Evolving the Digital Marketing Frontier

Evolving the Digital Marketing Frontier

The internet has significantly changed marketing and has altered the key elements of the marketing mix: pricing, branding, advertising, distribution and promotions. This one-day conference addressed how the internet will continue to change marketing and how internet marketing will evolve into the future. Topics included:

  • How is managing a brand changing? How are social networks changing who controls the brands? How are companies addressing the Internet branding challenge? 
    • Speaker: Russell Zwanka from Price Chopper
  • How are digital distribution channels impacting sales in traditional distribution channels? How might digital distribution channels affect pricing and release window strategies for media goods? How can firms best respond to digital piracy in online markets? 
    • Speaker: Mike Smith from Carnegie Mellon University
  • Why traditional and digital media strategies need to co-exist? What devices and subscriptions are favored by consumers in consuming advertising and media? Which advertising formats provide the most impact? 
    • Speaker: John Namovic from Deloitte
  • What drives users’ decisions of knowledge seeking and sharing on the social platform? How user incentives lead to the emergence of core/periphery social network structures among participants of enterprise 2.0 communities? How to improve the design of the system in order to encourage knowledge sharing?
    • Speaker: Baohong Sun from Carnegie Mellon University
  • How will mobile communications affect how marketing is conducted? What are the evolving mobile applications that will affect how marketing is conducted in the future?
    • Speaker: Philip Kuai from ADChina
  • “Know me, Guide me, don’t bombard me” marketing. A world where human-design led technology innovations make marketing by companies to be sought by consumers and not the other way around. What are the current human, design, technological and business trends that will unseat the power of the firm and hand the reigns to the consumer? What would that look like? 
    • Speaker: Pradeep U.N. from Microsoft
  • Catherine Zhou from Accenture led a discussion on mastering the use of customer analytics, and how analytics are increasingly playing key roles to drive customer experience improvements, provide foresight into profitable market opportunities and help drive actionable strategies and treatments.
    • Speaker: Catherine Zhou from Accenture