A Consumer Engagement Framework
Placing the interests of the user first, Google has focused on creating the best user experience possible across its consumer products and advertising solutions. Our understanding of the consumer journey has evolved significantly over the past ten years, and this has led to deeper insights into identifying the changing needs and wants of the online consumer. Google will present a Consumer Engagement Framework (CEF) which explores five stages that underpin how a marketer can effectively engage with this new consumer.
Justin Baird is an Innovationist at Google.
Joining Google two years ago, he offers over ten years of product management and technology experience, in areas ranging from R&D, embedded DSP and software development, high speed digital networks, and large scale entertainment systems. Innovation is key to the continued expansion and growth of the digital advertising industry, and Justin’s focus is to help agencies and clients understand the innovation opportunities through Google’s technology and how they can be leveraged to drive highly effective business solutions.
About Google
Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout the Americas, Europe and Asia. For more information, please visit http://www.google.com.
Getting Digitally Fit
Many people are put off using digtal media for the simple reason they don’t really understand it. Booking a few banner ads and creating a landing page is about as far as most marketers are confident to go. This is an overview of how to make digital media a proper part of your marketing mix so it can really work hard for you – rather than being a scary beast that you dabble in because you think you have to. This is not saying digital is the be-all and end-all of marketing. At the end of that day, it’s simply another way to get your message across just as radio is, or television is, or direct mail is. But when it’s used to it’s full potential, it can be a highly profitable tool to have at your dispense.
About G2
G2 New Zealand is part of the G2 global agency network dedicated to activation marketing and brand communications beyond advertising to drive consumer action.
An integrated communications agency, G2 is the only global specialist agency group with expertise in direct marketing, branding and design, interactive, promotional and trade marketing and data analytics to build its client brands and businesses. Everything G2 does is developed to create action and interaction between a brand and the consumer.
With 86 offices in 42 countries around the world, G2 handles one out of six global Fortune 500 companies. It is a partner with the Grey Global Group – a top 10 agency group and part of the WPP Group (NASDAQ:WPPGY).
David Rose – G2
Digital Evangelist
David has been in the media business for over a decade and a half, most of which has been focused on music and entertainment.
In the mid 90’s he was Promotions Manager for Warner Music NZ during a time when Warner’s had some of the most high profile international acts on it’s books such as The Corrs and Alanis Morrissette and Hootie and the Blowfish. In addition he was a crucial part of a team dedicated to breaking local New Zealand talent.
In 1998 David left Warner Music to set up Satellite Pictures starting off with the flagship New Zealand music show SQUEEZE for MTV on the TVNZ platform.
David, as owner and CEO has spent the last nine years building up what is now Satellite Media Ltd. Producing the majority of Television New Zealand’s Music and entertainment properties the company has produced Top Of The Pops, Coke New Release and Countdown, the recently nominated Comedy Gala, Springs Speedway’s television property The Dirt, to name a few. In 2006 David and Satellite won the prestigious “best Entertainment Programme” at the Qantas Television Awards for “Dave Dobbyn, One Night In Matata”.
In addition to the TV side of the business Satellite also publishes New Zealand’s oldest independent music magazine Rip It Up, has recently launched the new Hip Hop magazine Back2Basics.
David set up Satellite Interactive in 1999 which has gone on to develop many online and new media ventures including the launch of New Zealand’s first music digital download site coketunes.co.nz and content for Vodafone Live in the music, television and film genres and the touch screen presentations in store for Vodafone to name but a few.
In April of 2007 David divested his interests in both Satellite Media Ltd and Satellite Interactive Ltd to South Pacific Pictures. David did this to pursue new frontiers both personally and professionally, particularly in the digital media and convergence area where David has now consulted for companies such as APN Digital, Orcon and G2.
Good to be Cool versus Cool to be Good
Take a ringside seat and witness two of Y&R New Zealand’s creative heavyweights slug it out in a no holds barred bout as they seek to answer the number one question in digital creativity: Is it good to be cool? Or is it cool to be good?
