October 2011

1. inter
active
Marketing

2. Who is this guy?

3. Ben
(Morton)
Adver7sing
zealot.
student.
lifelong
Nashvillian,
@NashvilleBen.
traveller.
painter.
writer.
experiencer.
millenial.

4. the
road
here

6. Rockstar day.

8. A day in the
work of…
Research.
Media
planning.
Media
buying.
Client
Billing.
Invoice
Payment.
Ad
Trafficking.
New
Business
Leads.

9. inter
What is
active
Marketing?

10. traditional advertising
has
been
a
MONOLOGUE

11. but
interactive media
is
a
DIALOGUE
DIALOGUE

12. NEW MARKETING
FUNNEL s

13. The
one
medium
that
is
a
compila7on
of
the
other
media
types.
the
internet

14. It’s
not
just
a
new
medium.
It’s
a
reinven7on
of
all
other
media,
too.
No
wonder
it’s
a
game
changer.
wo rld
the
internet

15. It
calls
for
individualized
approaches
to
people.
It
humanizes
brands.
It
allows
the
highest
degree
of
measurement,
evalua7on
and
op7miza7on.
the
internet

16. media consumption

17. on
advertising
line

18. banner
advertising

19. 2010 U.S. Banner Advertising
• US
Internet
users
received
a
total
of
4.9
trillion
display
ads
(includes
both
sta;c
&
rich
media)
• Total
number
of
ads
grew
23%
from
Dec
‘09
to
Dec
‘10
• In
Q410,
104
different
brand
adver;sers
delivered
more
than
1
billion
display
ad
impressions
Source: comScore, 2010 Year in Review

20. Banners aren’t about creative

21. They’re about targeting
• Your
target
is
online,
you
just
have
to
find
them
•
Geographic
targe;ng
•
Demographic
targe;ng
•
Contextual
targe;ng
•
Behavioral
targe;ng
•
Retarge;ng
•
Nontarge;ng
•
The
advantage
to
using
ad
networks

22. online
video

23. 2010 U.S. Online Video Market
• Online
video
gains
momentum
with
179
million
Americans
watching
each
month
(+32%
PY)
• The
average
American
spent
more
than
14
hours
watching
online
video
(+12%
PY)
• Video
Ads
comprised
16.4%
of
all
videos
streamed
(+12%
PY)
Source: comScore, 2010 Year in Review

26. optim arket ing
mat
iz io
n!
Search ng
eti
Engine
m ark
optimization!

27. 2010 U.S. Search Market
• Grew
12%
overall
in
2010
–
driven
by
unique
(+4%)
&
searches
per
searcher
(+8%)
• Microsoa
sites
saw
largest
growth
in
search
volume
at
29%
Source: comScore, 2010 Year in Review

28. eMail
marketing

29. • Email to your own database
• Or to a “guest list”

32. on
line
social networks

33. 2010 U.S. Social etworking
2010
U.S.
Social
N Networking
• 9
out
of
every
10
U.S.
Internet
users
now
visit
social
network
sites
each
month
•
Accounts
for
12
percent
of
all
;me
spent
online
in
2010
(average
4.5
hrs
spent
mo.)
•
Facebook
accounted
for
10%
of
US
Page
Views
Source: comScore, 2010 Year in Review

34. Brands are friends.

35. It does matter.

36. viral
sharing

37. power to
people
the

38. Case Studies

39. Case Study: MyKirklands.com
Building an
online
community.

40. Case Study: Cha-Ching!
Building a
Facebook
community.

46. Case Study: Most Righteous Ride
Be relevant.

47. Speak the language.
Either make them
really happy or
really mad.

48. Case Study: Dream Masheen
Be timely. Immediately.

49. To
live
a
crea7ve
life,
we
must
lose
our
fear
of
being
wrong.
-­‐Joseph
Chilton
Pearce
(American
author
of
books
on
child
development)

50. Kindness
that
enables
mediocrity
is
the
worst
kind
of
mean.
-­‐Andrew
Keller
(Execu7ve
Crea7ve
Director,
Crispin
Porter
+
Bogusky)