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The digital age presents companies with a range of new marketing alternatives. In a continually changing technological environment, adaptation is paramount in order to maximise profitability. This unique conference will explore present and future digital developments, marketing strategies, case studies and financial issues. It will be informative, stimulating and focused.

As a senior industry executive, you will be aware of the importance and potential of this field. We would therefore like to invite you to register for Advertising and Marketing in the Digital Age. As you will see from the brochure, key speakers include representatives from major platform providers and from leading domestic and foreign advertisers and strategists.

The conference offers you the opportunity to network with key advertisers and industry experts. Attend to discover the potential and realities of advertising and marketing via digital, and to match your company’s resources to the recent evolution of the digital market.

Conference programme

8:30 Registration and Coffee

9:00 Chairman's Opening Remarks

Andrew Hillary

Andrew Hillary, Managing Director, Clearwater Communications

9:10 DIGITAL TV INTRODUCTION

Alan McCulloch

Alan McCulloch, Commercial Director, Saatchi and Saatchi Vision

  • What are the benefits for the broadcaster?
  • Consumer demands and their impact on the market
  • Current structures - the need to adapt to incorporate the consumer’s changing needs
  • Present key players in the UK - who are they and what do they offer?
  • The effects on programming and advertising opportunities available
  • Future digital development expectations
  • 9:40 STRUCTURAL CHANGE

    Nigel Walley

    Nigel Walley, Managing Partner, Decipher

  • Cable, terrestrial and satellite - the diversity of digital television and new-media
  • Which companies are the major players in each platform?
  • What alliances are being formed? New entrants and traditional players
  • How quickly is digital television expected to be accepted by the consumer?
  • Cost effectiveness issues- the threat of increased advertising expenses
  • Who are the principle advertisers attracted to digital TV?
  • 10:20 DIGITAL IMPLEMENTATION

    Marc Sands

    Marc Sands, Director of Brand Marketing, ONdigital

  • What range of advertising platforms are available both now and in the near future?
  • Their advantages and disadvantages to the advertiser
  • Deciding which platform attracts the advertiser’s targeted audience
  • Deciding which platform is a more appropriate forum for the advertiser’s product/service
  • The pros and cons of multi-platform advertising
  • The benefits of overall digital adoption to the advertiser and broadcaster - a realistic ideal?
  • 11:00 Morning Coffee

    11:20 CONSUMER PROFILING

    Bant Breen

    Bant Breen, UK Digital Communications Director, Leo Burnett

  • Benefits of digital for niche marketers
  • Problems facing large advertisers
  • Commercial opportunity uncertainties facing the advertiser
  • The role of external sourcing in an uncertain market
  • Incorporating new information into remaining traditional marketing structures
  • Monitoring change in consumer preference
  • 12:00 POLICY MAKING

    Edward Bickham

    Edward Bickham, Managing Director Public and Corporate Affairs, Hill and Knowlton

  • Prospects for multi-channel television
  • The changing role of regulation
  • Fair competition in the digital age
  • Analogue switch off?
  • 12:40 Lunch

    14:00 SPONSORSHIP

    Paul Wright

    Paul Wright, Commercial Manager, BSkyB

  • How cost-effective is sponsorship compared to traditional marketing methods?
  • What opportunities does digital now provide in a multichannel environment?
  • Digital’s consumer fragmentation - advantage or disadvantage for the advertiser?
  • What are the aims of sponsorship?
  • Assessing your achievements
  • 14:40 DIGITAL RADIO

    Jon Trowsdale

    Jon Trowsdale, Director of Broadcast Radio, NTL

  • What is driving digital radio
  • Who are the major players - present and future
  • Implementation issues - when is it expected to go live?
  • The effects digital television has had on interest in digital radio
  • The benefits to the advertiser and audience - still pictures / text data / PC downloadable
  • What are the likely listener growth patterns?
  • 15:20 Afternoon Tea

    15:40 MEDIA

    Russell Boyman, Managing Partner Broadcast

    Russell Boyman, Managing Partner Broadcast, Simon Sadie, Director of Innovation, Mediapolis

  • Migration of technology between the PC and TV
  • Lessons to be learnt from the Internet
  • Convergence of consumer and direct media techniques
  • Exploiting the new interactivity
  • What will media companies need in the future?
  • A new value chain for a digital age
  • 16:20 THE ADVERTISER’S PERSPECTIVE

