Saturday 11th of October
Ad:tech Topic areas we need to cover
Written by - Jenny Williams (Ideagarden)
To get the ball rolling and give you guys some guidance, the normal ad:tech program includes one or more panel sessions on each of the following areas:
- Video advertising
- IPTV
- Mobile
- RSS
- SEO
- SEM
- Affiliate Marketing
- Social Media
- Digital PR
- Virtual Worlds
- Banners
- Rich Media
- Analytics
Now I know that these are pretty broad topics so we will be looking to get some more definition around each over the next few weeks.
I will start rolling out some of the buzz around these but feel free to comment on this post if you feel there are any other areas that should be covered or if there is anything in any one of these areas that is particularly interesting.
Hi Jenny – is there going to be anything on gaming?
I’d like to see a topic on Data Portability. With more companies jumping on the digital bandwagon, they all seem to want to “Own the customer” – trouble is, customers don’t want to be owned.
The benefits of putting the customer in control is more accurate data for companies and a better experience for people.
I think data portability is a really interesting topic. Would be interested to see if there is any research out their on how many people are using the various open ID systems plus the percentage of marketers who actually understand the topic and the implications.
http://www.dataportability.org/ has some interesting content for those who want to find out more…
I attended the last two AD:TECH Sydney events and enjoyed being around the ever growing Australian Digital Community. The only problem is that AD:TECH seems to have turned into ‘Digital 101′. All the sessions I attended were pitched at the ‘Let me tell you about Digital’ level and the vast majority of attendees were agency and media people (which is fine, but why so few clients?). Clearly an event that introduces the various elements of the digital mix to people has its place but it would be great if there was a stream that featured a deeper dive into core areas with detailed case studies of how success was achieved.
Hi Jenny…I would really love to see some digital planning and strategy in the mix. I think (without moving to a digital 101 format) clients are looking for guidance as to how make decisions on what is most applicable to their business and their objectives. By having specialists talking about their niche it easy to get lost in silos and I think clients are looking for better understanding as to how to use these tools together.
We work with clients to help them to build their online strategy in-line with business objectives. This isn’t about media planning; its about CRM, online advertising, content generation, channel planning, web presence and accessibility. And, ROI models. The business owners who spoke last year brought some of this to the table, but it would be good to see the industry being more vocal.
I want to go old school – how about we take a look at what it would take to migrate a face to face solution selling approach to online. The great things about face to face are that it:
- Situational
- Respectful
- Needs driven
- Customer focused
Above all, it’s about solving a problem for the customer.
There’s one big downside – it doesn’t scale. That’s where digital can really help and it has it’s own advantages.
- available 24/7
- customer is in control
- community can support itself
- builds knowledge (FAQs, feedback 2.0)
I’d like a few workshops around how digital can help clients solve their cusomters’ problems. Perhaps we could even invite some effective salespeople to share their advice.
You’ve already got your finger on the pulse.
I think data portability is key in the next few years.
Some of the sociological factors around online participation as affected by nationality and culture are of major interest. They are being looked at in academic and KM circles, but I see less of it in this sort of group.
Nadine’s questions around strategic thinking in digital are also highly relevant. I see a lot of digital approaches from agencies that seem to focus on branding and marketing but very few that focus on corporate cultural change, employee engagement and leadership innovation. It’s all very well to have a great public facing digital presence that speaks all the right messages, but are these organisation adopting the practices and methods of the new world and bringing them into their corporate DNA?
The work I do with my clients takes these issues as Step 1. It’s often a significant challenge to convince a client that this is actually the most important step.
Ian’s ideas are also very interesting.
Hey Jenny,
already some really interesting suggestions and plenty to mull over. Data portability and re-engineering of business structure and workflow practices are key areas. Innovation in these areas will allow great digital work to be the result of a strategic business model rather than simply some exceptional individuals within a business driving change.
For my two cents worth, in the topic of social media I would love to see a more detailed look at the options available for where the social media buck stops in your business.
Marketers all know that there is this new set of tools for them to get their heads around, PR practitioners aren’t ready to give up the customer relationship just yet, and figuring out where social media sits within an organisation is going to be a crucial decision many businesses and organisations will have to address in the future.
Whilst strategy, marketing and tactics are all worthy topics, I believe this should be balanced by some discussion of user experiences and how selling ads and other monetisation schemes need to take into account usefulness and usability from an end-users point of view, to be truly effective.
It’s all too easy to focus on one side of the coin (excuse the pun) and forget about the other.
It would be great to see some discussion about the basic principles of user-centered design. It’d be such a shame to limit the effectiveness of digital campaigns by ignoring this.
Jenny,
I agree with the Digital 101 content issue. We need to produce content that will encourage my clients to attend.
I have mentioned that you should consider:
- More case studies
- More technical and architectural sessions
I am still open to hosting/attending a lead up breakfast (or similar ) in Melbourne – if you have an interest.
James Horne
Hi Jenny
Great to have you facilitating at ad:tech! In addition to the useful suggestions above topis, I’d like to learn more about cases where 2.0/Social Media has been shown to be monitisable. There’s presently a lot of evangilising on (especially) social media, but I have yet to find anyone who’s got a positive ROI from it.
There’s quite a bit of information out there on monetising social media, actually. Take this for example: http://www.slideshare.net/Silkcharm/social-networks-monetized-revenue-presentation
Hi Jenny
One of the greatest challenges clients are facing is the balance between ‘policing and releasing’ their brands in 2.0 environments that allow for free flowing consumer feedback, reviews and ratings. We all know consumer comment about brands is happening without the sanction of brands; however when it comes to brands creating environments for real consumer co-creation and community they are baulking as they are simply not aware of all the options available to them to phase in truly open brand communities. A session looking at a spectrum of brand experiences with open and not so open communities would be beneficial.
