CIMCIG Conference - Strategy & Tactics of Digital Communication
| Event | CIMCIG Conference - Strategy & Tactics of Digital Communication |
|---|---|
| Dates | 25/11/2010 |
| Start time | Registration 8.45, start 9.15. Close 16.30 |
| Organiser | CIMCIG |
| Venue | The Building Centre, London |
| Location |
The Building Centre Store Street London WC1E 7BT |
| Website | www.cim.co.uk/Events/EventDetail.aspx?ObjectID=35595 |
| Full cost | £385 + VAT. Bookings before 31/10/10 £330 + VAT |
| CIMCIG member cost | £360 + VAT. Bookings before 31/10/10 £290 + VAT |
| Information | Strategy & Tactics of Digital Communication The internet, and its related technologies, are revolutionising communication. The customer interaction has become both more complex, and more immediate. Broadcast has become narrowcast, and is fast becoming one-to-one conversation. The pace of change, and the language used around it, can be bewildering, and it’s difficult to understand the ROI that the new technologies and tools can deliver - more difficult still to persuade sceptical senior management that spending time and money is worthwhile. But the pressure on all of us is strong to use these tools, perceived as low or zero cost, in our marketing mix. This conference will help you understand the various dimensions of online marketing, and see the state of the art. With real examples throughout the sessions, it will propose some strategies and and tactics to help you plan the best course for you and your company, persuading those holding the purse strings that the investment will be worthwhile, and executing initiatives that produce real, measurable ROI. 9.30 Introduction from the Chair 9.35 Keynote - digital future How did we get here, and where are we going? What has the internet ever done for us? This will be an exploration of construction use of online technology, and a voyage through success and failure. From knowing where we’ve been, we’ll be inspired about the future, and what we could achieve. So much has changed in the last decade. We’ve had internet boom & bust, and it seems we’re heading back to boom. Will we bust again? What else might happen? What new phenomena might influence marketing, or construction? Will the way we work change forever, and if so, how can we benefit? 10.00 Building a better website - David Bentley, Managing Director, NetConstruct Design is about so much more than looks. Decisions about platform, navigation, coding and data handling can affect the way your website is used and viewed by your target audience. What’s good and bad out there? What is the best-practice now, and what trends may emerge for the future? 10.30 Search Engine Optimisation - Kelvin Newman, Creative Director, Sitevisibility If you build a beautiful website and no-one finds it, it’s a bit of a waste. How can you maximise traffic from search engines? How much should you have anyway? How do search engines decide who get to the top of the natural search listings, and how can you get there? Is Google the only show in town - what about Bing? Conversation - talk to your neighbour - what can you apply to your website? 11.00 Coffee 11.30 Data collection and analytics - Iain Lovatt, BlueSheep A website should be a great source of leads. Is yours? What can you do to make your customers and prospects interact with your site, give you data, and make enquiries? And what can you do with the data afterwards? Can you integrate it with your lead management systems,and can you use your website to improve your lead-to-sale conversion? 12.00 Reputation Management How do you create effective online PR programmes and manage your reputation effectively online. 12.30 Direct (e) Mail and Newsletters “Just do an e-mail campaign, it’s free” says the boss. But is it? What is the real cost of spamming, for example. How can you make sure your e-mail campaigns are targeted, useful, interesting, and that they deliver for you. E-mail newsletters are becoming very common. How can you make yours deliver? Will it be opened and read, or consigned to the trash folder? What about frequency, length, opening rate and more - how can you know whether your efforts are good or bad? Conversation - what do you do right and wrong with e-mail? 1.00 Lunch 2.00 Blogging for profit - Gemma Went, Red Cube Marketing Blogging is an increasingly widely used technique, so standing out is more and more important. What matters? Why do some bloggers attract an audience, and others just shout into the darkness? How can your company use blogs, and who might do it for you? 2.30 Paying for Ads - Liam Bateman, the Think Tank In the world of 'everything for free’ it’s amazing that some people actually pay for advertising. Or is it? What benefits do people get from pay per click or banner advertising? How can you buy campaigns effectively that complement the rest of your activity? Conversation - who do you know who could be a good blogger? 3.00 Coffee 3.30 Getting social - Su Butcher, Barefoot & Gilles Twitter, Linkedin, Facebook - it’s all a waste of time. So how come sensible people spend so much time and effort on it? What business results can you achieve through online social media? 4.00 Integration - balanced digital communications as part of your marketing plan - Craig Duxbury, IASB2B So there’s a whole host of things you can do, and ways you can do them. How can you make sense of it all, and put it all together into a marketing plan that delivers measurable ROI? Research shows that the biggest challenge for the next few years is the integration of relevant new channels into one strategic sales & marketing plan. See, with case studies, how you can bring it all together, and how you can track and measure the impact. 4.30 Chair’s closing remarks * Speaker to be confirmed |
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