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OMCap 2017»Conference

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.

OMCap 2017 Conference

Time Track 1 | Ground Floor Track 2 | 1st Floor
09:00 - 09:30
09:00 - 09:30 Welcome Adress
09:30 - 10:20
10:30 - 11:20
10:30 - 11:20The OMR Take on the State of Podcasts
Vincent Kittmann
11:30 - 12:20
11:30 - 12:20The technical side of a/b testing
Rudger de Groot
11:30 - 12:20Session tba
Florian Heinemann
12:20 - 13:30
12:20 - 13:30 Lunch Break
13:30 - 14:20
13:30 - 14:20Session tba
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14:30 - 15:20
14:30 - 15:20Session tba
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14:30 - 15:20Herausforderungen eines Vollsortimentlers
Melanie Schlegel
15:20 - 15:50
15:20 - 15:50 Coffee Break
15:50 - 16:40
15:50 - 16:40Session tba
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16:50 - 17:15
16:50 - 17:15Influencer Marketing vs Facebook Ads
Steffen Jecke
17:15 - 17:40
17:15 - 17:40Session tba
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17:15 - 17:40Session tba
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17:50 - 18:15
17:50 - 18:15Session tba
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17:50 - 18:15Session tba
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18:15 - 18:40
18:15 - 18:40Session tba
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18:15 - 18:40Session tba
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OMCap 2017 Conference

Building the optimal Marketing Technology Stack for Cross-Channel Marketing – Options Learnings & Use Cases

09:30 - 10:20
Track 1 | Ground Floor

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.


Multidimensionales Testing: Die relevanten KPI’s und Benchmarks für profitables Wachstum

09:30 - 10:20
Track 2 | 1st Floor

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?


Programmatic Creative – wie One-to-One Kommunikation endgültig reichweitenfähig wird

10:30 - 11:20
Track 1 | Ground Floor


The OMR Take on the State of Podcasts

10:30 - 11:20
Track 2 | 1st Floor

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 technical side of a/b testing

11:30 - 12:20
Track 1 | Ground Floor

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).


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11:30 - 12:20
Track 2 | 1st Floor


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13:30 - 14:20
Track 1 | Ground Floor


Digitales Brand Building durch Content Marketing – Die Schwarzkopf Case Study

13:30 - 14:20
Track 2 | 1st Floor


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14:30 - 15:20
Track 1 | Ground Floor


Herausforderungen eines Vollsortimentlers

14:30 - 15:20
Track 2 | 1st Floor

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.


Panel: Digital Business Transformation: was bedeutet die Digitalisierung für mein Unternehmen in Bezug auf Marketing und Vertrieb?

15:50 - 16:40
Track 1 | Ground Floor


Session tba

15:50 - 16:40
Track 2 | 1st Floor


Influencer Marketing vs Facebook Ads

16:50 - 17:15
Track 1 | Ground Floor

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?


International Content Marketing – Overcoming Challenges when Creating Local Content

16:50 - 17:15
Track 2 | 1st Floor

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.


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17:15 - 17:40
Track 1 | Ground Floor


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17:15 - 17:40
Track 2 | 1st Floor


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17:50 - 18:15
Track 1 | Ground Floor


Session tba

17:50 - 18:15
Track 2 | 1st Floor


Session tba

18:15 - 18:40
Track 1 | Ground Floor


Session tba

18:15 - 18:40
Track 2 | 1st Floor