WEDNESDAY,
MARCH 12
Opening Remarks (49 KB)
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The
digital industry in Australia is really
maturing. At ad:tech last year, we were
looking at social media, blogging and
social networks to understand them, marvelling
at the explosion both locally and overseas
and wondering “How relevant these might
be to our market”.
This year, they are in full swing and
we are looking for much more hands
on examples for leveraging them. The
focus of this year’s ad:tech is much
more practical. It’s
about doing it! Join me as I introduce ad:tech
Sydney outlining a few key things
that I think will really start
to take off in 2008. You’ll see the content of the conference
program is really geared around three
key areas:
- What’s happening now and how can
we develop marketing and media strategies
that leverage this.
- What are the new trends both
locally and internationally and
what is the relevance to the
Australian market and
- How do we measure, optimise and
really get the most out of all
of these in order to deliver
the most successful campaigns
and strategies
The content for this program
was put together by the industry,
for the industry with a focus
on covering the most interesting
digital evolutions that the rest of
2008 will bring.
Opening Keynote: The Power of Social
Media for Brands (96 KB)
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Mike will discuss how social media has become the new utility for consumers to share information and recommendations. He will provide best practices on how brand marketers can make positive connections with consumers in this new environment and capitalise on it's viral potential.
Keynote Panel: Merging Business Models & The
Future of Media (113 KB)
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With digital becoming a crucial part of the media mix, Jenny will talk to this diverse and influential panel on how business models are changing to adapt and make digital a viable and effective channel. What are the challenges they face in the evolution and how do they think this will evolve in the future. Hear what these experts have to say when it comes to the future of media!
Integrating
Digital into the Communications Plan (100
MB)
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For many, the challenge of integrating digital into your “everything else” plan can prove to be harder than expected. The question is, do you start with digital and wrap everything else around it or look at digital as a silo, one of which is growing at an exponential rate, and plan individually? Join us as we talk about the good, the bad and a number of techniques to help you integrate digital into your communications plan.
You’ll see some good and bad examples of digital integration, some tips and techniques to start integrating digital into your plan, insight into project management techniques to manage all the partners involved and you’ll learn how to manage stakeholders within your organization. This will be a lively and informative session that will help anyone looking to get a handle on digital integration.
The Widget
Economy (86
MB)
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Widgets are cool new applications that can be extremely effective in getting instant information to your customer or client base. Even though this medium is so new, should this channel be considered a part of the marketing mix? When designing a widget strategy companies need to consider the objective and purpose of the widget, the scale of development for a custom made widget and whether a piece of the marketing budget should be allocated to this new medium.
Join us as we unravel the world of the widget through discussion of best practices, examples of widgets that have and haven’t worked, issues around distribution, and the valuable information analytics can provide. If you’re looking for a new an innovative way to reach your customers, join us and learn all about the new widget economy.
Brand Opportunities in Social Virtual Worlds (87
MB)
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Social virtual worlds can be foreign to many and the benefits of building a profile or a full-on brand experience within those virtual worlds may not even be considered as part of the marketing plan. If you’re not sure how social virtual worlds can be beneficial for branding then join us for a basic look at the opportunities.
We’ll begin with an overview of virtual worlds, how to approach them for the first time, and how to create and develop a personality or character within the world. Gary Hayes will outline the steps taken to launch his clients into these worlds such as ABC TV, BigPond and Fortune 100 companies and the value they have received. You’ll also hear Laurel Papworth’s experience as a user and insights as she outlines her views on what brand opportunities are available. Finally you’ll hear a case study from Tennille Wong on how IBM.com.au successfully used a virtual world as a research medium. Social Virtual Worlds definitely have a place in the digital landscape and if you’re interested in learning how to get involved, this is the session for you.
Social Media & CGC: Has a Value Proposition Emerged? (77 MB)
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In 2007 we were talking about Social Networks and CGC as the next wave in digital media and within a year, it’s proven itself to be a viable digital medium. If you’re still wondering what value social networks provide, how they see themselves in this new digital world, and what they will look like in the future, then this is the session for you.
