• Victor Efthimiades

    EXECUTIVE DIRECTOR, AXIOM CONSULTING LTD.

As Executive Director, Victor Efthimiades leads Axiom’s strategy formulation and international market development, with a 25-year tenure in strategic marketing, business process modeling and software engineering.

His professional experience spans the design of complex software algorithms and data models, to the development of loyalty management business models for industry verticals, including retail, banking, travel and entertainment. Complimentary to his leadership role, Victor has architected and managed to implementation a number of large loyalty coalition programs across Europe.

Victor holds a Masters degree in Software Engineering from the National Metsovio Technical University of Athens, Greece and a Masters in Business Administration from the University of Sheffield, UK. He lectured at the Cyprus International Institute of Marketing and also served as a mentor for the IDEA CY platform (business incubator).

PLENARY SESSIONS

09:00 – 13:00

How to avoid marketing fatigue.

While the loss of subscribers at digital channels over time is inevitable, marketers need to identify ways which can help to minimize churn. Victor will highlight the importance of frequency and relevance in preventing marketing fatigue, demonstrating business logic that can be applied in automating the process.

WORKSHOP

6th of October 16.00 – 17.30

Proximity marketing is all about marketing to the right customers at the right place, at the right time, with relevant and personalized campaign communications. In this session, Victor will outline the dimensions of Proximity Marketing, which extend beyond mere location marketing, to timing and relevance.

Proximity marketing is all about marketing to the right customers at the right place, at the right time, with relevant and personalized campaign communications.

Proximity marketing. What is it? How to start using it?

  • the dimensions of Proximity Marketing, which extend beyond mere location marketing
  • the importance of timing and relevance of communications.
  • the technologies available today for proximity marketing through digital channels
  • the fundamental differences between proximity campaigns and conventional campaigns
  • the skills required to execute a successful proximity campaign strategy and manage the campaign lifecycle
  • how frequency and relevance rules must change to exploit this powerful technology without destroying customer goodwill
  • how ‘Air Traffic Control’, a revolutionary approach to applying communication frequency controls, can help minimize opt-out.