Some quick notes on the E-mkt 2007 conference:
– Alain Heureux, IAB European president, gave a quick overview of digital marketing and the challenges that our industry faces to be recognized by companies as a trustful medium, and the perspective of creating a IAB portuguese local office. Alain also challenged/invited us to be at IAB Congress “Let’s Interact” in Belgium, the next 4th and 5th of June – if you’re planning to attend, leave me a message and maybe we can plan something.
– Alison Fennah, Executive Director of the EIAA, had the most interesting presentation of the day, with great qualitative research and solid figures (if i’m not mistaken the name of the study was MediaScope) about the European internet industry.
– Ricardo and Luis, from Elemento Digital (one of the main sponsors), did a quick overview of what e-marketing can do and explained some terminology less familiar to the audience.
The most awaited presentations were from Google, one of the main reasons people attended the event. To my surprise, they actually under delivered. Most of the talks were rather commercial, only evangelizing their products (Webmaster tools, ADWords and AdSense) and not addressing the challenges of publishers and brands.
I guess that explains the FOG (Fear of Google) feeling that was among some of the audience, that had some interesting questions during the day:
Ricardo from SearchMarketing.pt had some hands-on questions about SEM campaigns, and Maria JoÃ£o from Sapo (the largest portuguese portal) pointed some concerns about the discretionary decisions on banning publishers from their Adsense program. My guess is that she didn’t read the terms of service quite well, and probably the site was banned for running a competing platform.
One of the questions i made, remains yet to be answered: “What will happen to DoubleClick? How will it fit in Google set of technologies?”. I guess the folks here at Europe don’t have a clue about strategic decisions made at Mountain View.
Overall, it was a good start and maybe next year other professionals, organizations and advertisers all gather to look in a different way at e-marketing, a essential discipline at any marketing mix. We surely need more of these events to share our best practices and (here’s my challenge to fellow professionals) create our own national association.