14-15 March, 2017

ICM – International Congress Center Munich

Agenda

Download Full Agenda as a PDF file

Day 1 - Tuesday - 14 March, 2017

8.00 am

Registration and Coffee

8.30 am
Sessions are held in German.

SMX Orientation Meeting

First time at SMX? Get the scoop on accessing presentations, WiFi, power food, networking and great content. Plus you’ll meet part of the SMX team as well as other “first-timers” and start making connections before the show starts. Open to all attendees and speakers.
9.00 am
Sessions are held in English.

Opening and Keynote:

"Great Content" is Not Enough: Why Some Pieces Make the Leap While Others Languish in Obscurity

We've all visited amazing content on the web, shared it with our networks, bookmarked it, loved it, and used it, only to find that when we search for it in the future... it doesn't rank?! Supposedly, Google exists to reward precisely these types of great works, and yet, many times mediocrity and awfulness outranks the truly remarkable stuff. In this presentation, Rand will dig into why this happens, what separates ranking content from non-ranking content, and what we can learn about the SEO and marketing processes from these examples.
Moderator:

Alexander Holl, CEO, 121WATT

Speaker:

Rand Fishkin, Wizard of Moz, Moz

10.00 am

Coffee Break

10.30 am
Sessions are held in German.

Bootcamp

Search Engine Optimization and B2B: Strategic Solutions Instead of Gut Feeling

B2B companies face problems unknown to most B2C companies. Keyword research for niche topics is challenging. Generating meaningful analysis out of small search volume is very difficult. An international domain strategy must be thoroughly thought through and implementing international website structures is far from easy. So which best practices will help avoid these B2B problems? You have to have a plan! In this session we will discuss how to approach these challenges and problems strategically.
Speaker:

Markus Hövener, Managing Partner, suchradar

Thomas Kilian, Thoxan GmbH

Sessions are held in German.

SEO

Guide To The Changing Google SERPs

Does the always-changing Google search results page have your head spinning? Time to undo the diziness. In this session, we will guide you through all the latest changes and tests showing up on Google, with a particular eye to what trends may be emerging that advanced SEOs should be aware of.
Speaker:

Philipp Klöckner, External Search Consultant, Rocket Internet AG and others

Sessions are held in German.

Power of Google Featured Snippets

In the second part of this session we will zoom to the top spot in Google's search results and look at featured snippets, also known as "rich answers“. While nobody can tell you with 100% certainty how to get them, there are definitely some best practices to follow to attempt to grab this prime and highly coveted real estate, which can make a huge difference in driving quality traffic to your sites. Our speaker will present examples of featured snippets from across industries, explore several case studies and provide comprehensive SEO recommendations for getting Google to consider your content as a featured snippet for specific types of queries.
Speaker:

Astrid Kramer, jacobi&jacobi GmbH

Sessions are held in English.

PPC

PPC In A Cross-Device World – From Good to Great

Google AdWords and Bing Ads have been launching a lot of updates and more are to come.These changes offer new possibilities, but they also raise many questions for advertisers. What should should your PPC strategy look like in a a cross device world? Will expanded text ads, responsive display ads, and cross-device remarketing only increase your costs or will you see a significant growth in ROI? Is it about time to question your existing structures and adapt them? In this session, Brad Geddes will explore these new options and devise new strategies for taking advantage of these changes and Larry Kim, will give you some unique insights, why some AdWords account are so much more successful (=Unicorn) than others, and how you too, can lift yourself way beyond the average.
Speaker:

Brad Geddes, Founder, Certified Knowledge

Larry Kim, Founder, WordStream

Sessions are held in English.

Analytics & Data

Google Analytics Power-Reporting for SEO and SEM

Google Analytics reigns as a free, powerful platform for understanding the performance of your website(s). With the release of Universal Analytics, there are many new ways to take advantage of the data you are collecting to analyze and report on your AdWords performance. You can now cross-pollinate data from AdWords to Google Analytics and automate reporting in Google Drive through the Google Analytics API. With these new capabilities, you can create and share custom reports and dashboards with your teams, management and vendors. This session shows you how to connect the dots and take advantage of these powerful features.
Speaker:

Andrew Garberson, Manager of Search, Luna Metrics

Sessions are held in English.

Mobile / Locale

The Power Of Location

At a time when smartphones shape the consumer journey from dawn to dusk, there is one mission-critical piece of marketing information that has gone largely overlooked - location. Location data drives mobile consumers to your doorstep via maps, apps, directories, and search engines. It drives engagement on mobile devices. It drives greater performance and efficiency in digital and social advertising. Discover if you're fully leveraging the full power of location in this engaging session led by Jeff Rohrs, author of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers.
Speaker:

Jeffrey K. Rohrs, CMO, Author, AUDIENCE: Marketing in the Age of Subscribers, Fans &Followers, Yext

Sessions are held in German.

