It's one year after my last note on this subject, and I went to the TFM conference again this week. It continues to surprise me just how high a proportion of the material was directly relevant to my work, and the organisers should be very happy with the quality of speaker that they continue to attract.
But another thing surprised me too, and this is not something for the organisers to be happy about. The organisation was in some aspects a complete fiasco. So many attendees wanted to see the more popular talks that there were lines stretching around the block; disgracefully, large numbers were turned away at the door of each one. This was especially the case for the keynote addresses but it was even the case for some of the specialist talks. Meanwhile a few of the speakers spoke to half-empty rooms. It was inefficient and pathetic.
This was a technology for marketing conference. The technology was largely about using the internet, eCommerce, databases and CRM to manage demand and supply. I would guess that most visitors registered online anyway. All they had to do was to allow us to register in advance for particular sessions. This would also have allowed them to monitor demand and potentially adjust seating plans as necessary. And this would make it clear to late registering people which sessions they could attend.
It was actually branded as technology for marketing and advertising. If they were advertising particular names as reasons to visit the event, then they had a corresponding obligation to allow us to see those names, or at least to make us aware that we would not see them.
It is not acceptable to justify the mess by saying the sessions were being recorded for later online streaming. People do not attend conferences to queue for their favourite sessions, to be turned away at the door, then told that the event can be viewed on the internet later.
One cannot blame the organisers too much on the first occasion, it is not easy to predict how an event will pan out. But what made the scenario particularly appalling was that exactly the same situation occurred last year.
About using technology for marketing, have they learned nothing?
Showing posts with label conference. Show all posts
Showing posts with label conference. Show all posts
Thursday, February 26, 2009
Wednesday, May 07, 2008
Current Task List
Last week I pointed out that the blog was effectively a current, evolving, comprehensive job resumé, and a far better source of information than most CVs. So in that spirit, and answering the question of "what do you do", a selection of my working life:
Data and The Digital Age
o Data Integration between on and offline environments, sorting the Wheat from the Chaff
o How to use data to drive effective digital communications
o Case Study of An Award Winning Digital Marketing Programme
Customer Experience: the Only Real Differentiator
o Understand the ROI of investing in customer experience
o Why online experience matters more in an age of social networking
o The science behind creating great customer experiences
Engagement Loyalty – Keeping customers interested in an increasingly fragmented market
o What drives customer engagement
o Interacting with customers differently
o Identifying customer differences
Extraordinary Popular Delusions and the Madness of Crowds
Web Analytics for DM
o Does DM drive online marketing?
o How to spot the impact of DM campaigns online
o Tracking the interaction of DM and PPC, affiliates and email
o To understand what customer insight is
o To understand the tools and techniques that enable learning about customers
o To understand how analysis can be turned into measurable results
Real World Proposition Development
o Defining the role of relevant propositions in today's entropic society
o Sourcing original propositions in a competitive market
o Developing high-impact propositions in a me-too environment
Advanced Search Engine Marketing & Online Brand Reputation
o Overview of how website architecture and content structure have the ability to impact SEO rankings and PPC ROI
o Exploit the opportunities that Universal Search provides
o Understand the options for link building and the level of resource needed to succeed in competitive markets
o Build a strategy to engage with users and influence brand conversations online
The Missing Millions – How Opt-Outs Can Ruin your ROI and What To Do About It
o Calculating the cost of marketing opt-outs to your business
o Avoiding opt-out triggers and tactics for retaining permission
o “Re-permissioning” legacy data
Multi channel response handling
o Understand what makes the difference to the client and focus on that
o Scripting, briefing, management and reporting
o Integrate call handling with the rest of your campaign
New Opportunities for Today’s Advertisers Using Pay per Click (PPC)
o Beyond Bid Management for Pay per Click
o Win through Continuous Quality Improvement – see how the experts do it
o Opportunities with New Ad Formats – gain a competitive advantage
B2B Digital and Direct Marketing
o What’s new in B2B marketing
o What’s working and what’s not
o What you must do in the next 6 months to stay competitive
Using Narrative Structures to Build Powerful Brand Experiences Online
o How scenarios and narratives are a vital planning tool in user-centred web campaigns
o Optimising messaging by building scenarios for different user segments
o Developing narratives that work across online and offline campaign metrics that measure engagement as well as clicks and conversions
Maximising Campaign Performance: Using Data to Increase Campaign Profitability
o How data can help you to better understand your customers
o What do your "best" customers look like?
