Understanding and addressing marketers' problem to grow the industry.
Last week, at a conference set in the heights of Utah's Deer Valley, leading publishers, agencies, and marketers met to hash out strategies for increasing the adoption and efficacy of online marketing.
Major industry stakeholders were represented at iMedia's Brand Summit. Especially valuable to the frank discussions about the industry's future were the marketers at the conference, representing leading companies such as Johnson & Johnson, Philips, and Procter & Gamble. These companies spend billions in advertising, and they, too, have a lot at stake in making the Internet an efficient marketing channel.
It is not easy being responsible for growing a brand in today's difficult economic climate. Marketers are under pressure from a variety of forces, and these pressures play a strong role in shaping their priorities. The presentations and panel discussions outlined some of the most important ones:
Measuring marketing programs' effectiveness is more important than ever. Learning what works and what doesn't is how brands build competitive advantage. The ability to prune inefficient marketing programs and funnel resources into successful ones can be worth millions.
Given all these pressures, the presence of more than a hundred major marketers at the conference spoke volumes. More and more, major marketers view the Internet as the key to solving many of the problems they face.
Many in our industry have been frustrated by the hesitation among major brands to invest in Internet marketing. Ultimately, it is up to us to address marketers' needs and solve their marketing problems. Understanding and addressing the challenges marketers face is the only path to sustained industry growth.
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Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
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