Tag Archive for 'media marketing'

Search Engine Strategies Conference - Day 3 Agenda

Published
by
Tom Dressler
on August 15, 2008
in Search Marketing
. 0 Comments

Here’s what I am planning on day 3 of the Search Engine Strategies Conference:

First, the Keynote Roundtable: Why Does Search Get the Credit for Everything? This session focuses on gaining a better understanding of how, when and where to attribute revenue gains.

The second session of the day for me will be either SEO Through Blogs and Feeds, which falls under the Organic Track and focuses on advantages blogs offer to SEO efforts or I will attend Social Media Marketing: What is it and What is it Good For? falling under the Social Media Track.  This is the first year SES is offering the Social Media Track, which looks like it will be offering some strong sessions.

The next session I’m looking to attend also falls under the Social Media Track : Successful Tactics for Social Media Optimization (SMO). Here, I will learn how to tap into social media services.

Next, I will be attending yet another session in the Social Media Track. This one is entitled Social Media Analysis and Tracking and focuses on how social search can be used to drive traffic, conversions and increases ROI.

The last session of the day will be another Social Media Track offering, Facebook, Feeds and Micro-Blogging.  This session is all about how social software and feeds are shaping the world we live in and changing the online user experience.

The day ends with yet another party!  The Search Bash is hosted by WebmasterRadio.FM.  I’ll try to post pics from this party as well as all of the others…stay tuned for Day 4..

Media Marketing - How can you survive an economic downturn?

Published
by
Tom Dressler
on April 10, 2008
in Social Media
. 0 Comments

According to Forrester…

Q1 was rough with consumer spending in the US dropping, hurting both US and global brands, and with stocks in a tailspin every time anyone used the word “recession.”

In March, Forrester asked its CMO Panel how the downturn would affect their budgets. More than one hundred panel members, with an average marketing budget of $83 million, responded that they expect their CFOs to demand an average cut by 3%. They said they would save on branding, advertising, and traditional media, while keeping budgets for loyalty programs, marketing technology, and new media marketing mostly untouched.

media marketing budgetsEmploy media marketing agencies that connect with consumers. Traditional agencies excel at above-the-line mass marketing — the line items you want to cut. Forrester believes that the agency of the future will excel at understanding your consumers, involving them in defining the brand and spreading the message, and in making them loyal brand advocates — supporting those budget items you are keeping strong. Some agencies are on the path to connecting with consumers via social networks. Is your agency, or should you switch to a strong media marketing partner in these rough times?

Start experimenting with online video. Traditional media is getting into the perfect storm: Consumer attention and trust is at an all-time low, and advertisers are cutting both ad budgets and old media budgets. To survive, they need to target ads and content to individual households and consumers. While Time Warner, Comcast, Disney, and many others will speed up their trials in this field, marketing leaders should get ready for the biggest change since color TV. How? By experimenting with Web video, to understand which processes, content, and customer intelligence you will need when television offers the same functions.

Invest in intelligence. The name of the new media marketing game: targeting. Marketing leaders have voted with their wallets to reduce the two large budget items that show the biggest waste. To get the most from their reduced budgets, they need to understand their clients better — their (media) behaviors, attitudes, needs, and social connections.

This requires investments in marketing technology like CRM, in analytics, and in training. We are glad to see that CMOs kept these line items intact.

We believe that these actions are critical for every media marketing leader’s success.