o Understanding the campaign cycle - learn from your successes ... and your mistakes
Best Practice Campaign Management
o How to build an integrated campaign
o Setting objectives and defining the business case
o Identifying the target audience and media channels
How Testing Will Improve your Email Marketing Performance
o Why should you bother testing?
o How to test?
o What should you test? – a few big wins to get you started
Statistics and Testing for Direct Marketers
o Why statistics matter
o To control or not control
o Top Tips for Designing a Test
Semiotics: What is it? Why should I use it?
...etc.
Obviously that was not a description of my typical day, it was just a small selection from the IDMF conference that I mentioned last week. But it still helps to answer the question.
Data and The Digital Age
o Data Integration between on and offline environments, sorting the Wheat from the Chaff
o How to use data to drive effective digital communications
o Case Study of An Award Winning Digital Marketing Programme
Customer Experience: the Only Real Differentiator
o Understand the ROI of investing in customer experience
o Why online experience matters more in an age of social networking
o The science behind creating great customer experiences
Engagement Loyalty – Keeping customers interested in an increasingly fragmented market
o What drives customer engagement
o Interacting with customers differently
o Identifying customer differences
Extraordinary Popular Delusions and the Madness of Crowds
Web Analytics for DM
o Does DM drive online marketing?
o How to spot the impact of DM campaigns online
o Tracking the interaction of DM and PPC, affiliates and email
o To understand what customer insight is
o To understand the tools and techniques that enable learning about customers
o To understand how analysis can be turned into measurable results
Real World Proposition Development
o Defining the role of relevant propositions in today's entropic society
o Sourcing original propositions in a competitive market
o Developing high-impact propositions in a me-too environment
Advanced Search Engine Marketing & Online Brand Reputation
o Overview of how website architecture and content structure have the ability to impact SEO rankings and PPC ROI
o Exploit the opportunities that Universal Search provides
o Understand the options for link building and the level of resource needed to succeed in competitive markets
o Build a strategy to engage with users and influence brand conversations online
The Missing Millions – How Opt-Outs Can Ruin your ROI and What To Do About It
o Calculating the cost of marketing opt-outs to your business
o Avoiding opt-out triggers and tactics for retaining permission
o “Re-permissioning” legacy data
Multi channel response handling
o Understand what makes the difference to the client and focus on that
o Scripting, briefing, management and reporting
o Integrate call handling with the rest of your campaign
New Opportunities for Today’s Advertisers Using Pay per Click (PPC)
o Beyond Bid Management for Pay per Click
o Win through Continuous Quality Improvement – see how the experts do it
o Opportunities with New Ad Formats – gain a competitive advantage
B2B Digital and Direct Marketing
o What’s new in B2B marketing
o What’s working and what’s not
o What you must do in the next 6 months to stay competitive
Using Narrative Structures to Build Powerful Brand Experiences Online
o How scenarios and narratives are a vital planning tool in user-centred web campaigns
o Optimising messaging by building scenarios for different user segments
o Developing narratives that work across online and offline campaign metrics that measure engagement as well as clicks and conversions
Maximising Campaign Performance: Using Data to Increase Campaign Profitability
o How data can help you to better understand your customers
o What do your "best" customers look like?
o Understanding the campaign cycle - learn from your successes ... and your mistakes
Best Practice Campaign Management
o How to build an integrated campaign
o Setting objectives and defining the business case
o Identifying the target audience and media channels
How Testing Will Improve your Email Marketing Performance
o Why should you bother testing?
o How to test?
o What should you test? – a few big wins to get you started
Statistics and Testing for Direct Marketers
o Why statistics matter
o To control or not control
o Top Tips for Designing a Test
Semiotics: What is it? Why should I use it?
...etc.
Obviously that was not a description of my typical day, it was just a small selection from the IDMF conference that I mentioned last week. But it still helps to answer the question.
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