Depending on one's viewpoint, Tuesday afternoon, with no sponsored parties and Exhibitors packing up, is either a great chance to flood the hotel bar and chat or have dinner with associates or it's the sad beginning of the end of AD:TECH even though the conference still has a half day to go. Traditionally, companies pack their events into Monday night rather than spreading them across both days. The exception, of course, is the usual AD:TECH Wrap Up Party. However, this year, there is no official Wrap Up party but rather a party, sponsored by a host of companies most have never heard of but that claims, as we indicated yesterday, to be "The After Party People Will Be Talking About For Years." Whether that comes to pass, we won't know until tomorrow but we'll do our best to let you know.
Focusing on how marketers can capitalize on the increased adoption of broadband, LearningCraft Founder and Author Rob Graham led a panel which included Kraft's Carol Walker, Broadband Enterprise CEO Matt Wasserlauf and Klipmart CEO Chris Young. Much of the discussion focused on the repurposing of video for the web. Kraft's Walker cited several case studies, one of which was a campaign to promote recipes via online instructional videos which, successfully, garnered 400,000 views.
As with an earlier session dealing with marketers functioning as web broadcasters, this session was not able to answer the question of metrics. Currently, there appear to be no reliable and accurate sources to gauge the success of these broadband online efforts as effectively as marketers would like. All panelists promise it is a top priority.
At the last AD:TECH show in New York, attractive representatives of affiliate network iTraffic, Mandy Ashford and Michelle Moya were roaming the halls, boothless, promoting the companies "got traffic" business mission. Usually you don't expect to see these "representatives for hire" nor the company they are promoting more than once. They come to a show. Do their thing and move on. Well, it seems iTraffic has gained some staying power appearing at this year's show with both a booth and the same booth babes last seen at the New York show last November. Mandy and Michelle were gracious enough to pose for our cameras again.
Kicking off the sparcely attended Marketer As Broadcaster session, Carat Interactive's John Durham referred to the teacher who created the mac commercial and how marketers and consumers are now creating their own content and advertising. The panel consisted of JibJab's Greg Spiridellis, WorldNow's Omar Karim and Target's Scott Heimes who each spoke to the growing trend of marketer and consumer created content.
Following a long day attending session after session and hearing each exhibitor's well rehearsed story while walking though the Exhibit Hall, it was, at long last, time to set out and conquer Monday night's social activities. Kicking off the night's long list of parties was Tribal Fusion which, as always, hosted its traditional Grand Opening Reception in the Exhibit Hall. Whitepages.com lightened up the mood with, for lack of a better description, WhitePages Man who mugged appropriately for our cameras.
After receiving an invitation late last week for a party hosted by search engine marketing company Semphonic, we ventured up to Suite J on the 5th floor of the conference hotel and were met by the gracious David Libby and CMO John Williams who made our group feel very welcome.
In a session entitled "Market Segment Insights" on Monday at AD:TECH in San Francisco, three industry experts shared insights specific to the demographic, psychographic and behavioral make up of four distinct generations: Gen Y, Gen X, Baby Boomers and Seniors. Leading off with Seniors was Nielsen//Netratings Senior Analyst Leslie Marable stressed the over 55 crowd should not be ignored by online marketers citing increased usage of broadband, a 25 percent increased likelihood over average household of computer purchase, 25 percent increased likelihood of music CD purchase and 15 percent increased likelihood of book purchase.
Covering Gen X and the Baby Boomer groups, Veritas Director of Research Scott Marden reminded the audience Baby Boomers are the country's biggest spenders and look for quality products that help define the generation's focus on itself. He cited the group's love of all forms of media from television to radio to billboards to the Internet and recommended marketers be sensitive to the generation's appreciation of value and sensitivity to price. Referring to Gen X, Marden told the audience this group wants value too but, at the same time, instant gratification because of the group's experience with the proliferation of choice made possible by new forms of media.
At San Francisco AD:TECH Monday afternoon, there were two sessions covering RSS or Really Simple Syndication. The first session, led by Forrester Research Principal Analyst Charlene with panelists Royal Farros, CEO of Messagecast; Chris Henger, VP Marketing and Product Development for Performics; Catherine Paschkewitz, Director of Consumer Marketing for hpshopping.com. The session concentrated of the definition and technologies behind RSS and the ease, according to panelists, with which marketers can very quickly set up and use RSS to distribute opt in information, such as, coupons, specials, special events, news, to customers. All the panelists agreed setting up and publishing weblog is the easiest method of producing an RSS feed.
Marking the 10th anniversary of publishing Web Digest For Marketers email newsletter, Founder Larry Chase releases his Top 10 Trends for the Next 10 Years in Internet Marketing.
"We've had a good hit rate when identifying the real shifts in Internet Marketing from those that are just hype, and there's been a lot of that as we all know" noted Chase. "Over these past 10 years, my editors and I use the 'gut check' method. Generally, the hot trends are simple to explain and understand. Furthermore, if we ourselves already use or plan on using the shifting technologies and methods as consumers and as Internet Marketing practitioners, it's a good bet our calls are on the money." Click more to see 6 of the Top 10 Trends Chase sees in Internet Marketing for the next 10 years