AdSchool’s Digital Marketing One Day Workshop with Heather Albrecht – Friday August 19

In a world where media is the ultimate social lubricant, today’s marketing management is about encouraging and not controlling the conversation & participation with and amongst consumers in multi-channel environments.

A central theme of this workshop is that 21st century marketing involves consumers as participants. This changes the role of marketing communications from simply the art of persuasion to the art of conversation. And requires a strategic approach to the role of digital marketing and channels in the mix, a role that allows for participation with brands, provides consumers with exceptional interactive experiences, and drives their conversation with and about brands.

We will use digital marketing management frameworks to examine how to use digital marketing strategically rather than tactically in the communications mix and will examine the need for organizations to ready themselves for a more transparent, open and collaborative relationship with their customers.

Multiple case studies will be used for our examination of the key factors driving both success and failure in this new participatory world of marketing.

Heather Albrecht, Digital Connections

Heather Albrecht is the Director of digital communications consultancy Digital Connections. She has ten years experience in digital communications plus fifteen in brand and direct marketing, and has long been at the forefront of multi-channel digital marketing strategy. She has always believed in the power of integrated communications and has a special talent for helping agencies and clients weave an understanding, appreciation and seamless execution of digital channels throughout the campaign planning and development process.

Heather works across all digital and emerging media channels with a special interest in Web 2.0. Heather has trained Australia’s leading media agencies in digital media communications and many major advertising agencies in Australia and Europe. She has developed digital communications strategies for the clients of many major advertising agencies in Australia.

A sought after speaker at Internet conferences, Heather has also been a judge of numerous interactive awards including Chairman of the Judges for the 2003 and 2004 Internet Advertising Awwwards; ADMA Internet Awards; MSN Creative Clique Awards; and the MPNZ web site awards.Heather also lectured at and coordinated the University of Technology/Australian Federation of Advertising AdSchool Executive Certificate in eMarketing 2003, 2004, and 2005, and lectures at the University of Sydney in Digital Marketing.

Seats are limited, see www.adschool.org.au for more information and enrolment form or contact Danielle Norrish, The Communications Council Perth. Danielle@communicationscouncil.org.au or 0409 090 009.

Date: Friday August 19

Venue: CBD tbc

Cost: TCC Members $660; Non TCC Member $770