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Sunday, July 24, 2005

 

Where's the Beef, Chief? CMO Panel ad:tech


From the challenge of managing hundreds of web sites to modest interactive budgets, the "CMO Panel: Delivering Digitally" session offered excellent insight into how top marketing professionals manage online/offline budgets, agencies and initiatives. Overall, all panelists were fairly satisfied with their performance with opportunities for improvement focusing on either paid search or organic and keen interest in opportunities with blogs.
Panelists included:
Catherine Muriel, CMO of E-LOAN Mike Moore, Director, Purina Interactive Group Steve Pinetti, SVP Marketing, Kimpton Hotel Benjamin Hill, Senior Director, Global Marketing; Motorola
Moderator Susan Bratton asked the panelists to grade their efforts at leveraging the internet for marketing. Each panelist graded themselves in the "B" range but for a variety of reasons ranging from an emphasis on PPC to search and none on organic and vice versa.
One of the challenges faced by each marketer was managing large numbers of web sites - ranging from 100 with Purina to over 500 with Motorola. ELOANS has one large web site which still presents challenges in content updates.
Using outside agencies was critical for each company. Due to the range in size and types of companies represented on the panel, the number of interactive agencies used ranged from a handful to over 30. Each company uses agencies according to their unique needs. ELOANS operates with a "skeleton" marketing staff, so they need to outsource the majority of their interactive work. Kimpton Hotels includes a mix of in house staff, outside agencies and consultants.
The emerging tactics or "shiny new object" as Susan Bratton called them, often included blogs as well as opportunities with wireless. "Losers" included chat and message boards.
Most of the panelists were reluctant to reveal actual budget amounts with ELOANS citing $20m plus to Purina at about 5-7% of the overall controllable media budget for interactive.
In interactive some areas are very measurable, some areas still beg the question, what's the return?. The panel agreed that more discussions can happen about implementing "cooler" stuff, but not until there's better measurement possible.
Succint units of measurement included:
Cost per funded loan B2C registrations, B2B leads Engagement - depth of involvement with website Calls from web site 800 numbers, metrics for specific tactics
The session rounded up with questions from the audience. One question centered on the notion that the percent of spend online is small due to measurement and accountability issues. The panel responses strike true with a lot of my own experiences, especially in cases where any increase in online spending means taking away from offline budgets. In the end, the spend must be proportionate to the return.

ad:tech blog


Tags: adtech, CMO, interactive marketing


more...

http://www.sebura.com
Originally Posted on 7/24/2005 5:32:29 PMContent source: http://toprank.blogspot.com/2005/07/wheres-beef-chief-cmo-panel-adtech.html

 

Yahoo: "We Changed the Index"

Yahoo's Tim Mayer announced in the Yahoo Blog yesterday that, "we made changes to the index last night so you should be seeing more of your pages in the index as well as some fluctuations in the rankings of results from previous searches."

Index changes more...

http://www.sebura.com
Originally Posted on 7/24/2005 2:34:45 PMContent source: http://www.searchenginelowdown.com/2005/07/yahoo-we-changed-index.html

 

Google Maps Whacks Traffic Ticket

Man pleads not-guilty to running red light, proves street actually IS two-way with Google Maps. Officer dismayed.

link

thx! more...

http://www.sebura.com
Originally Posted on 7/24/2005 2:08:45 PMContent source: http://www.searchenginelowdown.com/2005/07/google-maps-whacks-traffic-ticket.html

 

Microsoft Sues Google and Dr. Kai-Fu Lee

Microsoft lost their corporate vice president of Interactive Services to Google and now they're seeking "monetary damages as well as an injunction upholding the noncompete clause and other provisions of Lee's contract..." according to a ZDNet article.

Go more...

http://www.sebura.com
Originally Posted on 7/24/2005 2:00:44 PMContent source: http://www.searchenginelowdown.com/2005/07/microsoft-sues-google-and-dr-kai-fu.html

 

Snap to Promote Cost-Per-Action with $10M in VC

Snap plans to use part of their $10 million in venture funding to promote their new cost-per-action model. Maybe they should use some of that money to help people improve conversions on their sites.

They've had 16.4 million searches in the last 9 months, more...

http://www.sebura.com
Originally Posted on 7/24/2005 1:59:22 PMContent source: http://www.searchenginelowdown.com/2005/07/snap-to-promote-cost-per-action-with.html

 

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