Feel the crunch as each argument hits! Share the pain as case studies are slammed to the mat! Cheer your hero as the world’s best, and coolest, digital thinking goes toe to toe for your bloodthirsty pleasure.
Whichever side of the debate you sit on, this bare-knuckle presentation will challenge your thinking and show you practical ways to transform every digital opportunity from OK to KO.
Vaughn has been creative director at Y&R Auckland for the last two years.
Vaughn has been creative director at Y&R Auckland for the last two years. Before Y&R he worked as a copywriter across a range of media, including the three Rs of advertising effectiveness: radio, retail and response.
At Y&R, Vaughn has been deeply involved in the conception and ongoing development of a swag of New Zealand’s most effective, loved and awarded multimedia campaigns, including BNZ Piggybanks and Elections Orange Guy.
On the digital side, Vaughn has been hooked on this stuff since he discovered that 58008 on an upside-down calculator spelled BOOBS, and today spends far too much time on Twitter (@vaughndavis) and not enough time on timesheets.
Before advertising, Vaughn flew big camouflaged aeroplanes all round the world for the Royal New Zealand Air Force. This doesn’t necessarily relate to today’s presentation, but might make for an interesting conversation starter at lunch.
What is motivating consumers online?
Consumers are evolving – through a detailed understanding of consumer behaviour, marketers can create more effective, impactful digital strategies. You need to look beyond the headline statistics and develop a sophisticated understanding of what your target consumers are doing online, and why. From this presentation you will hear about the very latest digital trends in the New Zealand market.
You will also gain important insight into what is motivating consumers to change their digital behaviour and how New Zealand behaviour differs from Asia. You will walk away with a practical guide to navigating the digital landscape through understanding the consumer better.
Jonathan is the Strategy Director for Research International (RI) in Australia.
Jonathan is the Strategy Director for Research International (RI), who are currently merging with TNS in Australia. Working with RI for the past eight years, Jonathan has led a number of digital, telecoms and technology accounts and initiatives across the Asia Pacific region. Prior to working for RI Australia, Jonathan working for the US media consultancy, Frank Magid, Research International in the UK and Fujitsu. He has worked in the digital space for more than a decade on numerous high profile projects around digital strategy development, website effectiveness, search engine marketing, interactive TV, 3G services and video gaming, both in research and consultancy in Asia, Europe and the US. More recent digital assignments have centred around understanding the contemporary research and buying cycle of consumers and the influence of social media on brand choice. He is an active writer, commentator and speaker on consumer digital behaviour, as evidenced by his latest blog for Marketing Magazine.
About TNS
TNS is the world’s largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specialising in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 70 countries, TNS is part of Kantar, the world’s largest research, insight and consultancy network. Please visit www.tnsglobal.com for more information.
Losing control of your brand – the right way
Brand reputation in the digital world means losing control of your brand. It means re-shaping the level of engagement with your target market and letting them amplify their opinions to countless thousands of other consumers. Managing your reputation on line in the web 2.0 world presents one of the greatest challenges for marketers today. You will walk away with practical and compelling lessons, learning from those brands that got it right, and those brands who may well be the poster children of social media failure. Learn how to harness the benefits of your internal ambassadors as well as the value of internal communications and crisis management in the digital realm. Consider the components you require for a well planned, strategic and tactical response and the unpredictability of consumer sentiment when your brand is in the social media headlights. Gain new knowledge on how to introduce agility and real time engagement for your brand in the web 2.0 sphere.
About Hill & Knowlton
In New Zealand H&K is represented by its affiliate JML Communications based in Auckland.
Hill & Knowlton is one of Australia’s largest public relations agencies. Offering strategic vision and outlook, H&K specialises in digital reputation, government relations, market communications and crisis and issues management. With 90 people locally in Sydney, H&K provides industry sector expertise in technology, health, consumer, corporate and finance. H&K has a breadth of experience across all industries and audiences and offers an in-house creative hub, planning division and online reputation management service. H&K has a worldwide network in 34 countries. It is the back-to-back winner and finalist of the Asia Pacific PR Agency of the Year Award.