With all due respect to @Heather but isn’t the biggest problem with regard to “releasing brands in 2.0 environments” due to the fact that marketers are trying to ‘game’ the system? trying to cheat by making their brands look like they’re ‘hip to this whole web 2.0 thing’ without actually really having an open discussion?
I don’t think it’s a matter of not knowing the available options for having an open dialogue with consumers, it’s a matter of not wanting to (on the part of agencies and clients). Of course knowing what new channels exist and how to use them would be helpful, but this knowledge gap is not the root cause of the problems we’re seeing.
I believe that until ‘smoke and mirrors’ tactics and the general attitude of trying to deceive consumers are no longer part of the marketing arsenal, it’s not possible to have an open discussion with consumers. Until then it’s pure farce like the recent high profile cases referenced in another thread: http://www.ad-techbrain.com.au/2008/10/19/are-australian-bloggers-cannibalizing-the-role-of-social-media-marketers/
Does anyone agree? … or have I just made myself enemy #1? :)
I’ll back Patrick here. And I do so wholeheartedly. My comments on brands trying to game social media are well on the public record.
If ad:tech is interested, I’d be more than happy to do a session on this issue – how to engage, how not to. Making friends instead of enemies. A sensible approach to social media campaigns.
Great ideas & discussion here! One idea that follows on from comments by Patrick & Stephen is a change in the nature of competition/ cooperation online. The idea of ‘frenemies’ who cooperate yet still compete with each other, and how businesses can use network models for growth.
Really think the role of user generated video is worth exploring. It’s early days but in addition to YouTube we’ve got seesmic, 12seconds, ustream, qik, etc to name a few. The interesting question is how we can use these for social marketing & customer engagement.
In a contracting global economy ad budgets will be under the microscope and some clients will look to incubate their activity. This is a great opportunity for the digital industry.
I’d like to see a session on ‘digital efficiency’. Where are the safe havens where agencies and direct clients can get the best (and most measurable) bang for their buck? i.e. email campaigns that grow databases and increase the profitability of existing customers.
Here are some thoughts. I agree with Nadine. Strategy is the key. Giving digital marketing practioners clues and guidance on wider principles is required.
Also:
Have a “Digital 101″ stream. For those who don;t know. What is SEM? What is SEO? Email marketing basics etc…
You could also have a more advanced stream which included debates and tests various hypotheses etc.
Just some thoughts.
[...] That said, i will still be putting my two cents into the mix to ensure that we get some deep and insightful revelations and let me encourage you, that if you want to influence the agenda and topics covered, then let it be known at the sydney ad-tech brain [...]
Hi Jenny,
Conference co-creation is a great initiative. Out with the old model (one way) and in with the new one (two way).
I think it would be useful to explore digital in the context of the economic downturn – changes in the landscape, consumer behaviour online. What can we expect and how should marketers respond?
Kate
When you compare AdTech Sydney to US Ad:Tech’s the main difference is the AU version sometimes becomes a beginners guide to digital whereas the US ones are about industry professionals getting together to discuss deeper issues. It would be great to see the AU version evolve to something that can service the industry rather than act as a biz dev opp aimed at new digital converts …
Areas I think need to be covered are in 2009 …
- issues the wider industry is facing in attracting, training and retaining talent/staff. big issue impacting development of wider market as well as impacting on quality of output across the board
- x-media measurement and optimisation across media groups. removing the silo’s of traditional and digital media.
- real incremental benefits of paid search and CPA/CPL placements
- is search becoming too navigational? Are we paying for traffic we used to get for free?
- digital accountability – perception versus reality
- measurement in 2009 and beyond, less data, but smarter data
- branded content – challenges, execution, measurement
- digital planning/strategy fundamentals
- digital creative best of breed demo – not just nice banners but quantified data showing results
Ben – http://mimelbourne.blogspot.com
Would love something on the intersection on storytelling and new media and a bit on the challenges of digital strategy in a business world focused on tactics.
Also collaboration. What is it? How does it happen? How do you bring the right stakeholders (internal, external, creative, business and legal) together to create powerful campaigns. And how do you keep everyone on the same page despite their competing priorities.
Firstly love the site its great to see the interactions.
Secondly, I would like to see information on the impact of branded online communities for insights how these form basis for more innovative online marketing.
Also show how market research agencies are responding to social media marketing with innovative ways to get closer to consumers and set foundations for social media marketing. Happy to provide more information on this if you require :)
Yes I think having different levels of expertise in the program is a good idea. The last one I attended was targetted to beginners.
If the program is graded it gives everyone a chance to learn at their own pace. This is particularly valuable in interactive sessions with audience participation questions etc
Cheers
Yep – totally agree re having different levels in the sessions, sometimes they are quite basic (which is good for some & not for others). Also think adding in more interactivity & un-conference elements would be good.
Having gradings for topics would be useful if you can make it work given some people are clearly specialists in some areas but not others. Individuals can decide what sessions will meet their expectations and avoid those that don’t.
I’m also interested in how the different mediums can work together, such as social networking, email, web, web analytics and so forth for more insightful roi and for better digital experiences.
WRT Ben’s comments re US ad:tech: it’s mostly true that the US sessions were more mature. However, I also attended a few sesssions were the fundamentals were never addressed, and when I asked the panelists to elaborate they didn’t provide convincing answers (if any!). Needless to add they were clients rather than agency – which indicates that ad:tech attendee profile is diverse. Hence, we need to ensure that there is a good balance of all levels/depths of topics.