Steve Lynch, senior vice president and creative director of Digitas, Boston, will speak on interactive advertising and the power of contextual marketing at the next meeting of the Ad Club of the Virgin Islands on Tuesday at Chickie's Place in Frenchtown, and Wednesday at the Caravelle Hotel on St. Croix.
Registration is at 11:30 a.m. with lunch at noon both days.
Advertising isn't what it used to be, according to Lynch. Mass media is still part of the marketing mix, but because of the constantly shifting landscape of communications, today¹s consumers are more informed and less susceptible to the shotgun approach of mass marketing.
"The real future of advertising," said Lynch, "is about integrated marketing and using the power of new technologies to deliver the right message to the right person at the right time. That¹s what contextual marketing is all about."
In a world where, increasingly, people are wired virtually 24 hours a day through computers, wireless phones and personal digital assistants, it is critical to deliver the right information and enable transactions to customers whenever and wherever they need them, he said.
"It's a fundamental shift in the traditional marketing paradigm from content to context," said Lynch.
For reservations on St. Thomas call Austin Advertising at 776-7828. On St. Croix call Diane Butler at 778-5118.

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