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Title:

Virtual Experience vs Advertising to Change Brand Perception

Your vote:
Yes No
Organizer:
Tom Martin, Zehnder Communications
Description:
Hear how today’s marketers are leveraging SocMe platforms and technologies to create and disseminate content that virtually exposes consumers to brands and events in order to change consumer perception. Is this the new face of advertising? If so, what effect will it have on ad agencies and the media?
Questions
Answered:
  1. What technologies are currently available for the creation/dissemination of multi-media content?
  2. What is the definition of embedded journalism?
  3. How does the use of embedded journalism differ for a brand vs an event/destination?
  4. How can non-profits and cause marketers use embedded journalism to promote their cause?
  5. What case studies exist to show effectiveness of this approach in changing perception?
  6. What are some examples of brands/events/destinations/services using embedded journalism?
  7. What warnings would you give to a company attempting to use embedded journalism?
  8. How do you suggest "selling in" to my company the idea of using embedded journalism as a marketing approach?
  9. What were the biggest mistakes you have made thus far using embedded journalism?
  10. What have you learned about using embedded journalism, that you can share with the audience?
Level:
Intermediate
Category:
Advertising, Content, Journalism 2.0, Online Video, Social Networking
Type:
Panel
Event:
Interactive 2010
Len Kendall
on 17/8/09
Tom write phenomenal posts for AdAge that I learn from every week. It would be a privilege to engage him in a public forum in Austin.
Tom Martin
on 18/8/09
I wanted to include a bit more info than the panel picker submission would allow.

This panel consists of @ScottMonty (Ford), @DanPatterson (ABC) and @jackie_danicki (Qik). The goal of the panel is to discuss the ever changing roles of Advertising and Social Media in the quest to create, change and manage consumer brand perception. Traditionally advertising metrics like brand perception were strictly the domain of Advertising. But with some of the rise of social media platforms, the cost of creation and distribution of digital content is quickly approaching zero. Thus, brands can now invest in 'showing' versus 'telling' consumers what they should believe about a brand. But the question is, is that enough to justify moving brand perception management dollars out of advertising and into social media?

If the answer is yes, then this could have profound effects on the advertising industry as a whole and specifically the media and ad agencies.

But this won't just be talk. We're planning to share case studies and real data from real experiments where we've used "embedded journalism" to change brand perception.

If you have any questions about the panel, feel free to ask me @TomMartin
Kami Huyse
on 18/8/09
This is a great panel idea and good panelists to go with it! Looking forward to seeing this one.
blu ray ripper
on 13/11/09
Terrific info in support of small enterprise. Great idea!
mbt shoes
on 1/12/09
This sounds like a wonderful, timely topic.
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