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Workshops/Opening – September 4 | Sessions – September 5 | Sessions – September 6
PROGRAM
Don’t Bore Me: How Kraft Foods Mines Consumer Insights to Create Content that’s Always Spot On, Right Now, and Never Ever Boring
September 5th – 10:30am
Companies are flocking to content marketing because they believe it gives them a leg up in the attention economy, but using a content-led approach isn’t enough to break through the media morass or stop consumers from clicking away, fast forwarding or zoning out. Great content marketing combines spot-on insights, a strong sense of value-exchange, and distribution channels that maximize relationship while minimizing media costs. Effective content must be captivating, meaningful, timely and sought after. And most importantly – effective content is never ever boring.
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SPEAKER
Julie Fleischer
Director, CRM Content Strategy, Kraft Foods
Julie Fleischer is the Director of CRM for Kraft Foods. She oversees an industry leading multi-media platform across web, email, mobile, print and social, that connects with millions of consumers weekly in four languages with 100% custom content.
Julie believes that permission-based marketing that is content-focused is the key to creating enduring, loyal brand relationships with consumers, which creates economic value for corporations and content strategy, activation and an understanding of the dynamics of social engagement are the critical skillsets for today’s top marketers. Follow Julie on Twitter @jfly.
