ADMA Forum 2011 gives marketeers science to deal with ‘channel overkill’

The proliferation of marketing channels – and especially confusion over social and mobile media – is driving some marketing people to despair. The Australian Direct Marketing Association (ADMA) Forum 2011 brings science into the equation to help sort the wheat from the Weet-Bix.

 

 

ADMA Forum 2011, themed The Science of Marketing, runs from August 15-18 at the Sydney Convention and Exhibition Centre, in a mix of conference, exposition and workshops.

 

It provides the opportunity to hear from some of the most advanced and knowledgeable ‘marketing alchemists’ of our time to test the theories, examine the evidence, and draw conclusions about the latest approaches to multi-channel marketing.

 

ADMA Forum speakers include John Caldwell, president of digital at National Geographic. National Geographic is a prime example of how traditional media have fully embraced digital. Mr Caldwell will demonstrate how he is keeping National Geographic at the forefront of the digital revolution and can share his insights on how the iconic magazine has become recognised as a global thought leader.

 

Mr Caldwell is president of National Geographic Digital Media (NGDM) and is responsible for National Geographic Ventures’ (NGV) global digital media business and initiatives. He joined National Geographic in 2007 as vice president of strategic development and operations. He spearheaded a number of key new businesses, developing strategy, budgets and implementation plans for NGDM’s global expansion, three year content and consumer experiences plans and strategies, as well as managing key partners such as Softbank and ePals.

 

In his ADMA presentations, Mr Caldwell will show how National Geographic creates a cohesive and engaging user experience across a myriad of platforms and how the organisation is experimenting with new digital tools in developing digital experience and social interaction.

 

On a very practical note, he demonstrates strategies for preparing video for tablets and mobile devices; developing an effective digital crowd sourcing model that works for your organisation; and laying the foundation for growth and greater reach and recognition in the future.

Another keenly anticipated speaker is BJ Fogg, director of the Behaviour Design Lab at StanfordUniversity in the US. He directs the Persuasive Tech Lab at StanfordUniversity.

 

A psychologist and innovator, his work empowers people to think clearly about the psychology of persuasion and convert those insights into practical outcomes. He is the author of Persuasive Technology: Using Computers to Change What We Think and Do, and is also the co-editor of Mobile Persuasion. His upcoming book is entitled The Psychology of Facebook. Fortune Magazine selected Dr Fogg as one of the ‘10 New Gurus You Should Know’.

What causes humans to take action is concrete and predictable, according to Dr Fogg, who will talk about insights into the psychology of behaviour change, giving new clarity in people’s daily work and practical methods for achieving results.
In his presentations. Dr Fogg will discuss what he calls the “three core motivators of human behaviour’ and will help attendees understand how to create new habits with ‘hot triggers’; the six barriers that stop people from taking action; learning how to think about behaviour change, with clarity and precision; and recognising winning patterns with today’s consumers.

Oliver Weidlich director of design and innovation at Mobile Experience, will discuss design and optimisation in mobile marketing, highlighting the customer-centred design approach to creating and ultimately improving mobile service.
Mobile Experience is a user experience consultancy specialising in mobile research, strategy and design. They have worked on many of Australia's leading mobile sites and services, including the winner of the AIMIA Best Mobile Product and Service category 2010.

 

With the proliferation of new, different and exciting methods to market, the 2011 ADMA Forum: The Science of Marketing will get attendees inside the labs of some of the most advanced and knowledgeable marketing alchemists in the world.

www.admaforum.com.au

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