Lori Luechtefeld
Summit Alumni

Lori Luechtefeld

Publisher, iMedia Connection

Lori Luechtefeld is executive editor of iMedia Connection. She came to iMedia in July 2008 from Canon Communications, where she served as managing editor of an executive-level business magazine in the medical technology field. Prior to joining Canon, Lori held a variety of news writing and editing positions at B2B publications and daily newspapers ... more

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Why brand warmth is the true driver of loyalty

Marketers have amazing tools for connecting with consumers as individuals, and yet customer loyalty to brands is at an all-time low. Why? The reason -- and solution -- is simpler than you think.

How to create a brighter marketing future

Our industry is in a state of chaos, but within that chaos resides great opportunity. Are you prepared to make the most of it?

Agencies under attack: How the middle man must evolve

Agencies have always faced competitive threats, but today's media landscape is perhaps the most challenging yet. Let's take a look at the greatest pressures and how embattled executives can adapt. 

Why "native advertising" must die

The term "native advertising" might seem innocuous, but it threatens the very foundations of publishing and marketing. Here are the dirty little secrets our industry needs to acknowledge.

Trends and opportunities in multi-platform video

Timeless viewing is creating new opportunities to further monetize viewing platforms. Here's what advertisers and marketers need to know about the technologies that are emerging.

Overcoming the challenges of branded video content

So you want your branded content to be shared? You'll need to overcome several challenges. Viewable Media's chief analytics officer tells you how.

How data-driven marketing resurrected Samsung Mobile

What happens when a marketing department starts using analytics to inform its creative? Take a lesson from this impressive turnaround story.

How to create a viral video epidemic

Everyone wants the next Old Spice campaign. But how do marketers make that happen? Learn the secrets to scoring a viral hit -- and then replicating that success.

The unprecedented shift that will change the marketing world

We spend the majority of our time interacting with others, but as marketers we constantly speak the wrong language to the wrong person. Consider these insights into the division between the virtual and physical self -- and how most businesses today are completely neglecting the current online reality.

Cutting-edge case studies in entertainment marketing

The entertainment industry is often the first to dip its toe into the latest and greatest digital marketing opportunities. Consider these real-life emerging media lessons.

How to harness the marketing power of humor

Savvy advertisers can employ humor to persuade and encourage loyalty among consumers. Learn when, how, and why laughter can be the best marketing medicine.

Surprising insights into online shopping patterns

Online holiday shoppers are timing their purchases to capitalize on retailers' deepest discounts. Learn more about how consumers choose what, where, and how to buy.

How to drive in-store sales by targeting the right moms

How do you target digital advertising to moms based on the neighborhoods they live in and truly drive in-store purchases? Consider these insights and solutions offered by MaxPoint Interactive.

An easier way to navigate mom-centric marketing

Along with motherhood, digital marketing to moms can be challenging and confusing. Read on as CPX Interactive reviews best practices in targeting, reaching, and delivering online moms across the vast pools of online inventory.

Critical mom blogger realities that you're overlooking

The term "mommy blogger" doesn't come close to accurately describing this dynamic and diverse group of influentials. Here are some insights and statistics that might surprise you.

Lessons from a social media firestorm

Procter & Gamble's new Pampers product line caused an uproar among mom bloggers and consumer media outlets. See how the brand turned the tide of the social media conversation and set the record straight.

Marketing insights into the journey of motherhood

If you want to connect with moms, you must understand what drives their activities in the mobile and social spheres. Consider the marketing implications revealed by BabyCenter's Tina Sharkey as she takes a look at the daily life of the modern mom.

Critical mom blogger realities that you're overlooking

The term "mommy blogger" doesn't come close to accurately describing this dynamic and diverse group of influentials. Here are some insights and statistics that might surprise you.

How one company bucked the marketing status quo

Shifting media consumption patterns require marketers to turn some long-held best practices on their head. Visa's global CMO discusses how his company did just that.

Missed opportunities in location-based marketing

The ability to influence consumer behavior at or near the point of sale is a compelling opportunity. Learn why the challenges to launching such programs are fewer than you might think.

The future of the app

There's no denying that mobile marketing is at last coming into its own. So now what? AKQA Mobile's Tina Unterlaender offers some surprising thoughts on how the mobile world is likely to evolve.

How to harness the marketing power of humor

Savvy advertisers can employ humor to persuade and encourage loyalty among consumers. Learn when, how, and why laughter can be the best marketing medicine.

Tackling new digital realities

The seismic shift to an all-digital world makes reaching and engaging the connected consumer complex and challenging. See how DataXu's new breed of advertising technology can cost-effectively discover large volumes of new qualified consumers at scale.

