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Chicago 2016

Opening keynote - How to use insight, content and digital to activate, engage and transform your audiences

Over 60% of commercial messages are avoided by people who simply turn their heads. Seventy percent of apps downloaded will be used less than 10 times.

Whether you’re in CPG, apparel, food or digital, businesses in every vertical share a single, dirty little secret of: our customers are disengaged.

You can buy new users. But you cannot buy engagement. There’s no amount of advertising trickery that can make people to return to your site over and over again, use your app everyday, make repeat purchases and spread the word about your product, for a lifetime.

But there are brands and products that have figured out a new, insight-driven path beyond the tired old story of companies begging customers for just one second of their valuable attention. Brands like MyFitnessPal, Pinterest, Slack and Airbnb have figured out how to engage in wild, lifelong two-way love affairs with their customers, while the rest of the marketplace struggles to build brand love and achieve increasingly critical engagement goals.

MyFitnessPal’s former VP of Marketing, Tara-Nicholle Nelson, will share a replicable method and micro case studies revealing how you can use insight, real-time listening, the science of behavior change and predictive data science to:

  • Shift your digital and content marketing focus to the people you serve from the product you market
  • Map the relevant piece of your audience’s real-life experience of trying to be healthier, wealthier and wiser using a method that reveals clear direction for your digital, content and marketing programs
  • Create and deliver content and media that triggers their existing dreams and aspirations, then reaches them in critical moments along their journey
  • Develop a clear roadmap for engagement marketing that will spark a two-way love affair between your company and your customer

Tara-Nicholle Nelson

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