IRCE 2008 Session Descriptions
Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.
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Day Three—June 11, 2008 Track D: Web Marketing Techniques that Convert Shoppers To Buyers As online shopping becomes mainstream, consumers will expect and respond to marketing and merchandising that follows conventions. These sessions will tell retailers where marketing and merchandising are going, when to follow the rules and when to break them. |
11:00 - 11:30 a.m. Making sense of the shifting marketing landscape David Card,
Vice President & Research Director, JupiterResearch Mondy Beller,
SVP, Marketing, Shop.com The past year has witnessed a sudden shift in media consumption from radio and TV to the web. For instance, the typical 25- to 34-year-old online user spends 15 hours a week online at home vs. 10 hours watching TV, reports JupiterResearch. In addition, among all online users, 30% say they spend less time watching TV and 20 % say they spend less time listening to the radio in order to have more time to go online. That poses new challenges to marketers who now must scrap old ways of thinking about marketing. This session will examine how a retailer today determines where to spend marketing dollars. It will also look at the effects that the shift will have on the costs of advertising online as more marketers try to take advantage of the most popular ways of marketing. And it will look to the future to help retailers understand how the new popularity of web-based marketing will give rise to new ways of marketing. |