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Weathering The Economic Storm


Time18:30:00 Phone01 542 4154
DateWednesday, February 25, 2009 Webwww.iia.ie
Venue Dublin City Centre Emailevents@iia.ie

The face of a softening economy, the IIA, the Marketing Institute and CustomerMinds are running an evening seminar designed to give some valuable insights into the measurable and cost effective tools of online marketing.
Overview

With marketing budgets and performance coming under increasing scrutiny in the face of a softening economy, online marketing represents a measurable and cost effective set of tools to marketers. Yet many marketing professionals struggle with the emerging discipline of online marketing.

In response to this lack of knowledge and experience - and continuously changing technologies - the IIA, the Marketing Insitute and CustomerMinds are holding a joint evening seminar with the IIA to provide a forum where marketers can hear from expert practitioners and learn the best practices in Online Marketing.
Agenda

Make online marketing matter to your CEO - Paul O'Sullivan, Director of Faculty of Business School, DIT.

With CEOs focusing on sales, costs and revenue, it's vital to get them to view online marketing as a key contributor to the bottom line. Paul O'Sullivan will look at how to raise marketing's influence and standing in your organisation.

 

Agenda

Make online marketing matter to your CEO - Paul O'Sullivan, Director of Faculty of Business School, DIT.

With CEOs focusing on sales, costs and revenue, it's vital to get them to view online marketing as a key contributor to the bottom line. Paul O'Sullivan will look at how to raise marketing's influence and standing in your organisation. This session will include practical advice on:

  • How the trends are changing; measurability in 2009
  • What your sales team really needs from marketing
  • How to prove marketing's worth with metrics that matter to the CEO and CFO

 

Strategies for online marketing that sell - John Kelly, Commercial Director, CustomerMinds.com

For marketing to work in 2009, marketing must sell. This session will include:

 

  • Where do you start when asked to do More with Less?
  • Identifying and prioritising online marketing activities with the most potential to stimulate sales?
  • Segmentaton that makes "cents". How to target contacts based on their purchase intentions.
  • Why and how should you integrate traditional and online marketing


Doing Business Online - Know the risks and how to overcome them - Whitney Moore, Legal Expert

Legal expert Whitney Moore will provide advice on the legal issues surrounding online marketing and the Data Protection Acts 1988 and 2003. Attendees will take away knowledge that is essential in keeping your organisation fully compliant with the relevant Irish and European Union law including:

  • Overview of your obligations as a data controller or as a data processor
  • Is an opt-out sufficient or is an opt-in consent clause necessary
  • How to ensure your communications and website comply with the European Communities (Companies) (Amendment) Regulations 2007

 

Case studies: Best Practices in online marketing

Attendees will learn from organisations that have successfully integrated online into their marketing mix. This session will include:

  • From online to cross-channel marketing: why a holistic approach makes sense for traditional brands.
  • Why and how to build actionable databases of customers.
  • The pitfalls to avoid and lessons learned by other practitioners


Q&A Session chaired by the IIA

All attendees will receive a powerful toolkit bursting with practical tips and guidelines such as optimal lengths of e-mail subject lines, best time and day to send e mail and SMS campaigns.

 

For more information, visit www.iia.ie

 

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