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Marketing as seen by the best Marketing experts

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ManageMent tour: Marketing as seen by the best Marketing expertsPreliminary Schedule

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please be advised that: 1) The schedule may be changed. If a visit to a certain company cannot be carried out, tour organizers will arrange a meeting at an equally prominent company in the same field.

To receive updates on the tour schedule, please contact the fastforward representatives. 2) When drawing up the schedule, tour participants’ requests and objectives are taken into account.

ManageMenT Tour: MarkeTing as seen by The besT MarkeTing experTs

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ManageMent tour: Marketing as seen by the best Marketing experts Preliminary Schedule

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sunday

arrival

arrival at John f. kennedy international airport, new york City. http://www.panynj.gov/airports/jfk.htmlАдрес: Jamaica, New York, NY 11430, USA

fastforward provides transportation from the airport to the hotel and addresses all the logistics issues.

hotel Check-in. suggestions:

The Michelangelo hotel ****The Michelangelo hotel is just one block away from the radio City Music hall and within 10 minutes of walking distance from Times Square and Broadway. free transportation to wall street is provided on weekdays. decorated in neoclassical style, rooms at Michelangelo are furnished with cherry-wood. Guests are given access to a fitness center at the hotel and the nearby private sports club with a pool and sauna. in the morning, a continental breakfast with coffee and pastries is served.

The new york Marriott Marquis hotel ****This four-star hotel situated in the very heart of Time square and broadway has three restaurants, including a revolving restaurant on the roof. new York Marriott Marquis offers luxurious rooms with a spacious socializing area. some rooms command a panoramic view of new york. The Marquis Hotel has a 370-square-meter fitness center which also affords a view of Times square.

Meeting the organizers. Briefing on the tour schedule.

Monday, tuesday, Wednesday

8:00-8:45 breakfast at the hotel

9:00-10:00departure for igniTion business Conference n.http://www.businessinsider.com/event/ignition-2014Location: The Times Center242 West 41st Street New York, NY 10036

The igniTion: future of digital business Conference brings together more than 700 senior executives from different countries and various fields such as technology and innovation, mass media, entertainment, investing, finance, and the Internet in order to study and discuss new business models for digital media. IGNITION offers cutting-edge ideas and insights into digital business models. The conference will focus on the future of mass media and state-of-the-art technology and the effect mass media has on the world around us depending on how we use information, grow, invest, communicate, work, play, and live.

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ManageMent tour: Marketing as seen by the best Marketing expertsPreliminary Schedule

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10:00-17:30speeches, forums, networking

Topics for discussion:

• Wars of the Worlds Deep dives into the 2015 outlooks for Apple, Google & facebook.

• Mobility, Mobility, Mobility follow the eyeballs.

• Video explodes $5 billion a year and counting--what comes after cats & pre-rolls?

• Monkeys in the Middle brands go straight to consumers--what happens to everyone else?

• the new new new news bundles, atomic units & video clips... or all of the above?

• one World, under ip The internet’s accelerating TV takeover.

• Media snacking1, ad blindness2 & social blurt Coming to terms with the new normal audience.

• get With the program (matic) real-time trading plus massive data – will automation turn the CpM tide?

• size Matters do publishers have to be platforms?

• it’s the (Customer) data, stupid who’s going to own it?

• Life after Cookies psst: They’re doomed.

• the new advertising Metrics.

1 Media snacking is the ability of mass media to reach customers and influence them in order to attract them as buyers.

2 ad blindness means placing banners in such a way that users ignore them either consciously or subconsciously.

speakers: Jeff Bezos, President, Chief Executive Officer and Chairman of the board amazonMichael heyward, Ceo & Co-founder whisperbrendan iribe, Ceo oculus VrChris anderson, Co-founder & Ceo 3d roboticsMartin Clarke, publisher Mailonlineann Lewnes, sVp & CMo adobe systems incorporatedphil Libin, Ceo evernoteshailesh prakash, Cio & Vp, digital product development washington postJustin smith, Ceo bloomberg Mediafred wilson, Managing partner union square Ventureshenry blodget, Ceo & editor-in-Chief business insiderJim breyer, partner; founder & Ceo accel partners; breyer CapitalAndrew Keen, Executive Director FutureCastJon oringer, founder & Ceo shutterstock, inc and others...

after speeches and forums, the participants will have an opportunity to network with the world’s leading experts and discuss the things they’ve heard with experts from other countries.