Trend Lounge

SEMY - The Best of the Best Present

The nominees of the Third German Search Marketing Award SEMY present themselves. Don't miss our elevator pitch session and meet the best of the best.
11.30 am

Session Change

11.35 am
Sessions are held in German.

Bootcamp

Customized Ads - Hands-On Creation and Implementation

Using customizers, AdWords ads can be adapted in real time, hence making them very attractive and highly relevant. And there are so many possibilities to use customizers to create dynamic ads: customized ads based on keywords on a big scale, using location-based elements, displaying real time information, and much more. At first glance this might seem complicated and only for the advanced search marketer. The reality is that ad customizers offer a huge potential that can be used with relatively little effort. In this session Martin Röttgerding will give guidelines on how to create, use, and launch dynamic build ads. He will also show concrete examples where you can and should use them. After you leave this session, dynamic ads will be a feature that you can use to supercharge your advertising campaigns.
Speaker:

Martin Röttgerding, Head of SEM, suchradar

Sessions are held in German.

SEO

The Truth, Nothing But the Truth: Announcing the End of the Most Persistent SEO Myths

Do 302 redirects produce link power? Or is this only the case with 301 redirects? Do canonicals have the same effect as 301 redirects? We know that Rank Brain is interpreting search queries. But maybe Rank Brain does much more, such as aggregating relevant ranking signals? Come to this session and learn from John Müller if the answer to these questions is True or False and what Google really thinks.
Speaker:

John Müller, Webmaster Trends Analyst, Google

Sessions are held in English.

PPC

Conquering Google Display, Gmail Ad Targeting & YouTube Ads

Not quite sure how to get the most out of all the targeting options for Google Display campaigns? Don't feel like you've mastered Gmail ads yet? You are not advertising on YouTube? About time you do! In this session, you'll learn how to target on the GDN with confidence, how to create targeted, relevant Gmail campaigns that click with users, and we will give you an overview of highly effective possibilities on YouTube such as TrueView Advertising and how to run influencer campaigns.
Speaker:

Aaron Levy, Manager of Client Strategy, Elite SEM

Colleen McCaskell, Paid Media Manager, Ambergreen Internet Marketing

Christian Tembrink, CEO, netspirits Online Marketing GmbH & Co. KG

Sessions are held in German.

Analytics & Data

Search Marketing Reports: Why your Data is Lying to You

Every day we make decisions, most of them unconscious, following gut feelings. Data Driven Marketing was meant to be the end of gut feelings and help us base decisions that carry financial risks on reliable data. But advanced search marketers know you can pick and choose from literally hundreds of retrospective reports that say what you want to hear. So did you ever ask yourself how reliable your data actually is? Do you always know on which data aggregation level you are when generating data from the Search Console (and why the data varies so much)? Do you trust your reports blindly and are you aware your data often is massively incomplete? In this session we look at the most common mistakes made in analysis and reporting. Come to this session and ensure that your next reports are truly data driven and help your company be more successful.
Speaker:

Felix Benz, Personalization Consultant, konversionsKRAFT (Web Arts AG)

Jens Fauldrath, Executive Partner, takevalue Consulting

Sessions are held in English.

Mobile / Locale

Why and How You Must Adopt a Mobile First Strategy Now

An increasing number of sites get 50% or more of their traffic from mobile devices. Mobile is no longer becoming important, mobile has become a significant ranking factor. And mobile devices drive a shift to voice search. Time to rethink you strategies. In this session Eric Enge, renowned digital marketing thought leader and Search Marketer of the Year at the 2016 Landy Awards at SMX East, will give you all the arguments on why you should design your mobile site before your desktop site, weather responsive or adaptive design is for you, how and why to play in the App space and how to leverage App deep linking.
Speaker:

Eric Enge, CEO, Stone Temple Consulting

Sessions are held in German.

Trend Lounge

SEMY - The Best of the Best

The nominees of the Third German Search Marketing Award SEMY present themselves. Don't miss our elevator pitch session and meet the best of the best.
12.30 pm

Lunch Break

1.45 pm
Sessions are held in English.

Keynote:

Making Attribution Happen

Attribution so very important - and difficult - for every company, no matter which branch, no matter what size. But the challenges for companies that are striving to manage their marketing channels efficiently are huge: intra-channel, cross-channel, cross-device and research online - purchase offline (ROPO). Which attribution should I choose, how can I test whether it works better than what I have right now? How can attribution be implemented not only based on transactions, but focused on the client's lifetime value? How does dynamic attribution work and what are the requirements? These are only some of the questions that every Online Marketer has to ask himself. Oliver Borm, Advanced Performance Lead for Google in EMEA, focusses on attribution, web analytics and testing. In this keynote he will share his view of the attribution challenges we all face, as well as his approach to an efficient solution to manage marketing channels.
Speaker:

Oliver Borm, Advanced Performance Lead, Google

2.40 pm

Session Change

2.45 pm
Sessions are held in English.