We’ll dive into the benefits of social media including connecting with consumers through lengthy page views and time spent on the site while discussing how an agency or brand can insert themselves into these environments.
Through brand case studies, you’ll hear how social networks are included in the
overall marketing mix. And finally, we’ll dive into the future of the social
network portal, what it will look like and discuss the potential of open-platform
applications and multi-dimensional engagement with consumers and customers alike.
It’s a constant ongoing evolution, so make sure you’re along for the ride!
Online Techniques to Increase Customer Loyalty (107 MB)
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Defining customer loyalty can be tricky, especially when companies aren’t sure whether KPI’s should be targeted to branding or increasing sales or both. How should a loyalty plan be developed and what really does a customer loyalty plan achieve?
Join us as we dive into the differences between online loyalty programs versus offline loyalty programs and how tailoring the online experience around behaviour and using the channel effectively can increase ROI. Hear case study examples, specifically from Esprit, on how they have started to integrate an online loyalty program perfect for them. If you’re keen to step up your customer experience and keep them coming back for more, then this is a session you won’t want to miss.
360 Degree Measurement & Analytics: Driving Performance in a Multi-Platform World (91 MB)
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360 Degree Analytics
is not about finding one system that tracks
and measures all online activity, it’s
about looking at an online campaign, defining
the campaign objective and then determining
the right measure to give it that 360 degree
snapshot of effectiveness. Join our panel
of experts as they outline the benefits
of tracking an integrated online campaign.
You’ll hear how to:
- approach
marketplace analytics to help you develop
an online campaign
- use consumer behaviour
analytics to understand where and how
consumers will react to your campaign
- develop a multiple online
channel measurement system to provide
you with a snapshot of how each channel
affects your campaigns outcome
This session will review
case studies outlining each piece of the
measurement puzzle and how important they
are in developing an online campaign. If
you’re looking to
increase your online marketing ROI, then
this is the session for you.
Designing Video Based Content and Advertising (85 MB)
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Video is quickly becoming a desired format for consumers and advertisers alike, however there are issues and challenges to using this format that can turn off anyone from using the medium. This session is set to debunk the myths and discuss the power of video.
This session will begin with an industry and economic overview. We’ll then move to the topic of content; the sources of video content, how video content can be used across other channels, and the benefits of creating your own video content. Finally a discussion around video formatting and how to best use it, measure it for increased eyeballs, and most importantly how to monetise video ads and create a market who will pay for it. Video could be the next frontier in marketing and advertising so make sure you join us for this enlightening session.
Merging Online and Offline Initiatives: Integrating a Brand Online (91 MB)
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As
we know, customers and clients are engaging
with both online and offline mediums. But
how do we cross market to them to make
sure we’re hitting our audience effectively?
According
to our panel of experts, you must provide
the where-with-all for the consumers to
interact with the brand by delivering content
where and when the consumers want it which
includes both online and offline channels.
How do you do that? By maximizing the benefits
of multiple touch-points across a number
of media plays. By doing this, you’re able
to engage the customer longer based on
the intention of the campaign.
During this
session you’ll hear our panel of experts
explore:
- How to develop a strategy
that considers all channels at the beginning
of the process
- Debate on whether you
need to define a message to its channel
or whether a single message or call to
action can be used on all mediums
- Discussion
around how there is no longer a “lead” channel
or campaign. Digital is the lead medium
and should be front of mind when defining
the message and execution
- The best way
to fulfil your customers expectations
The
discussion will focus on developing a message
or campaign and to tailor that message
to online and offline channels for increased
customer interaction.
THURSDAY,
MARCH 13
Opening Remarks (20
MB)
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The content for this program was put together by the industry, for the industry with a focus on covering the most interesting digital evolutions that the rest of 2008 will bring.
Opening Keynote: The Big Idea Strikes Back (66
MB)
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Have today’s brands lost their voice in a world of fragmenting media? Brad Jakeman, a leading brand advertiser, believes they haven’t and that they are more in control than ever. It’s not all about the channels available to marketers these days but about creating a big idea and executing it across all platforms to create a consistent consumer experience.