After the experts have delivered their speeches, a short networking coffee break will be held.

12:30-13:30 Lunch

19:30-21:00 return to the hotel and dinner

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ManageMent tour: Marketing as seen by the best Marketing experts Preliminary Schedule

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thursday

8:00-8:30 breakfast at the hotel

9:00-11:30Visit to bloomberg Towerhttp://www.bloomberg.com/Address: 731 Lexington Ave, New York, NY 10022, USA

Bloomberg is one of two leading financial media companies bringing up-to-date information to professional financial market players. The tour participants will visit the Bloomberg head office. Discussion will focus on:1. integrated marketing implementation in business environment.

Blogging as an effective commercial tool;2. Content management;3. bloomberg’s content marketing strategies;4. Media marketing implementation at bloombergTV.

12:00-13:00 Lunch

13:30-15:00Visit to Pfizer. http://www.pfizer.com/Address: 235 E 42nd St, New York, NY 10017, USА

Pfizer is a major pharmaceutical corporation which develops and produces medicine for a wide range of illnesses, including diabetes, cancerous diseases, and CVD. Each year, the company invests up to US$7.5 billion in research and development of new effective medicine. Pfizer operates in more than 150 countries.The tour participants will visit one of the main Pfizer offices. Discussion will focus on:1. online marketing (smart objects, visual web content, big data

personalization, etc);2. Pfizer’s innovative marketing approaches;3. implementing digital and multichannel marketing in pharmaceutics.

At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

15:30-17:00Visit to nike http://www.nike.com/Address: 6 E 57th St, New York, NY 10022, USA

nike is a world-famous american manufacturer of sports apparel and athletic shoes. Nike has an almost 95% share in the US basketball shoe market. The company markets its products under its own brand, as well as air Jordan, Total 90, Nike Golf, Team Starter, and others. Nike subsidiaries include Converse and hurley international. The tour participants will visit the Nike office. Discussion will focus on: 1. nike’s advertising marketing and its advantages;2. innovation, new market opportunities assessment, new product lines

development, as well as the company’s information and distribution systems upgrading;

3. nike’s marketing policy based on loyalty retention.At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

18:00-19:00 dinner

20:00 return to the hotel

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ManageMent tour: Marketing as seen by the best Marketing expertsPreliminary Schedule

6

Friday

8:00-8:30 breakfast at the hotel

9:00-11:30Visit to new york Times

http://www.nytimes.com/ Address: 620 8th Ave, New York, NY 10018, USA

The new york Times is the third most popular american newspaper after The wall street Journal and usa Today. it has won 112 pulitzer prizes, more than any other news organization. The domain nytimes.com is rightly considered one of the most popular news sites, attracting 30 million visitors a month. The tour participants will visit the new york Times headquarters in new york. discussion will focus on:1. addressing segmentation issues and methods of target audience

attraction;2. The fundamental rules of the new york Times content marketing;3. key media marketing tools and their application. At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

12:00-13:00 Lunch

13:30-15:00Visit to Tiffany http://www.tiffany.com/Address: 200 5th Ave, New York, NY 10010, USATiffany is an American company selling jewelry, sterling silver, china, crystal, stationery, perfumes, adornments, accessories, as well as various leather goods. Many of these products are sold at the Tiffany stores, as well as through direct male and corporate merchandizing. The tour participants will visit the Tiffany office. Discussion will focus on:1. Tiffany & Co. marketing approaches ;2. Marketing support for new products and services development;3. Tiffany’s pricing policy;4. Marketing mix as used by Tiffany & Co.At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in. 15:30-17:00

Visit to estee Lauderhttp://www.esteelauder.com/Address: 767 5th Avenue, Concourse Level, New York, NY 10153, USA

estee Lauder is a well-known american makeup and fragrance manufacturer. over the years, estee Lauder has acquired a number of major companies, including MaC, aveda, darphin, and others. The company markets its products under 28 brands, including Estee Lauder, Clinique, Tommy Hilfiger, MAC, Donna Karan, and American Beauty. Estee Lauder employs 32,000 people. As of fiscal year 2009 ending on June 30, the company’s revenue amounted to US$7.32 billion whereas its net profit was US$218.4 million.The tour participants will visit the Estee Lauder office. Discussion will focus on: 1. unconventional product promotion methods employed by the company;2. pricing policy methods;3. support service and client-oriented policy;4. Innovative approaches to trade marketing.At the end of the visit, the guiding expert will hold a Q&A session addressing all the topics the participants are interested in.