Bootcamp

Good Bye Penalties - 20 Link Building Stories that Will Save your Site

Wondering why your site suddenly disappeared from organic results? Want to prevent that from happening in the future? This session unearths link building worst practices that result in penalties, and shows you -- step-by-step -- how to avoid (or fix) them. You'll learn to identify what search engines consider manipulative behaviors that trigger penalties, including domain registration information, site structure, referring pages, and of course, improperly constructed links themselves.
Speaker:

Sha Menz, Lead Software Architect / Link Removal Specialist, rmoov.com

Sessions are held in English.

SEO

How the Search Console Will Make Your Life Much Easier

What does the Search Console say? This question should be asked by every SEO, every day. But only a handful of SEOs use the full potential offered by the Search Console. Time to change that! In this session Marcus Tandler will show you how to master five important SEO tasks that will save a lot of time. And after you have learned how to gain all that valuable data, including CTR, Larry Kim will show you how the CTR Data you gain will be your next traffic booster.
Speaker:

Larry Kim, Founder, WordStream

Marcus Tandler, OnPage.org

Sessions are held in German.

PPC

Only the Best Survive: AdWords Quality Assurance

Google AdWords offers innumerable optimization possibilities. That’s great on the one hand, but many things can go wrong, and for a long time without anybody noticing; payment methods don’t work anymore; ads show last year’s collection; targeted URLs lead to nowhere; budgets are exceeded; new competitors show up; remarketing lists are filled with wrong information – the potential for mistakes is huge. In addition, you really should be on top of all updates, to ensure you are not missing something important. Based on methods, checklists, scripts and tools you will learn how to secure top quality and avoid mistakes.
Speaker:

Oliver Zenglein, CEO, SEM Boutique

Sessions are held in German.

Analytics & Data

Google Tag Manager Hacks for Online Marketers

GTM is a such a useful tool, used by many to implement marketing tags and Google Analytics, and to integrate Tracking Pixels, such as Facebook or Google AdWords conversion cookies. But the Google Tag Manager can do so much more than standard tasks. In this session, we will show you how to integrate structured data, how to influence the Sitelinks Search Box and how to generate data that tells so much more than the bounce rate, like the search return rate of organic.
Speaker:

Jens Hinrichs, Head Of Technology / CTO, Carnect

Michael Janssen, Digital Analyst, Zedwoo

Sessions are held in German.

Mobile/Local

tba

Sessions are held in English.

Trend Lounge

Screw Best practice. Go beyond.

Best practice is boring. The e-commerce field is totally saturated with fierce competitors, all doing the same thing and, mostly, offering the same products. What are you doing to win the shopper’s attention? Join our workshop with product data experts Christian and Lena as they introduce three key ways that will help you create compelling product ads that break through the creative fatigue. Together they’ll explore the realms of cognitive commerce, compelling product images, as well as dynamic video ads. Calling all early adopters in performance marketing. This is some pretty innovative stuff not to be missed!
3.45 pm

Coffee Break

4.15 pm
Sessions are held in English.

Bootcamp

The Mobile Playbook Session

Nearly every year for the past decade has seen a significant rise in the volume of mobile search traffic, and now advertisers are seeing it overtake desktop volume across industries. Smart marketers know copying and pasting their desktop search campaigns is no longer a viable strategy; it's time to create a mobile specific strategy! In this session, Aaron Levy will explore how to build a sound mobile search strategy from the ground up. He will help you define personas at the outset and explore how their behavior differs in mobile relative to desktop. He'll use a breadth of data to show how a general mobile user tends to skew younger, more educated and more impulsive, and how you can use your own data to identify trends. Attendees will leave this session with a mobile playbook, empowering them to create a sound mobile strategy for their companies or clients.
Speaker:

Aaron Levy, Manager of Client Strategy, Elite SEM

Sessions are held in English.

SEO

The Next Era of SEO: a Guide to SEO Split-Testing

SEO has always been half a science and half an art. We all love to try out new ideas and try to understand what makes the search engines tick, but it has always required a fair amount of guesswork and trying to speculate what the latest news from Google really means. However, with new software libraries and better technologies it is now becoming easier than ever to run proper SEO-focused tests and, for the first time, actually measure the impact that each SEO change has on our site. Tom will talk about some of the experiments he has been running at Distilled, the things he has learned, and how you can start running experiments yourself.
Speaker:

Tom Anthony, Head of R&D, Distilled

Sessions are held in German.

PPC

How to Find, Hack & Build Great AdWords Scripts

AdWords scripts can do so many things: run reports, manage bids, create ads, build entire campaigns and more. In this session, we'll show you how and where to find useful pre-written scripts, how to edit them to suit your own purposes and how to build scripts yourself from scratch. We will also show you two Large Scale PPC scripts that help you to control your account inclusive script source code.
Speaker:

Thomas Grübel, InBiz Online Marketing GmbH & Co. KG

Marcel Prothmann, President Paid Search, Peak Ace AG

Sessions are held in English.

