This year again, we will bring the best online marketers on stage for you! Have a look at our agenda on a regular basis to see who has confirmed their attendance.
|Time||Track 1 | powered by PERFORMICS||Track 2 | powered by PROJECT A||Track 3 | powered by GOOGLE|
|09:00 - 09:30|| |
09:00 - 09:30 Welcome address
|09:30 - 10:15|
09:30 - 10:15Programmatic-Creative – wie One-to-One Kommunikation endgültig reichweitenfähig wird
09:30 - 10:15Multidimensionales Testing: Die relevanten KPI’s und Benchmarks für profitables Wachstum
09:30 - 10:15Beyond the click – capturing the intent of an impatient consumer
Martin LossAxel Reichmann
|10:25 - 10:50|
10:25 - 10:50International content marketing – Overcoming challenges when creating local content
10:25 - 10:50Mobile – be fast, be seen, be smart.
10:25 - 10:50no Session
|11:00 - 11:45|
11:00 - 11:45The technical side of a/b testing
Rudger de Groot
11:00 - 11:45The state of digital marketing
11:00 - 11:45Search advertising driven by machine learning
Denis DautajMichaela Woloszczak
|11:45 - 13:00|| |
11:45 - 13:00 Lunch break
|13:00 - 13:45|
13:00 - 13:45The OMR take on the state of podcasts
13:00 - 13:45Building the optimal marketing technology stack for cross-channel-marketing – Options learnings & use cases
Markus WübbenManuel Hinz
13:00 - 13:45Measurement for performance: Leveraging data-driven attribution!
|13:55 - 14:40|
13:55 - 14:40The rise of intelligent services
13:55 - 14:40Herausforderungen eines Vollsortimentlers
13:55 - 14:40YouTube – The ads you need to plan with
|14:40 - 15:00|| |
14:40 - 15:00 Coffee break
|15:00 - 15:45|
15:00 - 15:45Digitales Brand-Building durch Content-Marketing – Die Schwarzkopf-Case-Study
15:00 - 15:45Links, die echten Traffic generieren und dessen Auswirkungen auf die Rankings
15:00 - 15:45Driving performance with Google’s display solutions
|15:55 - 16:20|
15:55 - 16:20Influencer-Marketing vs. Facebook-Ads
15:55 - 16:20Take search marketing to the next level with data-driven attribution
15:55 - 16:20no Session
|16:30 - 17:15|
16:30 - 17:15Die effektivsten Hebel für erfolgreiches Amazon-Vendor-Management
16:30 - 17:15no Session
The biggest revolution since the invention of printing is in store for the communication sector. The information that is contained in data management platforms allows individual users in the millions to be addressed for the very first time. This then demands a renunciation of typical creative conceptions, as the end of the "big idea era" is near. Companies are asked to create dynamic concepts that allow individuals to be addressed in a quality and personal way, even in times of wide-coverage mass communication. Right now, content marketing has become one of the biggest driving forces of consumer-centered areas. The presentation will show practice-oriented usage scenarios and will give an outlook on future developments.
The days of irrelevant hypotheses and insignificant test cases are over. Successful companies are not just implementing testing in a clean and methodical manner, but are also increasing growth potential that lies beyond the obvious approaches to testing. How do you find this potential? And which KPIs and benchmarks can you use to allow this potential to influence your own hypothesizing, allowing you to generate relevant competitive advantages and profitable growth?
The pagespeed of your website has a direct influence on bounce and conversion rates. In this master class we will introduce you to the most important analytical tools and options in AdWords and beyond for understanding performance levers. We highlight ecommerce features of latest web technologies including AMP (Accelerated Mobile Pages) and PWA (Progressive Web Apps) to optimize your page speed and usability across the different steps of the user conversion path.
Creating high-quality content that captures local nuances is vital to successfully achieving your global marketing goals. Whether it’s blogs, emailers, web pages, videos or social media, working with native content specialists who know your target market is key to avoiding costly mistakes! This session gives insights on how to tackle content creation in different languages, understanding variances in characters, structures of languages and the approach to the various types of content.
Smartphones became the remote control of our daily lives. Therefore it should be a top priority for every company to win their customer's hearts throughout the entire consumer journey. Slow mSites are often hindering cusomers to convert and many customers are losing out key touchpoints due to poor mobile performance measurement and attribution. Dominik Woeber, Head of Performance Sales, CE from Google Germany will share key best practices from industry leaders.
A/B testing is far from mature. Companies are running into the same problems today, as they did 5 years ago. Rudger has picked up the gauntlet and will show you in great detail how to overcome these essential obstacles. No fancy pansy models or theoretical mumbo jumbo, but clearcut solutions that have proven themselves time and again. All of this will of course be explained by illustrating some great case studies from customers such as Ullapopken (Fashion), Lampenlicht (Lighting retailer) and Pearl (consumer electronic retailer).
Search is a unique channel for advertisers capturing user intent in moments that matter. In this session, you will learn how to easily adopt Search automation to improve your performance KPIs and save time. We will dive deeply into best practices of automation leveraging AdWords Smart Bidding, audience data on top of user intent, and tailored creatives in your Search campaigns.
After years of being on the outs, podcasts are back in—and everybody’s listening. Thanks to the ever-increasing use of mobile devices, streaming services and audiobooks,the audio market is experiencing a rebirth. While the US market continually explores new marketing possibilities and content formats, the German market is still playing catch-up. If you want to know how podcasts are currently promoted, what opportunities and challenges are facing the sector and which marketers stand to profit from the current podcast boom, then this keynote is an absolute must.
