The IDM Symposium 2007: Programme
At Symposium 2007 we discovered, debated and discussed the powerful forces - the supertrends - that are transforming marketing and, very possibly, your career. Some of the issues will be familiar to you. Some almost certainly won't be.
Associate sponsors
KEYNOTE:
The global megatrends that are driving change in your market
Trond Riiber Knudsen,
Director, McKinsey & Company
Global megatrends will reshape the corporate landscape in the years to come, with substantial shifts in centres of economic activity, and a vastly expanding and changing consumer and technology landscape. Shifts in consumer segments will be profound. Trond described how these trends will influence consumers and customers, and the implications these will have on certain areas of marketing: search, virtual communities, digital marketing, one-to-one interaction, and open innovation.
Brands
SUSTAINABILITY: Why sustainability can mean profitable brands
John Elkington, Founder and Chief Entrepreneur, SustainAbility
The gathering consumer lobby will demand that you and your organisation demonstrate that your marketing is aligned with sustainability values. Without the right eco-ethical credentials and the greening of your supply and distribution chains, your brand may well be in trouble. What are the hard issues, opportunities and pitfalls, and the practical steps you need to consider to build and sustain an environmentally-friendly brand?
CO-CREATION: Navigating the co-created brand
Peter Walshe, Global Brand Director, Millward Brown
As brands increasingly become the 'property' of their consumers, brand stewardship becomes ever more important – and daunting – for the marketer. With your customers in control, is traditional brand management dead, and just how will you navigate your brand through the turbulent, empowered marketplace?
Media
CONSUMPTION: Responding to the new media habits of the interactive generation
Nigel Sharrocks, Chief Executive Officer, Aegis Media UK & Ireland
Everyone is taking about Web 2.0, and even Search 3.0. But what about Media Planning 3.0? The first generation of mass-reach media was usurped by an era of linear and vertical fragmentation. Now, the whole nature and pace of change is different, with media fracturing in all dimensions and wholly new media emerging. Just how will 'third generation' media evolve and how will their changing consumption transform how you plan your media budget?
CONNECTIVITY: Tipping point - Unleashing the marketing potential of 'connected media'
Andrew Walmsley, Founder, i-level
To date, marketers have only begun to explore the tip of the digital communications iceberg. Very soon, accelerated technological convergence, wireless-centric applications and the built-in connectivity of a whole range of new platforms and devices will transform your interactive media options, offering extended, deeper – and wholly new – dialogue, brand, data and service opportunities with your customers.
Internet
SEARCH: The future of search and search marketing
Stephen Taylor F IDM, Regional Vice President & MD, Yahoo! Europe
You've heard of Yahoo!, Google and MSN. What about Swicki, Rollyo, Clusty or Wink? While today, websites are ranked on content and links, emerging search engines use improved relevancy models based on user preferences, collaboration, collective intelligence, richness of user experience, semantics and other capabilities that make information more productive. And when we recognise that the vast majority of the world's knowledge sits inside our heads not in web documents, the landscape shifts significantly. But just what marketing innovation does the new breed of search offer over today's SEO and PPC techniques?
SOCIAL NETWORKING: Harnessing the maturing power of social networking
Graham Bednash, Managing Partner, Michaelides & Bednash
Online media have permanently transformed how our customers communicate. Caught up in these shifts in social and cultural behaviour are the advertising and branding messages so carefully crafted by marketers. 'Word of mouth' and customer-to-customer dialogue can make – and break – a brand like never before, whatever the intended message. Learn how to adapt your communications to the escalating, socially networked marketplace.
Consumers
LIFESTYLES: Meeting the demands of the ‘have it all’ lifestyle
Professor Melanie Howard F IDM, Co-founder and Director, The Future Foundation
This is the era of fracturing social fabrics, where stress epidemics are countered by the 'endless pursuit of me' and the drive for balance. Yet, despite all the increasingly instant gratification, 24/7 shopping and convenience now available, many consumers appear to live in a permanent state of dissatisfaction. This session allowed delegates to get deeper into the mindset of today's consumer and find out how to keep marketing relevant, noticed and loved.
PREFERENCES: Marketers as guardians of privacy, preference and permission
Alastair Tempest, Director General, The Federation of European Direct and Interactive Marketing (FEDMA)
The responsibility of marketers to balance profit and effectiveness with their customers' best interests is intensifying. As guardians of customer data, this responsibility can seem diametrically opposed to marketers' creative need to find ever more cogent ways of using that data. What will the three-way battle between 'rights to privacy', the 'fight for permission' and the 'drive for relevance' look like in the near future?
Data
OPTIMISATION: Mastering the data and technology to stay competitive
Luke McKeever, Executive Vice President, Alterian plc
The combined forces of optimisation and automation are making marketing accountable like never before. Information technology is fusing the data-driven direct marketing techniques of segmentation, testing, tracking and measuring with traditional above-the-line marketing. But what will be the key data levers for optimising your marketing RoI, and what tools will you need to stay ahead of increasingly effective competitors?
AUTOMATION: Sustaining your competitive edge through data-driven automation
Matthew Banks, Senior Director, Oracle Corporation
Today's marketing is increasingly a science as well as an art. The sheer volume of data available, the array of new customer touch-points, and the agility of new competitors and their offerings, make today’s global markets a volatile "white knuckle ride". Added to this complexity, increasing regulatory pressure and financial accountability, and rising customer demands for tighter, faster integration across channels and functions, have made data-driven process automation (technology-enabled marketing) a critical new discipline. Delegates found out what is driving the adoption of marketing automation systems, the principle technologies and their significant impact.
KEYNOTE:
Direct and interactive marketing megatrends: the outlook for 2010 and what you need to be thinking about today
Bruce A. Biegel,
Senior Managing Director, Winterberry Group Chairman, DMA (US) Marketing Technology & Internet Council
Based on his intimate knowledge of US direct marketing, and with a global outlook, Bruce Biegel will present his vision of the landscape of 2010, describing the developing trends and events that are unfolding within direct marketing, and how they may impact your organisation’s strategic objectives. Find out what challenges and motivations you will face three years from now in serving your customers and growing your business; and what you must start doing about it today.
- Marketer spending, channels and tactics – will they follow the consumer or can marketers regain control?
- Service provider trends – how might they achieve strong relationships with their customers, and serve a proliferating channel mix?
- Marketing technology trends – will we see the effectiveness and efficiencies that have been promised?
- Mergers and acquisition trends – what the industry might look like after another 3 years of marketer, provider and technology consolidation.
CLOSING ADDRESS:
Setting the agenda for your next strategic planning cycle
