The Marketing Technology Track shows you how companies like yours are utilizing the new tools, technologies, and processes needed to effectively distribute content.

Wednesday, June 13

9:15 AM - 10:00 AM

Embracing New Technology for Interactive 1:1 Marketing Campaigns
Ben Dyon, President, DME Studios
Today, with the growth of interactive online media, it’s all about 1:1 marketing and the integration of dynamic media. Hear how to create dynamic cross-media campaigns that integrate emerging technologies, such as variable imagery, PURLs, personalized video, and dynamic forms including a real world example from the Orlando Magic's 2012 Season Ticket Renewal and Acquisition Campaigns.

Attendees will learn:
• Best practices for innovative, personalized 1:1 communications.
• Methods for executing cross-media campaigns that deliver results.
• New technologies for targeted, data-driven campaigns.
• How to create and initiate viral activity through social sharing and referrals.
• How to turn traditional direct mail into dynamic cross-media campaigns that drive increased responses and ROI through a media mix comprised of digital print, telephony, web, email, and multimedia that use personalized emerging technologies.
• Case studies and real world examples from some of the first and most successful campaigns that have incorporated innovative forms of communication and entertainment, such as PURLs and personalized video with a viral effect.

The speaker will not only explain these emerging forms of communication but give the audience a better understanding of practical uses for their own marketing campaigns and the advantages and limitations of each, based on firsthand experience.

1:00 PM - 1:45 PM

Implementing Cross Media Solutions
Moderator: Matt Rees, Senior Consultant, InfoTrends
Amanda Elam, Marketing Director, EarthIntegrate 
Implementing cross-media campaigns allows you to reach consumers across print and digital media channels with consistent messages that are most relevant to each individual recipient -- in content, presentation, timeliness and channel. We’ll explore the critical design, content, interactivity and data-integrity requirements needed to deliver highly-consistent messaging and branding across all channels in the media mix. Key topics that will be explored include:

1. What are key considerations in selecting a solution for your business?
2. What are the primary areas of focus in the creation of a successful campaign?
3. What are the most common cross media implementation pitfalls?

1:55 PM - 2:40 PM

Emerging Cross Media Technologies…Selling A Different Kind of Solution
Moderator: Matt Rees, Senior Consultant, InfoTrends
Jeff Pinkin, VP Business Development, Corporate Communications Group
Hear from your peers on how they worked with clients to develop successful campaigns that blend social, mobile, online, and print technologies. Key topics to be reviewed include:

1. Specific examples of emerging technologies used in campaigns.
2. Who they were sold to and their overall value proposition.
3. Business results for the client.

2:50 PM - 3:55 PM

Making a Brand-Voice System Scale: Perspectives on Marketing Asset Management
Steven Brier, Sr. Manager, Field Marketing Support, Marriott International
Kevin Groome, President & CEO, Pica9
Technology is changing the way brands think about Marketing Asset Management – from content creation and generation to delivery. In adapting to these times, we have come up with an integrated, successful approach to MAM, enriching each part of the workflow with an on-demand solution.
● Understand how marketing needs are changing with new technological developments. These shifts in marketers’ behaviors and demands create a need for new systems, like Marriott Brandworks, which change the way content is created and delivered, and impact the print industry as it exists today.
● How Marketing Asset Management solutions can help protect users from many of the complex issues that are normally involved in print marketing production, including the correct color space for the type of document being produced and cropping to sufficient resolution for high-quality production.
● Learn how the category of MAM systems is finally coming of age. It is receiving the respect that its ROI-generating potential merits, and how this has a major effect on the print industry.

