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Digital Marketing

This event has ended.
Begins: Thursday, September 13, 2012 at 9:00am
Ends: Thursday, September 13, 2012 at 2:30pm
Location: ANA Headquarters
708 Third Avenue (Btwn E 44th & E 45th Streets)
33rd Floor
New York, NY 10017

Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00–9:30)

INTRODUCTIONS (9:30–9:45)

I. OLD NAVY: USING MOBILE TO REACH THEIR CORE SHOPPERS (9:45–10:45AM)
Old Navy conducted extensive consumer research around their target and built a successful mobile app to reach and create engagement among their core audience. Samantha Willems, Manager, Brand Marketing – Gap Inc. will also share their top key lessons learned and discuss how sometimes you can't always give the consumer what they think they want to drive your business objectives.

Speaker:
Samantha Willems, Manager, Brand Marketing, – Gap Inc.


II. HOW ALLSTATE LEVERAGES BIG DATA 
(10:45–11:45AM)
Keary Phillips, Sr. Internet Marketing Program Manager – Allstate and Eric Porres, Chief Marketing Officer – Rocket Fuel
will share how they leverage big data to successfully build their brand.

Speakers:
Keary Phillips, Sr. Internet Marketing Program Manager – Allstate
Eric Porres
, Chief Marketing Officer – Rocket Fuel


III. J&J's BAND-AID bRAND:  "MAKING IT BETTER" WITH AUGMENTED REALITY 
(11:45AM-12:30PM)
Learn how J&J's Band-Aid Brand and agency JWT reached today's technology-savvy kids and moms by turning each Band-Aid brand bandage and box into a magical entertainment portal via the Band-Aid Magic Vision augmented reality app, featuring interactive 'real world' performances by Kermit the Frog, Miss Piggy and Gonzo the Great.

Speakers:
Bryant Ison, Senior Brand Manager, BAND-AID – Johnson & Johnson
Eric Weisberg, Executive Creative Direct – JWT


LUNCH
(12:30-1:00PM)


IV. MEMBER ROUNDTABLE DISCUSSION: MEASUREMENT
(1:00–1:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, ANA Digital Marketing Committee Members will be asked to share their thoughts on measurement including:

  • What are the current measurement gaps and successes across all media? 
  • Are some of the conventional measurement best practices yardsticks the right ones -- or actively misleading?
  • A serious problem for brands can be that digital can be great for tracking individual events ("conversions" in direct marketing) but essentially blind to processes ("building brand preference over time").

Facilitator:
Tom Cunniff –  ANA Digital Marketing Committee Chair


V. HGTV ENGAGES CONSUMERS ON PINTEREST: BEST PRACTICES AND LESSONS LEARNED
(1:30-2:30PM)
One of hottest emerging social platforms today is Pinterest, the newest entry in brand evangelism. The social aspect of this hot new platform allows consumers to not only build their own brand experiences, but also share that experience with other followers. In this presentation, HGTV will share insights and lessons learned as an early adopter of this new platform, discuss best practices for cracking the code of 1:1 conversations with consumers, and show marketers how to apply those principles to gain a better understanding of consumer behaviors – how they share and with whom. Additionally, it will tap into the value of ROI (return on information) in leveraging a platform for raising brand awareness and driving brand participation.

Speaker:
Jillian St. Charles, Vice President, HGTV.com & HGTVGardens.com – Scripps Networks Interactive

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