Marketing silos irrelevant
Romano says, “Marketing silos of the past are no longer relevant in today's interactive, always-on environment. With cheaper broadband access on the horizon for South Africa, the online consumer will become more powerful and ideas-based marketing needs to work harder to gain more attention. Consumers want to experience a brand through a variety of touch-points, not just during the 7 o'clock news.”
This splintering of people's attention means campaigns need to be more effective at successfully communicating their message. “People are on Twitter, Facebook, consume online news, read blogs and download YouTube online or on their mobile,” says industry expert Tony Koenderman. “And, when they do choose to engage with traditional media, they can erase your 30-second big budget ad with their PVR.”
Koenderman, who has more than 20 years experience in the marketing industry, adds that for campaigns to work, two-way - or 100 000-way depending on the size of the audience - communication is key.
“In this multi-channel environment, where digital access points are plentiful, seamless marketing integration that encourages interaction is paramount. Yet, too many South African marketers still refuse to take the new media seriously. Our speakers will address an audience of intelligent laymen in plain language, devoid of jargon and acronyms, with plenty of case studies and three or four calls to action that they can implement immediately.”
Integration aside, Greg Garden, Nedbank's marketing director, will tackle climate change and its impact on communication through in-house case studies. “With a projected four degree temperature rise on the not-too-distant horizon, incorporating green into communication strategies is no longer just about CSI: it's good business sense. And just like new media, it cannot be ignored.”
Presented in collaboration with the Online Publisher's Association, the conference is also the platform for the Bookmarks Awards for online marketing. Judged by Romano and Colborn, winners will be announced at the event.
Full delegate fee is R1980 and for bulk bookings of five or more, it is R1600 per delegate. A portion of the conference's proceeds will be donated to fund bursaries for budding black advertising students.
For more information contact Terry Barker at or tel +27 (0) 83 561 1171.
