IDM Symposium: How to avoid digital obesity and harness the emotive networks of the future
Released 12 May 2005: In their opening address for the IDM Symposium 2005, Digital Day the Future Foundation and Forrester Research urged digital marketers to harness the power of the emotive network. They also signalled the dangers of digital obesity – or online clutter.
Paul Jackson, Principal Analyst of Forrester Research, contended that today’s online consumer won’t readily engage with a brand, making it increasingly difficult to elicit a response from promotional e-mail.
But there is a new social currency enabled by today’s technology. Consumers regularly and happily share ideas, stories, even jokes with their peers in ever-widening online communities. The future of digital marketing, Jackson predicts, lies in harnessing the power of these emotive networks – let customers spread your message for you.
A brand that has harnessed the power of emotive networks to the full is Diesel. In his session later in the day, Stjohn Lewis, Digital Strategist at Diesel UK, revealed the Diesel viral campaigns that will send shivers down the spines of some seasoned marketers. The “Joanna Fan Club” campaign has driven a 20% sales increase for diesel.co.uk through its quirky online campaigns which have included middle-of-the-night invites to Club members to view the live webcam footage at Joanna’s pad.
To find out more about the emotive network and how Diesel are putting the fun back into marketing, visit www.theidm.com/dday. The Symposium 2005 Digital Day is sponsored by Broadsystem and Google, with thanks to our overall sponsor, Acxiom.
The IDM Symposium 2005
The IDM Symposium 2005 runs over three separate days, representing the three distinct disciplines of Digital, Data and Direct, comprised in today’s direct marketing profession. For more information on the full 3-day programme visit www.theidm.com/symposium.
Notes to Editors
For more information contact Juliet Hilditch at juliethilditch@theidm.com.