The most underestimated social media asset

Your employees are the most valuable assets your brand has in forging social media connections. Learn how to inspire and enable your workforce.

The new innovation: 6 crowdsourcing best practices

Your brand is whatever your customers say it is. Learn how to broaden your ideation process to incorporate the wisdom of the crowds.

The most underestimated social media asset

Your employees are the most valuable assets your brand has in forging social media connections. Learn how to inspire and enable your workforce.

The future of the app

There's no denying that mobile marketing is at last coming into its own. So now what? AKQA Mobile's Tina Unterlaender offers some surprising thoughts on how the mobile world is likely to evolve.

Marketing to moms: The best in digital creative

Creative that appeals to an audience of mothers is more unique than you might think. Check out these campaigns that exemplify demographic-specific best practices.

7 experts' predictions for 2011

iMedia's panel of industry thought leaders weighs in on the companies, campaigns, and technologies that are going to change the digital marketing game.

Domain strategies for successful online marketing

The right domain name can change the game for your business. Sedo presents tips, tricks, and insight for developing a domain strategy that works for your company.

The latest innovations from 8 top online publishers

See what new ad and content enhancements will be on display at next week's ad:tech New York.

A pixel-free future for online marketing

Learn how a unique approach from Akamai Advertising Decision Solutions can help you drive improved awareness and transactions with your online marketing campaigns.

How to extend the power of search branding

Vibrant Media teams with search experts from comScore to explore innovative ways to extend keyword advertising into relevant web content.

When to fire your agency -- and not hire a new one

The agency relationship is broken. MRM's Marc Fleishhacker discusses how it can be fixed -- or whether to scrap it altogether.

12 killer websites worth watching

Which brands are staying on the cutting edge when it comes to their fundamental online presence? Our industry panelists provide their picks for the most inventive and well-executed sites on the web.

Killer creative showcase: The brands that "get" digital

Creative is in the eye of the beholder. So how can you ensure your digital campaigns resonate with your target audience? Take a lesson from these evocative case studies, broken down across five key demographics.

Creating an integrated online personality

How can companies create integrated online personalities that resonate with their core audiences? Lewis Schrock of The Planet and his panel of experts tell you how to do just that.

Using data-driven decisions to enhance multi-channel marketing

Experian's expert panel discusses how to apply the advanced targeting and consumer segmentation sophistication of offline direct marketing to digital media.

Why local advertising is where it's at

AT&T Interactive's panel of industry thought leaders discusses the evolution of local discovery and the steps advertisers can take to get discovered and connect with local consumers.

Getting serious about social marketing

So you've built a Facebook fan page. Now what? Follow these best practices to make the most of your brand's engagements in the social sphere.

Refocusing the blurring lines of media

Hidden amid all the digital marketing buzz is the promise of addressable advertising -- across all media. Find out more about the tool that's helping advertisers pull it all together.

5 digital companies to watch

What separates "the next big thing" from a flash in the pan? Find out as these industry observers present their top picks for companies driving the next digital revolution.

Cutting-edge marketing and innovation stories

A first-mover advantage means nothing if your strategy goes nowhere. Hear how these industry leaders leveraged meaningful innovations to achieve their marketing objectives.

More expert marketing predictions for 2010

iMedia's panel of industry thought leaders weighs in on the interactive marketing platforms and campaign strategies that will connect with consumers in the coming year.

8 experts' predictions for 2010

iMedia's panel of industry thought leaders weighs in on the brands, agencies, and technologies that are going to reshape the interactive space in the coming year.

Interactive marketing opportunities you're missing

Cutting-edge interactive marketers are tinkering with opportunities on a variety of new digital platforms. Our panel of industry experts tells you what's working -- and what's not.

Weapons in the battle for digital dollars

The time consumers spend with digital media is light years ahead of the marketing dollars being allocated to the very same channels. Take a look at some key trends that will continue to influence your quest for a bigger piece of the overall marketing-budget pie.

Emerging technologies: 6 criteria for finding winners

Media buyers play a vital role in the success or failure of emerging marketing technologies. Take a page from the venture capital community, and ensure you're making smart investments with your time and money.

How to be a good social media listener

As the social web continues to fragment, marketers are struggling to make sense of all the conversational noise that pertains to their brands. Here's how to hone in on the right conversations.

Lessons behind a massive agency upheaval

The mastermind behind JWT's digital revolution, Ty Montague discusses the bumpy road to integration and the rewards that await those who survive the journey.

What your bedroom and Facebook page say about you

People leave traces of themselves in their environments, both physical and virtual. Here's what those traces can tell you about the people you meet.

