DNA'09 Synopsis

Google

A Consumer Engagement Framework

Placing the interests of the user first, Google has focused on creating the best user experience possible across its consumer products and advertising solutions. Our understanding of the consumer journey has evolved significantly over the past ten years, and this has led to deeper insights into identifying the changing needs and wants of the online consumer. Google will present a Consumer Engagement Framework (CEF) which explores five stages that underpin how a marketer can effectively engage with this new consumer.

Read speaker profile: Justin Baird

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GroupM

Meeting the challenge of media platform fragmentation

How do marketers meet the challenge of increasingly fragmented, diverse media platforms in a world where content still remains king? How can you reach consumers, when should you be trying to reach them and through which channel? What does an integrated campaign look like in 2009? What are the latest approaches to reaching consumers and why are they effective? You will walk away with a series of simple lessons on what to do and what not to do, along with a series of ideas on how to reach consumers and encourage engagement.

Read speaker profiles: Claudia Sagripanti (Sydney only), Susan Zabeti, Kerry Field (Melbourne only)

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H&K

Losing control of your brand - the right way

Brand reputation in the digital world means losing control of your brand. It means re-shaping the level of engagement with your target market and letting them amplify their opinions to countless thousands of other consumers. Managing your reputation on line in the web 2.0 world presents one of the greatest challenges for marketers today. You will walk away with practical and compelling lessons, learning from those brands that got it right, and those brands who may well be the poster children of social media failure. Learn how to harness the benefits of your internal ambassadors as well as the value of internal communications and crisis management in the digital realm. Consider the components you require for a well planned, strategic and tactical response and the unpredictability of consumer sentiment when your brand is in the social media headlights. Gain new knowledge on how to introduce agility and real time engagement for your brand in the web 2.0 sphere.

Read speaker profile: Fergus Kibble

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TNS-Research International

What is motivating consumers online?

Consumers are evolving – through a detailed understanding of consumer behaviour, marketers can create more effective, impactful digital strategies. You need to look beyond the headline statistics and develop a sophisticated understanding of what your target consumers are doing online, and why. From this presentation you will hear about the very latest digital trends in the Australian market.

You will also gain important insight into what is motivating consumers to change their digital behaviour and how Australian behaviour differs from Asia. You will walk away with a practical guide to navigating the digital landscape through understanding the consumer better.

Read speaker profile: Jonathan Sinton

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G2

Don't Do Digital...Unless...

G2 Australia will be discussing what a brand needs to consider to benefit from the digital space, relevant to running a business in the current climate.

When a brand enters this arena, in all its myriad options, audiences and devices, it does so in an environment that is at best exceptionally beneficial and rewarding, at worst damaging to a brand if careful consideration isn’t given to getting it right.

Digital is not about the latest technology - or “shoe-horning” an idea into a device – it is about communicating in a world where brand control is difficult, where messages take on different shapes in different channels, and the core element of getting it right is the idea itself.

G2 will cover the main points of consideration including the manifestations of budget restraints, innovation, partnerships, internal and external efficiencies, making the right choices and, most importantly activating a consumer to engage with your brand in the way you want.

Read speaker profile: Anthony Johnston

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