The keynote theatres were packed; standing room only and Health and Safety officers refusing entry to hundreds who could not get in as they were not in the queue at least 15 minutes before the presentation. 400-500 attendees at each session were not disappointed as speaker after speaker showed how digital marketing techniques, when correctly applied, can give results that are nothing short of 'spectacular', 'game-changing' and 'unprecedented'. Check out this http://tinyurl.com/cmtykj YouTube video of Scott Seaborn, head of Mobile at Ogilvy in the UK. I found this particularly interesting as it features Kodak (consumer) and the Hong Kong Rugby Sevens tournament.
The general theme at the show, wherever you looked, whomever you listened to, was that digital marketing allows you to communicate on a one to one basis like never before. This gives me tremendous hope for the future of digital printing (alas, I fear that conventional litho will suffer even more as a result) as marketers get their heads around how to use this data more effectively. The tools are definitely now there to deliver digital messages to the right people, at the right time, at the right place, with the right offer. Print now needs to communicate its potential role in the mix to the right people, at the right time, at the right place, with the right offer. Simple isn't it?
There was one representative from the printing industry exhibiting at the show. Ivor Jacobs (Ivor Solution ltd) whom I worked with in 1997 with the launch of Card Corporation was showing Web-to-Print for business stationery www.businessweb2print.co.uk and photo products. Ivor has always been ahead of the game and still is. Congratulations Ivor, your pioneering spirit is a lesson to us all! Another company, Lorien Unique, presented its Institute of Direct Marketing case study in one of the seminar theatres. This discusses the benefits of multi-channel marketing.
www.w2p.co.uk
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