reinvent their strategies to build brand advantage with today s perpetually connected customers. Coordinated cross-channel content is essential to attracting these new customers. This session will show: How brand strategy must guide content strategy. What role content plays in brand building. What resources are needed to create and integrate content into brand strategy. Marketer Spotlight: Branding Arthur Calderwood, Senior Vice President, Marketing & Sales Operations, SITA Hear how a leading marketer blends experiences, products, and messaging to achieve the brand vision. In this session, you ll learn: How perpetual connectivity changes the art of brand building. How to reallocate media and marketing investments to achieve the brand vision. Television Advertising Goes Cross-Channel Luca Paderni, Vice President, Principal Analyst, TV is the next medium to get a digital makeover as various forms of video advertising allow marketers to reach and engage customers on a deeper level. This session will explore: The changing model for TV content distribution. New digital and traditional bundles that offer the full audience. Media and creative strategies that cut across distribution lines. Strengthen Your B2B Brand With Better Content Distribution Peter O Neill, Vice President, Principal Analyst, B2B marketers like Cisco and UPS make thought leadership and content marketing central to their B2B brand marketing strategies. However, even the strongest, most relevant content won t have much of an impact if it s languishing on the corporate shared drive. To make the most of content assets, you must distribute and customize content across your brand ecosystem. In this presentation, you will learn: How to build content assets that work across distributed channels, including mobile. How to optimize distribution strategies for all social and partner channels.

6 Track B: Operations: People, Process, And Technology The perpetually connected customer upturns your marketing department, starting at the most basic level with your people. You must adapt your people, processes, and technology to thrive. Personal Identity Management Fatemeh Khatibloo, Senior Analyst, Your customers will increasingly control their personal data. What does it take to connect to them on their terms and protect your organization from privacy backlashes? Personal identity management (PIDM) is one answer. In this session, you ll learn about: How personal identity management can improve customer relationships. The growing industry of platforms that help consumers manage their data and privacy. What you must do to benefit from this burgeoning ecosystem. MarketER Spotlight: Customer Data In this session, you ll learn the best practices in using customer data, as told by a marketing practitioner. This includes: How to collect and compare data across channels and devices. How to respect the value-for-data exchange. Which technology and analytics investments bring the greatest customer intelligence. The Business Benefits Of The Online Marketing Suite James McCormick, Senior Analyst, Marketers need a system of record to keep pace with their customers digital journey and to recognize, understand, and engage with them on their terms. In this session, James will explain: What the online marketing suite (OMS) is and why it matters. How the OMS helps you engage with perpetually connected customers. What the road map is for implementation and realizing the benefits. Raising Your Digital Maturity Shar VanBoskirk, Vice President, Principal Analyst, Marketing organizations that successfully engage the future customer share a few things in common: world-class planning, organization, measurement, and technology. In this session, you ll learn: Where companies fall on the digital maturity spectrum. How you add up. Steps that you can take to increase your company s digital maturity.

7 Agenda Tuesday, 21 May 8:00 Registration And Refreshments 9:00 Create Brand Advantage With Perpetually Connected Customers: Opening Remarks Christine Spivey Overby, Vice President, Practice Leader, 9:15 Meet The Perpetually Connected Customer Josh Bernoff, Senior Vice President Idea Development, 9:45 Industry Keynote 10:15 Premier Keynote Lithium 10:45 Morning Networking Break In The Solutions Showcase 11:25 track Session: Strategy: Brand & Media Brands Need Connected Content Fortuné Alexander, Principal Analyst, Track Session: Operations: people, process & Technology Personal Identity Management Fatemeh Khatibloo, Senior Analyst, 12:10 Intermission 12:15 Guest Executive Forums 12:45 Networking Lunch, Coffee And Dessert 14:00 track session: Strategy: Brand & Media Marketer Spotlight: Branding Arthur Calderwood, Senior Vice President, Marketing & Sales Operations, SITA track session: Operations: people, process & technology Marketer Spotlight: Social Media 14:45 Intermission 14:50 track Session: Strategy: Brand & Media Television Advertising Goes Cross-Channel Luca Paderni, Vice President, Principal Analyst, Track Session: Operations: people, process & Technology The Business Benefits Of The Online Marketing Suite James McCormick, Senior Analyst, 15:35 Afternoon Networking Break In The Solutions Showcase 16:15 Industry Keynote 16:45 Industry Keynote 17:15 PM Closing Forrester Remarks Christine Spivey Overby, Vice President, Practice Leader, 17:20 Evening Cocktail Reception