Analytics & Data

Personalization from Ad Impression to Thank-You Page

Users demand personalized experiences online and with the launch of a free version of Google’s Landing Page Testing and optimization tool that integrates directly with Google Analytics, every marketer can now deliver this experience. Attend this session to learn tips and tricks, witness the power of advanced audience features and explore SEO and SEM personalization case studies. Attendees will leave with big ideas and the practical skills necessary to implement them.
Speaker:

Andrew Garberson, Manager of Search, Luna Metrics

Sessions are held in German.

Mobile / Locale

How the Local World is Changing and What that Means for Your Keyword Strategy

Venice, Pigeon, Penguin – much has changed when it comes to local search. Google localizes more and more keywords even without location information. As a result, in some cities /areas you might rank on 5th position while in others you find yourself on position 95 or not even in the TOP 100. Most people are not aware this is happening and base their SEO strategies on keywords and ranking (essentially the right thing to do). But unfortunately they might be optimising based on faulty data. In this session we will show you how to recognize that a keyword has been localized and how you can find keywords that Google doesn’t.
Speaker:

Christian Paavo Spieker, One Advertising AG

Sessions are held in German.

Trend Lounge

Links are Essential for your Ranking – Use them!

Google confirmed that links are one of the TOP ranking factors. It’s about time to use them to push your Website on the first search engine page. In this Session, you will learn everything about linkbuilding, the different kinds of Redirects and Rel-Canonicals. Based on valuable SEO Tests you will experience how links affect your SEO. We even discovered a new species of links because of this tests! Like Gary Illyes said recently: “Ranking without links is really, really hard” – so just don’t do it. Christoph C. Cemper, founder of LinkResearchTools, is an expert on Links and provides you with the necessary knowledge and advice. Grab the opportunity and learn everything about links to catapult your SEO to the top!
Speaker:

Christoph C. Cemper, CEO, Impactana GmbH & LinkResearchTools GmbH

5.00 pm

Session Change

5.05 pm
Sessions are held in English.

Keynote:

Questions We Always Wanted to Ask Rand Fishkin and Wil Reynolds

When it comes to online marketing and specifically SEO, discussions can last forever. How does something work with Google? Which content is effective for whom? And so on, and so forth. Hours have passed, many good arguments have been made, yet you are still not sure what the answer is. Rand Fishkin, founder of MOZ and Wil Reynolds, founder of Seers are two of the world’s most renowned optimizers. Alexander Holl and Marcus Tandler will shed light into the dark with this Q&A keynote session and ask the questions that we always wanted to ask.
Moderator:

Alexander Holl, CEO, 121WATT

Speaker:

Rand Fishkin, Wizard of Moz, Moz

Wil Reynolds, Founder & Director of Digital Strategy, SEER Interactive

5.50 pm

End of First Conference Day

6.30 pm

SEMY Awards – The German Search Marketing Award

The glamorous price giving incl. champagne reception is taking place on the first evening of SMX Munich.

7.30 pm

SMX After Dark

SMX After Dark

This year, the German Search Marketing Award, SEMY, after-party allies with the SMX after-party (SMX After Dark), at the “Wappenhalle”, to realize the full networking potential of these two top events. The SEMY starts at 6.30 pm and the SMX After Dark at 7.30 pm. Both events are included in the SEMY ticket.


Day 2 - Wednesday - 15 March, 2017

8.00 am

Registration and Coffee

9.00 am
Sessions are held in English.

SMX Future

The Experience Age Has Arrived - Digital Marketing In A New Era

Consumer behaviour is changing. Emerging and converging technologies, new platforms, and shifting economies are changing how we research, consume and spend. The way in which you think about markets, websites, purchase funnels and business needs to change, too, otherwise you risk being left behind. From driverless cars and 3D printing, to personal assistants and machine learning, attendance is a must for those who wish to arm themselves for the next revolution.
Speaker:

Jono Alderson, Head of Insight , Linkdex

Sessions are held in German.

SMX Technical

Ways Out of the Internal Link Maze

It’s mostly without intension, but many websites become huge. In most cases, these websites don’t deliver proportional value to the number of sites that are indexed. The reasons vary from internal linking without contemplation, faulty bot controls, and proliferating faceting. As a result, internal links are not weighted accurately, your crawl budget is way off, and the sites that really matter lose power. This is hardly a new problem but it applies to almost every site that is facetted and only very few understand the extent of the problem. In this session we will show you how to get this chaos under control. A special focus will be given to the crawling of big sites, logfile-analysis (where does the bot really pass and where should you use a red pencil), and the masking and automation of internal links (and why this is a terrible idea).
Speaker:

Björn Beth, Head of SEO, Ringier AG

Florian Stelzner, Wingmen Online Marketing

Sessions are held in German.

