North America Agenda 2022

When it comes to understanding trends, it’s far more about coming to grips with the movement of conversations versus snapshots in time. Learn best practices on how to identify trending topics of conversation, find emerging niche areas of the market, and identify which companies are already playing in those market areas.

Using a large beverage company who wanted to analyze trends in the Cannabis-infused beverage category as our example, you’ll learn how to:

• Identify unmet market segments and consumer needs that may represent an opportunity for new products
• Uncover what consumers are really interested in and distinguish between longer-term trends and fads
• Gain competitive intelligence to perform additional research so that the company can find differentiators and track competitors over time

• Reviewing social platforms new and old and the opportunities available for marketers.
• The challenges marketers will face in 2022 in social strategies and how to overcome them.
• How marketers can harness learning from the pandemic to empower engagement strategies.

• People are emerging from the pandemic with greater expectations about life and work, more awareness of social issues and an enhanced appreciation for the ability of technology to connect us closer with one another and with brands. Amidst these cultural shifts, we’ll talk about how people and culture increasingly expect marketers to find novel ways to entertain, provide utility and forge authentic connections. They’re over technical one-offs and gimmicks, and ready for the rebirth of big ideas. People are hungry for bold, insightful creative advertising that taps into today’s societal changes and technological innovations to deliver real value. 

We’ll talk about the five big creative behaviors we see driving breakthrough big ideas for the next year:

1. Empower the crowd
2. Elevate unheard stories
3. Shop the moment
4. Solve it IRL
5. Unlock the you-verse

Takeaways: 

1. Learn the five creative behaviors driving breakthrough ideas for the near future
2. Get inspired from some killer creative campaigns run on Meta Platforms 
3. Leave with an understanding of how to push your thinking from mobile to the metaverse

• Consumer privacy in 2022
• Impact on digital marketing
• Strategies to navigate in this new sphere

• Exploring the importance of customer-centric approaches to strategies in marketing and remaining relevant to your customers
• How to truly understand your customers with insights & data-driven approaches
• Reviewing the importance for brands to be transparent about data, their processes and how it affects the end-user
• The impact wider afield – marketing, sales, product, and insights departments

Gaming & entertainment fandoms are some of the most sought-after audiences, but also some of the most polarized and opinionated. In this presentation, gnet will share how Pulsar can be used to decode social conversation by identifying audience insights that fuel more engaging entertainment marketing campaigns.

gnet is a Keywords Studios creative agency based in Los Angeles, responsible for the development and production of award-winning creative for Xbox, Activision, Netflix, and other major entertainment brands.

Pulsar is an audience intelligence platform that enables some of the largest brands and platforms within media and entertainment, such as Twitch, TikTok and NBC to understand audience segmentation and trends.

What is your strategy to re-engage with your audience? To enhance your content strategy, you’ll need a deeper understanding of your consumers. That’s where consumer and market intelligence come in. TikTok, Twitter and Instagram can all provide the consumer insights you need to jumpstart your content.

Hear from Mike Baglietto, Global Head of Market Intelligence at NetBase Quid about using TikTok, Twitter and Instagram to take a data-driven approach to consumer and market intelligence and discover insights and identify critical trends. You’ll find out:

• How to use emerging social trends to inform your strategy
• What to look for from key audience segments and their interests
• How to use popular organic content to inform your media strategy

• • experiences online and beyond
  • Reviewing the next big trends
  • The impact of  “Social Commerce”
  • Technology how to drive your omnichannel strategies forward

• Reviewing the relationship and impact of SEO & Influencer marketing can benefit each other
• Amplifying your campaigns and being integrated across channels to reach wider audiences
• The insights & data SEO providers to support future campaigns and influencer targeting.

• The evolution of influencer marketing – from traditional product placement to the power of storytelling.
• What integration of influence means and why it’s reshaping influencer marketing strategies as we know.
• From co-creativity to amplification, discover the secrets of successful integrated influencer marketing campaigns.

• Why long-term relationships with influencers can harness future growth opportunities
• Authenticity, brand loyalty, high-quality content, and long-term value – the magic formula for success?
• Exploring the key role of big data and analytics for increase efficiency

The rules have changed. Take everything you know about influencer marketing and throw it out the window. Danny Desatnik, #paid’s creator initiatives manager and Reza Mousavi, a creator with over 400k+ followers on TikTok break down the change and talk about how brands can win in the next 12 months.

The next evolution in content marketing is here, and marketers aren’t in charge. Customers are. Instead of moving through a traditional linear funnel, or engaging in a looping decision journey, customers are choosing their own adventure, charting their own path across all channels. As marketers, we must think several steps ahead of customers and prepare content that delivers the right message, no matter which path they stumble upon.

In this session, we’ll explore the new rules of creating a content strategy when every interaction relies on content, every channel is a touch-point, and every person is on their own journey.

Session Key Takeaways:

• Metrics and measurement across channels and throughout the buyer’s journey
• Real-world examples of companies taking an integrated approach to content strategy

The mantra of ‘growth at any cost’ is over (at least for now). In this session we’ll cover some of the most impactful (and costly) learnings we had while scaling a SaaS startup to Unicorn and then decacorn status in under three years. We’ll also share an operational framework that you can use to maximize your impact in the business. Some of the topics that we’ll cover include:

• • When “moving fast and breaking things” isn’t always the best approach
  • The importance of the “feedback flywheel” in a team of high performers
  • The necessity of sales + marketing alignment when crossing the chasm
  • The case for “rip and replace” when bandaids don’t stop the bleeding
  • The role of integrated marketing, in a world of channel experts

Brands are transitioning their influencer marketing from chasing after vanity metrics to achieving real ROI through sales and from working with “outsider” influencers to establishing brand ambassador programs. While there is still a need in many cases to generate brand awareness for our brand in social media, how do we piece together all of these different types of influencer marketing campaigns into a cohesive manageable program that also allows us to get the greatest return on our investment? The answer is through taking a funnel approach to influencer marketing. Join Neal Schaffer, Brand Ambassador for Klear, on a refreshing look at influencer marketing ROI and how to pivot your program for better success in 2023.