I attended an online media conference in LA and this is what I came away with...
1. Empowerment is the Path to Consumer Engagement
This is what sites like MySpace and brands like BMW and Nike do very well. They empower their user to define and control their experience in the way that they want to. Consumers have many choices today and marketers have to allow the consumer to make choices on how they want to interact with a brand and how they want to navigate within the site.
2. Social Networking = Big Numbers
Case in point. MySpace has 66 million uniques/month and expects to hit 100 million by end of year and Facebook just rejected a $750 million buyout offer. Can we say 2000 redux on valuation?
These sites appeal to the 18-24 year olds and WORK because it fulfills a fundamental need of this demographic, “personal branding.” MySpace and Facebook give kids 1) freedom of expression, 2) ability to create and control their identity, and 3) make new friends.
This is what they care about…..
3. Behavioral Targeting is Sexy but not the End All Be All
A lot of talk about BT for publishers. It tends to work well in e-commerce, for higher priced products and longer purchase decisions. Has proven to work in some campaigns and not others.
4. Be Creative in Driving Pageviews
RSS, Blogs, and Tagging are ways to create “links” back to a site. Every publisher should be doing it.
5. Ad Dollars Continue to Shift Online
Duh. We know this. $15.6 billion in Online Ad Spend in 2006.
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