The IDM Academy at ad:tech 2011
The IDM was pleased to support ad:tech 2011 by hosting the following IDM Academy sessions, which took place on Wednesday 21 September.
The IDM Academy programme - download presentations below
Please note that downloading some of these files may take a few moments. If you encounter any technical problems, please contact marketing@theidm.com.
Wednesday 21 September 2011
- 10.30 – 11.00
PPC – How to Maximise your Quality Score and Lower your Click Costs
Mike Rogers, Managing Director, Optimize- Google AdWords functionality has grown over the years but the way it operates behind the scenes has also changed. This session will show you how you can take advantage of these changes to lower your costs and boost your ROI.
The session will cover:
- The misconceptions that persist about Quality Score and what you should do about it
- The importance of structuring your account most effectively so as to maximise a boost in your Quality Score
- How and how not to take advantage of new features such as Product and Location Ad Extensions
- The importance of defining and monitoring actionable metrics that will help improve the performance of your campaigns
- 11.10 – 11.40
Evidence-based marketing - how to identify quick wins in the Social and CRM space
Felix Velarde, Managing Director, Underwired- Evidence-based marketing - how to identify quick wins in the Social and CRM space Using case studies, the session will describe how brands like ASICS and McCain Foods have identified opportunities for developing highly successful eCRM through a series of prioritised quick wins.
The session will show you:
- tools for identifying potential eCRM Quick Wins
- tools for prioritising which opportunities to pursue
- KPI setting for test campaigns
- 11.50 – 12.20
12 digital marketing trends for 2012
Dr Dave Chaffey Hon F IDM, CEO, Smart Insights- Dave Chaffey, digital marketing strategist, will cover "12 trends for 2012" . These are Dave's pick of the important trends to follow for success in tomorrow's digital marketing arena and those which form the opportunities and challenges marketers must manage. The session will cover the main digital channels including search, social, mobile and email marketing, plus delivering compelling customer services. Dave will illustrate the trends through examples of companies who are pushing the boundaries.
Learning points:
- Review the most significant developments in the digital media channels
- Identify new approaches to reach and engage with online audiences
- Learn how to measure the increasingly complex path to purchase
- Gain an edge by updating your digital strategy
- 12.30 – 13.00
Measuring the results of social media
Mike Teasdale, Planning Director, Harvest Digital- Social media has spawned its own systems of measurement around sentiment, engagement and influence – but why can’t it be measured the same way as other digital channels?
Learning points:
- Social media plays a different role to other digital channels
- Social works best where it is hardest to measure
- We don’t need more numbers – we need actionable insight
- An integrated view is possible, if we ask the right questions
- 13.10 – 13.40
How humanising your brand can help engagement
Chris Wall, Social Media Planner, Digital and Direct (DAD)- Marketeers who are using social media really need to stop thinking like marketeers who are using social media! Start thinking like people – the results will be better.
Learning points:
- How brand statements and the incorrect tone of voice can limit engagement and alienate your customer base
- How simple humanised interaction can boost your engagement and brand loyalty
- 13.50 – 14.20
How Nectar challenged the fashion sector using sophisticated technologies
Maureen McDonagh, E-commerce Director, Nectar, A Groupe Aeroplane Company- Working with top fashion retailers, Nectar created a new Fashion portal to deliver relevant and timely offers to its customers. Using new technology such as “Your Wardrobe” functionality to engage users, this has catapulted engagement with collectors, given Nectar new insight into user behavior to provide timely offers that ultimately convert into sales.
Key learnings:
- How research brought the fashion portal to life by analysing customer changing needs
- Understanding customer behaviour through the Nectar base and in the external market to create concept
- Applying technology to engage users
- Using the technology to communicate the concept across the right channel mix – social media, ATL, email, DM, SEO & PPC, Toolbar, PR
- Key learnings and future developments
- 14.40 – 15.00
Building a business case for social media – Turning fans into £’s
Alex Schlagman, Client Development Director, bigmouthmedia- Social media marketing contributes value to businesses in a variety of different ways. To date, however, the success metrics largely used to measure this value often differ significantly from those used to validate other marketing investments. As a result, it has become increasingly difficult for many marketers to justify the resources they require for social media.
This presentation will aim to provide a framework, backed up by real world examples and industry research, for building a compelling business case for social media that truly aligns social media initiatives and campaigns with the objectives, metrics and language used across the rest of the business.
- What is a social media business case?
- What are other businesses doing?
- How to get started?
- 15.10 – 15.40
What constrains Marketers from driving optimum benefit from their digital strategies?
Stef Elliott, Managing Director, Six Serving Men- With fragmenting technical and media platforms there are key disciplines to help Marketers better provide customer focussed commercial initiatives. The purpose of this session is to provide attendees with an overview of the changing digital eco system to help map your own capabilities. It is aimed at giving attendees a better understanding of the questions to address to develop and enhance your digital strategies.
- The truths of Technology based Marketing
- How to map your Digital eco system
- What Time, Money and resources to focus where
- Establishing the scope & value of customer data – Fair exchange is no robbery
- 15.50 – 16.20
The Latest in Crowd-Sourcing, Community Building, Online Video and more
Greg Brooks, Content Strategy Consultant and Mark St.Andrew, Editor, Cream (C Squared)- A snapshot of the current social trends in global media, looking at the latest work in crowd-sourcing, community building, use of online video, and more. These trends will be illustrated with award winning case-studies from the recent Festival of Media Awards in Montreux, and the latest innovations in media and brand communications from a variety of sectors, as well as some ideas that misfired.
Learning points:
- Examples of the latest social media strategies with proven success metrics
- Innovative applications of new social media platforms
- The development of social media trends, and what might be next?
