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June 2, 2004
Jay's Top-Ten Things Learned at AD:TECH in San Fran
Thanks again to Jay Berkowitz of Ten Golden Rules for his contributions to the AMA Internet SIG during his trip to AD:TECH!
These are the top 10 things that Jay has taken away from AD:TECH:
1. Prime Time Television's days are numbered as the most powerful in a marketer's arsenal. TIVO's and other forms of recording, zipping and zapping are drastically reducing commercial viewership. The effectiveness and measurability of online will make the internet our most powerful tool one day soon.
2. Shopping sites are significantly altering online retail performance. Customers are visiting brand sites for information and then going to Shopping.com, nextag.com or froogle.com to look for the best deal.
3. Selling online has been critical to the overall financial success of HP, Samsung and Sony. Online sales return cash up to 60 days faster than traditional channels.
4. Viral Marketing is Back with a Blast: HP has had tremendous success with a website called HP+You that allows consumers to share photos: http://h10030.www1.hp.com/you/us/en/flash/flashyou.html , Burger King has a huge hit with the Subservient Chicken that reached a top 1000 ranking on Alexa: http://www.subservientchicken.com and the AMEX commercial featuring Superman and Jerry Seinfeld got millions of website visitors to voluntarily watch a four minute ad: http://www.jerry.digisle.tv/room.html
5. Intelliseek and others can monitor what people are saying about your brand on blogs, chat rooms and forums. Bzzagent and others can participate in these social networking areas and attempt to correct negative chat trends.
6. Trust is more important than ever, you must build trust with site visitors immediately and continually or they will not do business with you.
7. The website is becoming the most important face of a brand, if you have a poor website your brand will begin to erode.
8. Paid search marketing is not only about return on investment. When customers begin shopping for a product they enter very broad information "digital camera" when they are ready to buy they get very specific "Sony Cyber Shot DSC F717 best price free shipping". A search plan that doesn't include terms targeting the consumer early in the purchase cycle runs the risk of losing out to competitors who do get in on the research.
9. Success in business today is influenced by VELOCITY. Speed to innovate, speed to market, speed to test and evolve. Samsung and Sony both credited their recent success to their ability to rapidly introduce new products and bring them to market.
10. The Sales Funnel is the next online battleground. Marketers are getting better at driving traffic to the site; improving conversion will move you to the next level. Determine where customers are dropping out of the sales funnel, do research with customers, test, test and test.
That's all from Ad-Tech San Fran '04!
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