The Masterclasses are one of, if not the most popular activity at the OMR Festival each year. These 90-minute seminars give attendees a chance to go into depth on a range of current marketing topics and acquire a great deal of actionable insights. After we had to cancel OMR20, we explored how to best offer the Masterclasses digitally. We think you’ll be happy with the result: This year’s Masterclasses will take place on June 17 & 18 and won’t cost you a thing! To take part, all you need is a laptop, tablet or smartphone. Today, we’re showing you how to sign up and unveiling the first wave of Masterclasses.
How to attend a Digital Masterclass: The first thing you need to do is get your hands on a ticket—which is 100% free. Step two is to apply for a spot in one of the Masterclasses you want to attend—you may apply to attend a total of 8 Masterclasses per day (there are also only 8 time slots). Before you apply, be sure to take a closer look at the timetable and make sure none of the classes overlap with each other. Since attendees will have the option of asking questions via chat in each seminar, spots are limited. Therefore, please be aware that there is no guarantee that you will be selected to attend the Masterclass you apply for. The application phase ends June 10, 2020.
A little something extra: During the lunch break on June 17, OMR founder and CEO Philipp Westermeyer will present his Stage of the German Internet keynote, which he would have held on the Conference Stage in front of 7000 at the OMR Festival. This year, he’s giving it digitally. Enough about the organizational details. Here’s the first wave of Digital Masterclasses you can apply to – you can find the complete timetable here.
Stories beyond e-commerce” – Connecting Customers with Brands on Amazon
Wednesday, June 17, 9:00 am – 10:00 am
“Stories beyond e-commerce” – Connecting customers with brands on Amazon’s devices, services and stores”.Believe it or not. every brand has a story to tell, a story that will not only engage, educate and delight customers, one that can also create an emotional bond with a brand, a product or service and forge a relationship that can last longer than the one purchase. Moe will take his audience on a journey to showcase how Amazon advertising has successfully helped brands connect with their customers, and the power of creating relevant and data-driven brand stories.
It’s first-party time! Preparing for a post 3rd party cookie world
Wednesday, June 17, 9:00 am – 10:00 am
This year, Google announced plans to phase out third-party cookies by 2022. This news, along with several upcoming regulatory changes, is set to lead to a significant impact on the industry. However, these changes do not signal – as some publications suggest – the end of digital marketing and programmatic advertising as we know it. Join us at our Masterclass as CTO, Jakob Bak, takes us through what some of these changes are, how the industry is already adapting, and why programmatic advertising will continue to be the innovative, data-led form of digital marketing that it is today.
Creativity & strategy for healthy brands
Wednesday, June 17, 11:00 am – 12:00 pm
This masterclass will take you through a journey around the branding ecosystem. We will revisit its key elements and talk about the roles that strategy and creativity play to keep your brand healthy. We will discuss how the current global health crisis permeates the branding universe, by observing human behaviour and giving you tips and examples of brand adaptations. Last but not least, we will share some of our best methodologies and techniques to keep your brand in check and set-up for the new-normal. You will leave with a collection of design thinking secrets condensed into three different activities to adapt and apply to your own brand.
The Marketing Analytics Evolution: How Data-Driven is Your Organization?
Wednesday, June, 2:00 pm – 3:00 pm
Making better and faster decisions with data is becoming mission-critical for marketing organizations. And with new technologies and channels popping up every day, marketers must adapt and evolve their analytics strategies, skills, and data solutions to stay competitive. So, whether your marketing team is crawling, walking or running with data, it’s important to know how your analytics are working toward success today in order to progress tomorrow. We want to help you answer the question where you stand on the journey towards a data-driven organization and give you an insight into how Tableau and our customers are using data to drive their marketing business every single day.
Wrong answers about your brand are never acceptable — now more than ever.
Wednesday, June 17, 2:00 pm – 3:00 pm
Wrong answers about your brand — either on your website or search platforms — cost you business on any given day — and right now, wrong answers could cost lives. Modern AI services like Google and Alexa have trained us to expect an accurate answer whenever we ask a question. Consumers are asking questions about your brand every single day, and given the pandemic’s impact on how our society functions at every level, they are asking more questions than ever (including many surprising new ones). In other words, search matters tremendously, both for nurturing positive brand awareness and delivering exceptional customer service experiences. But our research has found that 82% of information about Fortune 500 brands comes from unverified sources. So who’s answering your customers’ questions? Odds are, not you. At least, not yet. Wendi Sturgis, Yext’s CEO for Europe, explains in detail how brands can use natural language understanding to put verified answers, optimized for conversion, right in their website’s search results and find out what people are searching for — and how to continually listen and effortlessly update your ability to provide accurate answers to all your customers’ questions.
The Cookieless Future and the Rise of Customer Data Platforms
Wednesday, June 17, 4:00 pm – 5:00 pm
Now that the third-party cookie is crumbling and consumer privacy is paramount, what is the future of established data and audience strategies? There is more data than ever before that intelligent marketers can use. The combination of anonymous and known e.g. first-party data with the help of Real Time Interaction Management is necessary to provide consumers with a consistent experience across all channels. We show you how DMP & CRM data is merged and that the elimination of cookies offers a chance to communicate more personal and relevant with the recipients of your messages. Following Martins’s talk he will discuss CRM approaches with CRM expert Alexander Seiler.
