In this keynote address, Jeff Glueck challenges the usefulness of spraying banners by the ton at demographically appropriate audiences, arguing that effective online advertising must instead rise to the level of the best magazine advertising, where readers turn to their favorite magazines as much for the ads as for the articles.

With the economy plunging into a recession, online and search marketing are the fastest-growing segments of the industry but remain years away from displacing traditional media for major advertising dollars. Meanwhile, worried marketers focus shrinking budgets on the easiest-to-measure and accountable media to drive ROI. But are marketers measuring ROI properly, online or off? As major brands shift dollars to digital, are they delivering on the web’s promise to move beyond shotgun blasts of mass-market messages to more relevant, engaging interactions with customers?

The good news? Hope abounds for new digital marketing models, including behavioral targeting, smarter search, media buys that focus ads in context, new ad platforms on ecommerce and comparison sites, and interest-based social community sites where users go to research their purchases. 

Buyers and sellers must forge a new dialogue to explore what customers want to hear and when they want to hear it. The result will be a world where marketers no longer have to guess about which half of their marketing budget is wasted – because it won’t be.

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Presenter: Jeff Glueck, CMO, Travelocity

Format: PPT