About the topic Over the past 10 years, companies large and small have invested in, or thought about investing in digital strategies and tools. But despite the hype and enthusiasm, few have figured out the right business model to succeed in the new digital era, and unfortunately in many cases digital technology is used as a nice-to-have rather than as a strategic tool. How efficiently are YOU using the new technologies in order to communicate internally and externally? Test yourself using KPMG’s Digital Equaliser on The Guardian website! : http://www.guardian.co.uk/digital-tribes
For whom? - Marketing and communications professionals - Business and sales managers - ICT & multimedia professionals
What can you expect? During this session you will learn how digital media can help you optimise your strategic communication and how the new technologies will not only help you to bring your message to your customers but also to retrieve information from them (the so-called Web 2.0 principle). This info session will focus on the practical business use rather than on the technology itself. During the presentations real cases will be used to explain the applications. During the breaks, participants will be able to watch demos and try out the applications described. This approach makes this session a must for marketing, sales and ICT professionals!
Agenda 14.30 Welcome coffee
15.00 Introduction Ingrid Hoffman, ADM
15.10 Emerging business models to help serve tomorrow's digital tribes Understanding the opportunities offered by digital media and how to generate revenue from them. Companies should view their target customers in a new way – as members of digital tribes that expect focused and personalised services. These companies should also look beyond the traditional value propositions of ‘content’ and ‘distribution’ to consider a wide range of potential benefits they might provide to end consumers. Tudor Aw , KPMG
15.30 Turning the theory into reality To introduce some structure we will distinguish four types of applications, but it will become clear that in reality the distinctions are not always so clear-cut: - web applications - mobile applications - interactive digital TV - narrowcasting Bart Van Kerkhoven, Nascom
15.40 “Web” 20 down-to-earth minutes dedicated to the do’s and don’ts on the web. No theory but lots of corporate project examples on how you should present your company and products on the web, what to consider before the project starts, how and what to measure … and a few tips to avoid the most common pitfalls. Bruno Bogaerts, B.U.T
16.00 “Mobile” Smartphones in combination with the mobile Internet can bring information and communication channels directly to your consumers anyplace, anytime. With a market still in development (changing at a rapid pace) now is the time to build a strategic advantage. This session will feature real examples and provide practical tips to help you define this strategy. Steven Verbruggen, Nascom
16.20 Q & A
16.30 Coffee break + demos
17.00 “Interactive Digital TV” From the large range of iDTV applications existing today, we will present a number of iDTV achievements like ‘Onze TV’ and ‘DigiText’. We will share our experiences and lessons learned and focus, among other things, on the marketing aspect of these achievements. Next, we will sketch out the future evolution of iDTV platforms, which will further expand the range of iDTV capabilities and applications. Raf Van Ham, Androme and Luc Uytterhoeven, Devoteam
17.20 “Narrowcasting” These days there is a lot of discussion about the concepts of narrowcasting and digital signage. But many people wonder where exactly the success stories occur and how these concepts can support communication. Through practical cases we will show you where the pitfalls lie and what the critical success factors are in implementing a digital signage system. Nele Bruers, Dobit
17.40 Usability aspects How to avoid the pitfalls of using fancy new technology and so also avoid any undesired side effects … losing the user’s attention and so not getting the desired results. Tine Peeters, Human Interface Group
17.55 Legal aspects Depending on the tools used, specific legal aspects have to be considered. Maarten Truyens, DLA Piper
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