ad:tech is the leading event for the digital marketing and advertising community in Australia and New Zealand. Since winning the EEAA Award for Best New Event when it launched four years ago, ad:tech has continuously served the interactive marketing space.
ad:tech 2010 was a record breaking year with over 2,200 visitors across both days making the event the number one place to meet anyone in the Australian and New Zealand digital marketing industry. Attendees benefited from a busy & engaging Expo floor, highly informative & motivating content at the FREE Keynotes, Expo Seminar Theatre & Breakfast Briefings, and insights & experiences from the leading minds in digital media.
Rod was a member of one of the Panels which focused on:
How Can Marketers Take More Responsibility For Their Digital Strategy?
• Should marketers keep their digital strategy in house or outsource?
• What is the definition of a digital strategy?
• What skill sets, tool kits, structure and resourcing are needed to best manage digital strategy?
• How can agencies better communicate ideas and strategy to clients?
• What is the impact on agencies in this 'new' world? How do you respond to the less linear approach?
• What's the role of the agency and the marketer?
The Panel generated lots of discussion and feedback. It highlighted the need to keep the new world of digital marketing in perspective. One of digital's features is its ability to have its consumer interaction measured. But as Rod said "just because something is more measurable, doesn't make it more meaningful".
All Panel members agreed that digital is not a strategy in its own right; the planning discipline of developing an overarching marketing strategy is even more critical especially when communication messages can be spread widely and unevenly. Digital is a tactic and don't expect it to do everything.
Please contact Rod if you would like some more information or you would like to give us some feedback on this story.
