HOW TO WIN IN THE EXPERIENCE ECONOMY
Sep
15
12:00 pm12:00

HOW TO WIN IN THE EXPERIENCE ECONOMY

Social In. Mobile Up. Always On. Last Mile Everywhere.

The transformation age has led to consumers being more and more immune to ad-like communication. Brands need to embrace that successful marketing now has two tasks: first, infusing retail and media touchpoint experiences with a brand purpose and secondly, adding transaction and interaction opportunities to wherever brand communication occurs. Two mechanisms work as enablers: Make use of technology as a driver for product and service design innovation and utilize advanced media, content, licensing platforms and marketing strategies at scale. Nowadays, a proper marketing strategy drives communication and experience strategy in order to connect the dots that social media, mobile and other technologies have to offer. That is the way to win.

Language
German

Location
koelnmesse, Seminar 2

Speaker
•    Alexander Wipf, Managing Director (Isobar Germany)
•    Richard Tejada, Executive Strategy Director (Isobar Germany)

FIT FOR TRANSFORMATION?
Sep
15
10:00 am10:00

FIT FOR TRANSFORMATION?

THE DIGITAL HEALTH CHECK WILL GIVE YOU THE ANSWER

New technologies and touchpoints rapidly change the online marketing world and even experienced marketeers loose orientation due to the complexity of themes. The Digital Health check will show the participants of the session whether their digital roadmap is state of the art or already suffering from senility. The online questionnaire that has been developed with international experts, will provide insights to the roadmaps’ way into the digital future. Based on a practical example we will jointly develop approaches for Digital Transformation, among others in the areas Strategy Definition and Customer Journey Planning. Participants who fill in the questionnaire prior to the session (using the comment button) can have their case presented during the Work Lab. 

Language
German

Location
koelnmesse, Work Lab 1

Speaker
•    Ron Warncke, Director Digital Strategy (explido >> iProspect)

FIRST SCREEN WITH  5''? REALITY!
Sep
15
10:00 am10:00

FIRST SCREEN WITH 5''? REALITY!

MOBILE DRIVES AUDIENCE CENTRIC COMMUNICATION

Mobile is not just another comms channel with dramatically increasing reach. And it is not just the most personal and important device of consumers. Above all it is one of the biggest chances in today´s communication landscape with an unpredictable potential for the upcoming years. Already now we have the opportunity getting close to the ideal of realtime communication across channels in line with the individual consumer journey. This seminar shows those opportunities and how we use them strategically. 

Language
German

Location
koelnmesse, Seminar 7

Speaker
•    Michael Busch, Managing Director (Carat Germany)
•    Tobias Kober, Director Digital Consulting (Carat Germany)

NEXT LEVEL OUT-OF-HOME
Sep
14
2:00 pm14:00

NEXT LEVEL OUT-OF-HOME

How mobile data Changes Communication in Public Space

Mobile Data is a key part in modern media planning. More and more mobile data touchpoints become available for audience insights, considered valuable information for customers and agencies alike. But not only mobile advertising benefits from the efficiency and precision that results from having access to the right data sources: Out-of-Home communication has been targeting mobile audiences for decades and now uses the new insights to consolidate and specify our knowledge about audience behaviour and mindset in public space. The interface between mobile and out-of-home is an outstanding example of converging media genres and how data can be the key to holistic campaigns.

Language
English

Location
koelnmesse, Seminar 7

Speaker
•    Dr. Kai-Marcus Thaesler, Managing Director, Posterscope Deutschland
•    Tom Laband, CEO AdSquare