Gone are the days when brands needed to rely on high profile stories to establish credibility –today, brand marketers become content curators by mingling content from trusted sources with their own material. Long gone is the need to purchase ad space in a relevant trade publication—instead, they just create their own site on the topic. At time when the line is increasingly blurred between the role of marketer and publisher, it is a brave new world out there for brands.
As part of a lively debate on what role brands should play in this brave new world, experts from the publishing, marketing, and internet worlds will come together to address some of the most heated concerns about this changing landscape –including matters of transparency and trust, concern over copyright and fair sharing, and where to draw the line between reporting and selling.
by Rob Garner
While brands have become increasingly networked, they fail to maintain the fluidity and agility of the average user, many major brands are at risk at failing in their marketing efforts, or succumbing to more agile competitor. This session lays out the new marketing landscape, and demonstrates how brands will need to reinvent themselves.
What can internet marketers learn from cultural icon and American jam band, the Grateful Dead?
The Grateful Dead is a great case study in contrarian marketing. Their marketing innovations spurred from doing the opposite of what other bands (and record labels) were doing at that time.
Starting in the internet-free 1960s, the Grateful Dead pioneered social media and inbound marketing concepts that businesses of all industries still use today. Ahead of their time, they believed in "freemium" content and created a huge network of people who recorded and traded tapes. They focused on cultivating a dedicated and vocal community that drove millions of fans to the band's live shows for over thirty years, generating hundreds of millions of dollars in revenue. Today's companies using social media can still learn from their success.
by Thomas Knoll
The word "community" is becoming so overused that it is beginning to lose its meaning. Many businesses apply that word to their customers without understanding the value of true community.
But you are different. You understand there is a difference between fans and family. Let's get our hands dirty, explore these differences, and discover together how much potential there is in converting our customers from a crowd to a community.
by Justin Cox
Companies often stress the importance of consistency—a consistent image, voice, strategy, etc. Countless models and presentations have been created to help brands maintain continuity. But, does consistency really equal success? It certainly can for things like product quality or customer service. When it comes to the world of marketing, however, consistency is overrated and overused. This issue is most apparent in the digital space, where print and TV campaigns are routinely repurposed as banner ads and pre-roll videos. Compounding the problem, marketers often duplicate digital ads across sites that have little in common with one another, ignoring the fact that consumers behave differently as they move around online. New disciplines and technologies have emerged, giving the industry unprecedented ways to reach consumers. Digital advertising should reflect these changes and inspire brands to be flexible, schizophrenic even. An argument could be made that no two ads should ever be the same. To achieve this, the industry must embrace a new order of advertising—one that champions inconsistency. One where publishers and agencies work together to create custom marketing content. Where ads for Heineken can’t be replicated as ads for BudLite. Where consumers experience advertising that is inextricable from the place where they are experiencing it. And where the goal is not to keep a brand on track, but to create unique experiences that compel consumers to engage on a deeper level.
Join a panel of marketing writers and humorists for a rollicking tour through some of the most notable examples of interactive marketing programs gone awry. These incredible, disturbing, and (unintentionally) hilarious case studies will leave you scratching your head and wondering out loud: “someone actually approved AND paid for that?”
From Edelman’s “WalMarting Across America” campaign that served to coin the phrase “Fake Weblog,” to Pepsi’s “Amp up before you score” social networking debacle, the world of interactive marketing has already yielded a rich crop of disasters to study.
If anything can be learned from the numerous gaffes made by marketers, it’s that mistakes are repeated. They’re reported in the press and then disappear, rarely cited in marketing books or publications. Why? Because according to one panelist, “we don’t like talking about the negative stuff.” In short, as far as the world of marketing is concerned, “all is always well.” The lessons that these stories impart are invaluable and should not only be repeated, but analyzed (and hopefully never repeated again).
Interactive Marketing Horror Stories provides an in depth look expensive mistakes, coupled with an explanation of why they happened and what we as marketers can do to avoid them. This fast moving, detailed and conversation provoking presentation will provide you with some of the most important information you can use: a way to avoid nightmares.
Genre communities particularly the horror-themed ones are increasing seen by the entertainment industry as an important audience segment to market to. The success of 2009's Paranormal Activity can be attributed to this loyal and vocal community that used social media tools to share their passions with everyone else. Because of this additional marketing focus by the entertainment industry, there are even more opportunities now for horror genre community sites to get a piece of the marketing dollars. But then, which comes first, the community or the revenue? The panelists will describe how their companies found their target audience and what they did to generate revenue while keeping true to their audience, hence maintaining their loyalty. While the panelist will be talking from their experiences in the horror genre, the same methods can replicated to foster loyal communities in other genres and to make money there too.
11th–15th March 2011