The Online Information 2010 conference got off to a flying start on November 30, 2010. There are many new exhibitors as organisations and technologies in the information industry continue to evolve. Key themes this year include content management, social media, and 'global'.
On the starting day of the event there were interesting seminar sessions about marketing through social media. A speaker from the Sift Group discussed how social media can be used as a more effective advertising medium than simple website banner ads. 'Communities' can be organised by an information provider, or communities may already exist that can be taped into, as a way to engage customers in a very interactive way. Interaction with these communities allows for better understanding of the targeted customer base, as well as engagement with and feedback from targeted customers. The effort to build relationships with communities of targeted customers pays major dividends in terms of considerably more effective product/service promotion versus banner advertisements. The speaker noted an example of a book publisher promoting a book to tax accountants. By taping into an exiting community of accountants, this publisher was able to, first, understand important prospect perceptions and then effectively message the target audience.
The Online Information conference is the largest UK event dedicated to the information industry, providing an annual meeting place for the global information industry. Attracting more than 9000 visitors each year from around the world, this unique event consists of an exhibition with more than 200 international exhibitors plus an extensive educational show floor seminar programme.
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