Join us as Brad Jakeman unleashes the thought process behind big brand marketing
and how to understand the consumers touch points to create a 360o brand experience.
Through personal case study examples and hands on experience, Brad will get
you thinking about the next big thing and provide take-aways on how to execute
it. You won’t want to miss this Keynote presentation at ad:tech Sydney.
Opening Keynote: Offline to Online – Has the Shift Emerged? (106
MB)
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As an executive of Looksmart, 7 years ago, Tim was on the cutting edge of the online industry. It wasn’t until Looksmart focused on search that it took off and changed the way Australians interacted with the internet. Since then Tim has been a brand advertiser himself launching the nudie brand while still keeping his thumb on the pulse of the online industry. Has much changed since his time at Looksmart? Personally for Tim yes, but what about the online industry? Has it evolved? And are publishers and advertisers effectively using the medium? According to Tim they aren’t and it’s not because the technology isn’t there.
Join Tim as he talks about his evolution from Looksmart to today and how he believes publishers and advertisers need to start to think innovatively in developing the conversation to engage with the consumer. “It’s about the consumer’s needs and finding ways to monetize this”, he says. Whether you agree or disagree, this will be a session you won’t want to miss!
Consumer Engagement Tactics (84
MB)
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It’s no surprise that consumers are changing the way they interact online with your brand and as advertisers, we need to learn from their behaviour and change the way we engage with them. We need to shift our thinking from trying to pull consumers away from their intended interest with our advertisements to offering them ads based on context. This is essential in keeping customers engaged longer, ultimately increasing their awareness or enhancing their purchase decision.
Join us for this informative and enlightening session as we discuss; why digital is the perfect medium to engage with your consumers, how gathering information, community and self expression, entertainment, and transacting are now an integral part of the consumer process. This session will show you some examples of good consumer engagement tactics and open the floor for your input and questions on how to keep those customers engaged and happy.
Web 2.0 for Financial Services (87
MB)
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The financial services vertical is complex in its own right, but when it comes to digital, there are a lot of insights and techniques other industries can learn from to enhance their digital marketing. This session will give you an idea of where one vertical stands with regards to digital marketing.
Join us as our panel of experts discusses the current digital market for financial services sector, how they are constantly educating global colleagues about the digital market in Australia, how consumer feedback indicates where the they are generating the best ROI, and how the financial industry spends a great deal of time measuring twice and applying digital technology and digital marketing where it’s relevant. Hear from our case study speakers as they give you insight into their vertical that’s being careful but getting it right.
Establishing Brand Dialog in the Digital Era (92
MB)
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Back in the day, companies pushed marketing messages creating a one way brand dialogue with the consumer. These days, the Digital era requires marketers to deliver more engaging marketing strategies to create a push/pull environment. So, are we able to create a two way dialogue? Or is it more effective to allow greater custodianship of our brands to the digital generation? Given these challenges, marketers must still resort to the fundamentals of brand dialogue to make sure the conversation is relevant, interesting, personlised, and appropriate.
Join our expert panel as they begin the session by defining Brand Dialogue and how it’s changed, how to use the digital channel to engage and communicate with consumers maximizing brand dialogue effectiveness, and finally discuss the agencies role when it comes to brand dialogue in the digital era? This session will give you the background and techniques to make sure your brand dialogue is effective and positive.
Media Planning & Buying Innovation (87 MB)
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Marketing executives aren’t the only ones that need to move to a 360 degree approach to their online marketing. Media executives need to become innovative and start to think holistically as well. Is there a reason for this shift of planning? Absolutely.
Join us as we discuss how digital media has, through fragmenting audiences, needed to develop a more diverse and integrated approach to media planning and buying. Hear how it’s not all about digital! Even though the industry has segmented so called 'traditional' media and 'digital or new' media, the consumers haven’t. And finally, be a part of the discussion on how agencies, clients and publishers need to innovate to keep pace with the changing consumer trends.
