Jargon Preventing Increased Online Marketing Spend



    
    -  ad:tech London Research Reveals Appetite for Investment in Online if
       Results are Made Clearer
    

    LONDON, Aug. 20 /CNW/ - The UK digital marketing industry needs to be
more clear in how it markets itself if it is to make the most of the growing
appetite for UK business investment in online and digital marketing according
to independent research(*) commissioned ahead of this year's ad:tech London.

    To view the Multimedia News Release, please click:

    http://www.prnewswire.com/mnr/prne/adtech/37549

    The research of over 900 visitors to last year's show reveals that nearly
half of respondents (48 per cent) expected to assign over thirty percent of
their budget to digital marketing over the next twelve months, an increase of
nine per cent since last year. The biggest reason for this level of investment
was the fact that over two thirds of respondents (62 per cent) believed online
marketing delivered greater ROI than offline marketing channels.
    The research also demonstrates the need for greater clarity in the way
digital marketers position their services, Christophe Asselin, group marketing
and content director for ad:tech explains, "There are clearly opportunities
for marketers to capitalise on the increasing investment by UK businesses in
online marketing however this needs to be allied with an understanding of
business needs, not marketing jargon. The language barrier has created a
fracture between traditional and online marketing and has generated
frustrations amongst many marketers integrating online within their current
marketing strategy. The research shows the demand for tangible impact upon
business growth and as an industry we need to understand that discussions
about digital marketing need to first and foremost address business goals."
    "It is important that digital marketing approaches challenges by first
understanding what needs to be achieved, before considering how these
objectives can be met. Many marketing strategies have been led by
technological capabilities while business sense has been forgotten. This
year's conference programme is a real road map to help marketers and decision
makers to re-align digital opportunities with their business goals."
    Taking place on the 22nd-23rd September at Olympia, the conference and
exhibition has become established as the largest gathering of the digital
marketing industry in the UK (http://www.ad-techlondon.co.uk). This year's
conference programme includes the following speakers and discussions;

    
    -  Rory Sutherland, Chairman, Ogilvy UK and President of the IPA - In his
       first address as new President of the IPA, Rory will address how the
       body intends to regulate online advertising

    -  Alex Hunter, Head of Online Marketing, Virgin Group - Alex will be
       discussing why brands should actually give a damn about their
       customers

    -  Richard Titus, CEO, Associated Northcliffe Digital - The former
       controller of BBC audio and music interactive and BBC mobile will
       discuss how Northcliffe Digital will be adapting to improve the
       digital experience across The Daily Mail Online

    -  Thomas Gensemer, Managing Partner, Blue State Digital - A year on from
       the 2008 US election, one of its key architects will discuss what
       British parties and brands can learn from Barack Obama's online
       success

    -  Jacek Utko, Design Director, Bonnier Business Press CEE - Will be
       addressing the issue of the digital impact on media consumption and
       how design (not just the appearance) can save newspapers

    -  Jane Nicholson, Regional Director, Tourism Queensland - will showcase
       the best PR campaign of the year leveraging social media: "Best job in
       the world" campaign to find a caretaker for an Australian paradise
       island
    

    Mobile Marketing & Video Advertising Key to Growth

    The research also demonstrated that this year was likely to see increased
investment particularly in mobile and online video. Investment in mobile
marketing was expected to more than double this year with 37 per cent of
marketers claiming it would be an area of investment. Similarly Video
Advertising was likely to see a 15 per cent increase in investment.
    To reflect this growing interest in mobile marketing, the show is, for
the first time, hosting the Mobile Marketing Show. This new feature aims to
bring together the UK's key agency buyers, brand marketers and mobile
marketing vendors to discuss how businesses can more effectively use mobile
apps and direct response strategies.
    Asselin added, "Mobile marketing is an area that is seeing huge growth at
the moment but this is twinned with uncertainty and a lack of understanding
amongst many marketers of how it can be used. Earlier this year ABI Research
estimated that, as new platforms for ad-supported mobile search, video and
gaming content services arrive; mobile marketing is expected to grow over
$24bn worldwide in 2013 from just $1.8bn in 2007. This section of the show
will provide practical advice on what options are available to marketers who
are looking to harness the power of mobile marketing."
    In addition, across the two day exhibition more than 120 seminars have
been streamed into topic driven areas covering: insight and research,
Marketing Integration and Campaign Strategy, Ad-networks, Email Marketing,
Online Video, Social Media, Targeting, Search, Web analytics and Mobile
Marketing. Sessions have been designed to provide practical advice drawing on
the lessons from campaign case studies from brands including Coca Cola, COI,
Kuoni, and Unilever. For the fourth year running the show will also feature
the Google University offering marketers beginner and advanced classes on how
tools such as Google AdWords can help businesses. The show is set to see over
200 marketing service providers exhibiting from across the digital marketing
spectrum.

    The full seminar and conference programme can be viewed at:
http://www.ad-techlondon.co.uk

    (*) Vivid Interface conducted visitor research on-line with attendees and
non-attendees to ad-tech 2008. The research was conducted during October 2008.
982 visitor surveys were completed. This equates to 14% of the total
attendance(xx): 7,134 Including 5,718 total visitor attendance (registered)
1,416 other attendance.

    (xx) ABC audited figure

    NOTES TO EDITORS:

    About ad:tech London (http://www.ad-techlondon.co.uk)

    Dedicated exclusively to Interactive Advertising and Marketing
Technologies such as Search Engine Marketing, Email Marketing, Mobile
Marketing and E-Commerce, ad:tech London is the only event in the UK that
gives its visitors from blue-chip companies and SMEs the opportunity to
investigate a complete range of end-to-end interactive advertising and
marketing solutions. ad:tech London is a unique opportunity for CEO,
brand/product managers, marketing directors, media planners/buyers, creative
directors, PR manager, campaign managers, agency executives and marketing
service providers to reveal latest trends and market figures, share best
practices, address industry challenges and further understand how digital can
generate results that translate directly into increased marketing performance
and ROI.

    About dmg world media:

    dmg world media is an international trade show producer with principal
operations across North America, Europe and Asia. dmg world media is a
wholly-owned subsidiary of the Daily Mail and General Trust plc (DMGT).
Additional information on dmg world media can be found at
http://www.dmgworldmedia.com




For further information:

For further information: Christophe Asselin, Event Director - Technology
Europe, ad:tech, iMedia Connection, T: +44(0)203-180-6510

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