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Blend Data and Creativity to Create Experience-Driven, Human-First Engagement at #SMWNYC

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Browse the current agenda and be sure to bookmark these sessions as you map out your conference itinerary.

All sessions from #SMWONE, our four-week virtual conference program, are now available on-demand.


It’s been said that data is the new oil. As it turns out, it can be a powerful fuel for creativity, too. As we look ahead to a new decade of trends, innovations, and platform updates, embracing the ‘shiny new objects’ without losing the emotional core of your brand story will be integral in driving business but also how we as a society will advance through positive and meaningful experiences.

During #SMWNYC, we’re diving into this topic with several key leaders in the space who will share their success stories, lessons learned, and best practices we can implement immediately.

The sessions below are just a small sample of what we have programmed to help us explore the power and importance of blending humanity and data as a fundamental strategy for bringing humanity back to marketing.

👁 Restoring the Soul of Business: A Conversation with Rishad Tobaccowala

Over the past several years our industry has prioritized the measurable, the numeric, and the algorithmic at the expense of gaining virality and securing engagement metrics. But where has the human side of the equation gone?

Join top five marketing innovator and author of “Restoring the Soul of Business: Staying Human in the Age of Data,” Rishad Tobaccowala as he aims to address this question. He’ll be joined by long-time mentee and Global Chief Innovation Officer at R/GA, Saneel Radia, to outline actionable ways marketers can take reshape their strategies to balance digital tools and creative experiences grounded by humanity.

🚀 How Hulu Helps DTC Brands Stream to Success

DTC companies continue to make big plashes across digital, TV and print cementing their role as a key competitor in the retail industry. In 2019 average ad spend by DTC brands was up 50 percent year-over-year. As they look ahead to 2020, they are tasked with taking their playbooks to an even higher level in order to stay relevant and avoid a revenue wall.

In this session, Michaela Giovengo, Head of Performance Marketing at Hulu, will lead a panel offering best practices for leveraging social to reach audiences in emerging, dynamic environments with tactics that take creativity and data equally into account.

🎞 Little Resources, Big Results: How to Make an Impact with Video

By 2022, online videos will make up more than 82 percent of all consumer internet traffic — 15x higher than it was in 2017. For digital marketers, this means establishing strategies for a shorter shelf life of assets, an increased need for better, more frequent creative, and finding unique ways of capturing attention in a noisy landscape. How can the balance between finite resources and maximum effectiveness be achieved?

For tips and practices you’ll need to know, hear from Vimeo’s Harris Beber and in-house social media expert Suze Kaufman about using technology and data to empower video content catered to today’s short attention spans.

💥 After The Fall: Marketing In the Post Attention Era

In an age of “infinite media” time is now defined as a crucial investment. As such, attention is the world’s, and every individual’s most valuable resource and requires us as marketers taking a big step back into the true meaning behind our content and whether their purpose aligns with our audiences.

Learn from Mathew Sweezey, Director of Marketing Insights at Salesforce, as he uses data to reveal why context is the foundation of marketing today and how it plays an important role in establishing a deeper connection to your brand beyond your product or service.

There’s still time to join us at the Sheraton Times Square this May (5-7). Browse the full agenda and secure your pass online today for a discount off the walkup price.

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