Whether you’re a media buyer, planner, brand advertiser, or agency, you won’t want to miss these new perceptions on the changing landscape of media.
Gamer Nation: Advertising and the Gaming Ecosystem (98
MB)
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The gaming industry is quickly becoming a viable digital channel for advertisers due to the volume of eyeballs, the high consumer engagement and above all the average time spent by a user on a game. But what is involved in making the most of this new medium and how can agencies and marketers take advantage of the opportunities?
Join us as our panel of experts discuss the basics of defining the different types of games including Mobile, In-Game, Casual, Console, and PC while outlining the opportunities in and around each category. You’ll gain insight into the audience involved in certain games, the benefits the gaming industry can offer and learn the commitment involved and required from an agency and client to get involved. Finally you’ll gain insight into how to monetise this new medium for increased ROI. This will be a lively session outlining the best of the gamer nation!
Upselling the Digital Spend to Management (95 MB)
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It takes more than developing and presenting a digital strategy to convince upper management to increase your digital spend. You need to have an understanding of who the stakeholders are and how to approach them. Join Sean Smith, Ryf Quail and David Redhill as they provide you with the tips and tactics to help you be successful in gaining that additional spend. Whether you’re an agency or a brand marketer, this session will show you how education, forecasting, and stakeholder management all play an integral role and how a long term approach is the best way to create internal brand advocates.
Digital PR (87
MB)
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Public Relations has always had a place in the marketing mix but now with digital creating a larger marketing scope for products and services, digital PR is becoming just as important as other digital channels.
In this session you’ll learn how digital PR is all about listening and learning and strong story telling using digital rich text. It’s about building authority online to inspire content creators to link with you. By monitoring the blogosphere and consumer input, you’ll be able to achieve win/win outcomes for all stakeholders involved. Digital PR is not about offer and closure, so join us as we hear from the experts as they help you to understand how to create a proactive digital PR campaign. You’ll also hear a very unique case study from Australian Wool Institute on how they developed and tested their digital PR campaign internally for controllable results. This session will have you thinking differently about your PR initiatives.
Evolution of Digital Content (88 MB)
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Content is the driving force behind marketing messaging and creative ideas. It’s the use of content that’s evolving, providing consumers new ways to view, interact, and absorb advertising and marketing, so this is where we’ll begin. Join us for this intriguing panel as Jenny Williams, Matthew Fayle and Ben Liebmann look at the history of content and how it’s changing. You’ll hear how content is changing in the digital world, how consumer engagement affects content, and a discussion around re-purposing of offline content online vs creating original digital extensions to offline content vs creation of original digital content. Finally the session will dive into the business models of content and how agencies and marketers alike need to know what’s available as well as linear vs. non-linear content and the commercial proposition. This will be an informative session for anyone interested in the content revolution.
Advertising Opportunities on Mobile (93
MB)
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Digital marketing is no longer just about marketing online. Mobile is quickly becoming a popular medium to target potential consumers in a very personalized way. But understanding the type of opportunities and value they bring to the consumer can be tricky when it comes to mobile.
This session will begin with an overview of the mobile market while discussing the key types of mobile advertising available. It will address how to work best with agencies and clients in creating the ad, how to make the advertising beneficial to the consumer, identifying who “owns” the customer and privacy concerns are all in the mix. Lastly we’ll touch on the future of mobile advertising including new mobile devices that render the full web impact and what the differentiators will be. This will be a session all about new opportunities and the issues surrounding this new medium.
Search Engine Optimisation (96
MB)
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We all know that the
overall function of search is to help people
find answers, but how do you provide answers
while making sure you’re driving the right user to your site? It’s all about optimisation. Search Engine Optimisation is one of the most important pieces of the digital plan and one of the most complex and robust. During this session you’ll
hear case study examples from optimisation
experts on how they have overcome the challenges
to target and expand their SEO.
Topics
to be discussed will include:
- Understanding
why SEO is important to your digital
plan
- Understanding
customer intentions and needs, increasing
the right traffic and creating an environment
for your customers to interact
- Understanding
content and how UGC, content accessibility,
content flaws, content tagging, and keywords
play a role in SEO
- The long tail effect,
localisation, and personalised search
This
should keep us busy for the time allotted,
so join us for a lively discussion and
take home new insights into expanding your
SEO.
