8:00 Registration & light breakfast and networking
8:45 Opening Remarks – Derek Lackey, President, Direct Marketing Association of Canada.
9:00 Keynote: Marketing is Under Attack. Impact Strategies for Marketers – Kevin Adema – 20 years in we’ve learned a great deal about digital marketing, including what works and what does not. Including the difference between speaking to mass audiences (which we were all exceptionally good at) and having a real time, two-way dialogue with a potential customer (which few of us do well). Kevin will unpack and put marketing in context for marketing in today’s digital-first world.
10:15 People, Not Pixels, Are Your Source Of Brand Differentiation – Hilton Barbour
Our Digitally-obsessed marketing environment has made us reliant on Pixels and Programs. But innovation, customer experience, agility and even resiliency is driven by our people. That’s culture and, the smartest organizations realize that culture is what makes them truly unique. Drawing on over 45 global interviews, Hilton will make the case for why astute marketers are taking charge of building Culture as their only source of differentiation and sustainable competitive advantage.
11:30 What the GDPR is Going On? – Derek Lackey, Derek will bring you up to speed on the new rules for marketing your products to EU citizens. GDPR and ePrivacy have completely changed the marketing landscape. If you sell product in Europe (and the US and Canada are soon to follow the GDPR lead) you have to understand the rules of consent and permissions. Data is no longer yours. It belongs to the individual and there are strict new rules with billions of euros at stake. Learn about the practical changes you have to make to sell your products now and in the future.
1:30 Change at the Speed of Google – Joel Mandelbaum shows us you can teach an old do new tricks as he takes us through the future of Search and Pay Per Click. We all learned this 15+ years ago and it served us well at the time. Some of us are still doing what we were originally taught! Despite the fact that Google has changed the game 37 times since then! Joel will show us strategies that work using several in-depth case studies to show us what’s possible with Search and PPC today – in 2018. Joel and his team are doing some exceptional work in true engagement using Search, PPC and smart Online REVIEW programs.
2:45 Who is Responsible for Driving Trust in Media and Marketing? A chat with Ted Boyd, Phillip Crawley and Joan Brehl. For the past 25 years, digital innovations have continually changed the media landscape. Marketers invest to reach the right consumers at the right time, while publishers engage those consumers with quality content. But at the same time, the industry has lost billions annually to digital advertising fraud. There is a real need for better business practices to drive trust with the consumers marketers want to reach across digital platforms. Is 2019 the year when trust and transparency will finally restore confidence in the digital advertising system?
AAM’s Joan Brehl will lead a discussion with Phillip Crawley, Publisher and CEO of The Globe and Mail, and Ted Boyd, CEO of Current International, about bold new ways for marketers to improve return on their media investments. The group will discuss why it’s crucial for marketers to drive media assurance and how accountability in advertising ultimately supports accountability in journalism.
3:45 Closing Remarks