There are big-picture Internet ad issues, and then there's thedown-and-dirty reality.
I already discussed the increase in online spending for this quarter. Everyone is still beating a dead horse in the great pop-up debate. Buyers and sellers alike are trying to close out the books while scurrying to gain monies for '03, which seems to be creeping up way too fast. Meanwhile, we learn that traffic numbers surged due to increased political advertising in the U.S... snore.
I typically try to provide insight by offering my outlook on the events occurring in our world. Then it hit me. People want to hear about the "bad stuff," too -- the nitty-gritty reality of working in online media. So let's take a peek into the life of an online media person (who could that be?).
We'll start by painting a picture of her. She heads up a small online media group housed within a larger media group for a full-service midsize agency owned by a holding company (say that 10 times fast). Anything that could be clicked on, viewed through, or digitized falls within her domain. She gets bombarded with calls and emails all day when she's completely understaffed and often eating lunch at her desk. She's cynical, stressed, a survivor of the dot-com fallout, and yet still passionate about her work.
Let's take a look at some, errr... well, interesting events of her past week:
Never a dull moment, dear readers, never a dull moment. And if you see this media woman, give her a little knowing glance, would ya?
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Seana Mulcahy is vice president, director of interactive media at Mullen (an IPG company). She's been creating online brands since before the first banner was sold. Her expertise includes online and traditional media planning and buying, e-mail marketing, viral marketing, click-stream analysis, customer tracking, promotions, search engine optimization and launching brands online. Prior to Mullen, Seana was vice president of media services at Carat Interactive. She's built online media services divisions for three companies and has worked with clients spanning financial, telecom, high-tech, healthcare and retail. Not surprisingly, she has taught, lectured and written about the industry for numerous trade associations and publications.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT