#DMMS09 DIGITAL MARKETING AND MEDIA SUMMIT MELBOURNE
On Monday I spent the day at DMMS09 an event that saw string of digital marketing and agency types address a large and mostly awake crowd at the Hilton on the Park Melb.
I was bristling with caffeine and so managed to capture quite a few notes which I’ll drop highlights of here for your review and historical reference. (note i missed the first 2 speakers so don’t have notes from sessions by The Population or Publicis Digital)
Sportsgirl
Their key insight was that their audience likes to ’social shop’ that is to share ideas and opinions about the outfits. So in developing an online experience they sought to re-create this feel. This led to forums and discussion features, ability to vote and share. This has experience has since evolved into beta testing of a tagging feature that enables clothing images to be ‘interactively activated’ via tags embedded in the images (essentially functional pop-ups like add to cart, share item etc).
The final phase will see this feature applied to off site content. I really like this as it seems to suggest a move toward an alternate, more organic online shopping experience, certainly one more pleasant than scouring through a sea of thumbnails.
ISpy Levis
I gleaned a new buzz word from this one – “channel of influence” referring to the world online PR’s seek to exploit. Interesting to me was how these guys spoke extensively about accountability, and yet their campaign was almost exclusively about engagement with a very few people (2000 followers, one third interacted with them) – but no brand metrics…WoM or reputation data were presented to support the campaigns success in achieving its objective – changing people’s minds about Levis. I await then Levis next stab at finding coolness.
Blackmores
The key theme of this presentation was personalization, and the presenters took us on their journey from building an email database to developing lifestage segmentation and ultimately delivering a personailised online experience for site visitors.
The main thing that struck me here was the amount and quality of content they had developed to cater for these specific segments. The pregnancy example showed how the content evolved based on their knowledge of the segment and their need for different information; from pre-birth product nutritional data and biological education (animations), to post birth weight loss, body shaping products and exercise tips.
Understanding these triggers and life stage need states meant they could keep users coming back and interested in content – and of course gave Blackmores more opportunity to suggestively sell a wider range of their products. Win Win.
Boffswana
left me with my favourite quote of the day..and one I wholeheartedly agree with “to successfully engage your consumers – you must find joy in your brand”. Boffswana make augmented reality – check them out
In summary then – you can engage and amplify consumers experiences with your brand if you marry good relevant content, with advocates, and support it with a solid technical infrastructure that capitalises on the ever more socially connected internet we play in.
Here I’ll leave it, I waffled long enough.
ps. the #hashtag above will allow you to catch the twitter stream if you are interested.