Content

The Rise of Relevancy Factors and Fall of Ranking Factors: Successful Content Marketing

We are facing a massive acceleration of competition, an incredible growth of data volumes, and ever-improving algorithms. As a consequence, the classic rules of why and how online content is successful no longer apply. Organic search results are under massive pressure thanks to AMP, Knowledge Graph, Google Direct Answers and AdWords ads. Marcus Tober goes so far as to declare the end of traditional ranking factors. Instead, we are looking at a rise of Relevancy Factors, which may be completely different, depending on the subject and place. Using many examples, Marcus will explain how search engines evaluate topics differently based on machine learning and the enormous amounts of data and which content is relevant for which user intentions.
Speaker:

Marcus Tober, CTO and Founder, Searchmetrics GmbH

Sessions are held in English.

Brands & Agencies

Think Big, Act Big: How to Get the BIG Links

Getting the big authority sites to link to your content is a big challenge. But if you concentrate on great creativity and solid outreach, it is entirely possible to get coverage from high authority sites beyond your imagination. Lisa, one of the most renowned search marketers in Europe, will be sharing case studies of how her agency has got coverage from some of the biggest authority sites in the world. These are rare insights, so get ready for an inspirational session, that will have you holding on to your seats!
Speaker:

Lisa Myers, CEO & Founder, verve search

Sessions are held in English.

Specials

If you compete in a popular vertical, let RLSA Save the Day!

If you're an advertiser in a competitive vertical, we feel your pain! How's a PPC marketer going to drive increases in conversion volume while also driving down costs in this era of flat conversion rates and rising CPCs? You might think the golden age of PPC is behind us, yet the future has never been brighter. Creative PPC marketers are creating unusual integrated campaigns involving RLSA that reduce CPCs, while also increasing conversion rates. Skeptical? Come to this session and prepare to be persuaded that there's a better way to do paid search in competitive verticals.
Speaker:

Larry Kim, Founder, WordStream

9.45 am

Session Change

9.50 am
Sessions are held in English.

Keynote:

Humanizing the Search Results or Why People Buy

It's complicated! In this keynote, Wil will describe how studying WHY people take action has lead him to abandon following Google Updates, Domain Authority, CTR curves, and got him back to something that hasn't changed a lot in hundreds of years...how to communicate in ways that build trust. And how this can be applied to the SERP. He'll share philosophy, case studies, and some tips on how you as well can start adopting a "people first" approach to optimization on Google.
Speaker:

Wil Reynolds, Founder & Director of Digital Strategy, SEER Interactive

10.45 am

Coffee Break

11.15 am
Sessions are held in English.

SMX Future

The Future of the Landing Page is No Future

Imagine if you had no landing page or keywords. How would you run your online business? The reality is, our digital purchase behaviors have been changing rapidly. We’re reaching a point where the landing page - and sometimes even keywords - are not necessary anymore. How will customers transact in a landing page-less world? In this session based on in-depth research, we will explore text messaging commerce, visual search and artificial intelligence, conversation as a platform and how digital personal assistants can buy things on our behalf. Come to this session to learn exactly what you need to do to get prepared.
Speaker:

Purna Virji, Senior Client Dev. & Training Manager, Bing Ads

Sessions are held in English.

SMX Technical

WOTR: Advanced SEO – what is new, what is important?

The Webmasters on the Roof are back and Mediadonis and guests will discuss live from SMX Munich. This year we will cover topics such as AMP, Penguin in the Core-Algo / Penguin 4.0 Real-time Penguin and Progressive Web Apps. If you're stumped on some of these issues you're not alone. Come hear the WOTR panelists discuss about what really is important and which priorities you should set.
Moderator:

Marcus Tandler, OnPage.org

Speaker:

Eric Enge, CEO, Stone Temple Consulting

Lisa Myers, CEO & Founder, verve search

Dan Petrovic, Director, DEJAN SEO

Marcus Tober, CTO and Founder, Searchmetrics GmbH

Wil Reynolds, Founder & Director of Digital Strategy, SEER Interactive

Sessions are held in German.

Content

No One Hit Wonder: Sustainable Content Marketing Along the Customer Journey

Long term, sustainable, structured, process oriented; these attributes very rarely match content marketing strategies in companies. In this session, we will show companies that run successful content marketing campaigns in the long run, and as a result can target their clients along the customer journey. "So what are they cooking with?" you might ask. Come to this session and get the secret recipes for creating sustainable processes that make the creation and implementation of successful and longterm content marketing processes part of daily business.
Speaker:

Marcel Kollmar, Abteilungsleiter SEO · Online Marketing, Otto (GmbH & Co KG

Tobias Seitz, CMO, Westwing

Sessions are held in German.

