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BROWN-FORMAN CASE STUDY
Brown-Forman is one of the largest American-owned spirits companies and continues to leverage innovative digital marketing programs to grow their more than 25 brands. which range from Korbel California Champaignes to the famous Jack Daniel's Tennessee Whiskey. In this session, learn about the strategy behind Brown-Forman's digital marketing programs as well as how the company is organized to support innovation in digital & social media. The Jack Daniel's brand team will discuss key learnings from their most recent digital initiatives, and share how the brand will leverage digital & social platforms in the future.
Ted Hissey
Senior Vice President, Consumer Planning, Innovation amd Global Marketing Services
Brown-Forman Corporation
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HOW NISSAN BUILDS BRAND LOYALTY THROUGH SOCIAL MEDIA
Nissan continues to successfully leverage social media to create a loyal following of brand advocates. In this session, Nissan will share a high-level look at their social structure and strategy, it's evolution from a Marketing / PR focus to SocialCRM and Research, and how the customer experience is prioritized.
Erich Marx
Director, Website and Social Media Marketing
Nissan North America, Inc.
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PAPA JOHN'S BEST PRACTICES IN DIGITAL MARKETING
Papa John's Internatonal continues to embrace digital channels and tools to communicate their brand promise and drive sales, helping them establish their footprint as the third largest pizza company in the world. Papa John's innovation in digital marketing is reflected by their success in the digital space-they were the first national pizza chain to make online ordering available for all of their stores and they were the first pizza company to achieve more than $2 billion in online sales. In this session, Papa Johns will discuss lessons learned over the past few years that have been integral to their success in utilizing digital channels to drive sales both online at at their restaurants.
Jim McDonnell
Director, Digital Marketing
Papa John's International, Inc.
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1:00pm
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General Session Cont.
WENDY'S INFLUENCES CONSUMER BEHAVIOR WITH DIGITAL MARKETING
The point of all marketing is to change people's behavior in a way that is beneficial to your brand. This is no different for digital, where buzzwords and grand claims often lead to a less-than-clear path to sales. Wendy's will discuss how they are developing digital and social media marketing strategy to measurably influence consumer behavior.
Brandon Rhoten
Director of Digital Marketing
Wendy's International, Inc.
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DIGITAL 360: CONTENT MARKETING ACROSS DIGITAL PLATFORMS
In this era of Content Marketing, many brands struggle because they just don't have their own content. Thus, they focus on curating content produced by others. Cleveland Clinic, one of the largest academic medical centers in the world, takes a different approach: they create, rather than curate. In 2012, Cleveland Clinic launched a robust new health, wellness and medical blog for healthcare consumers, called Health Hub from Cleveland Clinic, which features content written or approved by its doctors and other experts. In this session, Scott Linabarger, Director, Digital Marketing - Cleveland Clinic, will discuss how Cleveland Clinic launched the blog and is comprehensively leveraging its content throughout its various digital channels, including advertising, social media, mobile and email, to grow brand awareness and engagement.
Scott Linabarger
Senior Director of Digital Marketing and Creative Services
Cleveland Clinic
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