How to Mean Something webinar transcript

You can now download the full transcript of How to mean something, an Economist Conferences webinar on marketing, broadcast live from London Stock Exchange on December 8 2011.

Sponsored by Royal Mail, the webinar gathered four of the UK's leading marketing minds to discuss how brands can use different  marketing channels to capture customers' attention.

Among the questions they debated:
• How do you drive deeper engagement to your brand and convert that into sales?
• What’s one Facebook “like” worth to a brand – and how can a brand convert this to a sale?
• How can marketers optimise their mix of direct marketing, social media and other marketing channels to improve ROI?

The webinar was chaired by Chris Webber, senior editor at the Economist Intelligence Unit. On the panel were:
• Steve Barton, Global Business Partner. OgilvyOne/WW
• Patrick Collister, Founder, Creative Matters
• Hamish Pringle, Strategic Advisor, 23red
• Martin Troughton, Marketing Director, Anglian Home Improvements and Founder, Harrison Troughton Wunderman

You can  watch the webinar on demand or click below to download a full transcript. You can also read more about integrating social media and direct mail.