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DMA2010 Master Class
The Master Class is an advanced level, full-day event designed for experienced professionals in the direct marketing industry. Best Practice leaders from some of the world’s leading marketing organizations will discuss insightful and thought-provoking issues that will be applicable to all senior professionals. The purpose of the Master Class is to provide marketers with an advanced level pre-conference intensive. Content will be visionary in nature and focus on innovative issues and will be broad enough so all professionals will take away invaluable information. All session content is vendor neutral and speakers are selected using strict criteria. Three stimulating intensive sessions will expand your outlook on the future of direct marketing. You will leave with a deep understanding of where direct marketing is headed and how to incorporate your company in the transition.
9:00 AM – 9:05 AM
The last two years represented a critical juncture in a relatively brief history of digital media; a period that was marred by the overhang of a global economic recession that had a particularly negative impact on the U.S. advertising and e-commerce markets. But it was also a period in which digital consumer activity soared, new innovations grabbed hold in the marketplace and businesses got more serious about navigating the digital landscape. In order for digital marketers to position themselves for success in the year ahead, one must begin by reflecting on what has happened over time and how the prevailing trends set the stage for 2011and beyond. Among the many questions that will be addressed in during this session include:
comScore’s annual Digital Review offers an overview of the prevailing trends in digital media usage during the year and considers their implications for the year ahead. This report will examine the trends in Internet usage, search activity, e-commerce, online video consumption, online advertising, and mobile, and what digital strategies will be most important for success in short term.
Whether the individual is a routine purchaser, an occasional but valued customer, or a one that makes infrequent yet informed purchases, integrated media grants greater empowerment to consumers to make informed buying decisions. As media is increasingly controlled by consumers, the inclusion of online is shortening the lead time between consideration and purchase. The number of media channels available to consumers has greatly increased, making the task of identifying how, when and where consumers find value more difficult and complex. Marketers must efficiently sort through these varied media channels to target relevant geographies, identify consumer media usage and blend the right media to produce the most effective multi-channel programming. These advancements create hyper localized media plans tailored specifically to individual consumer buying decisions. Marketers that combine traditional and online media maximize consumer response by delivering value to each consumer segment. A plan of integrated media provides the utmost visibility, flexibility, and efficiency for national and local campaigns.
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Session Tracks
