Digital Marketing and Media Summit 2009, Melbourne
I have just returned from attending the Digital Marketing and Media Summit in Melbourne. I went there to hear from industry leaders, companies and agencies who are the the forefront of the digital revolution. So I thought…
The promise read:
This summit will look at engaging digital strategy. Topics will include: The new rules of engagement; building your own digital media network; social media revelations; latest technology on offer for digital marketers; exploring the mobile social media value chain; the new social media creative world; the bloggersphere unleashed; adapting to a digital landscape; engaging new marketing case studies; today’s teen digital consumer; various digital marketing success stories; exploring buzz marketing; effective digital CRM and lead generation practice.
What it really delivered were case studies from agencies and their clients that focused on what was already done, some dating back to 2008. Where was the innovation? Where were was the ’latest technology on offer’?
‘Social media revelations’ were more like ‘Social media I’ll-tell-you-what-you-already-know’. 99% of speakers raved on about Facebook and Twitter. One major player – a multi billion dollar company – even said that they ‘posted’ notices on Facebook and Twitter but they had no resources to engage with their audience. They added that they were ‘surprised’ when people started interacting on their pages. I mean come on – it is SOCIAL media. The very least you can do is appoint a Community Manager who will interact, monitor, report and analyse what takes place in your social networks. People are talking about your brand, you might as well know (and manage) what they are talking about.
The bloggesphere was not unleashed. It was mentioned in one sentence, in an example where a company contacted 7 bloggers who, in 24 hours, reached and audience of 350 million. How? Who were the bloggers? What information was given to them? What was the trade? How was the chatter monitored? How did this result in sales?
The most disappointing presentation was the Levi’s iSpyLevi’s digital campaign by Host’s Digital Business Director Pascal Winkler and One Grean Bean’s Managing Director Kat Thomas. At the start of the presentation they stated that they were appointed to make Levi’s young and hip again, after the brand had fallen into the ‘my-dad-wears-these-jeans’ category. Pascal Winkler asked for a show of hands to see who in the room wears Levi’s, about 5% of the room raised their hands. Kat Thomas said “So that’s about half” (it clearly wasn’t) and Pascal Winkler added something along the lines of “well Levi’s is for young movers and shakers and clearly they are all absent from this room”. Wow! What confidence! To insult a room full of possible clients (Cadbury, Nissan, Movember, Qantas, Austereo were all there) in the first two minutes of your presentation takes guts. (Notice how I’m not even mentioning their actual campaign? It was underwhelming and ordinary – I just wish Levi’s had called me instead.)
The best part of the Summit was a presentation by Mark Higginson, the Director of Analytics at Nielsen Online. His presentation included metrics and tools we could actually use to help our business, to help any business. This was really the only tool we were given to ‘adapt to a digital landscape’, which as you know can be a cold, dark place.
Would I go next year? Possibly, if there were relevant topics and speakers. More technological information please, as well as tactics and processes we can use in our strategies that are different (better) than the ones we are currently utilising.
On the up side, it is great to know that what I’m doing is right on the mark. Excuse me while I call Levi’s.
Oops, what a lot of typos. Here’s a better written comment, sorry!:
I didn’t see all the presentations, so its difficult to comment across the board; in our defence (The brand as storyteller, Freddo) we really didn’t focus on Freddo as a case study, instead tried to get across a point about the type of work and change it represents for marketers. As a project it launched in 2009, but more importantly its evolving; the next adventure is out early next year with a development plan to 2014. In terms of innovation this represents a brand that has traditionally been an advertiser moving to becoming a serious entertainment property and with it keeping great company, Disney etc. And they’re investing in it with a view to reducing advertising over time in favour of engagement. It’s certainly not a move you’ll have seen from many packaged goods manufacturers or their marketers here or abroad; no matter how desperate their position in market has become.
As for the latest technologies, it’s less relevant in the case of this project as it’s so deliberately contained, social media, mobile and definitely Web cam augmented reality are well out of the picture for our audience. That said, the later (AR) was covered on the day, it’s a bit new, even if a bit questionable value wise.
As a speaker it’s difficult to know, at what level to pitch to this audience. I spoke last year and this year, this time with Aaron. on both occasions I assumed the majority of the audience were digital savvy people, with a smaller percentage interested newcomers; and wrote the content to that brief.
If there’s anything we at least could do to add a layer of insight into the work we presented, technically, etc. Then we’d be happy to; direct message us etc. at “Mojotweets” on Twitter, Cheers Joel.
Hi Joel,
I thought your Freddo presentation was very interesting. The product was intelligent and it appealed to its’ target markets and had their buy in which resulted in continued support an engagement. I was amazed that sales rose even though in the site itself there was no mention of the product or brand name.
My feedback was mainly directed at the organisers as it would have been great to see more variety in the program. However, I imagine that innovation for that next step is happening behind closed doors. Agencies and clients must be protective over their future efforts in order to deliver something new and exciting – and not give it to a room full of competitors before it’s even launched. So where do we go for extra information on what’s available? Are there other opportunities to examine?
Thanks Vanja, Yes it’s all a bit confidential but less the technologies employed or illustrating the finished products, more the strategic approach which represents so much investment. Also these are the (few) brave clients willing to put their money where our mouth is. So many more are happy to stick with their knitting making ads, for tv and radio that no one sees together with outdoor and print ads that people ignore. For that reason I think its fair they should be reticent to be too open about their work. As for where to find what’s possible, opportunity wise? Honestly I’d use the award sites; you’ll find the best of the work there. Please don’t take me for another award motivated mad-man; but putting the most self awarding industry nonsense aside – the best work is there on show, and in the case of say the Effie’s, there are great fill case studies to read:
http://www.bima.co.uk/
http://www.effie.org/
http://www.mixx-awards.com/
And search YouTube and Vimeo for award case studies, it’s a great spot for reference.
Do follow; if you Twitter: “Twitter.com/MojoTweets”, Cheers Joel.
Nice post mate