Online Advertising in 2012: A Waste Of Time Or Improving Your Bottom Line?
15 March 2012
With the explosion of online advertising, many brands have taken a scattergun approach to reach their audience. But consumers are now demanding more focused, targeted and personalised communications. In Brand Republic’s next webcast, we’ll tackle the move from offline to online advertising and show how effective consumer insight can advance your online campaigns and drive conversions. We’ll be looking at:
- Current growth trends in online advertising:
a) How does online measure up to offline including print and TV?
b) What’s fresh, what’s old hat and what’s wasted?
- Driving conversions: Identify the right audience and target ads to help extend your reach, maximise revenue and enhance brand awareness - while still respecting user privacy.
- With reduced budgets, brands need to ensure that each £ is spent efficiently: Use the right metrics to really understand the impact of each strand of your online advertising campaign and drive ROI.
Job Title: Marketing Director
Company: Visit Britain
Laurence was appointed Marketing Director for VisitBritain, the national tourism agency in September 2009. Most recently he held the position of Regional Director, Europe with strategic responsibility for VisitBritain’s operations in 18 markets. Laurence has worked in senior communications and marketing roles for the last 15 years.
Laurence plays a pivotal role at one of the most exciting periods in VisitBritain's history - the run up to the London 2012 Olympic & Paralympic Games. His pasison and drive, coupled with great implementation skills, has led to his creation of inspirational marketing that really drives visitors to explore Britain.
With the global media spotlight on, Laurence has successfully refreshed Britain as a brand and raised the profile of all parts of the country. He joined the British Tourist Authority in 2001 and has held a variety of communications and marketing roles within VisitBritain. Laurence started his communications and marketing career at food retailer Safeway Stores plc, and before turning his hand to marketing, was a journalist for London Weekend Television, and several national newspapers.
Job Title: Associate Director
Company: Research Now
Job Title: Head of Content Solutions and Studio
Company: Brand Republic Group
Philip Smith is Head of Content Solutions, Haymarket Brand Republic Group, which includes the following business magazines and brands: Campaign, Brandrepublic.com, Marketing, Media Week, Pr Week, Revolution and Event. Formerly editor of Media Week and Revolution, he is now responsible for production and commercial success of the business-to-business portfolios’ creative solutions team and brand extensions including web sites, events and print specials and supplements.
He has run the online publishing for several titles, including Management Today, PR Week, Planning and Regeneration & Renewal. He successfully relaunched the web site for MT, Haymarket’s market-leading business and management title, at Managementtoday.com in September 2010. Smith was, for three years, the head of digital content at Haymarket Brand Media, home of Campaign, Marketing, Media Week, Revolution and Brandrepublic.com, the online marketing, media and advertising portal.