Content Marketing @ KPMG (Members Only Conference) presented by A+E Networks
Based on a recent Custom Content Council and Contentwise report, $44 billion a year is spent on content marketing. Businesses are starting to deliver consistent, relevant and valuable content to their target audience through innovative and compelling storytelling. This new way of engaging the audience allows marketers to build a new type of relationship with their potential customers; one of trust, reward and loyalty.
Join us for a fun and informative day of content marketing best practices and case studies, hosted by KPMG in Boston. This complimentary Members Only Conference will showcase leading marketers from a wide array of industries discussing strategy, content development, and much more!
Download the ANA Event Guide at e.ana.net.
|Begins:||Tuesday, December 9, 2014 at 8:15am|
|Ends:||Tuesday, December 9, 2014 at 2:45pm|
Two Financial Center
60 South Street
Boston, MA 02111
Tuesday, December 9, 2014
KPMG: Transforming Communications with Content
The use of social media among companies is quickly exploding as a key element of business strategy, from engaging customers in real time to adding sales channels or enhancing brand and market research. Hear Duncan Avis, Principal - Digital, Social & Mobile Advisory, KPMG, share how digital vehicles such as Facebook, Twitter, Youtube, Google+ and others are quickly becoming successful marketing channels for the company. Hear from KPMG on industry best practices for using content marketing to support your business goals.
MINI: DRIVING CONTENT CREATION AND BRAND EXPERIENCES
MINI USA introduced a multi-pronged content creation strategy that leverages a variety of content creators and work by using a synchronized strategy to promote the iconic and individualistic nature of the cars and its owners. In this session, MINI will provide an inside look at the different forms of content developed to promote their brand and its community. MINI’s content includes original films created on behalf of MINI owners, original films by Buzzfeed, a documentary of the annual MINI Takes the States cross country road trip and much more!
Marketing Communications Manager
Group Business Director, Strategic Integration
Butler, Shine, Stern & Partners
A&E NETWORKS: THE IMPACT OF EMOTIONS ON ADVERTISING
Marcela Tabares, A+E Networks SVP of Strategic Insights, will present learnings from a new research study that examines how the relationship between the emotional profiles of programs and ads impact ad receptivity. This innovative study is based on Magid's EmotionalDNA™, a new viewer-derived portrait of primetime television that defines the emotional tonality of 785 prime time shows based on a survey of 15,000 people - an approach adapted to a parallel survey of 100 ads for this initiative. The study is intended to inform discussion about the effect of the emotional context on advertising and how different emotional dimensions impact measures of Ad Receptivity – does matching the emotional tonality of programs and ads matter? Do some emotions matter more than others? And to what extent does program affinity matter?
Sr. Director, Strategic Insights
Vice President, National TV and Video
Frank N. Magid Associates
General Session cont.
RUST-OLEUM SERVES UP INSPIRATION AND PASSION WITH CONTENT
There are more than 100 million searches per month on "how to" do something on the web. Rust-Oleum attempts to answer some of those questions with creative solutions that incite passion and inspiration. Rust-Oleum shifted their marketing to focus on the idea that consumers are passionate about how Rust-Oleum's products can create something beautiful that they can enjoy rather than on the product itself. With a mission to create 1,000 compelling projects that serve as inspiration to consumers everywhere, learn how Rust-Oleum employed an intricate blend of content engineering, integrated media partnerships, and data-driven marketing to drive awareness.
Senior Director, Integrated Communications
THE VALUE OF MUSIC TO A BRAND AND ITS FUTURE CONTENT MARKETING PROGRAMS
Music is one of the most powerful forms of content. It is emotional, social, mobile, and cultural. It is also the number one media activity for millennials, a critical demographic in this ever evolving fanatical digital and content age. For marketers however, the challenge to use music is the struggle in quantifying what value this medium brings to their campaigns. Sony Music has launched a study of 30,000 US consumers about attitudes and behaviors toward music, artists, and brands; bringing greater scientific rigor and tools to explain the value of music to a brand and its future content programs.
Vice President, Strategic Marketing
Columbia Records, division of Sony Music