360i, a search-centric digital agency, has promoted two members of its management team to run its emerging-media business.
Sarah Hofstetter has been named vice president of emerging media and client strategy, and David Berkowitz has been promoted to director of emerging media and client strategy.
“We’ve run emerging-media programs for clients for quite some time, keeping a major focus on the integration between search and social media,” Ms. Hofstetter said. “We use user-generated content on blogs and to help generate an abundance of relevant natural results listings and create a smart way to dominate shelf space on the search-engine results page while pushing down irrelevant listings.”
In their roles, Ms. Hofstetter and Mr. Berkowitz will work to develop and implement strategies that integrate word-of-mouth online marketing with media campaigns and search optimization into one solid marketing plan. 360i has executed engaging and measurable emerging-media campaigns for NBC Universal, MTV Networks, Scripps Networks and Saks Fifth Avenue.
360i approaches social-media marketing using a combination of public relations and search-engine optimization. 360i’s team of PR experts and former journalists engage with bloggers and content-site editors to ensure optimal brand advocacy across user-generated media.
The team provides search-optimized digital assets such as videos and embeddable widgets to blogs to share rich content to their viewers across social media.
“360i continues to be a search-centric agency and strategic adviser to its clients to help them navigate the ever-changing digital landscape with a core focus on search,” Ms. Hofstetter said. “Along with our team David and I are here to educate clients on the changing face of emerging media online and customize programs for them that will stay true to their brand and ensure high-brand engagement and advocacy across social media.”
Before 360i, Ms. Hofstetter ran her own communications agency, developing and implementing corporate communications strategies for Adobe Systems, Vibrant Media, Covad, Bolt Media and 360i, among others.
Ms. Hofstetter will continue to oversee corporate marketing initiatives for 360i, including strategic communications counsel, public and analyst relations and client-education programming.
Before starting her own agency, Ms. Hofstetter spent 10 years at IDT/Net2Phone in a variety of senior positions, most recently as senior vice president of corporate communications, aggregating the company’s messaging across all target markets.
David Berkowitz will continue to run 360i’s Emerging Media Lab, helping clients understand online marketing and emerging-media trends. He is chairman of the Search Insider summits and a well-known figure in the search industry.
Prior to 360i, he served as director of marketing for Viewpoint’s rich-media advertising group Unicast and search engine marketing firm iCrossing.