September 13-16, 2009 | Loews Coronado Bay Resort, California
In this presentation, Don Schultz compares online media sellers with Oliver Twist, the Charles Dickens waif who is continuously begging for food. That is, online sellers are continually begging for a “larger share of the existing marketing budget” with little support for their requests other than “we deserve more” because people use us more or like us more.
Gian Fulgoni, comScore's chairman and co-founder, kicks off the hour in "Should We Really Be Optimizing for Clicks?"
Questus Founding Partner and Research Head Jeff Rosenblum will preview a new study that will debut at our October Breakthrough Summit: “How Social Media Users Think: The Hope Beyond the Hype.”
The curse of the internet as “the most measurable medium” is perpetuated by continued industry reliance on “the click” as a relevant measure of display advertising efficacy. The industry simply needs to get off this click crack in order to earn a rightful place in marketers’ budgets and mindsets.
Social media is a moving target: a few years ago brands wrestled with the blogosphere. Today they ask about Twitter strategies, Facebook versus MySpace, and more.
If you are still struggling to uncover the right way to bring digital into your brand strategy, the first step is to take a step back and look for a better way of building your marketing plan.
No matter how many CMOs claim (in public) to embrace online, don’t you get the feeling that first thing in the morning – before they open their eyes, pour the coffee, grab their iPhones – they wish the internet would just disappear?