Conversations in online communities are becoming an increasingly important part of the path towards a purchase decision, while at the same time, conversion alone is no longer enough to show how much marketing is really worth. These questions, together with an example of the transformation of traditional publishing, will shape the first three announced topics of the conference programme at the 14th edition of SoMo Borac powered by Aleph, which will be held on 23 October at Zagreb’s Tvornica kulture.
Among the first speakers is Andre Joel, Head of Sales Partnerships for EMEA at Reddit. In his session Conversations drive the new consumer decision journey, he will address changes in the consumer journey in an environment increasingly shaped by artificial intelligence.
He will focus on the role of conversations in the decision-making process and on how brands can provide concrete proof and remain relevant in spaces where users ask questions, compare experiences and evaluate different options.
A different perspective on measuring results will be presented by Tin Klasić, Head of Paid Social at Super. His session is titled Your conversions are worth nothing and starts from the idea that short-term conversions on their own do not say enough about the real value of marketing.
Through concrete examples, he will show why LTV (Life Time Value) should have a more important place in the evaluation of results, how data can be misinterpreted in multichannel marketing and why decisions based exclusively on immediate goals can harm a brand in the long term.
The third announced part of the programme connects traditional publishing with digital marketing. Iva Prpić, Marketing Manager at publishing house Presshouse, will show in her session Gutenberg, meet the algorithm how connecting content and data with modern marketing tools can build a digital sales system around a product such as a book.
Through a concrete example, she will present what happens when modern marketing approaches are combined with the traditional publishing model and how that combination can open up a different way of selling stories.
SoMo Borac is being held as a full-day conference for the fourth consecutive year, while new names and topics from this year’s programme will be announced later. Tardy Bird tickets are available until 30 September, after which they will be sold at full price, while entries are open until 23 September.
