videos
Editor's Pick
Missing Link
Terence Kawaja, Managing Director of GCA Savvian Advisors, talks about how the best companies were innovating in the digital space. Unlike traditional advertisers, they will find the missing link of attribution in the purchase funnel.
Editor's Pick
BDMs on Search
Crispin Sheridan, Senior Director at Global Search Marketing Agency, explains how his company targets business decision makers through search. They adjust keywords, ad copy, and offers based on their particular roles.
Editor's Pick
Re-Marketing
George Michie, CEO & Co-Founder of Rimm Kaufman Group, discusses the benefits of re-marketing strategies.
Editor's Pick
Explaining Strategies
David Reynolds-Gooch, Group Manager, Interactive Marketing at 3M, discusses how they explain new digital strategies to the management at 3M.
Editor's Pick
Fishing Where Fish Are
Melanie Mitchell, SVP - Search Strategy for Digitas, talks about working on the Live8 campaign with MTV. Mitchell discusses the strategy of this successful, large, marketing event in which search was incorporated in various ways.
Editor's Pick
Reputation Management
Melanie Mitchell, SVP - Search Strategy for Digitas, talks about how search can sometimes help with reputation management. People may be doing searches that negatively affect a brand. Mitchell talks about how search can help them take some control of the situation.
Editor's Pick
Targeting Teens & Moms
Desiree DuMont, Partner of Integrated Media Solutions, talks about a recent campaign her company did for acne treatment. They targeted teens and moms, but were surprised to find that they could reach moms with teen media, and vice versa. DuMont also talks about the future of addressable TV.
Editor's Pick
Three Touches
Desiree DuMont, Partner of Integrated Media Solutions, explains why it is important to surround the customer by having different messages in all of the different types of media they use.
Editor's Pick
Betty White & Snickers
Scott Russell, Executive VP - Managing Director of Universal McCann, uses Snickers' commercial with Betty White as an example of a company that did a good job of staying in the conversation regarding their ad, and riding the wave of momentum from the ad, without over-thinking it or trying to steer the conversation.
Editor's Pick
Innovation in Auto
Scott Russell, Executive VP - Managing Director of Universal McCann, talks about what he thinks are the two most important sources of innovation in the auto industry. First, he talks about differentiating yourself in a way that matters to consumers. Secondly, Russell talks about how they are keeping a close eye on potential channel innovation, such as different ways to use search, third party sites, and mobile.
Editor's Pick
Reinvention
Scott Russell, Executive VP - Managing Director of Universal McCann, talks about how over the next three years, Chrysler's focus will be on redefining and differentiating each of their brands, and possibly bringing in new brands.
Editor's Pick
Broad Match Modifiers
George Michie, CEO & Co-Founder of Rimm Kaufman Group, talks about how expanded broad match fixed a lot of problems over broad match, but also caused a lot of frustrations because, for example, a brand's competitors might come up in a search for that brand. Michie describes a new program involving broad match modifiers that they are about to launch.