Digital Congress 2009

Getting digital marketing right means far more than having a website. Smart brands have shifted the centre of gravity of their communications to digital platforms, and the effects can be staggering.

In the pre-digital days, relationship marketing was a rather crude ‘one-size-fits-all’ tool, driven from simple databases with only very simple segmentation. It gave an improvement on the mass marketing of broadcast television and newspapers, but did little to build real relationships with customers. When email went mainstream it changed the landscape for relationship marketing because it provided a seamless link between a broadcast media tool and much smarter database driven segmentation.

At the Austrian Digital Congress, organised by Styria, we’ll hear from one of the world’s leading relationship marketers: the campaign manager behind the Obama election programme. While this might not seem like relationship marketing on the surface, if you were on the receiving end of the dialogue, then you’d be hearing from the presidential campaign team every day; relevant, powerful and engaging messages that were part of a movement for social change.

The Obama election campaign

This was a step change in the way politics works. At the heart of the campaign was an engine that took policy ideas and succeeded in turning them into a movement for social change. The technology took policy ideas and made them accessible and engaging, reaching a new generation on their own terms. The campaign team segmented their audiences tightly so people received messages that were truly tailored: different messages for supporters of different parties, for those that donated and those that did not, and for those that were interested in different aspects of policy.

The Obama campaign brought politics to the web on a grand scale for the first time. By synchronising the messaging in traditional media with the clips released through YouTube and social media, they were able to achieve a seismic shift in the delivery of political messaging. And then they went a step further: they encouraged citizens to share their voice. From the discussion parties in houses, to the campaign meetings run by local supporters, to the mass rallies, the campaign became a genuine movement for social change.

Digital channels were the catalyst for igniting this, but the ideas were clearly independent of the technology. What the technology allowed was to make this real for US citizens, and then to involve them in the process. Messenger, Mobile marketing, Twitter and all the new relationship tools simply extend the channels further.

The campaign continues

After the election it didn’t stop. The campaign team continue the movement for change by retaining the channels that give The White House a direct route into the inbox of millions of people around the world. From healthcare to welfare reform, international relations to economic crisis, citizens are involved and connected. The campaign has changed the culture of politics in the US and changed the nature of the electorate. Social media has achieved an education process that has reengaged people in democracy and politics, raising the quality of debate and raising the level of participation. That’s not simple a victory for one presidential candidate in one country at one time, it’s a step change for society.

At the Digital Congress in Austria, we’ll hear from the man behind the campaign strategy, the approach and the role of social media in electing a president.

If you’re coming to the Styria's Digital Congress in Graz, then join us in Channel 3: the special session on digital media and digital brand management.

The team at Styria have put together an excellent group of 6 great speakers, but what would you ask them? Here are a few of the questions already being sent in…

• How much of my marketing budget should be online?
• Should I switch from TV to the web now the audiences have grown?
• Which online advertising formats give the most impact?
• How do I persuade consumers to buy if I don’t sell online?

To help you get the most from our discussion, why not email me your question today?

Send it to Danny@DigitalStrategyConsulting.com and put ‘Digital Congress’ in the subject line. And if there’s a particular speaker you want to ask then include their details.

With so many people coming to Graz, it will be a big day for the digital marketing industry. As a conference chairman I want to get the answers that matter to each participant – and if we run out of time then I’ll take then next 20 questions and write answers for each participant.

Here’s a reminder of the talks, and the leading experts sharing their ideas with you…

• Talk 1: Digital Branding, Andreas Teigeler (Interone)
• Talk 2: 3x3 cm. New Space for Creativity., Amir Tavakolian, Michael Ksela (scoop and spoon)
• Talk 3: Control over our brands in a digital world?, Martin Sternsberger (Brand Club Austria)
• Talk 4: Transfer of traditional print brand into digital universe, Marjan Jurleka (Večernji list)
• Talk 5: Strategic use of brands in times of digital media, Michael Brandtner (FH CAMPUS 02)
• Talk 6: Social Media Brand management, Nika Mohar (interactive.agency)

With this much internet marketing expertise in one place, let’s be sure to get the right answers to the right questions.

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Questions from delegates:

Conference delegate
• How much of my marketing budget should be online?

Conference delegate
• Should I switch from TV to the web now the audiences have grown?

Conference delegate
• Which online advertising formats give the most impact?

Conference delegate
• How do I persuade consumers to buy if I don’t sell online?