Find out what frustrates this director of online marketing & web strategy, and hear about a recent successful campaign.
For the past three years, Adam Lefton has led all online marketing efforts for Cancer Treatment Centers of America. During that time, visitor traffic to the company's main site increased over 800 percent, online advertising and television campaigns were coordinated for the first time, new features such as 24/7 chat services were instituted, and online sales as a percentage of the company's overall sales efforts went from less than 10 percent to over 45 percent.
iMedia: With P&G's recent announcement that it's pulling some dollars from network TV, and ZenithOptimedia's new predictions showing internet advertising increasing, it seems "spray and pray" is starting to feel some pressure. Is this a good thing for interactive marketers? Has it opened some budget for you?
Adam Lefton: It's a good thing for the interactive agencies and their partners, but it's going to drive up the media cost for those of us already in the interactive market.
iMedia: Following up on that, how has the media mix changed for you over the last few years?
Lefton: We've been running just as much network, spot market and cable TV as always, but have been putting additional incremental dollars towards online advertising over the past three years.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Lefton: A Point Roll ad running on WebMD featuring a video testimonial from one of our customers.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Lefton: Targeting at a lower cost.
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Lefton: Geo-targeted search.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Lefton: Getting the budget I need to do it right. Continuing to demonstrate a good ROI will help.
iMedia: What's the next big thing and how will it affect you?
Lefton: The commercialization of blogs and podcasts, which will require me to spend more on content.
iMedia: Speaking of blogs and podcasts, are you being affected by any consumer-generated marketing (CGM)? Are you using any blogs or other social networking tools to market?
Lefton: We have not been seriously affected. Right now we're using message boards to help former customers communicate with prospects.
iMedia: Are you doing any behavioral targeting? If yes, please describe.
Lefton: We're in the very early stages -- too soon for me to discuss.
iMedia: What's the key for having a successful relationship with agencies?
Lefton: Mutual respect, clear and measurable goals, strong analytics, good communications.
iMedia: Have you done much with wireless, iTV or other emerging mediums?
Lefton: None.
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Lefton: Measure, measure, measure ... everything!