Online Marketing for Brands and Agencies

Chatbots – the Future Key to Automated Business Platforms

Messenger systems are considered to be the business platform of the future and a lot of the discussions are about how this development will revolutionize business processes. Chatbots play a major role here. Automated text assistants will help us solve problems – from science questions, to purchases and travel bookings. In this session, we will have a closer look on how chatbots work and we'll look at two examples (sport information bot during the European Soccer Championship and Wetter.com) how chatbots are already in use by companies today.
Speaker:

Franz Buchenberger, WhatsBroadcast GmbH

Steffen Konrath, CEO, Liquid Newsroom

Matthias Mehner, ProSiebenSat.1 Digial

Gina Wagner, Wetter.com

Sessions are held in German.

Specials

Custom Match und Facebook Custom Audience

Google’s Customer Match and Facebook’s Email Custom Audience were launched as game-changers, allowing advertisers to target users based on email addresses. This opened up new possibilities with ad messaging, bidding and landing pages and has been powerful for reactivating dormant buyers and email list unsubscribers for advertisers. And while this is a great opportunity for B2B companies, the legal department won’t let you enter this grey area in most cases. This session explores the challenges of Customer Match and Email Custom Audiences with building lists that meet minimum audience size requirements (particularly for B2C companies in vertical markets) and compares potential volume and value to the more established Remarketing Lists for Search Ads product, to give advertisers an idea of where the best value lies. In addition our lawyer, Dr. Martin Schirmbacher, will assess Custom Match and Facebook Email Custom Audiences from a legal perspective to help you rate the risks involved.
Speaker:

Dr. Martin Schirmbacher, HÄRTING Rechtsanwälte

Tom Tahler, Thaler Enterprises

Matthias Pierrick Weth, Catbird Seat GmbH

12.15 pm

Lunch Break

1.30 pm
Sessions are held in English.

SMX Future

When the iPhone Becomes Retro: A Peak in the Futuristic Marketing World

The future of technology and marketing has never been more exciting than it is today. With continued progress and growth in Virtual Reality and Augmented Reality technologies, Artificial Intelligence and Machine Learning, Conversational Search, Beacons, and Deep Personalization, we are looking at the fastest evolving marketing environment ever. This panel will introduce both technologies and concepts around these evolving technologies and discuss how you as marketers can prepare and succeed in a Futuristic Marketing Environment.
Speaker:

Tom Anthony, Head of R&D, Distilled

Brent Csutoras, Founder & CEO, Pixel Road Designs

Eric Enge, CEO, Stone Temple Consulting

Duane Forrester, VP, Organic Search Operations, Bruce Clay

Sessions are held in German.

SMX Technical

Relaunch of National and International Websites: Planning, Common Problems, Checklist

You have a lot of concerns when relaunching your website? Rightly so! Many things can go wrong and most of the consequences are severe. In this session Bastian Grimm and Philipp Klöckner will give you concrete advice on how you should plan your relaunch and how you can avoid the most common problems. You will also learn, what else should be taken into consideration if you are also changing domains and / or dealing with HTTPs conversion. Attend this session and you will be well equipped for one of the biggest SEO challenges: Your next (smooth!) relaunch.
Speaker:

Bastian Grimm, President Organic Search, Peak Ace AG

Philipp Klöckner, External Search Consultant, Rocket Internet AG and others

Sessions are held in English.

Content

Influencer Marketing for SEO

If you want to benefit from the influence and the reach of opinion makers and multipliers, Influencer Marketing is what you need. But how to find and convince people with high reach in social networks, the Facebook and Instragram stars, the most important bloggers and the influencial press? In this session we will show you how to win Influencers for the digital communication of your corporate messaging, how to prepare an outreach campaign, which tools you can use and the pros and cons of outsourcing your influencer marketing.
Speaker:

Marcela De Vivo, CEO, Gryffin

Sessions are held in English.

Online Marketing for Brands and Agencies

Let the Machines Take Over!

Artificial intelligence is about to revolutionize marketing industry, but human creativity remains our most powerful asset. In order to let our ingenuity take over, we must let the machines do the time-consuming work for us. In this session you will be guided through a sample campaign featuring data collection, processing, content production and outreach. All this will be done with as little manual work as possible.
Speaker:

Dan Petrovic, Director, DEJAN SEO

Sessions are held in English.

Specials

Dynamic DMP: Taking your Audience in Display and Driving Audience Performance in Search and Social as well

Programmatic advertising arrived on the paid search scene and Search became Display and Display became Search overnight! Search Marketers need learn to harness this new world of ad real estate or die! Search Marketing has been a huge growing entity over the last 15 years and a great success for Global Businesses online. BUT it is intent based marketing, imagine if you could drive performance from the people and demographics behind the search? Well you now can…. with Programmatic advertising now driving performance in Display and Social, we have effectively created “Audience Based Search Marketing with Pictures”. This session will show you how to take audience data into a DMP to inform making the right choices to drive performance in Search, Social and Display and then how you tie this back into your results platform to inform your bidding to drive true audience based results!
Speaker:

Jon Myers, Chief Marketing Officer EMEA, Karhoo

2.30 pm

Session Change

2.35 pm
Sessions are held in English.