Working with One Agency or Multiple Agencies? (82
MB)
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This session is not about the benefits or choosing to use one agency or multiple agencies. And it’s not a session about the differences between consolidated agencies and independent small agencies. What this session will discuss is agency management and the thought process behind choosing the right agency to create a strategy and execute your plan, project or campaign effectively.
Join this vocal panel on how to find a lead agency and create the “best in breed” across all your marketing channels. We’ll get you thinking by answering questions such as: What do you do yourselves? What do you outsource? Where does the creative and digital strategy lie? When does a one stop shop make sense? And when to use specialists and why? During this discussion you’ll hear case studies, informative perspectives, and a bit of banter on agency management. It should be a fun and informative session you won’t want to miss.
Tailoring Content for the Mobile Device (88 MB)
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Some say that content designed for websites is no different for the mobile device, for some industries that’s true, however, for the music industry mobile content is tailored and provides a unique look at how companies could potentially learn from this industry’s view. We’ve brought together a unique panel to discuss considerations when creating content for mobile.
We’ll begin the session by outlining the importance of the mobile device and how content is absorbed differently. We’ll talk about some issues to consider such as, the time of day a message is sent out, creating the right value exchange, and identifying the purpose of the message whether it’s for information gathering or a call to action. You’ll hear how country artist, Steve Forde, winner of 3 Golden Guitar Awards, has embraced mobile marketing and is tailoring his content to engage his fans. He’ll explain how he’s found a medium to instantly interact with his fans and how he maximises the device for his business. Lessons any business executive can learn from. Along with Steve, you’ll hear from Warner Music on the business side of mobile marketing as well as from m.net Corporation on technology trends and campaigns companies are embracing. This will be a fun and enlightening session that will have you thinking about the way you can maximise the mobile device for marketing.
Affiliate Marketing 101 (95
MB)
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Many marketing executives are moving to a 360 degree approach to their online marketing planning with affiliate marketing proving to be a valuable piece of the puzzle. In this session, we’ll look at how important it is for companies to change their marketing mindset from a campaign by campaign based approach to a long term holistic approach.
Hear how Sportingbet.com.au implemented an affiliate marketing program that has quickened his internal decision making process, improved budgeting and forecasting, and increased the value of customer acquisitions. You’ll also gain an agency’s approach to affiliate marketing and the value to its clients while hearing about the challenges faced in creating an affiliate program and how to overcome them for measured success.
This interactive panel discussion will help you decide if an affiliate marketing program is right to include in your overall marketing plan.
The Podosphere: Everything You Need to Know for Success in One Hour (90 MB)
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Podcasting is a unique marketing channel for all those involved in digital marketing. It requires developing a “genuine conversation” with your customers and clients, building relationships that ultimately add value to their lives. Join us as Mark Jones, Cameron Reilly, and Danae Goldsmith bring three different perspectives to building and producing Podcasts as an additional marketing channel.
This session will discuss why Podcasting matters, why it’s growing, and how to make it work for you. We’ll offer insightful industry statistics and views of why this medium is still in its infancy. You’ll also hear how one company was able to generate new customers through its Podcasting medium. This session is not to be missed by anyone looking to understand the value of Podcasting, the underlying thought process in developing Podcasts or to simply hear how this medium is evolving.
Email Marketing & Optimisation Best Practices (95 MB)
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We all know that email
marketing is a key piece of the marketing
mix and with technology continuously changing
it’s difficult to figure out how to run
an efficient and optimised plan. This session
will begin with an overview of the email
marketing landscape and move into more
tactical best practices to help you improve
your email strategy. Issues to be covered will include:
- Database optimisation
and segmentation
- How measurement, statistics and
consumer behaviour impact your
email marketing
- The Business of Email
If
you’re looking to expand and develop
a more efficient email strategy, then this
is the session for you!
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