18:00-19:00 wrap-up dinner of the week

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ManageMent tour: Marketing as seen by the best Marketing experts Preliminary Schedule

7

saturday

Cultural programbreakfast and departure for a guided tour of new york.during the tour, the participants will see some of new york’s most famous sights.

first, they will visit battery park at the southern tip of Manhattan island. Battery is home to the first quay ever built in New York. It commands a great view of the world-famous statue of Liberty and a museum of immigration on ellis island where one can on a ferry.

Battery Park boasts a great number of monuments dedicated to significant events in the history of new york and the united states. one of them is The sphere, a large metallic sculpture by fritz koenig which once stood in front of the world Trade Center twin towers in new york.

we will also visit the world financial Center and the breathtakingly beautiful winter garden atrium. from here, one can see the site of the september 11 tragedy, the world-famous ground zero.

We will visit the beating heart of New York’s financial world, the renowned Wall Street and the New York Stock Exchange. We will also see the Charging Bull which is the symbol of the world of finance.

during the tour, we will drive through Chinatown, soho, and greenwich Village. Countless immigrants have imbued these districts with a unique flavor of their home countries, enriching the cosmopolitan New York atmosphere. we will also visit the south port which commands a great panoramic view of the famous new york bridges.

we will stop by the united nations headquarters located on the bank overlooking the east river which separates Manhattan and brooklyn.

we will cross the Time square, the bustling intersection basking night and day in neon light. Close by is broadway, the heart of the new york theatre industry. Thus, we will come to the Lincoln Center which is home to new york’s best theaters and concert halls, among them the famous Metropolitan opera house decorated with the giant tapestries by Marc Chagall.

After crossing the Central Park with its lawns, flowerbeds, walks, stages, and even a small zoo right in the centre of Manhattan, we will enter the famous fifth avenue which is the very heart of new york. There, we will see the Rockefeller Center with its beautiful examples of Art Deco skyscraper architecture. we will also make sure to see the Trump Tower

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sunday

breakfast at the hotel. Check-outfastforward will provide transportation to the John f. kennedy international airport.

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Market overview

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ManageMent tour: Marketing as seen by the best Marketing experts

an oVerVieW oF the usa Marketing Market key factors of the digital Marketing 2013 year

1 10.4% of 2012 revenue Was spent on Marketing, and budgets Will increase 6% in 2013

On average, companies spent 10.4% of their annual 2012 revenue on overall marketing

activities. These expenses include salaries, and both traditional and digital marketing costs. The range of spending is wide — 14% of companies spent less than 5% of revenue and 17% of companies spent more than 15% of revenue on marketing. Figure 1 shows budgets will increase an average of 5.7% this year. Media companies allocated a larger share to marketing expenditures (12.7%) than other vertical industries. Media companies also plan the biggest increase in spending (9.9%) this year.

2 digital Marketing spending averages 2.5% of Company revenue

Customers are transitioning to communicating and buying through digital

channels. That means marketing spending is rapidly shifting to digital marketing. on average, annual digital marketing operating budgets represented 2.5% of a company’s revenue in 2012. These expenses include personnel costs, contract labor, software as a service and external marketing services such as

agency creative services, search, website design, content creation and management, social and mobile marketing. Three percent of the marketers responding to our survey said they are spending more than half of their marketing budgets on digital activities. The majority spends between 10% and 50% of their marketing budget on digital marketing activities — the average is 25%.

It is becoming more difficult to count and allocate digital marketing spending as digital and traditional marketing techniques are merging. For 20% of companies, digital marketing activities have already been incorporated into each function within marketing, and budgets are no longer broken out separately. We expect this trend to continue growth as areas such as second screen TV, social TV and QR codes integrate with traditional channels.

