ad:tech - san francisco '08

Trench Warfare in the Digital Age: Relationship Marketing Makes a Comeback

Wednesday, April 16
5:15pm - 6:15pm	R	Trench Warfare in the Digital Age: Relationship Marketing Makes a Comeback << less at Moscone Center Moscone Center
About  For those marketers who’ve been around the block a bit, many will remember the groundbreaking book “Relationship Marketing” by Regis McKenna. While the discipline had existed for decades, Mr. McKenna ushered in a new era of marketing by coining this now ubiquitious phrase. But as the Internet and other sexy new digital platforms came to the fore, relationship marketing fell out of favor and was put back in the box of direct marketing. Yet, as we sit at the tail end of Internet 2.0, the digital revolution has ushered in a new era of relationship marketing. Consumers now have unprecedented control over their media consumption and now have the ability to be content creators as the costs of production spiral towards zero. Consumers have become increasingly elusive and demanding and marketers have to work harder than ever before to target, reach, and establish a dialogue with their consumers. The “relationship” with consumers has never been more important and marketing has become an exercise in brand dialog and is no longer a one-way communiqué. The fight is on and perfecting the art of relationship marketing has evolved into trench warfare. John Stichweh of Critical Mass leads a engaging panel of experts to discuss how marketers can leverage digital media and technologies to enhance their marketing efforts by leveraging targeted, addressable advertising inventory and rely on proven personalized marketing disciplines such as email and database marketing to build a high-impact, results-oriented relationship marketing platform for the digital age. Website  http://www.ad-tech.com/sf/session_detail.asp?session=760&refad=1

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