SMX Future

Keywordless Searches: How Your Camera Is The New Search Box

We are visual creatures. We eat first with our eyes, we love with our eyes, we become curious with our eyes. Our technology is adapting to us, to our very human drive to see everything. And that is why the future of search has a very visual component. With the rise of visual intelligence, could we see a niche that finally manages to eliminate the need for keywords? The answer is yes, for many industries such as retail and travel. Our cameras are becoming our search platforms - this means we don’t need to type in a search query. Purna will take this concept to the next level and will discuss the signs we already see today and which actionable steps you should take to get photo-ready and ditch the keywords.
Speaker:

Purna Virji, Senior Client Dev. & Training Manager, Bing Ads

Sessions are held in German.

SMX Technical

Technical Onpage & Onsite Clinic

What‘s working on your site and what isn‘t? In this session you can get Google‘s opinion on this question. All registered SMX Munich 2015 conference attendees can submit a site for review before the conference. Learn only from the best and use the chance to receive the most relevant feedback you can get! Submit your proposal now under email hidden; JavaScript is required (NB: only registered attendees can submit a site, not all proposals will be discussed in the session).
Speaker:

John Müller, Webmaster Trends Analyst, Google

Sessions are held in German.

Content

Videos for Everybody – Basics Beyond the Big Campaigns

Videos are great for content marketing, but many companies don’t dear to go down that path. They think about the big and expensive campaigns run by major corporates such as VW. Not surprisingly, the conclusion is that video marketing is a good fit for big companies only. A wrong conclusion! There are numerous ways SMEs can tackle this channel just as well. In this session, Christian Tembrink will show many hands-on and very successful examples of pragmatic approaches on YouTube & Co. for a carpenter to a toy shop to his own business. After that, Oliver Weiß, managing director of ARS24 will show how producing tutorial videos about installing car radios has created a YouTube Channel with more than 25K subscribers and over 10 Million views. This success story has not only built authority for him and publicity for his branch, but also generated significant turn over. Get tips and tricks in this session and become the director of your content.
Speaker:

Christian Tembrink, CEO, netspirits Online Marketing GmbH & Co. KG

Oliver Weiß, Geschäftsführer, ARS24

Sessions are held in German.

Online Marketing for Brands and Agencies

Leave the Silos! Integrating The SEO, SEA and Social Disciplines

The digital marketing world is becoming more and more complex and the possibilities of gain are huge. It’s not enough to be a solid Online Marketer, you need to be the Online Marketing Expert. And you will be if you manage AdWords and SEO, or Email Marketing and Social Media! It is now time for advanced search marketers to step out of their silos, and integrate the different species (disciplines) while connecting the dots on a tactical level. Only then will you be able to deliver the right message – relevant to your potential customer - at the right time. In this session you'll learn how to integrate your hard-earned expertise with the other disciplines.
Speaker:

Melanie Ruf, 12Auto Group

Alexander Holl, CEO, 121WATT

Sessions are held in English.

Specials

How wrong cross device tracking kills your data (and how to do smart SEM Attribution)

Understanding what is driving conversion has always been difficult to manage. Today, with the explosion of new digital platforms, understanding assisted conversions, cross-device conversions and cross-channel conversions is more critical than ever. Why is Coca Cola still booking display? As a brand, how can I use the digial channels and how can I measure what works and what doesn’t? Get it wrong and all the hard work you put into collecting your data will have been in vain. But going beyond last-click attribution will help you understand how your customers are actually behaving and help you optimize conversion. Attend this session and learn how to get more insights out of the attribution and measurement tools available in Bing, Google AdWords and Google Analytics for making smarter campaign optimization and budget allocations.
Speaker:

Russell McAthy, CEO, CUBED Attribution

3.30 pm

Coffee Break

4.00 pm
Sessions are held in English.

SMX Future

Marketing in an Altered Reality World

Virtual Reality and Augmented Reality have started to really dominate the discussion when we talk about how the internet will be used and presented to us in the near to distant future. Companies like Google, Apple, Facebook, Microsoft, HTC, and more, are dedicating an enormous amount of time and money into the future of Altered Realities. This session will detail not only the technology available today and coming tomorrow, but also provide examples of how companies are taking advantage of marketing through both VR & AR.
Speaker:

Brent Csutoras, Founder & CEO, Pixel Road Designs

Sessions are held in English.

SMX Technical

Accelerated Mobile - Beyond AMP!

Speed is both a Google ranking factor and a crucial signal for user satisfaction. And AMP has brought mobile performance into the spotlight; but has it gone far enough? From server configuration techniques to Angular optimisation, and beyond, you will walk away from this session with unique insights and an bucket-loads of practical hands-on tips, ideas, considerations, options and tactics on how to make your mobile experiences blazing fast.
Speaker:

Jono Alderson, Head of Insight , Linkdex

Fili Wiese, SEO Consultant, SearchBrothers

Sessions are held in German.