    Eamonn Ferrin

    Eamonn Ferrin, Head of Marketing, Airtours

  • The role of brands to today’s consumer
  • Travel Brand values today and tomorrow
  • The digital revolution and the future of travel purchase
  • Managing Channel conflict in a changing world
  • Media fragmentation and the growth of niche marketing
  • Brand power versus distribution power
  • 17:00 DIGITAL OVERVIEW

    Mike Gingell, European Media Manager, Unilever

    Mike Gingell, European Media Manager, Unilever, Michel Van Eesbeeck, Advertising Manager Global Brand, British Petroleum, Cathy Boddy, Consumer Marketing Manager, Wilkinson Sword

    17:30 Chairman’s Closing Remarks and Close of Day One

    8:30 Re-registration and Coffee

    9:10 Chairman's Opening Remarks

    Chris Buerger

    Chris Buerger, Programme Manager of European Interactive Services, Datamonitor

    9:10 ON-LINE MARKETING

    Frank Keeling

    Frank Keeling, Business Development Director, AOL UK

  • How does the Internet generate profits
  • Advertising your existence and ensuring accessibility for consumers
  • Exploiting the medium to maximise advertiser benefits
  • What are the advantages of advertising on the Internet compared to more traditional mediums?
  • How will these new marketing strategies affect other company areas in terms of cost efficiencies and staffing?
  • What role will the Internet play in future marketing strategies?
  • 9:40 EFFECTIVENESS MEASUREMENT

    Gareth Bullock

    Gareth Bullock, Digital Planning Manager, MindShare

  • The advantages of the digital age in monitoring consumer activity
  • Evaluating the channels which generate the greatest growth
  • Customer retention - which channels provide the advertiser with loyal customers?
  • How are new digital consumers being attracted?
  • Analysing the strength of a digital brand
  • 10:20 CASE STUDY

    Steve Coffey

    Steve Coffey, Executive Vice President and Vice Chairman, Media Metrix

  • How advertising on the Internet is being measured
  • Which sites are the most popular and the reasons for this
  • Differences between home and office use
  • The use of Internet 'ratings' by advertisers and agencies
  • How can the measuring systems be expected to change?
  • 11:00 Morning Coffee

    11:20 CONVERGENCE

    Horst Stipp

    Horst Stipp, Director Social and Development Research, NBC

  • Present US advertising strategies
  • Will there be a convergence between television and the Internet?
  • Television from the perspective of the US’ largest television network
  • The future of television and the Internet as an advertising media
  • 12:00 INTERACTIVITY

    Sue Griffin

    Sue Griffin, Head of Business, Cable and Wireless

  • Interactive marketing - what is it?
  • What effect will the implementation of digital television have on interactive marketing?
  • How transferable are the Internet marketing strategies to digital television?
  • 12:40 Lunch

    14:00 CASE STUDY

    Alistair Buckle

    Alistair Buckle, Marketing Manager UK, National Car Rental

  • Using the web to gain competitive advantage
  • The customer targeting benefits of the web for the global advertiser
  • Establishing the pan-European site - Brand development over the web
  • What benefits does the service offer the consumer?
  • Measuring the customer response to the service
  • The service’s role in global expansion
  • 14:40 CASE STUDY

    Mark Bishop

    Mark Bishop, Manager of Online Services, HarperCollins

  • Building a new consumer brand on the Internet
  • How this brand relates to high street bookshops
  • Achieving marketing integration
  • Data capture and the potential of 1:1
  • 15:20 Afternoon Tea

    15:40 DIGITALLY MARKETING DIGITAL

    Ciaran Fenton

    Ciaran Fenton, Managing Director, ITN Archive

  • The recent growth in the archive market
  • Market segmentation
  • Technical changes
  • Brand issues
  • 16:20 THE FUTURE

    Vic Davies

    Vic Davies, General Secretary, Association of Media and Communication Specialists

  • The implications of digital technology on the structures and relationship between client and marketing service organisations
  • The role of the advisor on new media
  • A current marketing service company’s skill base - can it survive the expertise demanded by digital?
  • Where and how are these new skills found?
  • Potential impact on client marketing departments
  • The marketing manager’s skill fields in the 21st digital century
  • 17:00 Chairman's Closing Remarks and Close of Conference

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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