The New Media Landscape
05/08/08 - 05/09/08IESE Business School, Barcelona, Spain
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Agenda
| Thursday, 8 May 2008 | ||
| Registration and Continental Breakfast | ||
| Welcome and Program Introduction Russell S. Winer, Executive Director, Marketing Science Institute and New York University, and Julián Villanueva, IESE Business School | ||
| Session One: The Changing Media Landscape | ||
| Communications Planning: Advertisers’ Demand and Agencies’ Solutions Hernán Sánchez, CEO Havas Media Intelligence, Havas Media In recent years, communications planning activity has become more and more complex, and advertisers must maximize the ROI of advertising budgets in the context of a rapidly changing media landscape. As traditional planning approaches are losing their relevance, media agencies have developed different technological solutions to cope with this problem. Hernán Sánchez will discuss how media agencies are applying technology to help advertisers integrate and maximize the effectiveness of their communication efforts. | ||
| New Media Opportunities for Marketing and Advertising: Three Screens Evolution Sam H. Parker, Executive Director Management Systems, AT&T Labs, Inc. The ability to provide services and content seamlessly across the three dominant screens—mobile, PC, and television—is driving many changes in devices and services, and some in the network. Combined with the ever-increasing proportion of rich media content on the Web, this creates exciting trends in technology, and even more exciting trends in services anywhere, anytime, on any device. Interesting mixes of edge and network technologies are producing capabilities well beyond current services. Sam Parker will discuss how expanding capabilities in all three screens are creating both new services opportunities and new advertising capabilities. He will also explore opportunities for marketing science to help advance our understanding of customer demand for these new services and consumer preferences for new potential forms of targeted advertising. | ||
| Break | ||
| Beyond Hype: Trends, Fads, and Brand Communications José Luis Nueno, IESE Business School Marketers, agencies, and media owners face a transformed brand communications model that is still “under construction.” Central to this disruption of the dominant model is the convergence of media, technology, and interactivity, resulting in media fragmentation that upsets the connection between markets and marketers in unprecedented ways. At the same time, marketers are facing a heterogeneous set of environmental change trends: demographics, globalization, a shift in the center of gravity of mass markets, new entrants in the industry, market consolidation and the resulting exclusion of followers, merger and acquisition activity, and commoditization. These trends—the disruptions of digitalization—may harbor numerous threats and only a few opportunities for incumbent stakeholders. This presentation will offer a perspective on brand communications in a rapidly changing marketing environment. | ||
| New Media—Back to the Future? Juan Ferrer-Vidal, CEO, Millward Brown Spain Much has been made about the newness of new media. What is genuinely new and how should agencies and clients respond to this environment? | ||
| Lunch | ||
| Session Two: Measuring ROI | ||
| Measuring Marketing Effectiveness in a New Media World William J. Havlena, Vice President, Research Analytics, Dynamic Logic Marketers and consumers are faced with an ever-expanding array of media and advertising options: online search, video on demand, online video, mobile, advergaming, podcasting, in-store media, electronic billboards, and more. William Havlena will address the challenges involved in measuring the impact of these new media in isolation and in combination with more traditional media choices. He will discuss new tools and approaches to assess and improve the effectiveness and return on objectives of alternative media choices within the marketing mix. | ||
| What Can We Learn from Online Consumer-Generated Media? Gerard J. Tellis, University of Southern California Consumer-generated media are a growing and important part of online media. Professor Tellis will summarize the growth, role, and types of consumer-generated online media and will describe how some of these media are a rich source of feedback from consumers on their experience with products and services which can be used to assess customer satisfaction. In particular, the presentation will focus on a study that uses web crawlers or Really Simple Syndication (RSS) feeds to sample a subset of media sites, natural language processing techniques to evaluate the content on these sites, and econometric models to get timely, meaningful, and low-cost information about consumer satisfaction. The research also assesses the financial value of this information. | ||
| Break | ||
| Optimal Search Engine Marketing Bernd Skiera, Johann Wolfgang Goethe-Universität Frankfurt am Main Rapid growth in recent years has made search engine marketing a multi-billion dollar industry, which will continue to grow in the upcoming years. Currently, approximately 50% of total online advertising spending is used for search engine marketing. Unfortunately, not all the money is spent wisely. Professor Skiera will present a framework to evaluate the success of search engine marketing and case studies which have optimized search engine marketing campaigns. He will propose common reasons for inefficiencies and outline opportunities to improve the results of search engine marketing. | ||
| Discussion Moderator: Russell S. Winer, Executive Director, Marketing Science Institute and New York University | ||
| Reception Sponsored by Havas Media | ||
| Friday, 9 May 2008 | ||
| Continental Breakfast | ||
| Session Three: Integrating New Forms of Media | ||
| Title TBA Miguel Moreno Toscano, Interactive Marketing Manager Europe, The Coca-Cola Company | ||
| Integrating the New and Existing Media: Budgeting and Allocation Implications Prasad A. Naik, University of California, Davis Marketers can reach customers by using both the new emerging media and the existing mass media to build brands. Given scarce marketing dollars, how should they allocate their resources optimally? Does budget for a new medium grow at the expense of existing media spends? In other words, what is the role of the new media in the overall communications mix: competitive or collaborative? Answers to these questions depend not only on the effectiveness of each medium, but also on the nature of cross-media synergy, i.e., the added value of one medium in the presence of other media, causing the combined effect to exceed the sum of their individual effects. This presentation will offer insights into the complementary nature of various media, the need for integrating them to maximize brand profit, and the implications for over- and under-spending. | ||
| Discussion Moderator: Julián Villanueva, IESE Business School | ||
| Break | ||
| Mapping Brand DNA to Community Strategy Nicolas Brézet, Relationship Marketing, Vice President, E-business Team, L’Oréal How does L’Oréal leverage Web-based community strategy to create and demonstrate relevant differentiation within the beauty universe? Using examples from the L’Oréal brand portfolio across different countries—from Kiehl’s to Lancôme to Vichy and from Garnier to L’Oréal Paris—Nicolas Brézet will illustrate how L’Oréal community strategies are aligned to different brand images and positionings. Rather than brands merging into the same form of community sharing, the Marketing 2.0 environment (where consumers influence marketing) offers a space where brands tell the truth to their customers about who they are, face to face, human to human. He will conclude by sharing some provocative lessons learned about the forms of story-telling that build a community brand. | ||
| Marketing in the Velocity Age: Success Stories Joaquim Ramis, CEO, CP Proximity We live in a time of profound technological and social change characterized by the high speed at which things happen. This new climate greatly affects how brands relate to clients’ needs and demands. Joaquim Ramis will discuss some of the keys to marketing in “the velocity age,” illustrated with practical success stories of large multi-national corporations and small up-and-coming companies. | ||
| Closing Remarks - Wrap up Julián Villanueva, IESE Business School | ||
| Box Lunch | ||
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