Digi-Tech 2010 The Future of Marketing is Here!

Reassessing and restructuring your tra-digital marketing strategies to provide you with the ammunition to better engage and build trusting relationships with your consumers for better ROI.

Sydney Harbour Marriott, Australia 2nd & 3rd June 2010

Agencies accredited with The Communications Council can accrue CPD hours upon attending this event. AMSRS members are entitled to QPMR points upon attending this event.

If you do what you've always done, you'll get what you've always gotten.
Tony Robbins
Digital Marketing is fast moving away from the focus being about the brand to catering to the consumers needs and wants. 2010 is the rise of the sceptical, cynical, and often critical consumer, whos open about sharing their thoughts with others. Refining and restructuring your digital marketing strategies this year will enable you to better engage and effectively communicate and build trusting relationships with your consumers, leading to an increase in profits.

Your distinguished chair:

Peter Harris National President Australian Market and Social Research Society Peter is one of Australias leading consumer experts within the Tourism, Entertainment, Media & Leisure sectors, with more than 20 years experience as a marketer, research buyer, supplier and marketing strategist within these categories. Peter has established, designed and managed dozens of qualitative studies, large scale continuous tracking studies and consultancy projects in Australia, Asia and the Middle East. Peter has been a member of the AMSRS for over a decade, and has held the position of National President since September 2007. He holds Bachelor of Commerce from the University of Western Sydney and is a Qualified Practicing Market Researcher (QPMR).

Key speakers include:

Tony Keusgen Head of Technology - Australia & New Zealand Google Inc John Batistich General Manager-Marketing Westfield Group James Borg Digital Manager AGL Energy Carolyn Macdonald Head of Marketing, Innovation ABC Todd King National Online Marketing Manager AMP Capital Shopping Centres Oliver Mistry Online Marketing Manager Foxtel

Also featuring a half day interactive workshop on:

Tracking, measuring and monitoring data from digital marketing strategies for higher conversion rate Facilitated by: Data expert Christian Bartens Managing Director Datalicious Christian Bartens is passionate about the power of data and how it can help shape effective marketing strategies. After having worked in digital marketing in Australia and overseas for many years, he established Datalicious; a new breed of agency that strives to makes data accessible to non-analysts and provides actionable insights to marketers. As a data evangelist and pioneer in digital marketing and web analytics, Christian is lecturing at the University of Sydney and has spoken at numerous industry events and conferences about the power of data in optimising marketing communications. He works closely with leading industry bodies and solution providers such as ADMA and regularly gets invited to industry councils, customer advisory boards and beta testing programs.

Sean Smith Head of Brand and Communications HotelClub Caroline Brunel Marketing Manager Tourism Ireland Magda Walczak Head of E-Commerce Real Insurance Lisa Womersley Senior Mobile Product Web Analyst Sensis Stella Haros Associate Director Digital Marketing Paul Foster Digital Marketing Manager Swinburne University of Technology

Key benefits of attending:

Optimising the integration of mobile marketing in your digital marketing strategies for highly effective consumer engagement. Tracking, measuring and monitoring data for higher conversion rates. Assessing real-time consumer intelligence to build deeper and more effective customer relationships. Heightening your online presence by driving traffic to your website to effectively engage consumers and increase sales. Focusing on consumer behaviour and utilising critical insights to entice convert and maintain consumers

