The online arena is increasingly being hailed as the future of the marketing profession. Applications such as blogs, wikis, search engines, mobile communications and social networking sites such as facebook are seemingly perfect tools for marketers to use in communicating their organisation’s products and strategies to their target demographic.

However, there is a lack of understanding from senior managers, who see this area as fraught with risk and better handled by those with a focus on the technology behind the applications. Even marketers themselves can fall into this trap, meaning that opportunities are wasted, or worse still, never explored.

Marketers need to ensure that marketing 2.0 is understood and not relegated or consolidated into the technical or web focused departments, but acknowledged as a legitimate part of the marketing function, or the organisation risks their competitors gaining a significant advantage in a highly competitive market.

This two-day conference will identify and explore solutions to the challenges that face marketing professionals in developing a marketing 2.0 strategy and suggest how to:

• Develop a strategy that provides maximum exposure for your organisation
• Explore the opportunities presented by marketing 2.0 platforms
• Optimise your position on search results
• Encourage awareness and appreciation of marketing 2.0 across the organisation
• Integrate and build on initial successes in future marketing campaigns