Archive for Katharine Panessidi

Boston's FutureM Conference Day 1

Posted by Katharine Panessidi on October 16th, 2013 at 2:21 pm

MITX's FutureM in Boston kicked off today with some informative sessions. In this blog, I'm going to share some highlights from two breakout sessions: "I Don’t Care What You Think: Behaviors vs. Opinions" and "Tech Innovations Driving the Future of Retail"
"I Don’t Care What You Think: Behaviors vs. Opinions"
This session asks: Is the future of marketing more about behaviors or opinions? The conventional knowledge is that with big data and targeting, advertising has never been better at reaching audience segments and telling them what to think. But in an always-on, hyperconnected world, who people are and what they think might matter less than what they’re actually doing. If consumers are always addressable in real-time, then brands must focus more on understanding the moments that matter—not just the segments that they reach.
MasterCard recently released a study conducted with 9,000 people across 9 different global markets. Conclusion: Our real world identities (traditionally tracked age, gender demos) fall away and we take on one of 5 different online personas that depend on the value they place on their own data and what they will trade for different offers and rewards. In other words, their online behaviors is the new way to track vs.... Read more

Brand Summit Preview Rundown

Posted by Katharine Panessidi on August 14th, 2013 at 7:07 am

This September at the iMedia Brand Summit we'll dive into today's hot topic: content marketing. "Brands as Content Creators" is the theme. While brands have always created content for advertising and marketing, the real focus this year is "Brands as Publishers." In this always on, always engaged world, there are new expectations for brands to produce and publish content on a daily basis. From how-to articles and videos, to native advertising, to entertainment and storytelling.
Whether you're a content marketing novice or expert, no doubt you grapple with many questions.
Such as:

Should I be a publisher? Are all brands the right brand for this level of publishing?
What is the new role for the traditional publisher in all of this?
How does a brand organize internally around content marketing? Should you hire editors and writers? Content marketing is being refreshed with new enterprise solutions, and solutions for creation, distribution and scale. When do you partner with vendors vs. keep it in house?
How do you measure the success of your content?
What are the proper platforms and formats from which to tell your story? What is the right story? How do we refine your storytelling across channels?

These are some of the issues our industry expert speakers... Read more

Please help iMedia support Boston Marathon victims and their families!

Posted by Katharine Panessidi on April 17th, 2013 at 5:07 pm

iMedia has joined the Boston Interactive Marketing Association (BIMA) and Technology Underwrites the Greater Good (TUGG) in fundraising efforts to support those impacted by the bombing at this year's Boston Marathon. All proceeds will be donated completely to programs working with victims of the attacks. 100% of your support goes directly to helping those in need (no hidden processing fees).
As you know, Boston is my hometown and I moved back in January after living in NYC for 10 years. I'm deeply saddened by Monday's tragic bombings that hit very close to home. I'm extremely lucky to not have been personally affected – my closest family and friends are safe and sound. However, while three people lost their lives, many more were injured including multiple amputations. Recovery will be a process for the city and particularly for the victims and their families.
This is a terrible injustice and we at iMedia are proud to stand as a community to help repair the lives of those who have been hurt. To learn more, and make a financial donation, please visit this link.

Q & A with Alastair Green

Posted by Katharine Panessidi on April 11th, 2013 at 7:59 am

The creative side of the mad/math paradox.

Seeing Sheryl Sandberg Live…

Posted by Katharine Panessidi on April 8th, 2013 at 10:38 am

A summary of Sheryl Sandberg's messaging to the New England Venture Capital Association on April 5th.