Figure 2. digiTaL MarkeTing budgeT as a perCenTage of CoMpany reVenue

total

industryFinancial services/insurance

high-tech

Manufacturing

retail

healthcare

10,4

10,6

9,1

10,6

12,7

10,6

9,2

total

Financial services/insurance

high-tech

Manufacturing

Media

retail

industryhealthcare

2,5

2,2

2,5

3,9

2,8

2,3

2,4

Figure 1 MarkeTing operaTing budgeTs as a perCenTage of CoMpany reVenue

Media

percentage of respondents

percentage of respondents

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Market overview

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ManageMent tour: Marketing as seen by the best Marketing experts

3 digital advertising accounts for 12.5% of digital Marketing budgets

Marketing leaders support a diverse and increasingly complex marketing mix. We asked marketers how much of their digital

marketing budget they’re allocating to different activities such as mobile marketing or analytics.

Figure 3 shows that marketers allocated 12.5% — the biggest share of their digital marketing budget — to digital advertising. still, marketers wrestle with digital advertising’s effectiveness. Advertising agencies, technology providers and brand advertisers are working to address this concern by improving measurement standards and formats.

Content creation and management account for the second largest share of digital marketing budgets. This is driven, in part, by the desire to populate the infinite appetites of inbound marketing channels. social networks, customer forums, and the blogosphere are examples that drive inbound inquiries or actions. however, you need to create content that delivers the right message to the right person at the right time, regardless of how the dialogue gets started. That means content is equally needed to meet the demands of outbound marketing as well. The enormous pressure to create, manage and distribute content for multiple marketing activities through the right channels will only increase as customers use more digital channels for collaboration, researching and acquisition of products and services.

.

4 41% of Marketers say that savings From digital Marketing are reinvested

gartner company asked marketers to identify how they’re funding their digital

marketing activities. we found that digital marketing’s effectiveness helps stretch digital marketing budgets. Figure 4 shows that two in five marketers are realizing savings from digital marketing compared with traditional techniques. and they’re taking that money and reinvesting it into more digital marketing. it’s a relatively new activity in a corporate culture where

technology has primarily been used in recent years to cut costs.

12,5

11,6

10,7

10,7

9,6

9,5

Figure 4. MarkeTers pLow saVings baCk inTo digiTaL MarkeTing?

Figure 3. how MarkeTers aLLoCaTe Their digiTaL MarkeTing budgeTs

9,4

7,4

7,2

5,9

2,3

5,3

digital or online advertising

Marketing on social networks (for example, Facebook, Linkedin, twitter)

analytics

email Marketing

design, development and Maintenance of the Corporate Website

search Marketing (including paid search)

Content Creation and Management

Mobile Marketing

others

Company blog

Video production

Commerce experiences (Marketing-Led)

We are saving Money With digital Marketing as opposed to tradi-tional Marketing and the savings is Funding Continued investments

We reduced our traditional advertising budget

We obtained incremental Funding for digital Marketing From other Functions or business

41

28 27

perc

enta

ge o

f res

pond

ents

percentage of respondents

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Market overview

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ManageMent tour: Marketing as seen by the best Marketing experts

5 up to 50% of digital Marketing activities are outsourced

The pace of change and needs for specific skills force marketing to seek services from external providers. We asked marketers

to estimate what percentage of the work is performed internally by employees or contract labor, and what percentage is performed externally or outsourced. The responses reveal that digital marketers need help — lots of it — with specialized tasks such as search marketing, online advertising and mobile marketing. for the most part, marketers outsource one-third or more of their work to an agency, digital services organization or other external provider. Figure 5 shows that, on average, marketers outsource one-half of their search marketing — the highest proportion of any marketing activity.

6 70% of Companies surveyed have a Chief Marketing technologist — 80% of them report to Marketing

Marketing’s dependence on technology results in new responsibilities — and roles.

gartner asked marketers whether their companies have the equivalent of a chief marketing technologist and where that person reports. Figure 6 shows that two out of three organizations have such a role. Most of the chief marketing technologists report to a senior marketing executive and only 13% report to the CIO. Chief marketing technologists are familiar with marketing techniques as well as technologies. They need to understand how to use technology to define markets, attract, acquire and retain customers. They often have

organizations that align this goal to areas such as marketing software, data and analytics, social and mobile platforms, digital advertising networks collaboration and website design. This role may come under one of many different titles, including CTO of marketing, chief digital officer, chief digital marketing officer, VP of e-business or even the CMo.

