 Chi and the Art of Digital Media | | excerpt from an article by Leslie Laredo |
In Chinese philosophy, Chi is needed to maintain health and wellness in three areas: mentally, physically and emotionally. The digital media version of CHI is about maintaining a perspective in the three rapidly evolving areas of digital business: Capabilities, Holism, and Insights. For media sellers, mastering these three CHI components will help them flourish in a world of constant change and ultimately make the sales process more productive. These components are essential for successful sales performance and management.
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An Intelligent Look at Interactive Advertising and Media |
Over a year ago, we introduced our newsletter, an Intelligent Look at Interactive Advertising & Media to keep in touch with you. As our industry evolves, it remains critical to keep current with daily news and get expert interpretation of the stories that impact our digital media lives. We are introducing our refreshed newsletter DigitalAdSavvy to foster ongoing learning - and provide our expertise and perspectives on the most important aspects of the changing digital ecosystem.
Our focus is the "how and why" and our new format features articles with our perspectives as well as links of interest. We concisely review important current issues that impact our industry, and why you should care.
See our calendars of upcoming courses and all key related updates. We recently added the Level III course in the Intelligent Selling of Interactive Advertising series, and two new courses: Research, Measurement and Analytics and Intelligent Search Engine Marketing for Professionals. More to come.
Please let us know about specific topics you would like to see covered in future issues.
Best regards,
Leslie |
From the Frontlines of Digital
In every newsletter, we will share links to articles and headlines of note across the following areas we consider essential coverage, with our thoughts on why they are required reading. |
Consumer Insights
We teach and evangelize that clicks and click-through rates (CTRs) are not valid measures for branding and don't reflect success even in DR campaigns. Sadly, marketers still rely on this metric to judge performance of interactive campaigns. Whether on the sell or buy side of digital media, this article highlights why we need to spend more time with our clients discussing appropriate performance metrics.
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Media Milestones
Privacy legislation is certainly a hot pocket of activity. In early May, consumer groups have responded to a draft preview of the much anticipated Privacy Bill and are saying it doesn't go far enough. Your take on behavioral targeting, as an industry professional needs to include understanding their concerns. This piece takes an inside look that we feel is a thorough breakdown of industry response.
Consumer Groups Say Proposed Privacy Bill Is Flawed The NY Times |
Digital Creative
We have known since we stared counting the days until the arrival of the iPad - that its debut as a platform would introduce new opportunities for all of us. Among others -- from standpoints of design, user interface and application utility. While it's still early, we find articles like this one interesting as they point to the good work being done to navigate this opening on the landscape.
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Deals of Note
While we've long wondered which year will become the year of mobile, the deal-making activity in this arena foreshadows that it may be soon. We find this article specifically focused on the Google/AdMob deal an important one, as it highlights what makes a deal ultimately likeable by the industry, which is powerfully rallying with hopes that the FTC will not block it.
Google Wins Industry Support for AdMob Deal AdAge Digital
Note: Free subscription required to access AdAge articles |
State of Mobile
We at Laredo Group firmly uphold that mobility is here to stay. Cross-platform is a way of life, and the infrastructure and options supporting it evolve every quarter. But, it's essential to understand the landscape in all facets of the industry in order to truly understand its progress. The comScore report shared here details the outlook on operating system preference as well as consumer usage habits related to content consumption. Such intelligence is critical when considering integrating mobile campaigning to your marketing efforts.
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Video Evolution
Long has lived the debate over free vs. premium content on digital platforms - and with that, weighing the likelihood of what consumers will pay. The same debate is brewing over video content. This piece nicely breaks down schools of thought on the consumer mindset around personal media consumption and pricing thresholds. Pricing and monetization is key to the evolution of this media. So, while peripheral to your day to day, we feel that it's key to keep up on this debate.
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Publisher News
As an early entrant to the marketplace for local content, CitySearch has been closely watched, as the industry has continued to evolve around content, community and social networking. We like this piece on NYTimes.com, as it takes a straight look at some of the frictions, factors and more progressive newcomers that have so far kept CitySearch from being all that it had an early opportunity to be.
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Location-based Digital Goes Big
by Kendall Allen, Adjunct Instructor, The Laredo Group
Over the past several years, we have watched the arena of social networking mature to total industry adoption. And as marketers have begun taking a more advanced approach to using social, in general, there's been greater attention paid to localizing our digital marketing and media and all the options that enable us to do so. It used to be that local Search Marketing was the hottest thing happening in the arena of geo-targeting. But, with the entrance of companies like Foursquare, Gowalla, Loopt and MyTow - our fascination has specifically turned to location-based marketing.
As buyers and sellers of media - we should care ultimately about relevancy and context to drive greater consumer engagement and powerful return. The best localized options deliver relevancy and context. "Location-based marketing" takes it to a razor-sharp closeness and delivers the potential for immediacy: being able to market to a consumer in context, with great relevance and right away, on the spot.
Unfortunately, while the vision for location-based marketing is clear - most would say that the companies referenced here are just not ready to deliver scale. Thus, the news in early May that Facebook will start allowing users to share their location in status updates, effectively extending the world's largest social network into the physical world - is a fantastic vision of scale to behold.
The feature will allow Facebook's nearly a half billion users to automatically share their location along with their status. With this capability integrated to the environment, scale can happen quickly. The word is that marketers will then be entered into the equation this summer, as this capability rolls out. Beyond the marketers rumored to be a part of this launch - such as McDonald's - we can only imagine the roster of marketers already clearly enamored of geo-targeting and local digital, who swiftly will jump on board. As we think about the triad of context, relevancy and immediacy - this super-sized version of location-based marketing represents the proverbial whole new level. Pay attention - it makes for strong digital marketing.
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Interactive Advertising & Media Seminars
Continuing professional development for your team, staff - or yourself, from the tenured industry veterans at Laredo Group. For advertising, marketing, media and sales professionals - at every level.
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Intelligent Selling of Interactive Advertising-Level I, II & III
Intelligent Planning & Buying of Interactive Media-Level I & II
Intelligent Search Engine Marketing for Professionals
Intelligent Research, Measurement & Analytics
Intelligent Search Engine Marketing
How to Build & Manage a Digital Agency or Division
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Laredo Group Returns to Chicago! Laredo Group Interactive Media Training Seminars will be returning to Chicago this summer! Register by June 8th and SAVE 12%!
The Palmer House Hilton
June 28 - July 1 |
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Summer in the City! Upcoming New York Seminars. SAVE 12% with Early-Bird pricing. Visit our website for details.
The New York Friars Club
June 7 - 10
July 26 - 29
August 2 - 5 |
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Look for the next issue of DigitalAdSavvy during the week of May 24th!
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