The OMCap hasn’t only established as one of the most important events in online marketing, but also as a venue of meeting and exchange. So don’t miss our additional item on the agenda with relaxing networking and business talk: A Get Together with drinks & networking following the event.
OMCap 2015 | Conference on October 8th, 2015
The OMCap covers the following online marketing topics: SEO | SEA | Display Advertising | User Experience | E-Mail Marketing | Mobile Marketing | Social Marketing | Conversion Optimization | Analytics | Content Marketing
Using the data-driven approach on SEO, professionals will be able to make realistic forecasts, set SMART goals, eliminate misleading metrics and measure what really matters, build better strategies and reduce the extreme uncertainty of the SEO channel. | Despite the differences from the Western Internet, language and cultural barriers, promotion in the Runet doesn't have to be expensive. Konstantin Kanin will show the basic tools that allow you to quickly and inexpensively attract your first customers, establish communication with them, and to increase brand awareness on the Russian speaking markets.
Wesentliche Entwicklungen, Herausforderungen und Lösungsansätze an der Schnittstelle zwischen Marketing und BI – Ein Überblick
The relevance of "biddable media" is steadily increasing: in addition to "Search" -based marketing forms, the display and video-area is as well increasingly automated "biddable", which is in due to the increasing relevance of Facebook Advertising, GDN, Amazon, etc., and recently also the retargeting provider.
The relevant ‘High- / Deep-Reach platforms' like Facebook, Google, Amazon and potentially Apple also drive a clear Silo strategy regarding their available user / targeting data . Use of the data is only possible in connection with the media shopping on each platform.
A more extensive platform-independent / cross-use is exacerbated where possible. In addition one can say with certainty, that more social advertising platforms are still gaining relevance in the near future: this is clearly foreseeable for Instragram, Pinterest and even snapchat.
At the same time, the ever-increasing multi-device usage and the relevance of customer journeys that cross the boundary between offline and digital world, advertisers face completely new challenges in the analysis of marketing success, but in particular also in the modulation of marketing campaigns.
The session is an attempt to draw a "problem map" of these developments and challenges in the first step and to show (a) what are probably the best / realistic solutions and (b) what competencies should be developed within a marketing / BI-Organization.
10 ways you save your investment when advertising on Facebook & Google
You may think it is a scary world out there especially now that Google and Facebook are the guardians of a complex formula for successful online advertising. But what if you can break the spell? What if I can tell you how to manage your budget in order to get results but still have a full pocket at the end of the day? Join my workshop to learn how to invest in a smart way and get the best output of your investment. I want to make you look at your budget in such a way so that you can get more with less. See you there!
The dynamization at Google Adwords shows a trend in SEA: Away from keywords to other elements that trigger advertisement overlay. With Google Shopping (PLAs) and Dynamic Search Ads (DSA), Google puts the focus on advertising content and relevance signals, which either come from the Feed (Shopping) or the target site (DSA). During their talk, Maik Metzen and Jennifer Bölitz will go into detail regarding characteristics and functioning of these dynamic overlays. The talk will be topped off by practical and relevant use cases, which show strategies for market exploration as well as market penetration.
Measuring the future: The KPIs that really matter for your marketing team
As an internet marketer leader, you don’t want to make decisions without the right data in your hands. But where do you get that data? How to use it? And the most important thing is perhaps how to improve it? In this presentation, Fernando will show you how to advance your marketing team’s KPI and where it needs to go in the future.
The session shows, with the help of practical examples, how successful cross channel marketing activities can be implemented and what challenges there are to face. Based on user cases, there will be shown how existing clients’ communication can be extended over e-mail channels and how shopping basket dropouts can be converted successfully by a cross-channel communication. The implementation of campaigns will be addressed as well as the necessary infrastructure.
Data is your new oil, identity is your faster horse | How to target people in a multi-device world
A uniform customer experience is more important and more difficult to implement than ever. Analytics and business intelligence are core teams and areas in our organizations that deal with the topic of customer experience. Identity and single customers play a leading role in order to realize terrific customer experiences – and data is the fuel for that. Let us talk about what the challenge is and how companies can deal with it. | Today's consumers move seamlessly across devices and traditional marketing depicts only a fractured view of this. We want to cover the challenges that companies face in matching users to devices and address what the solution is in order to help leverage the power that is consumer data.
E-Mail Marketing 3.0: Totgesagte leben länger – Das Revival eines vermeintlich altmodischen Kommunikationskanals
E-mail marketing has been around for more than 30 years. You think this medium is dusty because of all the fresh and modern “social media breeze”? Wrong! E-mail marketing is like good whiskey – it gets better with age. It develops and gets more refined. More dynamic. Closer to the customer life cycle and their wishes. Do you want to know how other do it and what trends are in E-mail marketing? Then come to my session!