Endorsers

*Early Bird & Group Discounts Ask about our savings

conferences

Conference Programme Day One

Wednesday 2nd June 2010

0830 0845 Registration & coffee Welcoming address from the chair Peter Harris National President Australian Market and Social Research Society Session one Case Study An insight into digital marketing 2010 Focusing more on customer retention and growth and understanding what drives customer satisfaction and loyalty Using web personalisation in the most effective way to increase consumer engagement Developing and optimising various consumer engagement tools to create maximum appeal to consumers Developing strategic agility: Building in flexibility and innovation to your digital marketing across all aspects of digital strategy Tony Keusgen Head of Technology Australia & New Zealand Google Inc. Session Two Case Study Closing the Gap - Full integration of the marketing mix Successful integration of traditional and digital marketing strategies coexisting on a tight marketing budget Is traditional marketing still relevant? Dont jump on the bandwagon: Striking a good balance of integrated digital strategies thats right for your brand Embracing fully integrated online and offline marketing strategies to optimise your marketing strategy Caroline Brunel Marketing Manager Tourism Ireland Morning refreshments & networking break Session Three Case Study Integrating traditional and digital media to influence consumer behaviour in a service industry. Drawing on consumer insights to develop engaging marketing content that resonates with your market Strategies to driving consumers online and the impact of engaging and rich content on their behaviour Tracking, monitoring and analysing the hits and misses, what does it all mean? Lessons learnt: How will they be applied to future campaigns and what that would look like Stella Haros Associate Director Digital Marketing Paul Foster Digital Marketing Manager Swinburne University of Technology Session Four Case Study How retailers are using digital channels to engage their Customers: Evolving to social business design The move to multi-channel retailing The rise of mobile and social media The importance of integrating these new retail channels Global learnings John Batistich General Manager - Marketing Westfield Group Network luncheon Session Five Case Study Give them what they want: Using online analytics to morph your online presence Assessing the digital landscape Using research to flesh out content gaps Juggling internal deliverables and customer needs Back to basics the power of active listening in the digital space Identifying the quick wins in consumer engagement James Borg Digital Manager AGL Retail Energy Limited 1700 1415 Session Six Case Study Optimising the integration of mobile marketing within your digital strategies to entice your consumers Establishing the key steps on how to integrate mobile marketing in digital strategies Assessing the key drivers of mobile marketing for more effective consumer engagement Captivating current and potential mobile customers on the go to increase ROI Afternoon refreshments & networking break Session Seven Case Study A Social Media Experiment: The good the ok and the ugly and lessons for next time What is the best approach for my brand and product? Should we even be playing in this space? If so, to what extent? Once we open the floodgates is there any going back? Learnings: FOXTELs top line approach on a SMM campaign Oliver Mistry Online Marketing Manager Foxtel

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1500 1530

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1030 1100

Session Eight Case Study Comparison of Social Media Marketing (SMM) v.s Social Influence Marketing (SIM) Building your Social Media Marketing (SMM) online presence Mastering how to overcome the fear of Brand Bashing by your target market and turning a negative marketing response to a positive one Merging SMM with other digital marketing strategies to provide users with a richer real time experience Magda Walczak Head of E-Commerce Real Insurance Closing remarks from Chair and end of Day One

About the Endorsers

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Formed over 15 years ago The Marketing Association is one of the most influential and highly respected professional and educational bodies for marketers in the Asia Pacific Region. MAANZ offers both Personal and Corporate membership packages to provide you with the opportunity to achieve career advancement and enhanced credibility in the profession through profession development programs and access to the latest information on marketing practice. Membership of MAANZ also gives you substantial discounts on many major marketing conferences. More Information www.marketing.org.au

1230 1330

Point of Purchase Advertising International (POPAI) is the only global, not-forprofit, industry association exclusively dedicated to serving the interests of all those involved in retail marketing. POPAI has 19 national offices covering 45 countries and more than 1,700 members worldwide. The organisation works to establish and maintain excellence in all aspects of retail marketing communications, raise standards of business practices and provide its' membership with information to ensure its continued position as a vital part of the marketing mix. www.popai.com.au

marcus evans would like to thank everyone who has helped with the research and organisation of this event, particularly the speakers and their staff for their support and commitment.

The Media Federation of Australia (MFA) was formed in 1997 with an objective of supporting those Agencies that specialised in media services (ie. media research, strategic planning, media negotiation and placement). Today the MFA has a total membership base of 19 Media Agencies who are collectively responsible for over 72% of media billings in Australia.

Register Now
Conference Programme Day Two
Contact Marketing at marcus evans Tel +603 2723 6736 Fax +612 9223 2352 Email estherw@marcusevanskl.com

Thursday 3rd June 2010

0830 0850 0900 Registration and coffee Opening address from the chair Session One Case Study Bluebird AR - The ABC's alternate reality project offering the next generation of interactive storytelling Integrating digital marketing strategies with new content forms Using social media platforms to deliver integrated content and marketing offerings Delivering 'in-game' and 'out-of-game' marketing strategies to engage audiences Enhancing the brand with a unique alternate reality experience Carolyn Macdonald Head of Marketing, Innovation ABC Session Two Case Study If it's the psychic network why do they need a phone number? Critical factors in Sensis mobile applications success Key Performance Indicators that matter: Beyond hits Web applications vs. native client applications: Whats working and why Location Based Services insight: Revealing Australian travel and call migration patterns Lisa Womersley Senior Mobile Product Web Analyst Sensis Morning refreshments & networking break Session Three Case Study Assessing real-time customer experience to build deeper and more effective customer relationships Delivering maximum value to customers by addressing their emotional intelligence aspects Identifying serious buyers post purchase and how to repeat business and upgrade online Using the right technology to close the gap between consumers and brands Defining what brand experience or experiential communication is and how to measure it Sean Smith Head of Brand and Communication HotelClub Session Four Case Study Driving traffic to a website and keep them coming back: Strategies to engage consumers and create value Customising website content to achieve higher relevancy, strengthening the online experience and customer value Using consumer insights to inform website strategy and drive sales Managing consumers expectations for personalisation, in order to achieve higher conversion rates. Utilising data to move towards a one-to-one communication strategy Finding out what your consumers won't tell you - using consumer behaviour to dictate website content Todd King National Online Marketing Manager AMP Capital Shopping Centres 1230 1330 Network luncheon

