Advertising in Web 2.0 September 18, 2008Posted by simarprit in Advertising, Live Blogging, Marketing, Marketing Strategies, Online Advertsing, Web 2.0, Web 2.0 Expo, websites.
Tags: Advertising, Blogging, Digital Advertsing, Indian Blog Writer, Online Advertising, Simarprit, Web 2.0, Web 2.0 Expo
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David Kidder is talking about Challenges on Advertising 2.0
- Automating of advertsing has to be multistage
- Analytic Vs. Creative Challenge
- Cost Optimization challenge has moved over to simplicity challenge and time optimization holds the key
- Decision making speed is rewarding
- Semantics hold the key to success
- Execution enabled but strategy focused approach is working
- Unified accounting measurements is mission critical
Panel Discussion Max Kalehoff, Jim Barnett, Mike Kelly and Tim Hanlon
- Forecasting accurately in digital world is a challenge
- Last 10 years have made things complex in advertising space, talking about simplicity is it real….
- Fundamentally machines just cant solve problems’, it is the quality of human resource which would continue making the difference, complex marketing needs would require complex marketing solutions and complex advertising solutions… so there is no easy way out Brands is a billion dollar issue and is bound to be complex, machines or no machines
- Objective of automation is and should be measurement of every single impression, strategic success rests with computing down to each and every impression released in the digital space.
- User experience needs to be measured to add value to any campaign
- Automation of cource leads to transparency, what is working and what is not, you can’t bull any longer. Transparency is what is creating to complexity and data overload
- Inventory is increasing every minute and new options are emerging simultaneously, which is adding to the complexity, at no point you have clue to the whole offering market has to offer
- Performance of fresh inventory available is very unpredictable, transparency is fine but what to do about the performance.
- Business models need simplicity too, complex advertising options for media buyers can create its own challenge
- Driving leads versus driving revenue, driving global traffic versus driving local traffic and linking them together is also a challenge
- Marketers dream is to make automation give a great flexibility, to ease moving around geographies and medias, and mediums
- Creativity can’t be automated, but at the same time the audience complexity and commonality pushes creative team to try it harder
- Advertisers have a choice and they know it, advertising agencies have a challenge in delivering to their expectations
- Interactivity and measurement would also strongly influence success
- Personal relationships have always driven advertising industry and automation doesn’t change that.
- Relationships are not replaceable but restructuring of relationships is bound to happen, better persons and better processes can be the differentiators
- Non premium inventory is growing and piling up, that is something which doesn’t require personal relationships that can be handled by automation very well
- Most of the automation are aimed at publishers making more money out of what they think is required, which maynot mean much to advertiser and marketer and the advertising company.
- There is a big talent gap which has emerged due to the digital challenge, new products in the market need new marketing approach
- Feature obsession may not be helpful, being choosy in mastering features for your own use is important
- Lot of inventory which has no buyers goes in for house ads, ad networks are not yet working to expectations, it may take some more time for action to happen.
The session concluded with couple of unexciting questions…
Reinvention of Marketing the Web 2.0 Way September 17, 2008Posted by simarprit in Blogging, Business, Education, Internet, Marketing, Marketing Strategies, Web 2.0, Web 2.0 Expo, websites.
Tags: Marketing Strategies, Online, Online Advertising, Online PR, PR, PR 2.0, PR Tips, Public Relations, web marketing
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Brian Solis on Web 2.0 and its role in PR and Marketing, my 2 cents are all over (Brian may or may not agree)
- Customers are moving online, PR and Marketing needs to move beyond 1.0 which it looks like it is stuck in’
- Are you an influencer, or do you know influencers, bloggers are influencers and they are at it
- Perception is important and social web has a role in how you are looked at
- Defining and measuring influence can help in decision making
- Are you everywhere… Traditional media, Events online and offline, New Influencers, Social Networks, Blogs and Comments, Forums, Content Creation & Curation
- Composite strategy can work for you, all encompassing approach to PR and Marketing would help
- Engagement is important in PR now, not just a look or a hit.
- You need to be hybrid PR professional in today’s world
- A PR professional needs to be all it takes he has to be octopus
- PR today all about Public
- A PR professional needs to be participative a good Press Release may not lead to anything
- Common Sense rules the day
- Rules of PR are influenced by rules of Blogging, which has no rules
- Relationship of trust with a lot of guys
- Be incremental in approach, keep sharing and communicating as you go on, let the story build up fast enough
- WOMM (Word of Mouth Marketing) is what every thing leads to.
- PR today has to be organization wide
- Are you everywhere, exclude none
- Do you know where-ever you are, you just have to be everywhere. Look at all of the key networks and measure your performance on all active networks
- Become a resource for people
- Participation is the key and not initiation
- Web Analytics holds the key to how you are doing
- Creating special landing pages for your various activities can help
- Quantification and tying the activity to sales helps
- WEB 2.0 is not frozen, there is a lot more to come so keep learning
- You are the brand you project
- Some resources – Future-works, SocialMediaClub, sncr.org, nowisgone