"Grand Designs: Constructing your digital brand architecture"
Is ‘marketing strategy’ now being driven solely by the latest digital channels on offer? Is the tail wagging the dog?!
With the number of new digital marketing channels growing rapidly, even with taking away traditional marketing, what do you back? What is the optimal mix?
Social media is now becoming a marketing discipline in its own right and with customers becoming more diverse in their channel consumption, it puts even more pressure on your marketing strategy and execution... on top of that marketing teams around the globe have never been so time poor.
Global strategy or digital overload?
This conference challenges these issues head on, at a strategic level, and not only providing a platform for these to be discussed, you will also be able to workshop these issues, with your peers. Share, learn and take away solid solutions, which you can implement with confidence at board level.
What will be covered?
- Engaging customers and prospects in cross-channel dialogue, that builds on past and present behaviour - utilising integrated web and customer analytics, email, and website personalisation.
- Developing and managing an integrated communications programme to engage, educate, nurture and inform your clients & prospects, based on market insight, analysis and individual preferences.
- How notions of creativity have evolved as a consequence of the move to online marketing, away from image based creative towards content, insight and thought leadership – moving away from the “big idea” to the “long idea”
- A review on how social media is profoundly changing business behaviour, and the role of ‘trust agents’ in informing and influencing business decision making, and consequently marketing.
- A glance into the future – Who will the decision making/buying process change in the next few years, as the result of the digital age
Who should attend: CMOs, heads of marketing, sales and marketing directors, business development directors. Individuals currently working for mid to corporate-sized businesses, which have a level of international customer reach.
Delegates will be attending from global destinations.
To get more information or book your place call 020 7269 6590.
Engage with leading experts from Google, Siemens, Cyance and a key note from Professor Merlin Stone. You will also be guided through this unique programme containing multiple C-level workshops, by a team of international training consultants who specialise in the B2B market.
09:00 - Registration and breakfast
10:00 - Welcome and introduction - Joel Harrison, editor, B2B Marketing
10:15 - BBN Partner Keynote - Bill Below, creative director, Aastroem Munier BBN
10:30 - Breakout sessions 1 & 2 – Each speaking session is flowed by workgroups
Session 1: Creativity via content (big idea versus the long idea) - David Burnand, global and customer marketing, Siemens
The move to online marketing has had a huge impact on the idea of "creativity". Campaigns have died a death of some sort and instead we are now moving towards content, thought leadership and insight which favour a constant flow of information
Session 2: Integrated web-based dialogue - Richard Robinson, head of B2B Markets, Google
Developing and managing an integrated communications programme to engage, educate, nurture and inform your audience, based on market insight analysis and individual preferences
12:30 - Lunch
14:00 - Breakout session 3
Session 3: Cross-channel customer engagement - Steve Kemish, director, Cyance
Engaging customers and prospects in cross-channel dialogue - building on past and present behaviour - utilising integrated web and customer analytics, email and website personalisation.
15:00 - Coffee break
15:15 - Key Note: A glance into the future of the changing decision making process - Professor Merlin Stone
Real-time communications and the repercussions for your brand
The Internet age demands that brands are ready and able to engage with customers and prospects at a time to suit them – and that inevitably means almost immediately. Professor Stone will discuss the implications of instant gratification communications on brands and marketers, and examine how they can ensure they provide customers and prospects from companies of different sizes with what they want and need.
16:00 - Panel discussion and Q&A
16:45 - Formal event ends
Networking drinks will take place on Thursday 23rd June from 7:30pm onwards.
- 8 March 2012
- 19 December 2011
- 16 December 2011
