| iMedia Brand Summit Coconut Point '04 Presentations |
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| The following Powerpoint presentations were delivered at the iMedia Brand Summit in February. |
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Industry Participant Breakfast: Watch out! New Online Marketing Models are Dramatically Disrupting the Future for Publishers - Download (5.44MB)
Grad Conn, VP & Managing Director, Grey Interactive + Direct, Toronto, ON
Social networking, instant messaging, blogs and peer-to-peer are just some of the communications methods that didn't exist a few years ago that are rapidly changing the media rules - for marketers. There's a trend among CPG marketers and others that publishers might view as either threat or opportunity but that they ignore at their peril, While great sites with loyal audiences continue to publish according to the old model - build it, promote it, and they will come - marketers are harvesting visitor data and building their own portals. Using all the new communication tools at their disposal, companies such as Kraft are selling with consumers, not to them, earning their trust and loyalty and depending on them to spread the word. Grad Conn, Grey Interactive managing director in Toronto, speaks from years of packaged goods marketing experience with P&G and working with leading brands from the agency side. He will challenge publishers by asking: Will online publishing fall by the wayside as RSS blog feeds distribute breaking news to every desktop before publishers get their story out? Or will publishers learn to deal with it and maximize the enormous value of their information, credibility and loyalty by taking advantage of those same tools?
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Insight Presentation: Surveying the Digital Future - Download (14KB)
Jeffrey Cole, Director, UCLA Internet Report
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Insight Presentation: The Link between Offline Purchases and Online Behavior - Download (1.1MB)
Charlie Buchwalter, Senior Analyst, Nielsen//NetRatings
Is there a relationship between online usage behavior and offline purchase patterns? HomeScan is an ACNielsen product wherein a panel of 61,000 households agree to scan everything they buy and the results are sent in real-time to ACN computers. A substantial number of the online households who participate on the ACN panel have also agreed to install the Nielsen//NetRatings meter on their PCs. This will help Nielsen//NetRatings answer such question as which sites appear to attract the individuals that have the greatest propensity for consuming specific brands/products? After all the discussion of cross-media analysis, for once the industry may finally have definitive information demonstrating the link between offline purchases and online behavior.
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Opening Remarks - Download (8.66MB)
Lee Watters, Executive Editor, iMedia Communications
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Creative Showcase: Johnson & Johnson - Download (692KB)
Dave Adelman, Johnson & Johnson. Moderated by Joseph Jaffe, Editor-at-Large, iMedia Communications
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Creative Showcase: Visa - Download (1.95MB)
Jon Raj, Visa. Moderated by Joseph Jaffe, Editor-at-Large, iMedia Communications
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Creative Showcase: Kraft - Download (1.95MB)
Kathleen Riordan, Kraft. Moderated by Joseph Jaffe, Editor-at-Large, iMedia Communications
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Breakout Session: “ How to Sell It to Management” - Download 1 (481KB) Download 2 (26KB)
Marketing consultant and former McDonald’s Senior Director Neil Perry leads a discussion on the six proven tactics that he used with management at McDonald’s to focus their attention and resources on Interactive Marketing.
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Insight Presentation: Plugging the advertising trust gap - Download (327KB)
Jim Nail, Senior Research Analyst, Forrester
Forrester sees hints of a more general backlash against advertising and marketing in the embrace of the do-not-call list, pop-up blocking, anti-spam vehemence, and ad skipping via DVR-type functionality. Nail will review the results from Forrester’s Consumer & Technographics data on how brand, price, and research influence consumer purchase decisions, plus a joint study Forrester conducted with Intelliseek’s PlanetFeedback which reveal consumers increasing dissatisfaction with current marketing practices.
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Insight Presentation: One-to-One Communication: Promise vs. Perception - Download (129KB)
Denise Garcia, Principal Analyst, Media & Advertising for GartnerG2
Garcia will provide a glimpse at current targeted and personalized promotional activities that cutting-edge marketers are using now and planning for 2004. Her presentation will address these and other important questions: What kind of marketers are most active in personalized and targeted marketing? What do marketers perceive as the pitfalls and benefits of targeted and personalized promotions? What are the trends in Internet-based advertising? |
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