#1NLab15: Digital Working in Concert

November 09, 2015 Tanya Lord

On November 4-6, 77 digital marketers from more than 40 leading professional services and B2B organizations joined us in Chicago for the 4th annual One North Experience Lab. At this year's Experience Lab: Digital Working in Concert, we examined how to best orchestrate your digital marketing experience to represent your organization with a message that is more than noise - it's music - delivered with resonance and impact to your target audiences.

Find a short description of each session below, along with a link to watch and download each session:

Orchestration
“The top transformational problem in marketing is no longer ‘how to be digital’…the top problem [now] is about how to coordinate and integrate fragmented activities into a coherent customer experience. In short, the new goal is orchestration.” One North’s Managing Director, Strategy Kalev Peekna discusses what we as digital marketers, managing a plethora of tactics, can learn from the idea of classical orchestration.

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Genre Bending: Finding Your Differentiator
One North Director, Brand Ryan Schulz states: “Professional services firms seem to be persistently in the middle of an identity crisis.” In identifying the commonly selected core messages of professional services organizations, Ryan brings to light how digital marketers can better go about brand differentiation.

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Creating Digital Harmony: The Marketing Technology Ecosystem
One North Technical Strategist Pete Amundson walks us through the complicated web of today’s Marketing Technology Ecosystem. From content management systems to customer relationship management tools, there is a lot to consider when assembling your “ecosystem.” Pete gives some tips for getting started.

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Creating a Playlist for the Client Experience
The Harvard Business Review recently stated: “Customer experience is the cumulative impact of multiple touchpoints over time, which results in a real relationship feeling, or lack of it.” Managing Director, Account Management Dawn Michalak at One North outlines how she thinks B2B organizations can finesse the customer experience, drawing a parallel between the construction of the perfect music playlist and crafting extra-ordinary client experiences.

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Being the Dave Matthews Band, Not Dave Matthews
Managing a diverse group of people – all with diverse personalities – on a project can be tricky. One North Senior Account Managers Alex Castillo and Matt Thomas give their four tips for project management success in this presentation.

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Marketing Like a Rock Star
One North Account Director Alyson Fieldman illustrates how much there is to learn from extremely successful music superstars like Taylor Swift, Lady Gaga, Justin Bieber…etc. in terms of branding and marketing strategy. Alyson gives us 10 lessons specifically that she thinks marketers can take away from these different celebrity case studies.

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Composing a Sensory Experience: Tapping Into the Future of Digital
“Sensory Branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level,” states One North Managing Director, Creative Services Nate Denton. In this presentation, Nate takes a look at how to compose a sensory brand experience, giving several examples up and coming in the digital world.

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In Praise of Dissonance: What Cross-Channel Marketers Can Learn from Experimental Music
Experimental music fan and One North Senior Strategist Sharon Bautista teaches digital marketers what they can learn from the disrupting and participatory design techniques seen in the art of experimental music.

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Classically Trained ... in 30 Minutes
One North Art Director Jessica DeJong walks us through six lessons she learned from her Masters Program on Human-Computer Interaction. That, and a whole lot of cat gifs.

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Soundcheck: How Modern Browsers Are Changing the Web
One North Architect Vinu Krishnaswamy gives his perspective on the evolving landscape of web browsers and some best practices for cross-browser support of your digital assets. He concludes with a look at five browser predictions for 2016.

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Duets: Brand Communication Inside and Out
One North Managing Director, Marketing Jen Bullett leads on a panel including herself, George Rafeedie of Tell Your Story and Jocelyn Brumbaugh of The Brumbaugh Group on brand communications, both internal and external.

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Tech-Know Marketing
One North's Director, Strategy, Sarah Levine Meyer helps us get into the minds of a few of our technologists, include Michael Blaha, Michael O'Laughlin, Ben Pomeranz and Chris Wigley.

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Tanya Lord Head of Marketing Communications

As Head of Marketing Communications for One North, Tanya connects professional services organizations with the most innovative digital strategies, industry trends and thought leaders.  Responsible for leading One North’s marketing communications, she ensures the successful delivery of One North’s message by reinforcing the agency’s deep industry knowledge and vertical expertise. She can also keep you current on the latest celebrity gossip.

  • If I were a vegetable: I'd definitely be Zucchini – but only if it were fried.
  • Super power: I've always wanted to be a mind reader. I'm naturally curious ... and an eavesdropper!

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