Session Five Half Day Workshop Tracking, measuring and monitoring data from digital marketing strategies for higher conversion rate Data capture and measurement What tools to use to effectively measure digital marketing performance and maximise ROI How to capture behavioural data of consumers and prospects for later re-targeting Impact of increasing website traffic from mobiles and smart phones Impact of online on offline sales and vice versa Deciphering data and generating insights Developing metrics frameworks in order to avoid drowning in meaningless data Making data accessible and actionable, the greatest challenge for today's businesses Measuring and optimising campaign performance in a multi-channel environment What you can do to measure the effectiveness of social media marketing Measuring online video and how to best integrate it into the digital mix Online insights influencing offline marketing strategies Taking action and increasing profitability How to define ROI in digital? Increased revenue, reduced costs or improved customer experience? The keys to success: Adequate internal resourcing, knowledge sharing and effective agency cooperation Accessing media performance and developing media attribution models to optimise budget allocation Strategies to widen the conversion funnel - at the top and at the bottom! Facilitated by: Christian Bartens Managing Director Datalicious Christian Bartens is passionate about the power of data and how it can help shape effective marketing strategies. After having worked in digital marketing in Australia and overseas for many years, he established Datalicious; a new breed of agency that strives to makes data accessible to non-analysts and provides actionable insights to marketers. As a data evangelist and pioneer in digital marketing and web analytics, Christian is lecturing at the University of Sydney and has spoken at numerous industry events and conferences about the power of data in optimising marketing communications. He works closely with leading industry bodies and solution providers such as ADMA and regularly gets invited to industry councils, customer advisory boards and beta testing programs. Originally from Germany, Christian has worked with some of Europe's leading mobile and digital technology companies before coming to Australia to study at the University of Queensland. Upon completion of his studies, Christian went to work for Tourism Australia in London and Sydney, defining the organisation's web analytics strategy and integrated global search marketing campaign. Workshop schedule 1330 Workshop begins 1500 Afternoon refreshments & networking break 1530 Workshop resumes 1700 Close of workshop

0945

1030 1100

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Who must attend

CEO, Managing Directors, GMs, Heads, Specialists of the following: Online Planning & Analytics Associate Director Digital Media Unit National Online Marketing Marketing Digital Business Web Project Digital Development and Marketing Digital and Learning Marketing and Innovation Digital Strategy PR/Media Future Brand Development All industries FMCG/ Retail/ Consumer Goods Airline Industry & Travel Energy & Utilities Entertainment and Recreation Hospitality and Hotels Insurance Tourism Service Related Industries Non-profit organisations Directors, Managers and Market Research Digital Social and Emerging Technologies Product - Customer Interactions & Web Senior Brand and Promotions Marketing Campaign Sales and Marketing Interactive Marketing Digital Marketing Senior PR E-web Marketing Communications Business Development Advertising Government/Public Sector/Councils Education Banking & Finance Pharmaceuticals / Healthcare Automotive IT/Telecommunications Media Sports

1700

Closing remarks from Chair and end of conference

Why you must attend

The Australian Market has matured with the explosion of digital marketing. The recovery process of the economy has begun and its time to look to the future. 2010 is seeing the death of the one-way websites which tend to lack personality, interaction and participation with brands to prompt consumers to react. There is a strong growth potential in areas of mobile and online advertising such as mobile marketing, integrated content, social networking, electronic direct mail, display advertisements. Trends show that despite the first quarter downturn due to the global financial crisis, revenues from online advertising in Australia increased by 19% in 2008/09 to reach a total market value of $510 million. The number of organisations spending between 25 and 50% of their marketing budget on digital media will increase by over 40% over the next 5 years. While just 10 percent of organisations currently allocate comparable funds to digital marketing, the figure will rise to 51 percent in 2013. Integrating traditional marketing with digital marketing strategies and measuring the results is key. Its critical to take an entrepreneurial approach, whilst keeping the fundamental rules in place, irrespective of whatever marketing strategy is used such as quality customer service, keeping and maintaining customer relationships, trust, integrity and honesty. The focus is not about getting the highest number of people, but more on the quality of interaction by educating, engaging, informing and offering feedback to ultimately communicating effectively with the audience setting yourself apart from your competitors.