Futurists claim that more changes will happen in the next three years than they did in the past ten. Are they right? We decided to review some of the Sempl themes and presentations from 2006 and 2011 to see how accurate were the predictions from ten and five years ago, and highlight what we can learn from them for the next 3 years.
Capturing attention in today’s distracted marketplace requires a sophisticated strategy that appeals to both logic and emotion. Kindra, a former vice president of sales, breaks down the power of strategic storytelling to influence buyer’s behavior and, ultimately, close more deals. She will teach you the stories you must be able to tell, how to find them, and in which scenarios you will yield maximum results.
Early on, Google famously used analytics to determine the perfect shade of blue in their search engine (did you notice?). Big Data has moved far beyond these optimization tasks since then and is becoming harder and harder to avoid in decision-making. So does crunching ever more data actually lead to better decision-making? Competitive, data-savvy companies like Amazon, Google and Netflix have actually learned that this is not always the case. This talk will explore and break down what goes wrong when we make decisions relying on data -- and suggest ways to deal with this conundrum.
2016 has so far been a dark year for advertising based media outlets. In order to tackle this it will be a mistake to try and ”out-scale” social media and tech players, which ultimately will lead to a race to the bottom in terms of pricing. The upside with working with media brands ultimately must come from quality and ROI, not fictional reach and a hunt for page views and impressions. This is even truer on smaller markets, where we absolutely have no scale, though possibly higher quality of the reach.
Shed is an expert in ideas and will share some of the techniques and questions which he uses to unlock his own creativity, and which can help make anyone’s ideas happen. Shed believes that "when an idea pops into your head, it can send you on amazing adventures - if you follow the idea through..." He uses his own entrepreneurial journeys to deliver concrete tools that give any company, organisation or audience practical methods for creative thinking and ways to come up with new ideas that will increase their bottom line.
Programmatic advertising has been a buzz word for the last few years and is forecast to takeover media buying beyond online. The promise of addressable, targeted advertising on a one-to-one basis to large screens has sent both anxiety and confusion in legacy media in terms of price erosion and revenue cannibalisation. Conor will look at the fact vs fiction in what has been promised.
PHD has for a while been a bit obsessed with Artificial Intelligence - they have absorbed as much as they can find on AI - and, working with others within PHD made some logical next step predictions about it's like affect on marketing. George would bring the book to life and invite the audience on a journey to the year 2029. In line with the prediction of the inventor, engineer, and now Google employee, Ray Kurzweil - by 2029 we will have moved beyond narrow-AI and we will have strong AI. This presentation will look at the effects AI will have on marketing and us as marketers.
Historically, companies have focused their efforts only on marketing to specific target consumers. This has been a significant mistake. In order to become an »iconic brand« on your market, such as Apple, Victoria's Secret or Starbucks are globally, you need to develop a deeper understanding of consumer needs and decision-making. In order for a company to succeed it has to create an effective growth strategy, knowing which demand spaces to target, which products or services to offer, what the ideal integrated commercial offering is, and how to structure operations to support those efforts. The Boston Consulting Group has developed and successfully deployed this Demand Centric Growth approach, creating profound growth for their clients worldwide. Nikola will showcase you how.
Market research meets big data, this has to be the philosophy of the market research business. This does not only mean to connect all data dots. The market research industry has to provide actionable insights to drive efficiency and effectiveness for the media business. Rene calls this new discipline applied marketing analytics. This presentation will give you an overview on the opportunities and developments within this discipline. Market research and big data are the ingredients for better marketing decisions, more efficiency and effectiveness and finally highest ROI. Get inspired with applied marketing analytics.
Too many people believe that if they simply work hard, their talents will eventually be recognized. But that’s simply not true anymore. To advance your business or your cause, you have to stand out and inspire others to listen. In this talk, Dorie Clark – a Harvard Business Review contributor and adjunct professor at Duke University’s Fuqua School of Business - explains how to develop innovative ideas and make sure others take note. You’ll learn how to: harness your unique background and skills to become more creative, stand out amidst a crowded marketplace - without becoming crassly self-promotional and quietly and effectively command the respect and recognition you deserve.
Research has shown that emotional campaigns are 88% more profitable than rational ones (IPA). Now, advertisers can programmatically launch ads using emotional data segments to target the most receptive audiences at scale; all while increasing viewer attention, engagement, and purchase intent. Marketers can make their emotional ads even more powerful by developing a content stack of different creatives. What’s a content stack? It’s the set of different ads that can be launched based on various scenarios, when the ad will be most relevant to consumers. Join Unruly to learn about the latest emotional targeting capabilities and how to create a content stack (without stretching your budget). We’ll show you how brands can create consistently more engaging ads with situationally relevant messaging and create highly shareable video content repeatedly and launch it to your most engaged audiences.
Life does not come with instructions. Neither do careers or success. But yet there are tons of manuals, rules, codes of conduct, do's and dont's about having a successful career. Or you will fail. Is that really so? Can a person challenge these rules and make it? In my world, status quo sucks. There are things in business that are overrated and many that are underrated. Find out what really counts in marketing, what have I always wanted as a client and as a person - from my colleagues, bosses and business partners. Let’s get rid of diplomacy and political correctness for a moment and speak up about our work and our profession. In order to succeed we have to take risks, believe in ourselves and be happy. It drives people crazy.
The role of the Media Agency is changing in the future ecosystem of communication. UM Romania have fully embraced those changes and become one of the most awarded agencies in the region – winning Lions, becoming European Media Agency of the Year at Eurobest, Agency of the Year at FOMG, dominating Effies and Golden Drum for several years... Victor will tell you who they are today, how their relationship with clients and media houses is changing and what does it take to become successful in today’s environment.
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