Posted by : Amitha Amarasinghe Wednesday, February 4, 2015

This year I declared myself the year of rekindling my knowledge about marketing and communications. We live in an era where the landscape for marketing and communications industry changes so rapidly, with fast tracked changes in mobile communications and digital technologies. Social Media and Web 2.0 are the buzzwords of the past and the world is moving forward fast with latest trends like multi-screen planning, programmatic media planning and much more efficient and effective tools for marketers to use in their communications planning.


I realized, reading books written by veterans in the media & communications industry and attending world-class conferences on the topic are two major sources for keeping up with the latest trends. In this fast phased industry, it’s worth investing in yourself every once in a while.

Programmatic Marketing is becoming a real hot topic since 2014, and it’s expected to be a mainstream topic in many international forums in 2015. In fact, programmatic marketing is nothing but a cool name for a bundle of digital marketing concepts we used to know for many years now. Programmatic Marketing includes topics such as remarketing, real-time bidding, and other behavioral media targeting tactics like affinity based targeting and lookalike audiences.

I downloaded following two books to my Amazon Kindle, and hope to finish reading the both books soon J Reading through the sample snippets of the books, I believe the books will help me ‘rekindle’ my passion for Digital Media and advertising. It’s been a long time since I explored what’s the latest!

 Multiscreen Marketing: The Seven Things You Need to Know to Reach Your Customers across TVs, Computers, Tablets, and Mobile Phones. (Natasha Hritzuk and Kelly Jones)
Editorial Snippet: Families are no longer clustered around the TV during primetime. People can decide when, where, and what to view—from traditional television to short form video and social sharing—and they often do so simultaneously on more than one screen. If the way people interact with media is different from person to person and from device to device, why should marketing messages stay static?
Targeted: How Technology is Revolutionizing Advertising and the Way Companies Reach Consumers (Mike Smith)
Editorial Snippet: Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don't be fooled--online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States.

Throughout last few years, my interest was largely focused on Social Media and other strategies to generate earned media for brands through online communities and social engagement. However, I realized the area of paid media is equally becoming important in a brand’s communications mix with the invention of latest technologies to fine tune the targeting precision of your marketing messages.
Early this year, I researched for some of the international conferences to attend on these topics and found one interesting evening happening in Singapore later in March 2015. Festival of Media Asia Pacific happens on 22nd to 24th March 2015 at Capella Singapore Hotel in Singapore. Reading through agenda and speakers list and the reviews from past years attendees it seems an interesting event to attend.

Festival of Media Asia Pacific hosts a conference and an award ceremony, which includes a category for “The Rising Stars”. It’s a dedicated contest (with no entry fee!) for marketing and media professionals less than 30 years of age, working in the region of Asia Pacific. If you are interested in getting a free entry pass for the event (and if you are below 30 J ), you can try your luck by entering to the rising star contest before 6th February 2015. For all those recently graduated marketers who are just starting their careers in the corporate world, this might be a good opportunity! Check out their website for more details on how to enter this contest.

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