On monday, I will be speaking at Vienna Digital Marketing Summit with experts from all over Europe about "What’s Next in Digital and Online Marketing".
Day 1
The Future of Interactive Marketing - What’s Next in Digital and Online Marketing?
Nigel Morris, Worldwide CEO - Isobar
• Looking at some of the current trends in CEE to bring out ideas for tomorrow’s most innovative online strategies
• Which strategies and campaigns have best demonstrated cutting edge digital marketing?
• What will online and digital marketing look like in 5 years’ time?
• Future-proofing your online strategy to stay ahead of the pack.
Thoughts on Consumer Engagement in Digital Channels
Etienne Yuan, Acting Head of Digital Marketing-Global Marketing - Sony Ericsson
• Online as the main channel - an activity with very clear inputs (traffic or eyeballs)
• Creating an engaging brand experience – Process: the website, its design, functionalities and business rules -
Outputs: transactions, leads, brand awareness/preference, etc.
• How is Sony Ericsson fine tuning their Digital Marketing Mix to achieve their business goals?
The Consumer Talks Back!
Bert Wiggers, New Media Director and Board Member - Sanoma Magazines International
• Web 2.0 developments: user generated content
• brand marketing, traffic management or somewhere in between
• Product Comparison sites: how to use them in your marketing
E-Marketing in the World of Durable Goods
Hans El Daly, Brand and Product Director, CEE & Barbara Baminger, E-Marketing Manager, CEE- Electrolux
• Importance of Internet for the White Goods appliance Sector in CEE
• Main online activities of Electrolux and their link to our other activities
• Using the Internet for Customer Relationship Management providing a full online experience to our customers with various tools
Panel Discussion
• Where is digital / online media ranked in the marketing mix?
• What do marketers need from their agencies?
• How important has digital marketing become in building brand value?
• How can you make online and offline activities seamless?
Viral Marketing - Making Consumers Your Advocates
• Using creative materials with technological know-how can help embed your brands in online communities.
• Encouraging customers to voluntarily pass along their marketing message
• Building a global campaign through local endorsement
Making blog marketing work in CEE
Tom Smith, Research Manager EMEA - Universal McCann
• Highlights of UM Global research into blogging and results from the CEE region.
• The role of blogging in CEE.
• Meet the CEE blogger
• How to use blogs in CEE as part of your marketing mix?
Integrated Digital Strategy - Executing a Truly Interactive Campaign
Aleksander Smigielski, CEE Media Director - Unilever
• Choosing the right mix of digital channels to maximize brand equity
• Building long term brand engagement by using the most appropriate platforms for your target audience
Using Innovation in Online Communication
Herwig Wőhs, Head of CRM, Analysis & Research - Allianz
• Innovative use of online marketing in customer acquisition
• Effective use of CRM to grow customer relationships and increase sales
• What possibilities does the internet offer in product development?
Mobile Marketing to Strengthen Customer Loyalty
• Cementing relationships with customers and encouraging buying behaviour through a highly personalizable medium
• Using sms advertising as a point of integration with other media
• Reaching younger market segments through sms
Day 2
Measuring Success in Digital Marketing
Louise Ainsworth, Managing Director EMEA - Nielsen//NetRatings
• Using metrics to evaluate the performance of digital marketing activities
• Beyond clicks – the insights the different metrics give about user behaviour and which ones should you be using
• The unparalleled insights for ROI given by measuring consumer-generated media
• Measuring mobile and video platforms
The M-Bank Story - The Virtual Retail Banking Project of BRE Bank
Wojciech Bolanowski, Vice Director of Marketing and Business Development - M-Bank
• What is the idea behind banking 2.0? – a new business model for offering financial services
• Successful e-marketing of banking services in Poland – lessons learned in the past 7 years
• Customer acquisition in the digital world
• Expansion of mBank – the digital buzz story
• The bottom line: virtual actions but real profits
Harnessing the power of social networks in CEE
• How do you increase brand advocacy rates and sales through the use of social network sites?
• How can social networking build your brand?
• Discover how to target your social media messages, gaining better quality business leads and greater value from your
social media marketing investment
Keeping Control of Your Brand – Managing Your Reputation Online
David Hughes, Founder - Non-Line Marketing
• Monitoring your reputation – key process steps; challenges
• What do your consumers say about you online?
• Losing control of your brand – online reputation “hall of shame” – lessons learned
Panel Discussion
• Taking advantage of the social web. Can it work for you or against you?
• How do you integrate sms marketing into the digital mix?
• Accuracy of online metrics
• How do you prepare for online reputation management?
• Activating your brand through digital channels
Masterclass led by David Hughes - Non-Line Marketing
Overview of Trends & Changes / Challenges in Marketing Affecting Digital Planning
The Digital Marketing Landscape
• Defining digital and its role in marketing
• Trends affecting marketers and planning
• Emerging opportunities / threats / technologies
• Web 2.0 and social media
• Overview of the characteristics of the digital customer (B2B)
• How to build a picture of your own customers
Digital Media Planning
• Key components of the digital marketing plan
• Situation analysis, objective setting & strategy formulation
• Channel selection – the digital marketing mix
• Plan implementation
• Measurement and budgeting
• Risk assessment and contingency planning
• Legal considerations – Privacy & Data, Cookies, Ts & Cs etc.
More info about this event dedicated to the Future of Interactive Marketing : http://www.ceedigitalmarketing.com
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