- Discover the brands and agencies producing the best work of the moment
Speakers
Mike Rogers M IDM
Mike is Managing Director of Optimize, a specialist search engine marketing and conversion optimisation agency which provides independent SEM services, consultancy and training to clients in the UK and overseas. Services include search engine optimisation, pay per click and Google Analytics. Mike has worked in SEM for over 10 years and has developed and implemented SEO and PPC strategies for clients such as the BBC, Dyson, Kodak, Nationwide, Parcelforce, Toshiba, Yell.com and the YHA.
Mike is currently an IDM tutor and teaches on the following IDM courses:Pay per Click: Advanced, Google Analytics - Best Practice, Pay per Click Advertising, Complete Digital Marketing, and Search Engine Marketing.
Felix Velarde F IDM
Felix is a heavyweight in digital marketing, having founded one of the first digital agencies, Hyperinteractive, in 1994. In the past five years Felix has revolutionised the eCRM field working with clients like News International, Virgin, McCain Foods and The Economist. He is a Fellow of the Royal Society of Arts and the IDM, and has been a DMA judge since 2001.
Dr Dave Chaffey Hon F IDM
Dave CEO of Smart Insights, who provide software and advice to improve the commercial contribution from digital channels. He is proud to have been recognised by the Department of Trade and Industry in 2004 as one of the leading individuals who have provided input and influence on the development and growth of ecommerce and the internet in the UK over the previous 10 years.
Dave delivers practical workshops based on his 15 years of delivering digital marketing training and consulting. Recent in-company training and consulting assignments include B2C and B2B organisations such as 3M, BP, CIPD, Euroffice, Fellowes, HSBC, Mercedes-Benz, Smith and Nephew and Tektronix. Dave is the author of five best-selling business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence (with PR Smith) and Total E-mail Marketing. Many of these books are now in their fourth edition and translations include Chinese, Dutch, German, Greek, Italian and Serbian.
Mike Teasdale F IDM
Mike is Planning Director at Harvest Digital - a specialist online marketing agency helping clients to exploit online marketing opportunities including email, online advertising, search engine optimisation, microsites and tracking/reporting. Clients include Autotrader, Norwich Union and Tesco Personal Finance. Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National.
He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others.
Maureen McDonagh, E-Commerce Director, Nectar, A Groupe Aeroplan Company
Maureen's Current role is to drive forward core E-Commerce proposition on Nectar.com delivering revenue and ROI for key clients whilst investigating new opportunities in this space. Use multiple channels to drive acquisition, loyalty and change in customer behaviour and engagement to deliver targets.
Before joining Nectar, Maureen worked for News International responsible for all transactional strategic partnerships and created compelling marketing promotions for readers across digital, print and mobile.
In 2008, Maureen was a top 5 finalist in Marketing Week's Rising Star Award. Most recently, Maureen has completed a Leadership course at Harvard Business School.
Maureen is also an IDM tutor, and currently teaches on the new 2-day course Multichannel Marketing: The power of an Integrated Plan.
Alex Schlagman, Client Development Director, bigmouthmedia
Alex is currently Client Development Director at LBi bigmouthmedia, Europe's largest digital marketing and technology agency. Alex has over 5 years experience developing ambitious integrated digital marketing strategies for a diverse range of leading brands.
Stef Elliott, Managing Director, Six Serving Men
Stef is a business and marketing professional with over 20 years of experience across a range of industry sectors. This has involved both on line and off line marketing experience in the UK, Mainland Europe, US and the Far East.
He is a regular speaker and facilitator for the Direct Marketing Association, Internet Advertising Board and the Institute of Directors regarding data and digital marketing. His outside interests involve sport – playing, coaching, refereeing, watching but mostly over exaggerating about in the pub and listening to dodgy reggae music.
Chris Wall, Social Media Planner, Digital and Direct (DAD)
Chris originally began his career in music TV as a researcher for 4Music’s flagship programme ‘Ear Candy’. In 2004 he moved through various ITV and SKY offerings before being drafted to help set up high profile events company ‘My Beautiful City Productions’ where he managed projects throughout Europe for lifestyle brands Carharrt, Vice Magazine, Gola, Ringspun, Boxfresh, All Saints and TBC.
In 2007 Chris was to take up the role of International Editor at moving image magazine The Reel where he steered the product through two re-designs as well as pioneering flash delivery of the product. During his time with The Reel, Chris regularly contributed to sister magazine Contagious and global insight consultancy Xtreme Intelligence. Fast forward to February 2011 and Chris took up the role of Digital community manager (or Social media manager) at DAD where he manages Social Media activity for DAD and their extensive client base, including Lucozade.
He has given talks at Eurobest in Amsterdam and Wazzup in Zagreb.
Greg Brooks, Content Strategy Consultant, C Squared
Greg is Content Strategy Director at C Squared and oversees the Festival of Media, M&M and Cream editorial brands. He has been a journalist and digital media consultant for over ten years, writing for titles including The Guardian, Marketing and Channel 4 and consulting for companies including BSkyB and Ofcom (UK communications regulator) advising on the future strategic use of digital media. He is also the author of "Digital Marketing for Dummies" and editor of "Marketing for Dummies".
Mark St.Andrew, Editor of Cream, C Squared
Mark joined Cream in January 2010 from a creative and publishing background. Mark’s role as editor of Cream, and his regular appearance on judging panels of national and international media competitions gives him a unique perspective on different trends in creative media. In April 2010 he co-authored “No Apples”, celebrating the top 100 innovative brands and companies in the world.
Claim CPD points
You can claim 0.5 hours for each session you attended at the IDM Academy at ad:tech 2011.
