It’s clear that media’s charter has changed. Beyond a slight course correction or even a pivot, we’re talking 180-degree change. Continue down the same path and you’re hot on the heels of dinosaurs.
Last week, in the heart of New York City, I participated on a panel with several distinguished digital marketing experts weighing in on the biggest trends of 2009 while contemplating what the future may hold for the online marketing landscape. This was the third annual Digital Evolution panel presented by 212, New York's Interactive Advertising Club. I was joined on the panel with experts from DIGITAS, the Digital Broadcasting Group, Circ.us, and Quattro Wireless. Masha Geller, managing partner of Wednesday Marketing Group, moderated the lively debate.
Everything, from the rise of data-driven ad targeting and social media, to episodic online video, mobile, and apps, were discussed in the context of significantly changing media consumption habits. With many companies still scrambling to embrace these new tools as a way to deliver their marketing messages to customers, the panel reviewed some important strategies marketers must employ to keep from falling behind in the ever-changing digital landscape. Audience discovery was a crucial part of this discussion.
One of the most innovative digital trends I've noticed in 2009 are the new methods marketers have to leverage data for better audience targeting and measurement. Advancements in behavioral technology have given marketers the tools they need... Read more