8 Wednesday, 22 May 8:00 Registration And Refreshments 9:00 Create Brand Advantage With Perpetually Connected Customers: Opening Remarks Christine Spivey Overby, Vice President, Practice Leader, 9:10 How To Master Mobile Engagement Thomas Husson, Principal Analyst, 9:40 Industry Keynote Greg Williams, Executive Editor, WIRED 10:10 Industry Keynote 10:40 Morning Networking Break 11:20 track Session: Strategy: Brand & Media Strengthen Your B2B Brand With Better Content Distribution Peter O Neill, Vice President, Principal Analyst, Track Session: Operations: people, process & Technology Raising Your Digital Maturity Shar VanBoskirk, Vice President, Principal Analyst, 12:05 Intermission 12:10 Guest Executive Forums 12:40 Networking Lunch, Coffee, And Dessert 13:40 Industry Keynote 14:10 The Future Of Marketing Is Context Anthony Mullen, Senior Analyst, 14:40 Closing Forrester Remarks Christine Spivey Overby, Vice President, Practice Leader, 14:45 Conclusion

9 1-On-1 Analyst Meetings Expert Advice Consistently rated as one of the most popular features of Forrester Forums, Forrester Analyst Meetings give you the opportunity to discuss the unique issues facing your organization. Work 1-on-1 with the analyst of your choice, subject to availability.* Serving CMO & Marketing Leadership Professionals Fortuné Alexander Principal Analyst Fortuné Alexander is an expert on international marketing planning, direct-to-consumer and CRM strategy, new product planning and launch, as well as multichannel retailing. Luca S. Paderni Vice President, Principal Analyst Luca S. Paderni is an expert on how senior marketers can take advantage of new advertising and communication technologies to bolster their brands health, deepen customer relationships, and, ultimately, increase sales. Serving Consumer Product Strategy Professionals Thomas Husson Principal Analyst Thomas Husson covers mobile consumer content and services and mobile strategy for non-telecom companies. *Analyst participation is confirmed as of the date of this publication. Serving Customer Intelligence Professionals Fatemeh Khatibloo Senior Analyst Fatemeh Khatibloo helps companies better leverage customer knowledge to improve marketing and business performance. James McCormick Senior Analyst James McCormick is a leading expert on the online marketing suite and CI services, including database marketing service providers and agencies. Serving Interactive Marketing Professionals Anthony Mullen Senior Analyst Anthony Mullen specializes in EMEA, mobile, search, emerging technologies, social, and display. Shar VanBoskirk Vice President, Principal Analyst Shar VanBoskirk is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships. Serving Technology Marketing Professionals Peter O Neill Vice President, Principal Analyst Peter O Neill helps field marketing professionals leverage the digital marketing opportunity, also advising vendors on new partnership and channel modes in an increasingly cloudy industry.

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11 Registration (0) Register before 13 April to save 200! Before 13 april After 13 April Four seats for the price of three Clients Non-Clients Nonprofit, Government, Or Educational Institutions If your company is a Forrester client, you may have prepaid Event Seats or Service Units available to cover the cost of attendance. Please contact Forrester Events or your account manager to inquire. Visit for pricing and registration details, terms, and conditions. CONNECT WITH FORRESTER AND EVENT ATTENDEES Twitter: Follow the Forum buzz at #ForrForum. Mobile App: Customize your Forum schedule and connect with attendees. Communities: Extend conversations through your role community:

12 Travel etc.venues St Paul s 200 Aldersgate, St. Paul s London EC1A 4HD Phone: +44 (0) HOTEL INFORMATION: The event venue does not have any accommodation on site. Through Donaldson-Davis, Forrester has reserved a block of rooms at the nearby Montcalm hotel at reduced rates. You must book online under the travel tab at in order to take advantage of these rates.

13 Forrester s Forum For Marketing Leaders Create Brand Advantage With Perpetually Connected Customers May 2013 Etc.venues, St Paul s London Visit or call +31 (0) Join Forrester for its annual Forum For Marketing Leaders and: Accelerate your success. Through keynote and track sessions led by Forrester analysts, we deliver thought leadership and practical advice designed for your role that you can apply to your business challenges the day you return to the office. Learn from your peers and other experts in the field. Industry speakers, who are dealing with the same challenges as you, will share their success stories and respond to your questions. Engage with Forrester analysts. Through prescheduled 1-On-1 Analyst Meetings, you can engage with Forrester analysts to work through how to apply what you are learning at the Forum when you are back at your company. Connect with peers. During discussions and roundtables or over a drink, share and gain knowledge and new perspectives from a network of peers more than 250 delegates attend facing similar challenges. Get an exclusive first look at new research and survey data. Be the first to hear about Forrester s latest big ideas and survey results. Scan for more information., Inc. Rijnsbrugstraat 9/11, 1059 AT Amsterdam, Netherlands