Daniel Incandela, Vice President, Brand & Digital Marketing, Return Path – Yin and Yang: Brand Marketing and Demand Generation
Brand marketing and demand generation are often managed independently, in separate parts of a marketing organization. Modern marketing requires a blending of these approaches to create a comprehensive strategy that is nimble enough to survive—and even thrive—in a constantly changing landscape. Learn how the ying and yang of marketing can create a great customer experience.
Steven Clough, Founder and President, AVO – The Science of Marketing
Everyone seems to be a self-proclaimed “guru” these days. Whether it’s on social media, advertising, or sales, people are quick to share their tips and best practices, yet strongly spoken opinions frequently trump fact and the standards for valid research have slipped to a fraction above fiction. The result is a white noise of conflicting ideas, inaccurate theories, and bad approaches.
To help decipher fact from fiction, behavioral economist Steven Clough will explore the consumer mind through some highly accredited clinical research, dissecting some common marketing “best practices” with a scientific lens to see which ones stand up and which ones fall apart. Learn what affects attention, how to break through the clutter, how human memory works, what makes memorable brands, and how we actually make decisions. These studies in neurology, psychology, biology, and sociology can add meaningful direction to your marketing and sales. It might just change everything you thought you knew about your customers.