BOLO2010 Ingalls
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This document discusses the challenges modern marketers face in managing data from dozens of different media sources and platforms. Specifically, it notes that over 55% of online ad spending in 2010 was not properly measured or optimized, potentially being wasted. It then outlines the complex, manual process currently required for marketers to collect, analyze, report on, and share data from various ad servers, analytics tools, and other sources - a process that takes multiple days each week. Finally, it introduces the concept of "Data 2.0", describing it as an open, automated system that provides a simple, centralized place to access updated data from any source in order to better optimize spending and predict effective media placements.
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The document discusses emerging trends in digital advertising, including real-time bidding, audience targeting, and the use of data to optimize campaigns. It notes that technologies are shifting media buying towards automated, data-driven approaches leveraging vast online user data. Specifically, it highlights the growth of real-time bidding exchanges, video advertising, and the importance of verification and post-buy analytics to understand campaign performance and attribute conversions across channels. The document advocates for an integrated, "atomic" approach combining planning, data, buying, and analysis tools to optimize advertising based on deep audience insights.
BOLO2010 Hughes
The document discusses humanizing brands through social media and dialog rather than monolog. It emphasizes that brand development is about building a relationship with consumers, not just marketing initiatives. Successful brands are invented through claims of distinction and evidence of those distinctions, with operationalization preceding humanization. Metrics show traditional media spend, buzz effects, humanizing effects, and interactive social spend can optimize a brand's development when balanced.
BOLO2010 Grantham
The document discusses creating an engaging corporate culture that attracts and retains top talent. It notes that securing and retaining great employees is a focus for businesses in any economy. An engaged workforce is motivated by having a clear shared vision and purpose, empowerment to achieve goals, and knowing how their work contributes to the organization's success. The document raises questions about how leadership can inspire teams and what truly motivates employees. It cites research on the large baby boomer population seeking purpose and meaning in their work.
BOLO2010 Gass
This document discusses how agencies can use social media to fuel new business growth. It notes that agencies don't always practice what they preach in terms of social media use and that decision makers now often find vendors through social media rather than the other way around. The document advocates that agencies should view social media as an important new business development tool, as it teaches methods for relationship building that agencies should have been using all along. It provides contact information for Michael Gass consulting.
BOLO2010 Coburn
1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter.
2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending.
3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics.
4) Effective campaigns integrate location data into welcome messages, offers, content
BOLO2010 Baer
The document discusses how real-time opportunities and crises are changing the role of agencies. It provides examples of individuals using social media to voice complaints or praise for companies. It suggests agencies need to provide quick support through phone, email, and social media to respond to real-time situations. Agencies also need to acknowledge issues, provide information to customers, and turn complaints into opportunities for customer loyalty and sales.
BOLO2010 Samek
This document discusses hyper-local online marketing strategies. It defines hyper-local as grassroots, community focused, digital native efforts like blogs, forums, and custom platforms. Examples include a WordPress blog that reports on neighborhood news and a food blogger. Data shows hyper-locals have better trust and satisfaction than TV and newspapers. They connect deeply with authentic local voices and loyal audiences. Opportunities include reaching influential community members who spread word of mouth. Challenges include small budgets and inconsistent reporting, but trends like AOL Patch and local ad networks are helping to address issues.
BOLO2010 Sietsema
This document provides an overview of building an email marketing practice. It begins with email marketing statistics showing its growth and potential compared to other digital marketing channels. It then discusses common challenges like deliverability, list quality, and sender reputation that marketers must address. The rest of the document outlines best practices and strategies for email marketing such as segmentation, testing, content design, lifecycle marketing, and integrating email into multi-channel marketing programs. It emphasizes the importance of measurement, resources, and gaining expertise to build a successful email practice.
BOLO2010 Bartlett
By 2013, 50% of all web traffic will come from mobile devices, up from a smaller percentage currently, showing the increasing importance of mobile. Various statistics are provided on hardware and operating system market shares. The document discusses best practices and challenges for mobile marketing, including user agent detection, URL structure, paid search, display ads, and mobile commerce. It emphasizes the need for brands and agencies to adapt to the growing mobile space.
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BOLO2010 Ingalls
- 1. TrackSimple Board of Directors Data2.0 Managing the Modern Media Plan
- 2. Today’s marketer has to deal with dozens of media sources. In 2010 more than 55% of online spend will not measure or optimized and potentially wasted. Source: eMarketer: http://www.emarketer.com/Report.aspx?code=emarketer_2000710
- 3. Modern Media Plan: 5 - 25 ad serving partners
- 4. But, if data drives results you need to: collect report share data & reports
- 5. And you get data from: systems we use every day
- 6. from ad servers like these:
- 7. and data from media plans including: campaign metadata account manager sites & placements creative details negotiated CPM conversion data
- 8. and from analytics engines:
- 9. and from audience vendors:
- 10. data is generated using: tags & cookies (as an industry, we are tag ‘happy’)
- 11. finally your data ends up here:
- 12. Ok, now you know where it is...
- 13. ..but can you get it out? Sure, just log into each vendor and fetch it yourself. Login screens...
- 14. and when you get it, it looks like this.
- 15. collect report share Now you are done with Step 1 And it took you days.
- 16. So, your whole joblife starts to look like this… manually login to each source configure report download or email cut and paste into excel normalize names, group ads build pivot table create graphs decide guess where to spend more
- 17. But wait, you aren’t done yet… manually (cont.) copy data and graphs to powerpoint write bullet points (positive spin) share with colleague Now Monday & Tuesday have passed schedule & present to client get sign off to take action Now it’s Thursday, get ready to start again Monday!
- 18. You live in a world we call Data 1.0 siloed manual complicated rear-view mirror lose the ROI of Now
- 19. you are probably spending: Monday & Tuesday per client Costing you time, money and opportunity
- 20. Ok, so what is Data 2.0?
- 21. Data 2.0 Principles Open System: Aggregate data from anywhere, in any format Automated: Update your data every day Simple: Provide one place to see everything Predict Help you optimize & predict winners Extend: Plug into other programs via API’s
- 22. If you are trying to do this: collect report share And it’s taking you Monday & Tuesday... TrackSimple Confidential
- 23. Try Data2.0 … and get Tuesday Back