Program

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OMCap 2014 – The program at a glance

The OMCap 2014 is over and we can’t wait to see you at the next OMCap. We hope that you had at least as much fun as we had! For the ones who did not make it to the conference or for those who would like to see the presentation slides again, you can download the presentations here.

OMCap 2014 Seminar - October 7th, 2014

Time
Seminar A
Seminar B
Seminar C
Seminar D
08:00 - 09:00 am
Registration & Welcoming address
09:00 - 1:00 pm
Conversion Optimierung
Timo AdenCornell Heise
1:00 - 2:00 pm
Networking lunch
Time
Seminar E
Seminar F
Seminar G
Seminar H
2:00 - 6:00 pm
6:00 - 6:30 pm

OMCap 2014 Symposium - October 8th, 2014

Time
Track 1 | English-speaking
Track 2 | German-speaking
08:00 - 09:00 am
09:00 - 9:30 am
09:45 - 10:30 am
10:45 - 11:30 am
11:45 - 12:30 pm
12:30 - 13:30 pm
1:30 - 2:15 pm
2:30 - 3:15 pm
3:15 - 3:45 pm
3:45 - 4:30 pm
4:45 - 5:30 pm
From 5:30 pm

OMCap 2014 Conference - October 9th, 2014

Time
AKM3 Track
Feed Dynamix Track
Performics Track
Webtrekk Track
07:30 - 08:30 am
09:00 - 9:30 am
09:45 - 10:30 am
10:45 - 11:30 am
11:45 - 12:30 pm
12:30 - 13:30 pm
1:30 - 2:15 pm
2:30 - 3:15 pm
3:15 - 3:45 pm
3:45 - 4:30 pm
4:45 - 5:30 pm
5:45 - 6:30 pm
From 6:30 pm
From 7:30 pm

OMCap 2014 Seminar - October 7th, 2014

Natürliche und nachhaltige Content- und Linkmarketingstrategien

09:00 - 1:00 pm
Seminar A

Content Marketing in practice: this seminar shows, with the help of a practical example, how the different phases of content marketing can be successfully implemented– from idea generation to reporting. The following questions will be covered in the seminar: How do I define my target group? How do I find suitable ideas? How do I define my goals? How do I find suitable content for my idea? How do I integrate informational content on my site? What do I need to consider by generating content? How can I seed my content? How do I value the success of my campaign?


SEM: Search Engine Marketing für Einsteiger

09:00 - 1:00 pm
Seminar B

SEA advertising with Google AdWords can bring a high turnover but can also cost a lot of money. In order to help avoid advertisements becoming a cost trap, this SEA seminar is for AdWords beginners as well as those interested with first experiences who want to build up and optimize their accounts, or who would simply like to better understand the work of their agency. The seminar covers the process of keyword research from issuing the account structure to composing an advertisement. We will talk about the quality factor, advertisement enhancement and the first steps in optimization. The emphasis of the seminar is on search advertising. Display ads and Google Shopping Ads will only be touched upon briefly.


OnPage: Technisches, strategisches und inhaltliches SEO

09:00 - 1:00 pm
Seminar C

The strategic, technical and content-related search engine optimization is far away from any trends in link and content marketing and is still a highly relevant piece of the puzzle of a successful search engine optimization. In on page optimization it is not only important anymore if the keyword must be part of the headline, more important are strategic questions that involve the whole concept of a site and the informational architecture. On page optimization is the basis for a successful SEO – a marketing campaign cannot be as successful when the minimum requirements of architecture, content and internal linking are not met. This seminar shows how to draft a long-term SEO strategy, which requirements apply for the website in order to get good rankings and what to pay further attention for, by building website content and its integration in the whole concept.


Conversion Optimierung

09:00 - 1:00 pm
Seminar D

Participants learn how to implement a sustainable conversion optimization so that users become customers. Besides increasing the turnovers, conversion optimization is especially about getting perceptions of the user. Intelligent testing helps learn more about the user and approach him or her adequately. The participants will learn under which aspects a website should be analyzed, in order to be able to generate important information about users with the help of the right hypotheses. Core content of the seminar is how to increase turnovers sustainably and long-termed through continuous testing by using targeting and segmentation. Target groups: marketing manager, SEO manager, webmasters and IT manager.


