Why is it that when consumers shift their media focus, marketers are slow to follow?
Why are Swiss marketers missing out? Danny Meadows-Klue argues that with a country as technologically advanced as Switzerland, the marketing industry is missing a trick. Audiences have moved to the web, but advertising budgets still over-use the classic media channels. For smart marketers that means they're getting a loud voice online and often without their competitors around, but for the Swiss industry as a whole there's an inefficiency that's emerged in the last five years that represents wasted ad budgets. The world of media is changing at a breath-taking pace, and while some parts of the web can justifiably be accused of being over-hyped, internet media is now mainstream media and for the marketers that forget the web from their schedule that means lost audiences and lost engagement. In this keynote Danny also looks at the wider trends in media to consider how marketing paradigms have shifted from interruption to engagement and what this means for brands in Switzerland today. His 2007 lecture tour has included ten countries from Singapore to Mexico.
Materials: Materials are restricted to participants | Bookings: To apply for a place email our events team.
Here is an outline of what Danny will cover in Zurich...
Print accounts for the massive majority of advertising with only 1.5% in online
Audiences are more deeply engaged in online than you think
Show the level of ad spend around the world; explain that online should be around 8% Switzerland
Why are Swiss marketers missing out?
Audiences have moved to the web, but advertising budgets still over-use the classic media channels.
For smart marketers that means they're getting a loud voice online and often without their competitors around, but for the Swiss industry as a whole there's an inefficiency that's emerged in the last five years that represents wasted ad budgets.
The world of media is changing at a breath-taking pace, and while some parts of the web can justifiably be accused of being over-hyped (Second Life etc), internet media is now mainstream media and for the marketers that forget the web from their schedule that means lost audiences and lost engagement.
Marketing paradigms have shifted from interruption to engagement and what this means for brands in Switzerland today.
Key digital trends:
The history and future of targeting
The history and future of formats: radio / press / TV / IPTV / what's next in the mashed-up world?
The history and future of marketing: Engagement
What Web 2.0 means today
