WMS Practitioner Talk: 'Changing the Marketing Narrative: A Story of Digital Disruption'

Date Tuesday 15 October 2019
Time 5pm - 6:30pm
Where MSB.1.36/1.37 (Executive Teaching Rooms), Level One, Waikato Management School, Hillcrest Road, Hamilton
Presenter Professor Dr Martin Wetzels (University of Waikato and Maastricht University)
Contact Ashleigh Neame
Admission Cost Free

Digital technologies and social media have transformed the nature of business in ways we never could have imagined 20 years ago. This has caused a paradigm shift in marketing strategy for all organisations.

Professor of Marketing Dr Martin Wetzels will give a free practitioner talk called 'Changing the Marketing Narrative: A Story of Digital Disruption' on Tuesday, 15 October, hosted by Waikato Management School.

This event is open to everyone, including students, alumni, and members of the public. See below for details on how to register.

Dr Wetzels will discuss the impact of digital disruption on the marketing narrative, using insights obtained from big data analytics. He will also explain what this means for both practitioners and academics alike.

He points to the fact that total dollar spend on digital advertising in New Zealand continues to grow ever faster, reaching $275 million in the first quarter of 2019, according to statistics from the Interactive Advertising Bureau of New Zealand.

While this change is exciting, it also means that most of our current knowledge about marketing is increasingly losing its value.

Social media platforms like Facebook, Twitter and Instagram are dominated by user-generated content - such as customer reviews, blogs, photos and posts about a firm’s products - which are perceived as being more honest and trustworthy than traditional advertising.

Customers' influence is growing, but they are also giving away a lot of valuable information about themselves. Marketing practitioners need powerful new data mining and analytics tools to provide them with fresh, actionable insights into user generated content.

“What kind of data is out there, and how can we best analyse it? It’s exciting to see how people can take text, video, pictures and voice data and combine it into a comprehensive dashboard of what is going on," says Dr Wetzels.

Admission to this event is restricted to the first 100 guests. For catering purposes, please register your attendance online by Tuesday, 8 October at 4pm.

Complimentary drinks and canapes will be served from 5pm - 5.30pm, and the talk will run from 5.30pm - 6.30pm.

Venue: MSB.1.36/1.37 (Executive Teaching Rooms), Level One, Waikato Management School, Hillcrest Road, Hamilton.

Parking: Free parking is available on campus after 4.30pm in the Gate 10 car park, Silverdale Road, Hamilton.