7 the top 3 digital Marketing activities key to Marketing’s success — Corporate Website, social Marketing and digital advertising

Marketers are focused on the marketing mix that will drive success. we asked digital marketers to identify the three digital marketing activities that are most important to their success. figure 7 shows that the corporate website and digital advertising share the distinction of being the no. 1 digital marketing activities that are important to marketing’s success. Social marketing emerged as the next most important activity. Corporate website will not be displaced by a brand’s social media presence anytime soon. That’s all the more reason for marketing leaders to continuously invest in testing and optimizing their websites, paying attention to all aspects — from customized landing pages to compelling content that encourage visitors to be engaged with your brand. Only 9% of respondents said that analytics is most

50

46

45

37

36

36

35

34

34

27

digital or online advertising

Marketing on social networks (for example, Facebook, Linkedin, twitter)

analytics

email Marketing

design, development and Maintenance of the Corporate Website

search Marketing (including paid search)

Content Creation and Management

Mobile Marketing

Company blog

Commerce experiences (Marketing-Led)

Figure 6. CoMpanies reTain a Chief MarkeTing TeChnoLogisT To guide sTraTegies

yes 70%

no 30%

report to Cio 18%

report elsewhere 2%

report to Marketing 80%

Figure 5. MarkeTers ouTsourCe This porTion of digiTaL MarkeTing aCTiViTies

percentage of respondents

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Market overview

11

ManageMent tour: Marketing as seen by the best Marketing experts

TOP OF THE ADVERTISING AND MARKETING COMPANIES OF 2013, SOURCE INC. 5000

rating CoMpany 3-year groWth inCoMe direCtion

5 dataxu 21,337% $87.0 million advertizing and marketing

8 emerge digital group 17,064% $23.9 million advertizing and marketing

12 adroll 15,065% $34.1 million advertizing and marketing

20 bluekai 9,245% $26.8 million advertizing and marketing

27 trada 8,101% $12.6 million advertizing and marketing

30 sailthru 7,322% $8.1 million advertizing and marketing

37 yellowhammer 6,740% $18.0 million advertizing and marketing

38 Conductor 6,702% $7.1 million advertizing and marketing

47 29 prime 5,443% $13.8 million advertizing and marketing

51 Madwire Media 5,254% $6.9 million advertizing and marketing

54 altitude digital 5,162% $11.4 million advertizing and marketing

57 Lead5 Media 5,016% $35.6 million advertizing and marketing

58 egumball 5,015% $9.6 million advertizing and marketing

63 tune 4,837% $7.3 million advertizing and marketing

68 retargeter 4,739% $6.5 million advertizing and marketing

69 C-4 analytics 4,646% $4.9 million advertizing and marketing

70 33across 4,499% $27.9 million advertizing and marketing

71 Liveintent 4,485% $6.9 million advertizing and marketing

72 rocket Fuel 4,451% $106.6 million advertizing and marketing

89 skM Media group 3,752% $12.0 million advertizing and marketing

Полный список можно найти на сайте http://www.inc.com/inc5000/list/2013/industry/advertising-marketing

important to their success. we believe this is an oversight. you need to use analytics to support continuous improvement, understand your customers’ requirements and drive results.

Figure 7. whaT aCTiViTies ConTribuTe To MarkeTing suCCess

45

43

43

35

5

9

24

24

24

6

digital or online advertising

Marketing on social networks (for example, Facebook, Linkedin, twitter)

analytics

email Marketing

design, development and Maintenance of the Corporate Website

search Marketing (including paid search)

Content Creation and Management

Mobile Marketing

Company blog

Commerce experiences (Marketing-Led)

percentage of respondents

18 12 15

6 21 16

18 13 12

9 13 13

12 10 27

8 9 26

10 6 8

8 8 8

9 5 9

2 2 2

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