DAY 2
15:20 - 16:10 PANEL DISCUSSION
REDEFINING MARKETING SUCCESS: WHY ROI AND MARKETING DON’T ALWAYS BELONG IN THE SAME SENTENCE
Marketing ROI has become so important that no one questions its validity. But the truth is, marketing will never produce an ROI – because ROI is not what most people think it is. People who use the term ROI see marketing as something to buy. But smart companies see marketing as an integral part of doing business – a necessity no less important than the company email system, their computers or their office lease. Marketing activity is not an investment; it is an expense. So is it time you embraced a new definition of marketing success? And what does this mean for your measurement, analysis and monetization strategies? In this compelling panel discussion, we’ll ask leading brands and experts what marketing success means for them – how they track it, how they analyse it, and what metrics (and terminology) they use to define it – and identify some practical strategies for measuring marketing value.
KEY TAKEAWAYS:
• Understand what we mean when we talk about marketing ROI, and whether it is time for a new definition of what success means for marketers.
• Hear from leading brands and experts on how they define, measure and analyse marketing success.
DELPHINE REMY-BOUTANG, IBM
@DelphineRB
Delphine is Worldwide Social Media Marketing Director at IBM, where she drives digital influence strategy and execution focused on driving innovative marketing capabilities via the web in support of IBM’s strategy of enabling and activating its 400,000 employees as representatives of the brand.
THOMAS BROWN, CHARTERED
INSTITUTE OF MARKETING @ThinkStuff
An ideas and capability evangelist with a wood-for-the-trees perspective on the world, Thomas is Head of Insights at The Chartered Institute of Marketing. A recognised marketing thought leader, he is a regular advisor to marketing and brand leaders.
LOCATION: THE GREAT HALL
66
www.istrategyconference.com
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