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Online Marketing at the Crossroads (Latitude with NMK)

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The claim that the "customer is king" may have rung hollow in the past, but in the new always-on internet world, it's truer than ever. The ability of consumers to get information about anything they want, whenever they want, has serious implications for online marketing. In the age of what The Economist has dubbed the 'empowered consumer', how will you have to change your company's approach to online marketing? Start the journey here...

The claim that the “customer is king” may have rung hollow in the past, but in the new always-on internet world, it's taken on a more literal meaning. Are you ready?

This afternoon event will focus on the key issues and developments that are changing the rules of online marketing from start to finish.

The ability of consumers to get information about anything they want, whenever they want, and freely exchange views publicly online, has serious implications for online marketing.

We address the new terrain that brands and content distributors are facing – a terrain where the first Google results page for your brand or service is as likely to feature prominent negative mentions from blogs and message boards as to carry links to your company websites and mainstream press coverage; where RSS distributes opinion and news (good and bad) to key opinion-formers globally in minutes; and where trust is based more on engaging with consumers in a direct and collaborative fashion rather than telling them how great your product and reputation is.

The speakers will explore ways to adapt to these new circumstances in online marketing – both through use of technologies and approaches to customer relationships – while retaining credibility and mindshare.

As the ownership of brands changes hands from marketing departments to consumers, find out how you can take the right turn at the crossroads and make the empowered consumer your most valuable brand evangelist.

Who Should Attend:
Suitable for marketing directors, brand managers, business development directors, agencies and businesses, and anyone who wants to lead their business successfully into value-for-value online marketing.

Venue:
Visit the Adam St site for a map of the location: www.adamstreet.co.uk

EVENT OUTLINE:

Alan Moore
Alan will be discussing engagement marketing which creates value for shareholders as well as customers (eg Tesco Baby Club, Guinness Visitor Centre in Dublin, Korg's WeekendWarriors program) and how that same approach to online marketing can yield benefits for businesses; why interruption is dying; and what practical steps marketing directors/brand managers can take to introduce engagement to their online marketing.

Adriana Cronin-Lukas
Adriana will give a presentation exploring how companies can monitor, make use of, and participate in the conversations consumers are having about their businesses online, giving examples of recent successes (eg General Motors' Fast Lane blog) and failures (Kryptonite, Dell, et al), and instructing on the implications of this for online marketing. In turn, practical examples of how marketing managers can take steps to prevent such catastrophes, and methods for turning disgruntled customers into customer advocates will be covered.

Neil McIntosh
Neil will discuss how customers' increased choice of relevancy in media – through products and services such as TiVo, Sky+, iTunes, BitTorrent, RSS, blogs, etc – affects their attitude towards online buying and online marketing, and how online marketing must adapt to that choice of relevancy.

Alex Bellinger
Alex will be speaking about the podcasting phenomenon, offering case studies about enterprise podcasting, and guiding attendees on how to maximize the value of podcasting for their organization.

Dominique Busso
Dominique will explore the impact of blogs, RSS and consumer-generated content on media companies’ relationships with their audience.

About the Speakers:

Alan Moore – Founder, SMXL
Alan Moore is founder of the UK-based engagement marketing agency SMLXL and co-author of the acclaimed book Communities Dominate Brands (Futuretext, 2005). As a creative business and brand strategist, Alan has consulted for a range of global businesses and brands throughout his 16 year career, including the Coca Cola Company, Saab, Nokia, Hennes & Mauritz, and Diageo. Engagement marketing specialists SMLXL produce cross-platform communication strategies and campaigns, operating at the intersection of business strategy, interactive technology, and media and marketing communications. Alan believes there is a greater opportunity today to engage in meaningful ways with consumers than ever before, and advocates a new model of marketing that he holds is more effective than the present interruptive model at increasing sales, building customer loyalty, and increasing customer advocacy.

