Emerging platforms such as mobile, games, podcasts and blogging are on the rise, but what is the right media for your brand to use on online? How do you also protect your brand's image when you have user-generated content as part of your interactive campaign? Sean Cheyney, VP of marketing and AccuQuote, describes the challenges his company faced and the success stories of establishing a honest dialogue with online consumers.
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Host:Kevin Ryan, search editor, iMedia Connection
Show Notes:1:04 Interactive as a tool to generate leads1:35 Interactive is playing a greater role in our media spend2:14 Pursuing the long tail; buying is done in-house3:00 Target audience: over age of 404: 00 Messages that are educational too6:00 Blogging and emerging platforms7:00 Added layer of communicating with customer8:00 Dealing with negative customer experience10:10 Keep the dialogue going11:30 Finding the right media fit13:22 Microsite talking about life insurance15:16 Viral, user-generated content
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
Format: 18:58, 17.3 MB, MP3
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