Natürliche und nachhaltige Content- und Linkmarketingstrategien

2:00 - 6:00 pm
Seminar E

Content Marketing in practice: this seminar shows, with the help of a practical example, how the different phases of content marketing can be successfully implemented– from idea generation to reporting. The following questions will be covered in the seminar: How do I define my target group? How do I find suitable ideas? How do I define my goals? How do I find suitable content for my idea? How do I integrate informational content on my site? What do I need to consider by generating content? How can I seed my content? How do I value the success of my campaign?


SEM: Advanced Search Engine Marketing

2:00 - 6:00 pm
Seminar F

This seminar is for SEA managers who are familiar with the basics of SEA. There is more to a successful controlling of SEA campaigns than the implementation of keyword research and the generation of text displays. Advanced SEA contains automation, scaling, effective data analysis and direct user targeting, as well as continuous innovation. This workshop shows basic approaches for the generation of a SEA management master plan, automation of tasks, effective data analysis, as well as smart user targeting.


Real Time Advertising & Bidding

2:00 - 6:00 pm
Seminar G

Philipp Westermeyer elucidates backgrounds and structures about RTB technologies and modern display advertising. How is the market situation in this extremely dynamic segment? What can I expect from a campaign? What examples and best practices are there? Who are the relevant players and tools? Where are the chances and risks? What data is available on the European Market and which targeting options emerge from that? How do I evaluate? the success of an activity beyond the media purchase? Additionally, Philipp will share his long-term experience for the ideal price performance of banner placements on the German internet. Furthermore, he will show the role of banner-creatives for modern display activities.


Webanalytics

2:00 - 6:00 pm
Seminar H

Along the way to conversion, visitors get to their own website through different channels. Outweighed by the Last Cookie Wins method in the past, the holistic view has been established by now. It takes the different touch points on the way to conversion into account. How should different channels be evaluated in regard to conversions? In this seminar, you will learn how the customer journey works on the basis of campaign attribution.


OMCap 2014 Symposium - October 8th, 2014

Breaking Par: Cracking the Mold in Golf’s Content Marketing

09:45 - 10:30 am
Track 1 | English-speaking


Warum Content Marketing mehr ist als SEO – Die moderne Unternehmenskommunikation

09:45 - 10:30 am
Track 2 | German-speaking


How to Setup and Manage International Content Marketing, 7 Step Framework

10:45 - 11:30 am
Track 1 | English-speaking


Guter Content, schlechter Content: auf der Jagd nach Substanz

10:45 - 11:30 am
Track 2 | German-speaking


Designing with Words: The Critical Role for Marketers and Content People in the Creative Process

11:45 - 12:30 pm
Track 1 | English-speaking


Was können Unternehmen von BuzzFeed lernen – Social Sharing Content Marketing in der Praxis

11:45 - 12:30 pm
Track 2 | German-speaking


Appetite for Deconstruction: Lessons in Virality from Axl Rose

1:30 - 2:15 pm
Track 1 | English-speaking


Content: Macht und Ballast

1:30 - 2:15 pm
Track 2 | German-speaking


How to get Search ROI from your Content Marketing

2:30 - 3:15 pm
Track 1 | English-speaking


Erfolgreiche Strategien für das Content Marketing – Von der Markenvision zum Content Marketing, vom Framework in die Praxis

2:30 - 3:15 pm
Track 2 | German-speaking


The Art & Science of Content Promotion

3:45 - 4:30 pm
Track 1 | English-speaking


Wie mache ich mir Qualitätsjournalismus zunutze, ohne Journalist zu sein

3:45 - 4:30 pm
Track 2 | German-speaking


The Vision Gap and Era of Infobesity

4:45 - 5:30 pm
Track 1 | English-speaking


Curate. Collaborate. Communicate– where Giorgio meets Scooter. Die Content Marketing Success Story von Electronic Beats

4:45 - 5:30 pm
Track 2 | German-speaking


OMCap 2014 Conference - October 9th, 2014

Strategie: Wie digitale Markenführung unternehmerisches Denken und Handeln revolutioniert

09:45 - 10:30 am
AKM3 Track


Social Media Strategie: Customer First – How Digital Drives Customer Engagement

09:45 - 10:30 am
Feed Dynamix Track


SEO: Persona-Driven Keyword Research

09:45 - 10:30 am
Performics Track


Business Intelligence: Von der Webanalyse zur Digital Intelligence – Wie Unternehmen ihr digitales Marketing optimieren sollten!