The secret to keeping a loyalty program fresh

Rewards programs are about more than just points and free merchandise. They're about building a deep relationship with your consumers. Check out this expert advice for doing just that.

How marketers can leverage the semantic web

If you think semantic is the same as contextual, think again. Here's what you need to know about harnessing the power of words online.

Buyers vs. sellers: Pet peeves explored

There's no shortage of tension that exists between the buy and sell sides of digital media. Check out what these agencies and publishers had to say when asked to describe their greatest frustrations in dealing with the other side.

Web analytics: How to avoid a wild goose chase

In this interview, comScore's co-founder discusses why marketers need to stop counting clicks and start focusing on offline behavior drivers, social media initiatives, and online video advertising.

Why LinkedIn is essential for brand marketers

LinkedIn founder Reid Hoffman discusses the network's unique niche, the most common professional blunders made on the site, and how the platform will evolve in the coming years.

Hulu's Kilar on the social future of online video

The premium online video provider's CEO discusses his company's rapid growth, its future opportunities and challenges, and what it all means for advertisers. 

Social media, mobile spark greatest interest among buyers

Despite the recession, interactive marketers are looking to innovate more than ever. Here's what iMedia Breakthrough Summit attendees say is on their radar screens.

5 online initiatives we weren't ready for

Even the most visionary ideas will go to waste if the target audience is not ready to embrace them. Check out these stories of online innovators who were ahead of their time.

The future of video marketing: 10 questions answered

BBE's leader discusses the continued evolution of pre-roll and long-form advertising, as well as the brands that are succeeding -- and struggling -- in the realm of video marketing.

2008's top interactive mergers and acquisitions

Two experts discuss the implications of this year's M&A activity within the online media and marketing services sectors, as well as their predictions for the consolidation we're likely to see in 2009.

Expert insights on the future of ad networks

As the ad network market matures, consolidation is inevitable. ICON's Jocelyn Griffing tells us how the market is likely to shake out and where the most value currently lies.

Behavioral targeting: Where it's headed

Datran Media's Scott Knoll discusses the pros and cons of current BT tactics, as well as the impact that looming legislation could have on the sector.

The boundaries brands shouldn't cross

If brands want to be loved, they need to give consumers some space, especially in emerging media. Carol Kruse, Coca-Cola's interactive marketing leader, discusses the strategy for winning affections online.

How 4 sites can achieve their full potential

Your website gets the job done. But is it missing the opportunity to truly rise above the competition? Industry experts weigh in on the refinements that could take these sites to the next level.

The identity crisis of today's ad agencies

Industry experts discuss the evolving shape of the modern agency and debate the merits of hiring new digital talent vs. retraining their traditional counterparts.

5 ways to achieve the big idea

It's not just about digital anymore. It's about digital connections to the physical world. Here are five ways you can move your brand into the new marketing reality.

Election 2008: What you should have learned

The presidential race is finally over. But as an industry, did we learn anything? A panel of experts weighs in on what the candidates taught us about digital marketing.

Tobaccowala on how marketers waste their money

Denuo's CEO discusses the silly things some marketers buy into and why chief marketing officer may not be an appropriate title in the future.

McDonald's Jervoe: Brand proudly, not loudly

The hamburger giant's global marketing leader describes his strategy for maintaining local relevance while connecting consumers across the globe.

Steve Rubel on how blogs are changing the face of PR

Edelman's director of insights explores the current evolution of the marketing and public relations landscape and explains why digital marketers need to focus on integration, not the latest technology fad.

Why the death of analog will change the industry

When the airwaves go digital, the media world as we know it will change forever. Is your brand ready?

7 experts tackle online marketing myths

Ad agencies are overhyped, and measuring engagement isn't necessarily as important as you may think. Here are some key misconceptions about the interactive industry.

Procter & Gamble on winning its business

P&G's interactive marketing leader reveals which much-watched digital marketing opportunity will likely never come to fruition, as well as what agencies can do to get a piece of his company's multibillion-dollar advertising budget.

Why your marketing program will never really be integrated

Marketing integration is a journey, not a destination. How far along the path are you?

The truth behind subliminal marketing messages

Whether they are selecting a president or toothpaste, consumers aren't always rational. Here's how you can figure out what they really think about your brand.

Attention marketers: Google wants your jobs

Your role in consumers' lives is rapidly becoming obsolete. Here's what you need to do to save yourself and the industry.

Why Paul Gunning's agency is better than yours

Tribal DDB's new CEO dishes on how to break down organizational silos and build an agency that is productive, profitable and -- above all -- personal.

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