Digital media is not a smaller part of a larger whole. It is its own, legitimate business and should be treated that way. Media planners should stop thinking about digital media as purely numbers. It is a creative niche. More media needs to be created on a per-brand, per-campaign basis. Digital marketers need to stop thinking about media planning in terms of only buying media.
Archive for April, 2010
Search in the Connected and Real-Time World (a Marketing Masters session)
A two-hour session on the grand topic of SEO: brilliant push, or bad idea jeans? We'll leave that for the evaluations. Panelists included Bruce Clay, David Snyder (of Verizon fame), Kevin Ryan from Motivity, Dona Ross from Performics, Jessie Stricchiola from Alchemist, and Greg Sterling.
In marketing, connecting with your audience is everything. Agencies and publishers have been splitting people into different segments for as long as they have been trying to sell them things. But with the popularity of social media and the lightspeed distribution and shuffling of content, whole new types of audiences – and ways to reach them – have developed, leaving marketers in need of a new approach.
It's day one of ad:tech and it's off to a strong start. Attended the agency session - it was interesting, insightful and thought provoking. Conversations ranged from how agencies were challenged with keeping up with all the new technologies surrounding us to having an agency draft (interesting and also brought some chuckles from the attendees.)