Cross Media / videos
How do offline and online marketing efforts work best together? That’s a critical question today for marketers who need to maximize efficiency and effectiveness of their campaigns.
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Traditional & Digital
Case Study
Traditional & Digital
Mary Garrett, VP of Marketing Communications at IBM, explains that traditional marketing must be combined with digital. Consumers are more receptive to the digital conversation and are willing to engage. Marketing to marketers is a growing focus for business technology ...
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Search Everywhere
Interview
Search Everywhere
Joshua Palau, VP Search Engine Marketing at Razorfish, advises marketers to understand that search is tied in with other media like television and print. assets. Integrate the message, break down the silos and work across them all.
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Disease Awareness
Interview
Disease Awareness
Robert Brown, CMO of Eli Lilly and Co., explains that digital facilitates connections with customers at several levels. If a TV commercial sparks awareness, people are likely to go online and search. But the information must be integrated, and be ...
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Blend Channels
Interview
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
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Relevant vs. Possible
Interview
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out ...
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Digital Facets
Case Study
Digital Facets
Kim Feil, CMO of Walgreens, explains that digital is not a program in itself but a part of all programs. As Walgreens becomes more proficient at incorporating digital into larger campaigns, there will be more focus on digital-only campaigns.
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Interest & Consideration
Interview
Interest & Consideration
Nick Bell, Director of Campaign Marketing at Adobe Systems, talks about spending most of his budget in the interest/consideration category. Loyal customers become evangelists for the brand, so the brand is known by the company it keeps.
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Multi-Channel Campaigns
Interview
Multi-Channel Campaigns
Adam Schlachter, Director of Digital Investment at MEC, talks about working on multi-channel, multi-silo campaigns. It is not about having a print strategy or tv strategy, but about reaching the consumer with the right message at the right time. When ...
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Collapsed Purchase Funnel
Interview
Collapsed Purchase Funnel
Terence Kawaja, Managing Director of GCA Savvian Advisors, talks about how use of data has led to a collapse of the e-commerce purchase funnel, with retailers moving up and publishers moving down. Different kinds of companies are now competing with ...
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Missing Link
Interview
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.
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Online Publishing Trends
Interview
Online Publishing Trends
John Ebbert, Managing Editor of AdExchanger.com, describes key trends in online publishing. Demand-side platforms and ad networks will be be linked to creative, attribution across digital channels will become more precise, and robust sell-side platforms will become available.
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Going Digital
Case Study
Going Digital
Diane Dudeck, Senior Director of WW Media Strategy at Cisco, talks about how Cisco dramatically increased their spending on digital over the course of one year. She talks about how digital became the focus of their marketing - causing them ...