Press Release: 23 November 2005

Adding technology to the marketing mix

Developing the right blend of marketing and ICT is key to successfully promoting business. This was the message delivered by speakers at "Technology Essentials: Communications & Marketing" on 22 November 2005 during ict forum wales.

Michael Eaton, Director of Broadband Wales told delegates that 99% of Wales now had access to terrestrial broadband, compared with some 30% only two years before. Through a series of examples, Eaton demonstrated the potential that broadband can bring to business from simple websites to embedded media clips and "virtual tourism". He concluded by stressing the importance of accessibility and ensuring that any web presence is made available to the disabled.

Staying with the communications theme, Mathew Pickergill from Cisco explained some of the new developments in internet communications including IP telephony and virtual working.

With the communications infrastructure covered, delegates then heard from marketing experts who integrate technology in the marketing mix. Stuart Williams is Publishing Director of Kerrang!, the UK's leading weekly music magazine, and he provided an informative and entertaining presentation into the evolution of the brand to its leading position.

While the marketing budgets of most SMEs would be incomparable with that of Kerrang!, Williams discussed many ideas used by his team which smaller companies could consider adopting. Williams described the need to understand consumer habits before developing the brand essence. Working with a mainly teenage audience, the first new product launched was the Kerrang! website, and within a month the site had more unique users than the magazine had readers, and the strong community that developed on the site's message boards gave the team confidence to introduce further products including a radio station and TV channel.

Williams told delegates that technology has enabled the Kerrang! brand to connect with 5 million users in the UK, and that an integrated effort across all marketing and promotion was key.

In closing, Williams told delegates that in order to survive it was vital to develop brand clarity, brand consistency, and product flexibility. He finished with the statement, "Don't be cool - be good!"

Paula Dauncey of Imaginet explained the process of acquiring, converting and retaining customers through strategic online marketing, and demonstrated the importance of achieving high search engine rankings. Some 81% of web traffic is driven by search engine results, and Dauncey stated that the only way to guarantee placement was through Pay-Per-Click search advertising.

Dauncey moved on to discuss websites, saying that creative design was vital to differentiate businesses from competitors, and asked delegates to consider what the purpose of their company website was - did they want customers to buy, interact or simply read a brochure? Once a company had customers, how should they develop the relationship to retain the customer? Options suggested included email marketing, personalisation and loyalty schemes.

Dauncey concluded by saying that strategic online marketing was a continuous activity, and that ongoing measurement and improvement was vital.

The afternoon seminars from Imaginet and Swansea Bay IT Support Centre reiterated the message that blending marketing and ICT through online marketing and IP communications was key to successfully promoting business in the 21st century.

The event was supported by Neath Port Talbot County Borough Council, Swansea Bay IT Support, Broadband Wales and Imaginet. Audio visual support was provided courtesy of Genero.

ict forum wales 2005 is organised by ITWales in collaboration with Swansea University and the University of Wales Bangor. The programme is supported by the Welsh Development Agency and part financed by the European Social Fund.

For further information and interviews please contact Sali Earls, ict forum wales press office, tel: 01792 513382, or email: info@itwales.com.

Useful Links:
ITWales - www.itwales.com
Welsh Development Agency - www.wda.co.uk
Broadband Wales - www.cymruarlein.wales.gov.uk
Cisco - www.cisco.com
Kerrang! - www.kerrang.com
Imaginet - www.imaginet.co.uk
Swansea Bay IT Support Centre - www.swanseabayit.net
Neath Port Talbot County Borough Council - www.neath-porttalbot.gov.uk
Genero - www.genero-productions.co.uk