Track 7: Unconventional Online Marketing
Social media isn’t the only new kid on the block. New ways to communicate are constantly handed to the marketing department with the expectation that you will conquer these novel technologies. Either you’ve been tasked with understanding, explaining and capitalizing on these new messaging methods — or you will be soon.
More and more hours people spend online are being absorbed by video. YouTube, Hulu, Facebook – it’s our favorite way to communicate. And now, marketers are taking advantage of this rich media by posting product introductions, instructions, unboxing videos and video blogs. Think about it: Would you rather read a 15 page white paper or watch a 2 minute video? Learn how to boost sales by creating your own video content and how to steer clear of the most egregious video mistakes.
Smart phones or tablets, mobile sites or apps, location-based, proximity, click-to-call…, The mobile market is growing fast and there are a whole lot of new marketing methods out there. You need to know how to choose and how to succeed. This session walks through the variety of promotional methods, the types of tools and services available to help you do it well and examples from some of the brightest and most forward-thinking marketers on the planet. Mobile Web users will surpass Desktop Internet users by 2013. Will you be ready?
More powerful than a Flash website. Faster than a speeding text message. Able to leap tall kiosks in a single bound. Downloadable applications are all the rage and if you are thinking about building one, this session is for you. Learn everything about apps from persuading people to download them to preventing attrition. Design, costs, platform requirements – this is not a technical seminar but an introduction for marketers who need to work with the technical team to get the right marketing app in front of the right person at the right time
It’s an app with an eye on the real world. Cover the Empire State Building with your product message? Sure. Tattoo your logo on the forehead of every passerby? Why not? Offer location-specific advice that boosts sales? Now we’re Talking. But is this technology ready for prime time? Learn what’s possible, who’s doing what and whether they are claiming marketing success with this newest means of communication.
“Gamification” is the process of using game thinking to solve problems and engage audiences. As consumers seek more reward and engagement from experiences, games are an increasingly important platform. Just as nearly every marketer now employs social media in some capacity, so too will game mechanics be used in the years ahead. Jim looks at how to harness the power of games across web, tablet and smartphone to accomplish marketing goals. Advergames deliver awareness and drive response. In-game advertising relevantly connects brands to commercial and social gamers. Game-based learning enhances organizational performance by translating business processes into ‘Learning by Doing’ experiences. Come find out how games build brand relationships.
Session 7a. The Power of Online Video
David St. John Tradewell, Commercial Director, North America, EconsultancyMore and more hours people spend online are being absorbed by video. YouTube, Hulu, Facebook – it’s our favorite way to communicate. And now, marketers are taking advantage of this rich media by posting product introductions, instructions, unboxing videos and video blogs. Think about it: Would you rather read a 15 page white paper or watch a 2 minute video? Learn how to boost sales by creating your own video content and how to steer clear of the most egregious video mistakes.
Session 7b. Mobile Marketing
Jon Jackson, Chief Executive Officer, Mobile PosseSmart phones or tablets, mobile sites or apps, location-based, proximity, click-to-call…, The mobile market is growing fast and there are a whole lot of new marketing methods out there. You need to know how to choose and how to succeed. This session walks through the variety of promotional methods, the types of tools and services available to help you do it well and examples from some of the brightest and most forward-thinking marketers on the planet. Mobile Web users will surpass Desktop Internet users by 2013. Will you be ready?
Session 7c. Creating Apps that Sell
Jason Brush, Executive Vice President, User Experience Design, Possible WorldwideMore powerful than a Flash website. Faster than a speeding text message. Able to leap tall kiosks in a single bound. Downloadable applications are all the rage and if you are thinking about building one, this session is for you. Learn everything about apps from persuading people to download them to preventing attrition. Design, costs, platform requirements – this is not a technical seminar but an introduction for marketers who need to work with the technical team to get the right marketing app in front of the right person at the right time
- What makes a great ap?
- Designing for Apple versus Android
- Maintaining a consistent brand identity across all digital platforms
- Building apps with strong functionality and are easy to use
- An app’s ultimate success or failure
Session 7d. Augmented Reality
Steen Rasmussen, Senior Partner, IIH NordicIt’s an app with an eye on the real world. Cover the Empire State Building with your product message? Sure. Tattoo your logo on the forehead of every passerby? Why not? Offer location-specific advice that boosts sales? Now we’re Talking. But is this technology ready for prime time? Learn what’s possible, who’s doing what and whether they are claiming marketing success with this newest means of communication.
Session 7e. In-Game Marketing
Jim Wexler, EVP, BrandGames“Gamification” is the process of using game thinking to solve problems and engage audiences. As consumers seek more reward and engagement from experiences, games are an increasingly important platform. Just as nearly every marketer now employs social media in some capacity, so too will game mechanics be used in the years ahead. Jim looks at how to harness the power of games across web, tablet and smartphone to accomplish marketing goals. Advergames deliver awareness and drive response. In-game advertising relevantly connects brands to commercial and social gamers. Game-based learning enhances organizational performance by translating business processes into ‘Learning by Doing’ experiences. Come find out how games build brand relationships.
- Why Game and Game Dynamics Matter
- How Brands Capitalize: in-Game and Advergame
- Game-Based Experiences and ‘Learning by Doing’
- The Gamification of Everything
- Case Studies and ROI