Content

The Art of Digital Seduction

Speaker:

Karl Kratz, Owner, Karl Kratz Onlinemarketing

Sessions are held in German.

Online Marketing for Brands and Agencies

Less Is More: Inbound Marketing For B2B Companies

Websites and landing pages in B2B companies have way too many stakeholders. Sales wants leads, HR wants (different) leads, corporate communications always needs to be involved and social media is needed because everybody else has it as well. This is not effective! B2B and B2C companies need to define the goal of their online presence. Only then you can start on a clear structure with minimal, but highly relevant content. Only then can you start to shift information into the channels where your clients and prospect are already present, and generate and convert relevant inbound traffic.
Speaker:

Lars Schulze, Digital Marketing Executive

Sessions are held in German.

Specials

Retail Search Beyond Google: Get Found More, Sell More

From e-commerce marketplaces like Amazon, eBay and Zalando to social commerce sites like Pinterest, Stylight and Etsy, consumers often skip the traditional search engine route when researching and buying products online. Learn how to develop cross-channel paid retail strategies, optimize content on multiple retail sites and measure your success.
Speaker:

Scarlett Wycisk, The Walt Disney Company

4.45 pm

Session Change

4.50 pm
Sessions are held in German.

SMX Future

SMX: Looking Back and Looking into the Future Session: What‘s Coming, What‘s Disappearing, What‘s Here to Stay?

Google Home, Answer-Box, AMP (Accelerated Mobile Pages) and HTTP/2, Expanded Text Ads, Responsive Display Ads, Cross-Device Remarketing, and so much more. It’s not easy to keep track of the important changes and to be on top of all the information that matters. In this session we bring you up to date and point out the changes you should be aware off since the last SMX Munich.
Speaker:

Kerstin Reichert, SEO Manager, TSB Bank plc

Sessions are held in English.

SMX Technical

Hidden Data – Your Server Logs and How to Understand Them

There are few truly concrete data sources in SEO. Logs are one of them, and there is no better way to understand how Google views your website than by digging through them. It's something we should all be doing! You can spot bugs as soon as they appear, see how fresh Google thinks your content is and understand the importance Google gives to different sections of your site. In this session Dominic will go through how to analyse them, powerfully and repeatably, without having to resort to expensive tools.
Speaker:

Dominic Woodman, Technical Consultant, Distilled

Sessions are held in English.

Content

Excel Framework for Data Driven Content

We all know that high quality, relevant content is key. But there are many different categories of „good“ content. The content that people search for, content that gets shared and liked, and content that generates links etc. These different categories are overlapping but they are not the same. In this session, Nikolaj will show you how to produce data driven content for your website structured by using an excel based framework. A framework that will help you put data from your keyword audits and link audits into play. The framework includes the different content goals and will help you to structure your content in a data driven way with the right priorities.
Speaker:

Nikolaj Mogensen, Head of SEO and Owned Media, GroupM Denmark

Sessions are held in German.

Online Marketing for Brands and Agencies

Which one is for Who and What is New? Exploring the AdWords and Bing Ads Target Groups

While AdWords are still dominant, the Bing Ads market share has grown up to 10,2% in Germany and more than 20% in the UK. While AdWords has amazing results for some marketers, others find that Bing Ads deliver a much higher ROI for them. In this session, we will discuss which network is potentially more effective for which player, how the users of the Bing Ad Networks are different from the users of the Google AdWords networks, and which target groups are particularly active in the respective networks.
Speaker:

Stefanie Schilasky, Head of SEA, CRM & Mobile Marketing, Visual Meta GmbH

Sessions are held in English.

Specials

PPC Scaling in a Hypergrowth Company

Growth is what most companies are striving for. And as every company that is growing knows, there are many challenges that come with it. Which (international) account structure is best for you? How can you manage it? What should the evolution from work scrappy - to getting things done - to the actual attribution and customer live time value look like? Let’s look at a Hypergrowth company. Machiel Schepers will give you insights on how to grow from a niche market and share what he and his team did well ... but also which mistakes they made on the way.
Speaker:

Machiel Schepers, Online Marketing Specialist, airbnb

5.30 pm
Sessions are held in German.

Closing Session:

Best Of Show / Key SMX Takeaways

Did you have a good show? Great! After two days of thought leadership, meaningful insights and tactical tips, you’ll be sure to have your own list of top takeaways, favorite speakers and sessions. Of course, you couldn’t attend every session – but have no fear! In this session you’ll hear from our moderators what they found most valuable, as we recap the best information from the show and give you their opinion on how to prioritize the take aways.
Speaker:

Alexander Holl, CEO, 121WATT

Tobias Fox, CEO, VERDURE Medienteam GmbH

Timon Hartung, CEO, apexmedia Traffic

6.00 pm

End of SMX Munich 2017

Download Full Agenda as a PDF file

Sessions are held in German.
Sessions are held in English.


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