videos
Editor's Pick
Budget Flexibility: Search
Joseph Cowan, Partner and Senior Search Strategist at MEC Global, advises marketers to remember that people will search in response to other marketing touch-points such as television. A flexible budget allows the search program to adjust to an unexpected spike in interest, positive or negative.
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Editor's Pick
Three Year Prediction
Kevin Lilly, , Senior Vice President and Digital Director fir Starcom, explains that the biggest issues over the next three years will have to do with leveraging real-time communications. Mobile will require a mastery of real-time communication around consumer shopping behaviors. Eventually, anything with a data stream will allow addressability and dynamic real-time messaging.
Editor's Pick
Kindness & Empathy
John Gerzema, , Chief Insights Officer at Young & Rubicam, describes the most surprising recent change in consumer behavior as a shift toward kindness and empathy. Consumers want companies to understand them. Bank of America's "Keep the Change" and Hyundai's "Buyer Reassurance Program" are the sorts of gestures that consumers are looking for.
Editor's Pick
National vs. Local
Rich Lesperance, Director of Online Marketing at Walgreens, talks about national and local marketing. National campaigns are important, but Walgreens is known for its local in-store experiences. They are experimenting with balancing the two, and a key element of this will be the intersection of mobile and social media.
Editor's Pick
Integrating Mobile
Kevin Lilly, Senior Vice President and Digital Director fir Starcom, advises marketers to integrate mobile strategy into the existing marketing mix. Know how the customer uses mobile, use existing knowledge to target mobile to the right audience, and be alert to technical differences when translating online to smaller screens.
Editor's Pick
Online & Offline
Kevin Lilly,, Senior Vice President and Digital Director fir Starcom, discusses vertical and horizontal integration of online into marketing campaigns. Key players communicate horizontally across platforms but are able to dig deep into their own specialty. Being consumer-centric means understanding how meaningful experiences span the off-line and on-line worlds.
Editor's Pick
Personalization Offline
Sameer Samat, Director of Product Management at Google, describes the future of commerce as the web catching up with how people live their lives. Marketers can create a value proposition that makes customers feel good about sharing content. Shared information allows personalization of in-store experiences as well as online experiences.
Editor's Pick
Co-op Marketing Online
Rich Lesperance, Director of Online Marketing at Walgreens, talks about co-op marketing. Walgreens is trying to move co-op marketing online by, for example, creating a L'Oreal site within Walgreens.com.
Editor's Pick
Social Business Strategy
John Gerzema, Chief Insights Officer at Young & Rubicam, discusses authenticity, which has become a central to what consumers look for in brands. With social business strategy, there is a movement away from corporate social responsibility as a program. Instead, ask how the social values of a companydrive corporate behavior and corporate culture.
Editor's Pick
Future of Display
Bruce Falck, Director of Display Network, North America at Google, describes ways display can supplement search during holiday season upticks in consumer interest.
Editor's Pick
Keyword Targeting
Bruce Falck, , Director of Display Network, North America at Google, talks about optimizing display advertising for direct response campaigns through tactics like keyword targeting. This tactic can achieve massive scale.