Global Digital Solutions And Connecting Socially With The World

Megan Kessler, Event Director, Luxury Interactive 2014

Pinterest is the social tool that has the most direct capability to lead back to your eCommerce site. Yes, it does take time to curate, but in an image-filled world, your consumers can browse and be inspired easily. And now Pinterest has the capabilities to alert the pinners if information has changed on a given product, making them more inclined to buy. The experts on this panel teach you ways to build your boards for consumers to buy: Panel discussion areas include:

• Building your brand’s strategic voice on your inspiration board

• Tips to create buzz around your board to have re-pins spread your brand images

• The importance of hi-res photography and inspiration images on Pinterest to convert customers to your eCommerce site

• Monetizing your pinning efforts: is it a true direct link to your eCommerce site?

• Investing in Sponsored Pins: What you need for top exposure

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The game has changed for retailers and brands online. Forget the funnel—consumers now forge their own unique discovery path through innumerable digital channels. In the midst of digital disruption, brands are looking to regain control of the discovery experience.

However, legacy commerce sites don’t meet the expectations of today’s consumer. The “shop button” era has come to a close. Brands can no longer provide separate discovery and purchase experiences, fueled by separate marketing and merchandising teams and information silos. To remain competitive, brands need to deliver unified and engaging content, commerce, and social experiences. To do this, organizations must transform roles, responsibilities, and enabling technologies to get rid of silos and disjointed digital experiences. Join this panel to learn best practices from your peers about:
• How to bring your brand to life by combining content and commerce
• Best practices for socially-integrated experiences that convert
• How to use content personalization to drive loyalty

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Enjoy your mimosas!

Smoothly navigating the racing social waters requires choosing and optimizing the best platforms for your marketing objectives. Smart marketers are finding the next big thing and making the most of existing platforms. The dynamic new media world requires agile strategies and utilizing platforms’ unique infrastructure, growth hacks and SEO to create a humanized, authentic brand experience.
• Global vs local: how to have a cohesive global message by using local channels and tailored content
• Think like a startup: using analytics to make smart decisions
• Building cross-platform customer loyalty: tactics for initiating new customers, maintaining engagement & encouraging participation
• A holistic approach to social strategy: utilizing social for sales, marketing, customer service, international efforts, hr, pr, events, etc.

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These interactive sessions are your opportunity to take a deep dive into the topics that were presented earlier in the day. Each attendee has the opportunity to join two discussions during this timeframe:

1. Navigating Social Media Waters
Buffy Sash, CMO, Alice Olivia
Kate Greer, Director of Global Integrated Marketing, Alice Olivia

2. An Ecommerce Platform Does Not Guarantee A Great Customer Experience
Robert Redmond , Sr. Account Executive, CDNetworks

3. Attribution Modeling: Deciphering Which Channel Gets The Sale Credit
Debbie Johnsen, Director, Interactive Marketing, The Leading Hotels of the World

4. Borderless Digital Marketing Opens The Door Of The Global Market For Luxury/Fashion Brands…Is It That Simple?
Jean Marc Rejaud, Professor Advertising and Marketing Communications, The Fashion Institute of Technology

5. High Net Worth Individuals In BRIC-dom: Facts And Myths About Their Consumption Of Luxury
Thomaï Serdari, Director of Research & Adjunct Associate Professor, New York University, Leonard N. Stern School of Business

6. The Global Chinese Luxury Consumer: Opportunities & Pitfalls
Avery Booker, Partner, China Luxury Advisors

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Megan Kessler, Event Director, Luxury Interactive 2014

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In an atmosphere where your eCommerce site and digital channels are living and ever-evolving, you need a team that is all-hands on deck. Silos are now broken—so how do you decipher who is responsible for what? And moreover, who pays for it, and how are the results shared? The experts on this panel will share their answers to these questions, to help you:
• Build integrated marketing programs across digital channels
• Align budgets and concepts across departments for:
o Digital advertising
o Social media
o Website
o Marketing
• Agree as a team goals and metrics, and how to share the data collected in a central area

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Moving from last-click attribution to Multi-Channel Attribution Modeling continues to be an ongoing challenge for many eCommerce marketers. Best practices for developing actionable attribution models to determine a channel’s true ROI are still emerging. It is crucial for brands to be confident in their data to properly gain insights and make educated decisions on media spend based on these results. • Setting rules to determine how credit for sales are assigned to touchpoints in conversion paths • Tools available for attribution analysis • Determining which touchpoints are most valuable to your business • Re-allocating media spend based on the total value of each channel and ROI

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Without a doubt, bloggers now influence the way you build your digital efforts. By recognizing the “successful” bloggers, you can make them your advocate, who in turn influences a various audience. Moreover, bloggers are now more apt to work with you and promote your eCommerce site. The executives on this panel have struck successful relationships with the top online influencers, will share how they are:
• Building blogger relationships and understanding their editorial calendar
• Taking a piece of the blogger shared voice community—how to keep the promotions authentic
• Figuring out how to track who is saying what about your brand—and how to respond to negative press
• Connecting with influencers socially—free PR or a time waster?

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Enjoy delicious rosé and fresh strawberries!

The major emergence of digital capabilities and digital marketing across the globe is adding a very powerful tool to the marketing communications mix, that brands can use to expand their global reach and business. Furthermore, the borderless nature of digital opens “automatically” the global markets to an even larger set of brands, increasing consumer choices and competition. While clearly increasing the opportunities for global business, digital marketing is also amplifying the challenges for engaging effective global marketing strategies.
• Multiple platforms, multiple cultures, multiple digital consumptions habits, multiple logistics maturities, etc.. across countries justify adaptation and a stepped approach
• Key challenges associated with implementing Digital Marketing strategies globally for fashion/ luxury brands are not new but they are amplified
• What Digital Marketing presence models to use for global expansion
• How to assess the effectiveness of your Global Digital Marketing presence

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The breakneck rise of China’s luxury market over the past five years, powered by the country’s newly wealthy consumer class, has brought unprecedented opportunity for the world’s top brands. But amid a crackdown on luxury spending and gift-giving among government officials launched in 2013, the double-digit growth seen in the domestic market in recent years has plummeted. However, luxury spending among China’s new generation of outbound travelers continues to boom, making Chinese tourist-shoppers a critical demographic for retailers in Paris, London, New York, and elsewhere. The gap between domestic and outbound spending has arguably never been greater, presenting brands with major challenges in what is inarguably one of the world’s most important luxury markets. In this presentation, Avery addresses the concerns of the changing tides of China’s now-global luxury market, with topics such as:
• What does this dichotomy mean for brands’ on- and offline marketing strategies, and where should they direct their effort and investment – within China or to Chinese shoppers worldwide? And how should they do it?
• With the domestic market in a state of flux, should brands continue their “big-box store” strategy in first- and second-tier cities, or go primarily digital, using e-commerce to tap inland demand?
• Key social media trends, such as the rapid rise of WeChat and decline of Weibo, and what it means for long-term digital strategy. Should brands take a multi-channel approach or focus effort and investment on just one popular platform?

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