Online success is like a highly competitive sport. To be world class and dominate your space you have to build on your strengths and eliminate weaknesses. This means constant effort to improve your website. The key question is how to identify where your website is leaking money and how to eliminate those leaks. Viljo will walk you through the process you can use to identify and plug the leaks. And make a lot more money.
A practical guide to content metrics | Content marketing throughout the customer’s journey
What are the different types of content, and which metrics should we use to figure out whether they were successful in reaching their audiences? What is the best way to measure the success of a Content based SEO campaign? In this practical talk, Gianluca will offer his approach. | Different phases in a customer’s journey require different approaches in content marketing. In order to ensure an overall user experience, companies need to understand the needs of their user and provide them with the right content. With content marketing, users can be attached to a brand early and a user becomes a potential customer.
Mobile Marketing – User first! Mit Full Stack Technology Strategie zum Erfolg
Whether the buzzwords are programmatic ad buying, wearable technology or classically “user-oriented” – mobile marketing doesn’t work without marketing automation and perfect technology. The numerous amounts of devices, screens and other output options are one reason. Another and more important one: the user.
Do you want to know how mobile marketing can work with automation and perfect user addressing, what to expect on the way and why it won’t end? Then come visit my session!
Menschen machen Marketing – Warum Word of Mouth und Collaborative Marketing die Zukunft sind
Today’s online marketing tries to deliver ads that are as relevant as possible to customers with the help of SEM, programmatic buying, retargeting, and predictive advertising. But how do users feel about advertising nowadays, and how do they react to the flood of advertising? Mark Leinemann, aka MR. WOM, slips into the role of a customer during his session and shows the meaning of recommendations for customers and brands and how successful marketing with customers can appear.
This talk will detail how the paid social has evolved to be so much more than “Likes” and will highlight the unique opportunities offered by the space, detailing how they can be employed to meet both sales and brand objectives.
Markenbotschafter 2.0: Warum die Influencer schon im Unternehmen sitzen
In times of decreasing organic range in social networks, company employees have a particular part to play: as a digital brand ambassador, they can carry further and help shape the brand story through their own channels. But how to take as many employees as possible into this journey, what requirements are needed and what’s in it for the employees?
Profite steigern durch Customer Lifetime Value Prognose | Connecting the Dots – Web Analytics zur Analyse und Optimierung von Paid, Owned, Earned
Every marketer is asking themselves the same question every day: How much budget should be spent for each channel and in what advertising medium (keyword, banner etc.) should be invested. ROI-driven marketing, regarding reliably calculated customer data, is the answer and serves as the basis for comprehensive marketing automation. | Web analytics reinvents itself: in the past, one analytics tool was enough to get basic metrics but today there are not only additional channels, especially apps, but also new providers and technologies with new opportunities. How to solve the new complexity? How to connect first, second and third party data to a 360° perspective on visitors and customers? How to combine onsite and offsite data to deepen awareness that can be used to increase efficiency?
Content Marketing: Wie man in einer user-zentrierten Welt auch international erfolgreich wird | Messbares Content Marketing – Return On Investment an Praxisbeispielen
What’s up behind the scenes in content marketing? Shifting from buzzword to a profitable marketing channel, companies are developing tons of content with high pressure – but the right one? If you want to be successful on the national and international market, you should keep the user in focus and create and deliver the perfect content for them. Let´s dive into content marketing strategy and some successful projects on the market. | The session demonstrates how content marketing can be made more effective and how to calculate a clear ROI by defining goals, the selection of the right format and the valuation of measures. The first part of the session covers the goals and formats of content marketing as well as the ROI calculation. Following this, the components of SEA & content will be analyzed in terms of ROI comparability. At the end, Christian Edel will show you three measurable quick wins for content marketing.
Getting geeky with site speed: Easy and not-so-easy ways to speed up your site
Efficiency in online marketing is at least competition-critical, if not essential for survival. But what do efficiency-winners do better than others? What obstacles are there for companies and where are the “big levers” hidden in such an optimized world? On the basis of >100 online media audits, Erik shows the most relevant practical to dos on the organizational, analytic, technological and channel specific level.
The SERPs bias is real: Your content is missing, but is it hopeless?
Internal research has shown us that Google has a bias towards certain types of content for different vertices. This means that the main place of content marketing will often live outside your fully controlled domains. Where depends on the vertical you are in and tweaking the way we approach content marketing, from a SEO perspective, could make all the difference in how our clients perform online.
“Continuously creating new online content? I don’t have time for that, my company wants to be excellent!” If you want to break out of the conventional SEO, content and conversion mentality, we should spend these 45 minutes together and look at the methods successful companies use that don’t join the “content hamster wheel”. During this session you will discover how a simple change of process can revolutionize the use of excellent content."
The session includes a role-play Client/Agency which will put in the light the benefits, issues & solutions the single or multi-location businesses are facing when trying to optimize their websites to target local audiences.