3:45 PM - 4:30 PM

The Role of Mobile in Promotional Print Marketing
Moderator: Matt Rees, Senior Consultant, InfoTrends
Eddy Hagen, VIGC, Flemish Innovation Center for Graphic Communication
Val DiGiacinto, President, Val DiGiacinto & Partners, Inc.
There are three things that every consumer always has within reach…car keys, a wallet and a mobile phone.  Marketers of all sizes are working to combine the power of mobile and print and trying to get the consumer to jump in his car and pull out that wallet in their store.  Mobile calls-to-action featuring an SMS keyword and short code or mobile bar code transform traditional media into interactive and actionable communications. This session will share results from a recently completed InfoTrends Study titled Mobile Technology: Making Print Interactive. You will hear how savvy marketers more effectively get the word out by blending print, SMS, the mobile Web and branded applications to drive business results.  

Thursday, June 14

9:15 AM - 10:00 AM

Understanding the Marketing Technologist Toolkit
Real Story Group
Modern marketing is evolving and becoming increasingly digitally focused. Today's marketers need to be much more tech savvy and need to be proficient in various marketing technologies to be more effective in their marketing strategies.

We’ll explain how the marketer’s technology toolkit should: allow marketers to create landing pages and effectively use Web Content Management along with SEO and personalization; enable them to acquire, profile, prioritize, nurture and manage leads; help them create, manage and measure the effectiveness of social media, email and digital campaigns; monitor and gather intelligence about their brands using Social Media Monitoring and Intelligence tools.

We’ll categorize and review the different tools for each of the Digital Marketing tools marketplace categories.

1:00 PM - 1:45 PM

Technology Applications and their use in Multi-Channel Marketing Campaigns
Buzzy Castonguay , Business Development Manager, Color Web Printers
Roger Gimbel, EDP President, Gimbel & Associates
Gail Gimbel, Gimbel & Associates
Research shows that multi-channel campaigns can deliver significant increases in response rates as compared to their single-medium only counterparts. In addition, multi-channel marketing campaigns can also generate loyalty, retention and repeat business. However, selecting and using the right applications, tools and technology can go a long way to turning your multi-channel campaign into a success, rather than a disappointment.  Join us for a detailed case study including the planning, technologies used, and measurable results from a multi-channel marketing campaign.
● Understand how to show real ROI and metrics from multi-channel campaigns.
● How to execute and build a multi-channel campaign.
● The benefits of building a multi-channel campaign for your customers.
● How important the correct technology is to be able to execute a multi-channel campaign.
● Why it’s so important to have a business and marketing plan as the foundation for using multi-channel marketing and cross media campaigns.

1:55 PM - 2:40 PM

Content Curation: Making Meaning Out of Chaos
Moderator: Christine B. Whittemore, Chief Simplifier, Simple Marketing Now
Panelists: Arnold Waldstein, Principal, Waldstein Consulting
Pawan Deshpande, CEO and Founder, Curata 
Some say ‘content is king’. However, if customers ‘drown’ trying to find content and companies can’t be found because of content proliferation, the solution has more to do with content curation and making meaning out of existing content chaos rather than just creating more.

During this panel presentation, you will hear experts in content creation and content curation discuss how to bring meaning to content so end users/customers and businesses can actually connect.

• Learn why marketers use content curation and the resulting benefits.
• Understand how content curation is evolving as content proliferates.
• Explore best practices for content curation success.

2:50 PM - 3:35 PM

Managing Content in the Age of the Digitally Distributed Enterprise at Thomson Reuters
Jen McClure, Senior Director, Social Media Strategy, Thomson Reuters
As the breadth and depth of online content, news, data, insights, opinions, information and social media channels continue to proliferate, turning noise into actionable knowledge will set the innovative companies apart from the rest of the pack. At a time when there's simply more to publishing than there used to be: more media types, devices, form factors, audience segments, features, browsers, and distribution channels, see how Thomson Reuters is managing its wealth of content to create a valuable digital experience for its customers.
● Learn about technologies that can help manage and aggregate content from multiple sources.
● Discover how Thomson Reuters is utilizing new technologies to listen, learn and better serve their customers.
● Tips for creating a hub where professionals can quickly and clearly locate information and ideally subscribe to a variety of company media.