09:45 - 10:30 am
Webtrekk Track


Display Advertising: Basics of Audience Targeting in Programmatic

10:45 - 11:30 am
AKM3 Track


Mobile: App Store Optimization & Mobile Retention

10:45 - 11:30 am
Feed Dynamix Track


Social Media: What content rocks on StumbleUpon

10:45 - 11:30 am
Performics Track


Strategie: Geschäftsmodellierung mit dem Business Innovation Kit sowie Umsatz mit alten Ideen: Praxisbeispiel steuern.de

10:45 - 11:30 am
Webtrekk Track


SEO: Case Study: Erste SEO-Schritte einer internationalen Brand

11:45 - 12:30 pm
AKM3 Track


Paid Advertising: The constantly changing face of Google

11:45 - 12:30 pm
Feed Dynamix Track


Performance Marketing: Aktuelle Herausforderungen und Trends im Performance Marketing

11:45 - 12:30 pm
Performics Track


User Experience: What UX, IA and SEO can teach each other

11:45 - 12:30 pm
Webtrekk Track


Business Intelligence: Abbrecher Analysen – Conversion Optimierung mit qualitativen und quantitativen Methoden

1:30 - 2:15 pm
AKM3 Track


Paid Advertising: Double your results with smart Ad Testing

1:30 - 2:15 pm
Feed Dynamix Track


Online Marketing Panel: Qualitätserkennung bei Weiterbildungen & Zertifikaten im Online Marketing Dschungel


Storytelling: Falling in Love with Brands is like Falling in Love with a Person

1:30 - 2:15 pm
Webtrekk Track


Mobile: App Discovery and The Marketer’s New Clothes: Rankings, Advertising & Keywords

2:30 - 3:15 pm
AKM3 Track


Social Media: Bessere Berichte und erfolgreiche Flirts mit Social Media

2:30 - 3:15 pm
Feed Dynamix Track


SEO: How to remove links from the search ranking algorithm and not destroy the world

2:30 - 3:15 pm
Performics Track


Paid Advertising: Scale the s*** out of SEA – Stell in Frage was du bisher gemacht hast!

2:30 - 3:15 pm
Webtrekk Track


E-Mail Marketing Revolution: Es ist an der Zeit beim Klassiker E-Mail Marketing mit Mythen aufzuräumen

3:45 - 4:30 pm
AKM3 Track


Call Tracking als Bestandteil der Customer Journey: Wertvolle Conversion-Insights zur Optimierung von Marketing-Kampagnen

3:45 - 4:30 pm
Feed Dynamix Track


Paid Advertising: Search – Thinking beyond the traditional blue links

3:45 - 4:30 pm
Performics Track


Attribution: Opportunities und Challenges von Analytics im Attribution Kontext, View-Impact

3:45 - 4:30 pm
Webtrekk Track


Mobile: SwiftKey’s epic marketing journey in 2014: exploring new territories of freemium and iOS

4:45 - 5:30 pm
AKM3 Track


SEO: Cutting-Edge Link Strategy Analysis

4:45 - 5:30 pm
Feed Dynamix Track


Rearrangements

4:45 - 5:30 pm
Performics Track


Performance Marketing: Der Paradigmenwechsel erfolgreicher Advertiser – Auswirkungen, Herausforderungen und Chancen

4:45 - 5:30 pm
Webtrekk Track


Paid Advertising: Mobile PPC Strategien – any time, anywhere on any device!

5:45 - 6:30 pm
AKM3 Track


All Star Panel: Moderator Michael King


Rearrangements

5:45 - 6:30 pm
Performics Track


Social Media: Markenkommunikation in einer digitalen Welt

5:45 - 6:30 pm
Webtrekk Track