The creation of an outstanding cross-channel marketing experience requires the consolidation of user data, segment decisions in realtime and the delivery of messages across several marketing channels. In order to achieve this, every company needs a tailored stack of marketing technologies that fits their needs. The „Marketing Vendor Landscape“ shows 3.000+ tools that you could buy, but which tools or combination thereof is the right one for your company. In this sessions we shed a light on different options how a technology stack could look like, learnings from different companies how to achieve the best results and interesting use cases from the field of cross-channel marketing.
Eventhough marketeers think that it is not state of the art anymore, Last-click is still a very common and heavily used attribution model - but it does not show the full picture of a customer journey. Most other touchpoints are undervalued and companies miss out on great optimization opportunities. By using Data Driven Attribution - starting with Adwords Intrachannel - companies can generate valueable insights on customers, campaigns and customer journeys and increase campaign performances. This happens through the right bidding settings, the right budget allocation and the expansion of the keyword set.
Intelligent services increasingly guide our lives. We ask Siri questions all day long. Google knows the best sushi places near you anytime, anywhere. And Alexa sits in our living rooms listening and learning. The rise of intelligent services like voice search, artificial intelligence, and self-driving cars will demand new information from brands, new skills from marketers, and a new way of thinking about marketing itself. Hear about the innovations changing our lives as consumers and how you can take advantage as business leaders.
Different products are searched by different users at different times and with special terms. Or not? As a supplier with a range of products from FMCG products to high-priced once-in-a-lifetime items, the company is faced with the challenge to show and address exactly the right products at the right time.Under those circumstances the search strategy for different products is highly differentiated, at least when it comes to CPCs, customer journeys, margins, search terms and target groups. The presentation will give insights on the specifics of our wide product ranges. What are our learnings due to text tests, landing page tests or when it comes to analyse and add search terms? How do we set up a meaningful, holistic search strategy of our products, without having to scale people and budget to the max.
In the last 12 months, YouTube made some significant changes to its advertising product suite and the targeting options brands can use. In this Masterclass we show you which ad formats and targeting options you can use to reach your marketing goals and how to measure the success of your campaign.
Schwarzkopf is a leading brand in the field of hair care. The Schwarzkopf content platform provides a central communication tool for both existing customers and prospective customers alike. With more than 12 billion monthly search queries worldwide, hair problems and hair inspiration are more frequently searched for than fashion. With this in mind, Schwarzkopf reaches out to the customer at an early stage in the customer journey and guides them through various phases right up to the point of sale. Starting with a keyword analysis, each article topic is considered separately, in order to meet the search requirements of the customers within the Google search and thus to achieve top placements. Through high-quality content marketing, Schwarzkopf creates added value for consumers and enjoys ever-increasing traffic figures through recurring visitors and many page impressions. This case study shows how Schwarzkopf has become the number one hair brand on Google.
"Links that bring traffic are better than links that don't bring traffic!" This statement has been quoted for years in the scene, but nevertheless, many website owners continue to focus on mass and less on class. In this lecture, Mario Jung would like to take up this statement and discuss it in detail. He also shows how to build links that generate more traffic on your pages
Depending on your company’s KPIs, your Display advertising strategy helps you create awareness for your products and services or is a strong contributor to driving performance and sales. In this masterclass, we will holistically talk about how Google’s Display solutions support you in achieving your goals. We will cover advertising options on the GDN as well as DoubleClick and discuss how to make the most of each channel. Join us in finding out how to strategically plan, execute, measure and gain the most of GDN & DoubleClick!
Two campaigns, two years, two approaches. For three years in a row we have undertaken the campaign ‘School Trip Diary’ for a big German school tour operator, Herolé Tours. This involved us accompanying students on a school trip over many weeks. This led to a very interesting and controversial case, as we tried out different strategic basic approaches. One year we had the focus on influencers (4 with 6-7 figure subscription numbers) and succeeded in reaching our set targets. The following year we attempted to challenge this strategy by giving up the influencers in favor of ads budget. The result was that both the reach and number of interactions increased substantially, meaning we exceeded our goals. In our talk we will address the following controversial issues: Have influencers become too expensive? Can authenticity give content an above average reach? Is produced content more important than influencers? Does it make more sense to just use ads to achieve your goals?
Performance marketers agree: Last click attribution is outdated. Which attribution model, however, is the best alternative? Our response: data-driven attribution - a dynamic model that leverages machine learning to attribute fractional values to interactions along the customer journey. We will show you how to implement this new technology in your Google Search campaigns and evaluate its impact on your campaign performance. We will also give you a first glimpse into the future of cross-channel attribution with Google.
In his speech, Marc Aufzug highlights the operational challenges for brands and manufacturers on Amazon. He focuses on the three core areas of product data and content, Amazon Advertising and Amazon Sales Excellence. Outstanding content forms the basis for sales success on Amazon. Based on this, customer activation through Amazon's Paid Advertising options is an extremely attractive form of online marketing. These activities are consolidated by Sales Excellence, which implies the consideration of all the operational indicators of the Vendors on Amazon. This consideration is essential for an optimal playout of all other measures on Amazon. In addition, Mr Aufzug shows how technological solutions can help with implementation.
SEO tips from the experts for more visibility at Google: from the requirements of an SEO agency, to management buy-in processes and SEO practice tips that can be quickly implemented. In this presentation, you will receive concrete instructions and tips from over 6 years of SEO experience. The lecture presents practice-oriented learnings and recommendations, and provides you with easily implementable tools that can be used in daily business life.