CURRENT DIGITAL’S JUNE SEMINAR IS A SUCCESS

On 26th June 2008 Current Digital hosted a seminar in London in association with the7stars and Telegraph Media Group. The topic for discussion was “Driving Integration in Marketing Communications” with a specific focus on the 45-54 year old female audience.

The seminar was attended by marketers from leading brands such as Stena Line, Cunard, Save the Children and Triumph. We would like to thank everyone for attending and making the afternoon very enjoyable and informative.

To kick off proceedings, Karen presented a spotlight on the online behaviour of older women. Video footage of a focus group was shown. This focus group provided insight into the importance of the Internet in the lives of the older woman. It also provided fascinating insight to the attitudes of this group to advertising online.

Whilst the behaviour of youth dominates the headlines, Karen demonstrated that the 45+ age group are online in equal numbers to the younger 16-24 year olds.

Nikki Smith from Current Digital covered the issue of the use of paid search to build brand consideration. Paid Search has boomed as it advertisers grasped the channel’s benefit of driving return on investment (ROI). In chasing immediate ROI, marketers often ignore its role in getting brands on the shopping list. Nikki’s section also demonstrated the bad practise of disconnecting search engine marketing from offline push advertising. She demonstrated that despite Land of Leather spending heavily on TV when a user searches for a ‘new sofa’ on Google, the brand has no presence and its competitor DFS dominates. The danger is that Land of Leather stimulates demand for a new settee through its TV advertising allowing its competitors to monetise the demand.

Jenny Biggam from the7stars presented a client case study for Fish4Jobs to highlight the importance of offline when seeking to reach youth groups. This section was a further demonstration of the fact that the Internet is not replacing traditional media and a blended media mix remains as valid as ever.

The final section of the day was led by Petrina Keogh from Telegraph Media Group. As Head of Channel Development, Petrina presented the opportunity for brands to weave themselves into the content produced by leading publishers.

The afternoon stimulated lively discussion and feed-back from attendees shows the content presented was thought-provoking.

Thanks again to all who attended and who made the afternoon a huge success, and as he hasn’t be mentioned yet, thanks to Ralph at Red Mud Media who was our resident SEO expert for the day.

Please keep an eye on our marketing page for more events hosted by Current Digital.

Until next time…

Kherrin

Useful Links:
The7Stars: www.the7stars.co.uk
Red Mud Media: http://redmudmedia.com/
Telegraph Media Group: www.telegraph.co.uk