The organiser of Cross Media 2012 has reported that there is already a high volume of interest in its six free seminar theatres. Placing a heavy emphasis on its education programme, the theatres will address challenges and opportunities in cross media campaign through presentations and panel discussions of top-level speakers from global brands.
The Cross Media theatre, sponsored by Xerox and XMPIE, will provide visitors with a fresh approach to integrating digital and traditional marketing channels to drive customer engagement and increase revenues. Split across two days, the seminars will be home to key note speakers from major companies and household names such as Crew Clothing, Expedia, Financial Times, Justgiving, Microsoft, Sony, MTV and the Guardian.
On day one, visitors will have the chance to listen to seminars from industry experts about data management across multiple channels to support integrated strategies – a topic that is still proving to be high on marketers’ agendas. A number of presentations will look at the fast evolving cross media landscape and the skills involved delivering these campaigns, as well as the technology available and being introduced to maximise outcome and return on marketing investment (ROMI).
Jacob Aizikowitz, President at XMPIE, a Xerox company, will kick off the seminar programme on day one with 1:1 Multichannel Communications: The New Meaning of the 'M' in MSP. He comments, “Marketing has changed from the cost-effectiveness of using mass media for reaching huge audiences, to the results-effectiveness of engaging individuals in a 1:1 dialogue across multiple communication channels. Realising that this entails combining the physical (i.e. print) world with the virtual world, and making the right investments in technology, people and possibly partnerships or acquisitions, is the key to strong, lasting results for advertisers, communicators and service providers, who aspire to lead and succeed in this digital and social age.”
Day two’s visitors to the Cross Media theatre will hear all about engagement with customers throughout the marketing lifecycle and developing attribution models in order to measure the effectiveness of marketing channels and driving future strategy. In addition, Adobe will give a presentation on attribution modelling for a cross media campaign to determine ROI and justify investment.