ONLINE FOR BRAND BUILDING
mad.co.uk, 11 October 2004
mad.co.uk looks at three seminar sessions from the up and coming DM Show (Thursday 28 October) that offer an ideal way to get to grips with where the cutting edge is to be found, including the presentation by DMC’s Justin Kirby and Informative’s Gary Schwartz on ‘How online viral and buzz marketing can integrate with and kickstart CRM initiatives’.
Many marketers are now looking at how to bring digital channels into their customer man-agement programmes. The cost-efficiencies they offer need to be compared with the reach achiev-able through other media.
To get a fix on this issue, sit in on ‘How online viral and buzz marketing can integrate with and kickstart CRM initiatives on Thursday 28 October, from 11.30 am to 12.30 pm. This two-part pres-entation is to be given by Justin Kirby, managing director of DMC, and Gary Schwartz, director of Informative.
The first section considers how to get online users to interact with your brand of their own free will. Using viral tech-niques to create positive word-of-mouth recom-mendations will be looked at, together with ‘word-of-mouse’ approaches that can lift even brands with no ‘wow factor’.
The second section examines how to identify which customers you want to recruit into your relationship marketing programme. Using data to identify who is talking about you, and what they are saying, will be con-sidered, together with engaging those customers to increase their advocacy levels. Focusing on maximising ROI will also be addressed.
