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Beta Campaigns: Planning for User Driven Advertising

Event Interactive 2010
Format Panel
Organizer James Chutter – DDB
Description What happens to the advertising planning process when the campaign is always in a consumer beta feedback loop? We know the consumer now has more control over our campaigns so how do we integrate them from the very beginning and keep them engaged to the very end, an end that never comes....
Questions
Answered
  1. How has advertising planning/strategy changed
  2. How has UI designed changed
  3. How do we sell long term ever evolving campaigns
  4. How do we scope a beta project
  5. How does big brand advertising support user participation
  6. How do we act and react quickly to consumer demands while maintaining brand integrity
  7. When should the consumer be involved in the planning process
  8. How has audience targeting evolved beyond demographics and psychographics
  9. How do you track and measure success
  10. How do you develop ideas for a perpetual campaign
Level Advanced
Category Social Networking
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