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Thought Leadership Series

At DMA08, each Thought Leadership session below will deliver valuable marketing solutions, management insight, and new paths to explore. You will leave inspired, armed with integrated marketing tools, and with practical techniques that will greatly increase your organizations' ROI, lead generation, and customer retention and loyalty.

Richard RosenMonday, October 13
1:45 – 2:45 PM
Convergence Marketing: The Common Ground Where Brand and Direct Deliver Sustainable Brand and Unprecedented Profits

Today’s customer is a powerful individual who controls their relationship to the brand. They decide if, when, where, and how we can reach them. The best way to actively engage with this empowered customer is by using the best strategic and creative tools built on a messaging foundation of empathy.

Convergence combines the best of Brand and Direct, unifying creative and financial, strategic and intuitive, to create a common ground with the shared goal of making money for the client by building brand loyalty with the individual. It is the next leap and many famous brands such as General Motors, MetLife, 3M and Genworth Financial are leading the way.

Leraning Points:

  • Learn how to deliver greater results and profits in today’s increasingly competitive global economy.
  • Learn how to leverage and balance resources to drive brand and demand via all media and channels.
  • Create an environment of balance where we can talk amongst ourselves, whether you’re the brand person, the direct person, the sales person, the IT person or the CFO, rather than competing against each other in silos of opposition.
  • Transform your model to real-time, accountable advertising with practical tools including the Rosen Velocity Scaletm.

Thought Leader:  Richard Rosen, CEO & President, ROSEN

 

David HallermanMonday, October 13
1:45 – 2:45 PM
Online Survival Tools in an Uncertain Economy

Moderator: David Hallerman, Senior Analyst, eMarketer (pictured)

No matter how shaky the economy, marketers keep spending more in the digital space. Why? For one, it's more measurable and targeted than most other media. But perhaps more so, because there are more opportunities online than ever before for brand marketing to integrate with direct marketing.

After describing the current Internet marketing landscape, including US ad spending and growth predictions, eMarketer's Senior Analyst David Hallerman leads a lively discussion with a panel of top digital players. They provide examples on the interplay of direct and brand and the pros and cons of behavioral and network targeting, video, search and emerging areas like social networking and mobile marketing.

Learning Points:

  • What is the special value of digital marketing in a tough economy?
  • What are the opportunities for brand marketers to integrate direct into their online ad plans?
  • What are the current measurement benchmarks online and what can DMers count on?

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    Thought Leaders:
    Ted McConnell, Manager, Digital Marketing Innovation, Procter & Gamble
    Adam Gerber, Chief Marketing Office, Quantcast
    Dave Morgan, Formerly CEO, Tacoda, the leading behavioral targeting company

    Tuesday, October 14
    8:45 – 9:45 AM
    Election 2008 -- Who's Up? Who's Down?
    A Point/Counterpoint Presentation

    Thought Leaders:
     
     

    Mike Berman
    President
    The Duberstein Group

    		  

    Henry Gandy
    Vice President
    The Duberstein Group

     

     

     

     

    Larry KimmelTuesday, October 14
    8:45 – 9:45 AM
    Clarity in a World of Confusion: Fostering Growth In Turbulent Times

    Thought Leader: Larry Kimmel, Chairman/CEO, G2 Direct & Digital

    Marketing has never been more complicated. The economy is weak. Virtually every media channel is losing effectiveness. New marketing techniques are introduced almost daily. Consumers are rejecting advertising in ever-increasing numbers. Marketing budgets are under siege at countless companies.

    So how can marketers win today?

    Mr. Kimmel will identify new strategies for building share and profits, and will show . . .

    • Innovative communications that are driving profits, not just buzz
    • Techniques to unearth more motivating consumer insights
    • Approaches that elevate respect for the marketing discipline
    • Solutions which more efficiently allocate marketing dollars

    Find out how one of the sharpest minds in strategic marketing can guide you through today’s confusing marketing landscape and provide you with new clarity – all in an entertaining, inspiring presentation.

     

    Joel M. DavidsonTuesday, October 14
    4:15 – 5:00 PM
    Online Behavioral Advertising – Going Beyond Context and Search to Better Conversions

    Thought Leader: Joel M. Davidson, CEO/President, NextAction

    Behavioral Advertising is helping marketers get better results online from more targeted impressions and consumers are finding the ads more relevant. Behavioral Advertising is creating a win-win for consumers and your competitors – and growing by as much as 70-plus percent each year. Hear practical advice from some of the pioneering names in this important field on how to complement your marketing spend by adding behavioral advertising while protecting consumers’ privacy – a win-win.

    Why should you care?

    • Behavioral has been identified by Forrester Research, Jupiter Research and eMarketer as a marketing necessity.
    • What’s more – ads show up when it makes sen$e, to select consumers with a proven interest in your offer.
    • The right message to the right audience at the right time.
    • Advertisers are projected will spend $1 Billion this year in Behavioral.

    Thought Leaders: 

    Joe Apprendi, CEO, Collective Media

    Jeremy Helfland, United Online

    Renee Jacobs, President, Title 9 Sports

     

     

    Peter JohnsonTuesday, October 14

    Research Revelation 2009: The Multichannel Consumer: Hitting A Moving Target

    Moderator: Peter Johnson, VP, Research Strategy & Platforms,                Direct Marketing Association (pictured)

    It is well known that consumer demand drives 70% of US economic output.  But reaching this most powerful group is an increasing challenge as they migrate across media and channels.  Digging into data to surface the major recent developments in consumer marketing, search, and purchasing, thought leaders from several of direct marketing’s most strategically placed research firms will identify the drivers that will help you target consumers across the media and channel landscape of 2009.

    Thought Leaders:
    Glenn Lalich, Vice President, Research & Analysis, ParadyszMatera
    Pam McHugh, President, Comperemedia
    Heather Dougherty, Director of Research, Hitwise
    Jonathan Silver, President and CEO, Affinity Solutions