Digital issues are aired at Ad:tech San Francisco

Share this content:

As digital media continues to grow, integration with other media channels is key, especially since digital means mea­surement and personalization. These were some of the key themes that echoed at last week's Ad:tech San Francisco.

The show kicked off with Jeffrey W. Hayzlett, chief development officer and corporate VP at the Eastman Kodak Com­pany, speaking about the strategies of the 120-year-old photography brand.

“The big thing to think about these days is how to align your brand in a digital world,” he said.

Kodak Gallery, a 70 million-user social networking site that ran a series of online commercials in which customers can vote for the ending that will air on television, is one example of this effort.

Coca-Cola is also reaping the benefits of one-to-one marketing, according to Tara Scarlett, senior manager of CRM and precision marketing at Coca-Cola. The beverage firm is using analytics from its online loyalty program MyCoke Rewards to increase sales. “We are looking at how consumers come to our site and tracking their behavior once they are on the site, to send them targeted offers via e-mail and mobile,” she said.

The role of the digital agency is also expanding. “A campaign doesn't always have to start with a television ad and grow out from there,” Scott Briskman, executive creative director at Agency.com, told DMNews.

Mark Kingdon, CEO of Organic, also discussed the challenges of working on a campaign across multiple agencies. “Many clients are frustrated by the current agency construct,” Kingdon pointed out, adding that clients often feel they have to referee when various agencies work on an inte­grated campaign.

Despite the disconnect that digital agen­cies sometimes feel, the vendors were boasting new and improved products. Examples include digital out-of-home advertising provider SeeSaw Networks, which touted its partnership with mobile social platform LocaModa as a new way to engage consumers at social places like bars and restaurants and then encour­age them to interact on social networks through their mobile phones. AdShuffle offered up its online ad and landing page optimization technology, meant to lower cost per acquisition.

Further, Ion interactive introduced its iPhone-optimized landing pages to better target those mobile users, and Linkstorm launched Banner Xpander, which over­lays cascading menus onto banner ads, allowing users to quickly locate products on a Web site.

Loading links....
close

Next Article in Social Media

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here