Accelerating Agency Workflows with Dropbox
Thursday, June 18, 9:00 am – 10:00 am
Keeping your creativity and campaigns flowing when you are locked down is tough. Discover how you can design your agencies workflows to collaborate with the best talent and dream clients in the world, from anywhere. And hear from leading innovators in this space as Media Agency Exposure on how they have redesigned the way their creatives are building their campaigns from home while keeping the usual high degree of passion and quality in flow. Join Dropbox’s Director of Media, Andy Wilson and Exposure to discover the techniques and solutions that media companies across the world are taking to ensure their stories keep flowing.
How Marketing Drives Revenue in the Age of ‘Near Me’ Search. Become a local champion by boosting your business with local Ads
Thursday, June 18, 10:00 am – 11:00 am
The past few months have revealed just how essential a strong online presence is for offline sales. Not only to provide existing customers with current information, but also to win new ones. 50% of all online searches are ‘Near Me’ searches – mobile phone searches with local intent. 80% of these people are looking for solutions instead of business names and almost all of them let online reviews influence their decision to buy significantly. Gregor Fan-Plath and Norman Rohr guide you through the most important trends currently revolutionising the local market and explain how you can turn ‘Near Me’ seekers into customers with minimal effort and maximum profit using local ads.
Search in a changing world – how to adapt to the new paradigm.
Thursday, June 18, 11:00 pm – 12:00 pm
While Covid-19 has changed the world in many ways, for search marketers, a paradigm shift has already been underway – one which has the power to transform the web as we know it. In this masterclass, Ric Rodriguez, SEO Consultant at Yext, will present the changing landscape in search, the key trends behind it and, in conversation with Guido Weber, Head of Sales & Trade Marketing at Vodafone, discuss how major brands are adapting to succeed both now – and in the future. Whether you’re new to search marketing – or a veteran, looking to expand your knowledge – this is not a session to miss!
Why your media efficiency assumptions are wrong and how we can prove it.
Thursday, June 18, 11:00 am – 12:00 am
Advertisers have spent years deploying their marketing budgets using a blend of what they ‘know’ works and what ‘seems’ right. Whilst many choose to use ‘first’ or ‘last’ click methods to make decisions, those incorporating machine learning are growing their sales whilst lowering their costs by understanding exactly where that value is created. In a post-COVID world, more digital inventory will be created than ever before; old assumptions are being challenged daily. It will become even more crucial for advertisers to sift through their response data and assess exactly where to invest their marketing budgets and to what degree. I’ll share how advertisers have used this approach using real client data and scenarios.
Getting The Basics Right: How Bosch Powertools is Driving Digital Transformation and Personalisation With a Strong Data Foundation
Thursday, June 18, 1:00 pm – 2:00 pm
In a hyper-competitive and cross-device world, consumer expectations for omnichannel experiences have put increasing pressure on brands to utilize their customer data well. Yet, it can be a challenge to collect data from multiple technologies and touchpoints to produce a unified data set on every customer. But these become the necessary foundation for driving and delivering meaningful and consistent CX. Join us as we discuss how Bosch Powertools built their data foundation to deliver personalized experiences and increase engagement. Learn how to: – Collect and unify data across channels in real-time – Leverage data to build stronger customer relationships – Deliver more timely and targeted messaging and better digital experiences.
Mastering Mobile Marketing in a Connected World
Thursday, June 18, 1:00 pm – 2:00 pm
In today’s fast-paced landscape, customer behaviors and expectations are constantly changing. Over the last several years, our world has become more connected than ever, with more than half the global population active online. To keep up, brands must meet consumers in the moment. With 2.3 billion people engaging with brands from their mobiles, it’s critical for brands to create value through personalized, memorable conversations with their customers. To do this, brands need to be able to act on the insights from their users’ data. In this presentation, we’ll set you up with everything you need to succeed from the start.
Reach and Engage Relevant Audiences for Your Brands with Amazon DSP
Thursday, June 18, 2:00 pm – 3:00 pm
“Reach and Engage Relevant Audiences for Your Brands with Amazon DSP” – a deep dive into the tools and insights within the Amazon DSP helping advertisers to optimise audience reach, engagement and efficiency. This session includes a brief overview of the changing role of the CMO and how the Amazon DSP can support their changing objectives, followed by a deeper dive into key differentiators such as exclusive Amazon audiences, reach across devices and formats, and unique and comprehensive supply sources, to help illustrate how marketers can target relevant audiences at scale and deliver improvements to campaign engagement, efficiency and performance, and finishing with some insight into the Amazon DSP product feature roadmap for 2020.
Putting 1-to-1 Personalization into Action to Drive Better Customer Experiences
Thursday, June 18, 3:00 pm – 4:00 pm
Personalizing experiences across channels – website, mobile, email, adtech, call center, in-store/branch, etc. – has become a priority for marketers in nearly every industry. According to Evergage’s 2020 Trends in Personalization Survey, 97% of marketers using personalization report a measurable lift in results. But in such a rapidly changing business landscape, how are companies keeping up with these expectations? In this masterclass with Karl Wirth, VP of Product Management for Salesforce Interaction Studio, you will learn how leading companies are leveraging in-depth customer data and sophisticated machine learning to create seamless, relevant 1-to-1 experiences across touchpoints and in real time.