Multichannel / Omnichannel


C2. Making Omni-channel Work

Wednesday, December, 2: 2:40 p.m. - 3:50 p.m.

"Omni-channel" is a succinct way to refer to the core problem of marketing transformation since it is typically used to include digital and non-digital channels as well as all their related support systems. Used in this way the term represents an ideal that may not often be attainable, but that is no reason it should not be a target to strive for. What does this mean in the real world? In this session our three presenters will look at: what is being done at an organization on the path to omni-channel, some common early mistakes organizations make when planning for omni-channel, and some ideas and strategies for dealing with the growing impact of connected devices.

, Program VP, Content & Digital Media Technologies, IDC
, CEO and Founder, 2040 Digital
Moving to Customer Centricity in the Omni-Channel
, Director of Marketing, Connective DX
Successfully planning for Digital Transformation
, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
Connected Experiences: From websites to wearables to wherever

C3. Holistic Customer Experiences Require Fundamental Change

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

As we say in this year's conference description, "A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems." In this session two industry analysts look deeper into the fundamental changes required in the supply chain and internal business systems.

, Chief Strategy Officer and Co-founder, Connective DX
, Senior Analyst, Social Business, 451 Research
Beyond Engagement and Experience; The Converged Enterprise and the Dynamic Supply Chain
, Senior Vice President Research, Digital Clarity Group
The New Customer Experience Imperative: Moving From Digital Transformation to Business Transformation

T3. New Web and Mobile Technologies: Web Components and Polymer; Deep Linking and App Indexing

Wednesday, December, 2: 4:00 p.m. - 5:00 p.m.

This session looks at some technologies you should be aware of. You may have heard of them but they are not widely deployed or understood by non-developers. They are important because of their potential for significantly improving mobile and web experiences. Knowing what they do will also help you understand more about the strategic choices that Apple, Google, and others are making with regard to web and mobile, thus informing your own strategic decisions.

This session is meant for business managers as well as IT. The session includes case studies, and will address what web components are, how they relate to Google's Polymer, what deep linking is and why it is very different on the web and mobile, and what the key challenges and considerations are.

, Independent Consultant, O'Kelly Associates
, Founder, adenin TECHNOLOGIES Inc.
Case study: Google's Polymer web components let us develop tomorrow's digital workplaces today
, Founder & CEO, NorthOut - Innovation studio for brands using Emerging Technologies
Mobile App Content Reach - Deep Linking and Indexing

C11. How to Integrate the Content and Commerce Experience

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

Of all the different functions and systems that need to be integrated to provide a clean consistent customer experience, content management systems and commerce systems are the most obvious. Unfortunately, successful examples of an integrated content/commerce experience are still too rare. This is largely due to organizational / ownership issues which caused content management systems and commerce systems and vendors to evolve independently. This in turn fed the organization silos creating a vicious cycle. Something has to give. Based on experience and case studies, this session examines what companies are doing to create a more unified content and commerce experience.

, Director of Design & Product Experience, Fresh Tilled Soil
, Principal Analyst, Digital Clarity Group
Bridging the Content and Commerce Divide
, Director, New Business, US Investis, Inc.
How the Unification of Content & Commerce Drives Revenue for Nikon Inc.
, President, Quoin
Nothing Happens Without an Order - Ecommerce and CM in Multichannel Delivery

E5. Connecting Customer and Employee Experiences

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Building a holistic and seamless customer experience is not just a job for marketing. It is not even a job limited to customer-facing employees because they are dependent on other internal employees and systems for their effectiveness. The two case studies in this session are excellent examples of the kind of efforts needed to achieve organizational level customer experience.

, Founder, Redin Consult
, Director, TechComm Services, F5 Networks
Build a Community not a Crowd: How employees and customers can build content communities to achieve shared goals
, Director, Technical Content, EOS2 / Core Technologies Division, EMC
Build a Community not a Crowd: How employees and customers can build content communities to achieve shared goals
, Manager, Information Management, Optimity Advisors
The E3 of Enlisting Employees to Support Customer Experience: engagement, expectation, enthusiasm
, Manager, Information Governance Office, Blue Cross and Blue Shield of North Carolina
The E3 of Enlisting Employees to Support Customer Experience: engagement, expectation, enthusiasm

T7. Modern Multichannel Strategies

Thursday, December, 3: 11:40 a.m. - 12:40 p.m.

Implementing COPE (Create Once Publish Everywhere) is not easy, but for years organizations have built systems to accomplish or approximate multichannel publishing. Is this still the best approach? Or is there a newer model needed to support the more interactive web and mobile experiences? This session includes lessons-learned from COPE implementations as well as a proposal for an enhanced model of COPE for a modern customer experience.

, Director of Marketing, Connective DX
, Head of Business Development, Contentful
Multi-channel content modeling: Learnings from 3 COPE projects
, Solution Principal, Cross-Market Customer Engagement, Slalom Consulting
CDSE - An Evolution of COPE for Maturing Brands

T8. How to Plan for Complex Multichannel Projects

Thursday, December, 3: 2:00 p.m. - 3:20 p.m.

Multichannel projects that aren't complex are already rare, and the complexity is increasing. When planning for such projects it is helpful to look at successful results for repeatable patterns. This is not easy to do if you only have experience with one or two similar projects. All three presentations in this session provide some level of pattern analysis on relevant projects that will allow you to consider a much broader range of scenarios in your own complex project planning.

, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
, Managing Director, Strategy & Growth, VML
Reusability - the Myth and the Reality
, Senior Manager, Digital and Emerging Technologies, EY and National Advisory Services
Patterns of Successful Digital Projects
, Content Solutions Lead, SingleStone
Designing a Flexible Content Architecture to Enhance both Customer Experience and Author Experience

P5. B2B Content Marketing – Lessons from the Front Lines

Thursday, December, 3: 9:40 a.m. - 10:40 a.m.

Marketers of complex products-whether it's software, systems or information services-are grappling with a dramatic shift in today's B2B marketplace. Groups of stakeholders are displacing the former model of lone decision maker, and that change demands ever-increasing content in an expanding array of channels to capture and retain the attention of prospects and customers.

In this session we'll explore the shift to group buying, and what you can do to make it less of a mystery and more of an advantage for your business. You will get:

  • Case studies on how 2 companies are managing the disruption in B2B buying
  • A checklist for marketers to accelerate their growth opportunities, even when facing a more complex selling environment that features more stakeholders and countless communication channels
  • A set of new metrics that you can use to gauge your success in B2B nurturing and selling in 2016 and beyond
, Principal, Content Technology Strategies
, Senior Director, Value Proposition Initiative, Elsevier
, CEO, LoveMediaSales