The morning case studies, which also made up the next day’s Roadshow event, highlighted the successes of publishers who leveraged traditional media with digital campaigns to get the biggest returns. Participants included Rogers Digital Media (Nestlé Singles), Yahoo! Canada (J.C. Penny), Transcontinental Media (Wonder Bra), Sympatico/MSN (Bud Light), Canada.com (Deal or No Deal), Canoe.ca (LotoQuebec).
However, it was Marshall Self from the AOL Media Network speaking about a technology being used in behavioural targeting called “retargeting” that really piqued my attention. Using West Jet as an example, he explained how visitors who left the site before their transaction was completed could be tracked to other sites within the AOL network, allowing ads to be served to relevant potential customers. This approach is a shift away from traditional behavioural targeting, allowing a company like West Jet to have ads served on sites that may have nothing to do with travel, but are still be targeted to people who are likely to have a higher conversion rate.
Here’s Marshall explaining the ins and outs of retargeting:
Category: Vidclips
Dr. Anita Sands gave one of the most popular keynotes at this year’s Digital Marketing Conference. Discussing the topic of innovation, she reminded marketers that sometimes innovation is small. And that innovation is ultimately about what is valuable to your customers.
A little snippet from her talk …
Innovation connects what is possible to what is valuable to our clients and our shareholders.
Don’t mistake innovation for invention; innovation doesn’t have to be something new.
APPLIED innovation. Ideas are not the problem. Implementation and measurement are the challenge.
In this video, Dr. Sands shares a few thoughts about how to get started innovating in your organization.
[If you’re reading this in the feed, you may have to click through for the video.]
Steve Levy, President, Market Research Eastern Canada, Ipsos Reid Corporation, presented the results of “The Canadian Digital Marketing Pulse, Part 2” at the Canadian Marketing Association’s Digital Marketing Conference on October 25 and 26.
These were the two most important points he wanted to leave with the audience.
[If you’re reading this in the feed, you may have to click through for the video.]