Digital Marketing: A Holistic View of Campaign Management, Lead Cultivation, and Social Analytics Technology

Wednesday November 16, 9.00 am – 12.00 noon

Marketing practitioners manage ongoing email, web, mobile, social media, and still even print marketing campaigns. Each of these areas used to include a particular technology that was purchased and implemented separately, such as web content management, campaign management, analytics, digital asset management, and others. Now, there are suites of tools that can manage all of these processes. But how do you select the right one, or mix of technologies, that will help you to accomplish your marketing objectives?

In this fast-paced workshop, you'll get a deep dive into the gamut of technologies for digital marketing. Specifically, the session will provide a methodology for mapping your business needs to an array of marketing technology alternatives, as well as a roadmap for evaluating digital marketing technology vendors. We'll walk you through the marketplace of solutions for mobile, social media marketing, and email automation technology - so you get a good sense of what you have to choose from.

Key takeaways will include:

  • Digital marketing technology: what are the tools, and what do they really do?
  • A critical, high-level overview of digital marketing solution providers
  • Picking the best product based on marketing use-case scenarios
  • Hints and tips on selecting a digital marketing product for your organization
  • Overcoming the daunting prospect of selection - how to narrow down your list of vendors to evaluate

Tutorial Leader

Theresa Regli is a marketing and branding technology analyst, strategist, author and market watcher with 20 years of IT industry experience. As principal and managing partner with Real Story Group, she acts as a vehement anti-hype technology skeptic and buyer's advocate, ensuring organizations don't make poor technology choices, or over-spend on what they need to make their digital goals a reality. Theresa has deep expertise in the consumer product goods, publishing, retail, financial, cultural heritage, and ad agency industries, and is the primary author of Real Story Group's 600+ page Digital & Media Asset Management Report, the definitive guide to the DAM industry and marketplace.

Theresa's advisory clients include CMOs, CIOs, CTOs, Innovation Directors, and global technology implementation teams from Novartis, Macy's, Procter & Gamble, Shell, Ubisoft, IKEA, CapitalOne, Unilever, Oppenheimer Funds, Christie's, Sesame Workshop, The University of Pennsylvania, Havas Worldwide, The British Museum, Mettler-Toledo, Net-a-Porter, and the Council on Foreign Relations.


This tutorial opended my eyes to a new technology market I was previously unaware of and helped me to understand the maturity level of this new market
Krisitina Herz, Royal Botanic Gardens, Kew

This was a very good overview of what you coud expect from Digital Marketing Tools / Technologies
Eric Pieters, Amplexor NV

Good Introduction to Digital Marketing Technologies for beginners
Vanessa Brown,  Marks and Spencer



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