Look forward to a superb program at Content Marketing Masters 2018.
Attractive sessions of content marketing experts are waiting for you at the conference! There will also be the possibility to switch anytime between two parallel lecture tracks.
As soon as the first speakers and sessions are fixed, you will find them here on this page.
| Time | ||
| 08:00 - 09:00 | 08:00 - 09:00 Registration | |
| 09:00 - 09:15 | 09:00 - 09:15 Welcoming Adress | |
| 09:30 - 10:15 | 09:30 - 10:15#weilwirdichlieben: How the BVG succeeded in winning over the hearts of their customers Dr. Martell Beck | |
| 10:30 - 11:15 | ||
| 11:30 - 12:15 | ||
| 12:15 - 13:15 | 12:15 - 13:15 Lunch | |
| 13:15 - 14:00 | ||
| 14:15 - 15:00 | 14:15 - 15:00Strategic Content Marketing: From Marketing Instrument to Management Discipline Mirko Lange | |
| 15:00 - 15:30 | 15:00 - 15:30 Coffee Break | |
| 15:30 - 16:15 | ||
| 16:30 - 17:15 | ||
| Ab 17:15 | Ab 17:15 Drinks & Networking | |
The BVG is Germany’s largest regional public transport company. In 2017, over 1 billion customers used our service, which includes buses, metro, trams and ferries. Our aim was to improve the image of the BVG with the campaign "#weilwirdichlieben" as well as to increase the sympathy and strengthen the overall brand. If and how this goal was achieved, will be presented in this keynote.
The BVG is Germany’s largest regional public transport company. In 2017, over 1 billion customers used our service, which includes buses, metro, trams and ferries. Our aim was to improve the image of the BVG with the campaign "#weilwirdichlieben" as well as to increase the sympathy and strengthen the overall brand. If and how this goal was achieved, will be presented in this keynote.
Effective content marketing should be made like good whiskey. get access to potential and existing customers through four steps: cultivation, harvesting, distilling and maturing are four chapters you want to consider in modern marketing. Highly specialized mid-size companies have a big advantage, when they want to pro-fessionalize their marketing. Even small target groups are defined by their existing interest and can be addressed more easily. Unlike traditional marketing, modern B2B marketing on valuable content is much more effective. In this presentation you will get the key to the basic effects of Content Marketing in Business to Business. You'll learn why most companies still confuse content marketing with PR. And you'll see why medium-sized companies fail with modern marketing, even though they could be easily effective.
The tasks of marketing in companies have changed massively in recent years. Creative competence, content know-how, and digital understanding are in huge demand. The constant introduction of new platforms, the danger of negative digital feedback or the integration of CRM systems create new challenges for communicators every day. The solution is to apply the principles of "Campaign Algorithms": Campaigns integrating these principles (following the successful model of classical advertising) have a creative nucleus, and so are able to surprise, touch emotionally and convince the audience. However, they are also created with data and technological concepts across all online and offline channels and controlled in individual target group segments. Campaign Algorithms enable effective marketing that is further reaching than digital campaigns, more creative than performance campaigns, and more effective than classic campaigns. They are the lead agency model of the future.
Native advertising seems to have finally arrived in our marketing mix. But is it really so? How sure are we that we really do native advertising as it should be? This presentation is about getting to understand the best known three native advertising formats, their characteristics and their use in content marketing.
