Martin King

Director Media, Digital & Marketing Operations
EMEA, Kellogg

Martin is responsible for leading Media, Digital, Pack Design, Promotions and Marketing Operations for Kellogg across EMEA, including their strategic agency relationships. Hear Martin’s view during the panel discussion session on ‘The inside scoop from Digital and Media Directors: How is digital changing your marketing strategy?’ where digital focused marketers will give their views on how they keep up with the speed of change and how they benchmark themselves in this space and measure the effectiveness of their campaigns, during morning plenary on conference day one, Tuesday 2nd June.

Check out the incredible speaker line-up to see who will be joining Martin.

Download The Latest Agenda

Day 1: Driving Sustainable Value from Digital Marketing

Friday, February 6th, 2015

09:10 360° Perspective - The inside scoop : How is digital changing your marketing strategy?

With digital making up 15-20% of the marketing mix at present and set to increase, how are you reacting, scaling and adapting to such change?
In the fast moving landscape of digital – how do you keep up with the speed of change?
What is being done to get more transparency in this area? Outsource or bringing expertise in-house to gain a competitive edge?
How do you benchmark yourself in the digital space?
How do you safeguard your e-reputation?
Should digital marketing be separated from the overall marketing budget?
How do you measure the effectiveness of your digital campaigns?
In the huge vendor landscape of digital, how do you choose a partner fit for purpose?
How do you properly integrate your agencies to work together?

15:20 Case Study Revolution - Tracking and managing agencies on performance in the traditional media space: What are the adaptations needed to measure ROI in the digital space?

Examples of metrics that have been in place to measure ROI in traditional marketing
What tangible measures have been used for traditional marketing and incentivisation models with agencies for payment terms?
Why traditional methods of measuring ROI cannot be used in the digital space?
How to track and measure value creation in this space