Customer behaviour and digital marketing best practice (Summary)

Network Outputs - Digital Business

Meeting Details

Host: PricewaterhouseCoopers

Venue: Embankment Place, London

Theme: 1. Customer behaviour and digital marketing best practice 1. Scan: the status of mobile advertising (IAB) - 2. Focus: impact of mobile on digital marketing strategies by 2015 -3. Act: Implications of changing customer behaviour for digital marketing strategies

Guest Speakers: Jonathan Mew, Head of Mobile, The IAB - Eva Berg-Winters, Director, Strategy (Media & Advertising), PricewaterhouseCoopers

Members at this IRG:

1. Examined the detail and dynamics behind the 32% growth figure for mobile advertising 2009
2. Debated what effective digital strategies will look like by 2015 and how future trends will affect the business case for digital investment today
3. Drew on the first two discussions to share how their digital marketing strategies are likely to evolve in response to changing customer behaviour and convergent technologies.

Meeting Agenda: Innovation and research group 6

10:15 Arrival and coffee

10:30 Welcome, introductions, Network update Matthew Wolstenholme, Director, ITW Networks

This session will follow a Scan, Focus, Act structure. We will begin with a quantitative input on the developing business of mobile advertising, followed by a focussed discussion on the future shape of digital and mobile strategies to 2015 – and conclude with a discussion about the strategic changes that companies need to implement to secure the success of their approach to engaging the market.

10:40 1. Scan: the status of mobile advertising Jonathan Mew, Head of Mobile, IAB

The IAB undertook a research project looking at mobile advertising spend in 2009. The results suggest mobile ad spend grew 32% in 2009 to £37.6m. The group will hear more about the dynamics behind the figures along with debating the plausibility of ad spend growing a further 80% in 2010 as some other reports predict.

With Q&A throughout

11:10 2. Focus: Impact of mobile on digital marketing strategies by 2015 Eva Berg-Winters, Director, Strategy (Media & Advertising), PricewaterhouseCoopers

Eva will share her thoughts, and lead a debate, looking at what digital strategies will look like in 2015, focussing on the role of mobile. The group will discuss what such forecasts mean for the business case for digital investment today.

12:30 Lunch, refreshments and networking

12:50 3. Act: Implications of changing customer behaviour for digital marketing strategies

Drawing on the first two pieces, a discussion will be held on how guests see their digital marketing strategies evolving in response to changing customer behaviour and convergent technologies, and the opportunities that now exist to lead customer behaviour through the increased number of digital channels.

The group will look to answer the following questions:

1. Given the evidence and forecasts accrued so far, what are the biggest changes in digital marketing strategies that we will see in the coming three years?
2. What will successful companies do less, and more of?
3. What advances are required in how companies seek to understand and lead customer behaviour (including current approaches to segmentation)?

13:50 Roundtable of conclusions and summary of discussions

14:00 Close