Digital Marketing

This compilation of ANA resources on social media explores ANA survey results, new social media applications, and the issues surrounding the measurement of social media. Case studies from ANA members, such as Skittles and Fiskars, are also included.

Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies.

Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate, and Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, described how the company is using social media to meet consumer needs and keep a century-old brand relevant in the digital age. Protocols for crisis management in relation to social-media activity were also shared.

Shishir Mehrotra, director, product management, Google, shared five trends affecting video advertising today.

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

Bob Kennedy, director of global advertising, McAfee, and Geoffrey Gougion, managing director, Tribal DDB, discussed McAfee's H*Commerce campaign, which is geared toward raising consumer awareness about cyber crime.

Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.

Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.

Evan Krauss, global SVP of sales and business development at Jumptap, discussed how marketers can best use the mobile web and presented case studies from Hyundai, CoverGirl, and Hardee's.

MC Hammer discussed how marketers can use social media to build their brands and increase the bottom line.

A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.

Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0.

Dave Dickman, senior vice president, digital media sales at Warner Bros., discussed how his company is working with brands and advertisers to create and leverage a fully integrated social media strategy across multiple platforms and presented case studies on the use of social media tools.

Scott Berg, director of digital strategy, office of digital strategy for HP, and Sachin Desphpande, founder and CEO of Tapioca Mobile, discussed how HP developed a mobile strategy and outlined mobile opportunities related to retail.

Alison Moore, HBO's VP of brand strategy and digital platforms, discussed how the brand is focusing on broadening HBO's digital footprint by creating content hubs that connect the brand with consumers, connect fans with each other, and provide a unique digital presence.

Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, lists essential do’s and don’ts for the social media tools YouTube, Facebook, and Twitter.

Patrick Cartmel, managing director, global solutions, Mediaedge:cia discussed the shift from an emphasis on paid media to owned and earned media, case studies on brands who have made this shift, and ways to get started in social media.

Bonin Bough, director, digital media communications, PepsiCo, Inc., discussed PepsiCo’s forays into the social media space via campaigns for Tropicana 50 and Gatorade.

Colonel Casey Wardynski, Director of the U.S. Army’s Office of Economic Manpower, discussed the challenges inherent in marketing the U.S. Army.

Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions.

Jordan Berg, founding partner and chief creative officer of Questus, discussed how Suzuki used traditional analytical tools and next-generation social tools to find a new audience. He also presented a case study on the Busa Beats campaigns.

Cynthia Ashworth, vice president of consumer engagement at Dunkin’ Donuts, discussed how the brand continues to grow by tapping all forms of media and messaging to attract new customers, while keeping core patrons passionate and engaged.

Google chairman and CEO Eric Schmidt discussed how new technologies, creativity, and search advertising will be important as the economy recovers.

Alex Romanovich, founder and CMO, Social2B, discussed the new metrics marketers should consider when calculating the value of their online advertising and social media.

The Advertising Research Foundation’s (ARF) media effectiveness model is currently being revised to better reflect how consumers process ad messages in today’s heavily digital media environment. Craig Gugel, senior vice president, media analytics, ARF, presented a Toyota Prius case study to illustrate some features of the ARF’s model.

Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television.

Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television.