Internet Advertising

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Winning Strategies with Online Video for B-to-B Marketers (Brightcove)

Gary Lombardo, director of product marketing at Brightcove, discussed how online video can be used to acquire, engage, and convert visitors on your website, and Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

Winning Strategies with Online Video for B-to-B Marketers (Sun Microsystems)

Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

Interview: The Huffington Post's Arianna Huffington

Arianna Huffington, co-founder and editor in chief of The Huffington Post, and Ken Auletta, journalist at The New Yorker discussed online and social media.

Interview: The Huffington Post's Arianna Huffington

Arianna Huffington, co-founder and editor in chief of The Huffington Post, and Ken Auletta, journalist at The New Yorker discussed online and social media.

Utilizing Online Media to Drive Sales: A Dodge Ram Case Study

Steve Larson, account executive at Yahoo!, reviewed a case study showcasing how Chrysler, its agencies, and Yahoo! worked together to drive awareness of the new Dodge Ram truck.

Toward a Bill of Rights for Online Advertisers

Benjamin G. Edelman, assistant professor of business administration at the Harvard Business School, demonstrated how to detect and prevent advertising fraud.

Case Study: Delivery and Verification of Online Video Advertisements

Anthony Rushton, director, Telemetry, discussed how the benefits of adopting independent delivery and verification of online video advertising campaigns helped Reckitt Benckiser to become the largest online video advertiser in the world.

The Seven Critical Elements of Marketing Innovation

Barbara Goodstein, executive vice president, chief innovation officer, chief marketing officer, chief digital officer, AXA Equitable Life Insurance Company, shared seven tips for marketing innovation, based on the success of AXA's MyRetirementShop.com.

Trends and Case Studies from the Marketing Trenches

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.

Cisco's Fully Integrated Journey

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.

"It's a 'New Normal' and There's No Going Back..."

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.

Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance

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

Small Business Insights: A New World for B-To-B 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.

Increasing Loyalty through the Customer Experience

Karen Brewer, VP of customer experience at Autodesk, discussed the company's newly-launched Autodesk Partner Portal and the importance of bringing the customer's voice into development process of online properties.

3Dudes Gone 3D

3Dudes Gone 3D is an engineering software advertising campaign. Its main goal was to increase brand awareness and continue to help build community among design engineers in a highly competitive category.

Bauer is Back

Bauer was sold by Nike and with that lost the marketing power of the swoosh. We leveraged the heritage and strength of the Bauer brand and connected directly to the people who brought them to the industry leading position — the players. The result — Bauer became stronger, more profitable and the most talked about brand in hockey.

Can The Atlantic Turn a Profit?

The Atlantic magazine was an old and stodgy institution. Its circulation was stagnant. It was losing money. Rather than trying to convince people that The Atlantic wasn't as dull as they feared, we set our ambitions much higher: to become the source of mental stimulation so many craved; to bring back deep, nuanced-thinking; to incite people to Think. Again.

Cross-Section

United Technologies is a 58 billion dollar company that few people knew about. We needed to get Wall Street investors to take notice of this solid diversified industrial in a way that would inspire them to research, recommend and purchase United Technologies stock — with serious levels of investment.

Don't Just Go Back. Arrive.

Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.

Drive One 4 UR School

Ford Motor Company was looking for a creative way to get people who normally wouldn't set foot in a dealership to test-drive its vehicles. In response, Team Detroit created Drive One 4 UR School — a program that would take the test-drive out of the showroom, bring it to the dealership and do so in a meaningful way.

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