The Internet has been growing faster than any other media. Ways to create value added in various media segments have changed and media content is becoming increasingly specialised and has at the same time been gaining prominence as the sole value added in connection with the format.

The availability of new technologies and rich content presents an opportunity for new uses of existing media as well as for new combinations of existing content across multiple media. Marketing and advertising are entering an era of independence of the individual consumer, who actively selects the media and co-shapes them, of new concept of value added for brands, and of new media definitions.

This year’s Sempl will set out to provide an understanding of the new sociological phenomenon that is the Internet, and show how to create a good web campaign and organise a communication agency to adapt it to the new world of media and subscribers. The emphasis, however, will be on how to deal with the changes in consumers’ media and purchasing habits. Aside from presenting new approaches (mobile marketing, digital TV), the lecturers will focus on how traditional media (outdoor advertising, print media, radio, points of sale) adjust to the new technologies. We will also present several successful Internet case studies from abroad.