Net Media Planet recently hosted its bi-annual Digital Breakfast Seminar at the Soho Hotel in London entitled ”The Personalised Path to Purchase”.

With over 100 in attendance from a range of companies- including Webgains, Affiliate Window and Conversant from the performance space- the event focused on how the changing consumer path-to-purchase will demand that brands embrace new personalised advertising strategies and technologies across paid search and performance display advertising.

The day began with a presentation by digital marketing specialist Matt Bush from Google. Doubleclick’s Rick Jones and Matt Bennathan from eXelate gave thought-provoking sessions ahead of Net Media Planet’s very own Sri Sharma.

The client panel focussed on the omni-channel consumer consisted of retail industry experts James Dunford of Cotswold Outdoor and Gordon Newman from Life Style Sports, who were joined by Matt Bush and Sri Sharma.

Key points of discussion included consumer search trends and innovations; new first and third party data practices; advanced audience profiling; personalised relevance; cross channel continuity and how to tackle the omni-channel challenge.

The event was roundly praised by attendees. Gray & Osbourns Amy-Claire Short called it interesting and insightful.

“We took a lot of pointers from this and will be going back to our agencies to double check if we are doing the things that Matt Bush and Sri spoke about. The key thing I learnt is that there is so much you can do to appeal to customers but you have to keep it simple. It’s easy to over complicate things.”