videos
Editor's Pick
Patent Expirations
Robert Brown of Eli Lilly & Co. explains that the biggest challenge faced by pharmaceutical marketing in 2011 is the expiration of patents. The marketing paradigm is shifting from big blockbusters to smaller-scale products and more targeted audiences. Digital lends itself well to that paradigm of marketing.
Measurement and Display Ads
There is more to this space than a click. Different campaigns objectives need different measurement. At Google, each day, we're making it easier to create, buy, and measure display ads.
Editor's Pick
Movement Marketing
Scott Goodson, founder of Strawberry Frog, explains how brands can align with mass movements. Identify a rising issue in the culture and build a well-defined communications strategy around it. The movement becomes the medium.
Editor's Pick
Customers Need Answers
Joshua Palau, VP Search Engine Marketing at Razorfish, explains that health marketing should provide useful information. For example, if a person performs a search as the result of a diagnosis, the first thing they receive should not be a sales pitch. The first thing they should receive is an answer to their question.
Editor's Pick
Analysis Paralysis
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, recommends practicing selective analytics to avoid falling prey to analysis paralysis. Remain flexible: people who grow up in industries with strong verticals know what works until there is a disruptive factor. At that point, learn best practices from other industries.
Editor's Pick
Subway Spokepersons
Tony Pace, CMO of Subway, describes potentially exciting marketing opportunities. Subway works with famous fans of Subway who have a following in the social media space. Using them in ads and social media will be a major effort in 2011.
Editor's Pick
ROI & Sponsorship
Dan Griffis of NASCAR, points out that marketers have moved away from sponsorship because ROI has been harder to prove. Griffis has had to work harder to develop ROI models that make sense.
Editor's Pick
Social & Branding
David Kirkpatrick,author of The Facebook Effect, notes that there is no motivation for consumers to engage with brands via social media unless the brands acquire acquire personality or functionality to attract them. Brands can be blocked, unfriended, and ignored. Social does not guarantee an audience but if there is engagement, build on it.
Editor's Pick
Sponsorship
Dan Griffis is excited about sponsorship with sports and with his own brand, NASCAR. The cost of sponsorship has come down. Savvy, connected people can make sponsorship deals for maximum impact.
Editor's Pick
Viral Advertising
Bill Werde, Editorial Director of Billboard, says that the most interesting recent advertising campaigns have been those which have gone viral, because it is inspiring to connect ideas to the people who want them.
Editor's Pick
Partnerships Online
John Aman, AVP, Strategic Sponsorships of Nationwide Insurance, discusses innovative advertising. An online owner and a series sponsor can partner together to drive traffic for each other, sharing access points and delivery. This has driven excellent results for Nationwide and Turner / NASCAR.com.
Editor's Pick
Partner with Regulators
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, explains the problem with risk-taking in health marketing. Marketing needs to engage the FDA more closely in beta testing of new marketing platforms. The FDA and the industry need to engage as partners, not antagonists.