Schedule Viewer 2023
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The 2024 CMWorld Agenda is coming soon! Below you’ll find the 2023 Agenda including topics, speakers, and tracks. Check back soon for 2024 speaker and schedule announcements.

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

Note that rooms do fill up and seating is first come, first serve, so arrive early to sessions that you would like to attend.

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Putting minorities in the lead rather than an after-thought

Sally Bock  (Sr. Director, Marketing, Fred Hutchinson Cancer Center)

Norberto Zylberberg  (Founder and Chief Creative, Socialisssima)

Location: Room 146C

Date: Thursday, September 28

Time: 11:05 am - 11:45 am

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2C

Session Type: Session

Track: Purposeful Marketing

Vault Recording: TBD

Audience Level: Intermediate

Marketing to diverse audiences goes deeper than casting Blacks, Latinos or LGBTQ+ people. Learn how to build and grow lasting relationships with minority consumers through content that is meaningful and responsive. In this session, we will explain what we have learned regarding minorities and their positive engagement in social impact marketing. The questions we will tackle will include:

- If trust is earned, how can marketers communicate with audiences who historically haven't found them trustworthy?

- Are the interests of minorities in the minority of US consumer opinion?

- Could putting minorities first build meaningful engagement that moves the general population?

Takeaway

  • Learn how to build real insight into minorities' interests to drive a coherent strategy
  • Using data and listening, you can deepen relationships across channels and expand your audience reach
  • How to respond in an always-on media environment without losing precision in your messages
  • How to balance media investment, data, creative assets and budget to achieve your goals