Adriana Cronin-Lukas - Director, the Big Blog Company
Adriana founded the Big Blog Company, the UK's first specialist blogging consultancy, in early 2003. Since then she has advised companies in Europe and the US on how to integrate blogging, RSS, and other social media into their online marketing activities. In July 2005, Adriana orchestrated the first ever motion picture release via blog for the Hollywood film Blowing Smoke. She also advises PR firms on strategy for their clients in the Web 2.0 environment. A former KPMG management consultant, broker, and risk analyst, her clients include the Adam Smith Institute, National Opinion Poll, Digital Journal Online, Social Affairs Unit, and Kable. Adriana is on the expert advisory board for VNU's annual Online Information conference, has spoken at events ranging from the NMA Online Marketing Show and Marketing in a Digital World to South Africa Online Information in Pretoria, and will soon be presenting at AdTech, the IAA IAB European Interactive Advertising Forum, Johnson & Johnson's Global Communication Technology Conference in New York, and the 6th Marketing Summit 2005 in Istanbul. In addition to being co-editor of one of the world's top 100 most influential blogs, Adriana writes about the application of emerging technologies to online marketing and external and internal communications at mediainfluencer.net

Neil McIntosh - Assistant Editor, Guardian Unlimited
Neil is assistant editor of Guardian Unlimited, the Guardian's award-winning website. He takes particular interest in editorial innovation and leads development of the site's network of weblogs, which have notched up a number of technological and editorial firsts in the last year. He has also written and spoken extensively on the impact blogs and nanopublishers are having on the media. Prior to joining Guardian Unlimited in 2004, Neil was deputy editor of the Guardian’s technology section, Online, and he has worked as a reporter and editor for a variety of newspapers, online services and broadcasters. He lives in London with his wife, and two cats, and has his own blog at www.completetosh.com

Alex Bellinger - Managing Director, Origin PR
Alex is a communications professional, producer of the pioneering podcast SmallBizPod, and a leading player in the UK’s podcasting scene. He has 15 years experience in public relations, marketing and lobbying, having most recently headed-up commercial banking public relations for HSBC and RBS. In September 2005 Alex co-organised Europe’s first podcasting conference and has become a regular commentator on the business and marketing potential of podcasts. In October 2005 he is set to launch Audacious Communications, a creative consultancy specialising in the development, production and distribution of podcasts for businesses, charities and associations. He is an enthusiastic follower of social media trends and blogs at www.verbalism.net

Dominique Busso - CEO, VNUnet Europe
After graduating from France's Dauphine University with a degree in Marketing in Finance, Dominique Busso started his career in California with a technology transfer bureau that helped American companies in setting up business in Europe. A brief stint in the car industry preceded Dominque's move into media, where Dominique has spent the last ten years, six of them in online media. In that time, he worked for IDG and was instrumental in the joint venture between Emap and Wanadoo. Dominique was named CEO of VNUnet Europe in early 2004.

Chair: Paul Doleman - Chief Sales and Marketing Officer, Latitude
Paul has over 20 years’ expertise in technology management, executive management and product development, including e-commerce. He has broad experience of the financial, pharmaceutical, retail, and software sectors, gained with blue chip multi-nationals and start-ups in Europe and the US, including Microsoft, Astra Zeneca, Tesco, Body Shop, and Swiss Life. Formerly a CIO at many of these companies, Paul first served in that position for Latitude, becoming CSMO in June 2005.

This is a Latitude event in association with NMK

About Latitude:
Latitude provides local and global search engine marketing services in more than forty countries. Europe's market leader in SEM, Latitude's pay-per-click and search engine optimisation expertise have generated more than £500 million in online sales transactions in Europe alone. Latitude is also one of the first UK agencies to provide pay-per-call and other innovative search options to our clients, who include Tesco Personal Finance, Alliance & Leicester, AutoDirect, HSBC, NPower, Britannia Hotels, Freedom Finance, Betfair, Otto Group, Kwik-Fit, Ocean Finance, Virgin Cars, and Saga Holidays. www.searchlatitude.com

Report on the event.

Location

Adam Street, 9 Adam Street, The Strand, London WC2N 6AA