Breakout One: Are We Engaged? The Meaning of the New Metrics "Engagement" is the new black of online marketing: fashionable and perhaps designed to cover a multitude of sins, particularly lack of reach. As audiences fragment and media brands struggle to scale, publishers now sell their ability to engage visitors on their sites with their content, and presumably with advertisers aligned with this brand loyalty. But what is "engagement" anyway? Are there any metrics to indicate depth of involvement with a site? Does content engagement translate into ad effectiveness? When forums, videos, or games pump up "time spent" on a site, is that a fair indication of user loyalty? Ultimately, do media buyers accept this argument that deeper, longer, more targeted audiences make up for lack of scale? Alan Chapell, President, Chapell & Associates Kevin Mannion, Founder and Owner, Sky Road Consulting David Honig, Co-founder, Media6° Jill Griffin, Director of Marketing, Hearst Magazines Digital Media John Brauer, Media Analyst, Nielsen Online Ken Shapiro, Sales Manager, Turner Sports and Entertainment Digital
Tuesday, June 17 at 2pm at the NY Marriott Marquis, I'll be moderating a panel for OMMA Publish.
Are We Engaged? The Meaning of the New Metrics "Engagement" is the new black of online marketing: fashionable and perhaps designed to cover a multitude of sins, particularly lack of reach. As audiences fragment and media brands struggle to scale, publishers now sell their ability to engage visitors on their sites with their content, and presumably with advertisers aligned with this brand loyalty. But what is "engagement" anyway? Are there any metrics to indicate depth of involvement with a site? Does content engagement translate into ad effectiveness? When forums, videos, or games pump up "time spent"on a site, is that a fair indication of user loyalty? Ultimately, do media buyers accept this argument that deeper, longer, more targeted audiences make up for lack of scale?
Moderator: Alan Chapell, President, Chapell & Associates Kevin Mannion, Founder and Owner, Sky Road Consulting David Honig, Co-founder, Media6° Jill Griffin, Director of Marketing, Hearst Magazines Digital Media John Brauer, Media Analyst, Nielsen Online Ken Shapiro, Sales Manager, Turner Sports and Entertainment Digital
I'll be speaking on a panel at DM Days at 10:45 to 11:40 on Thursday June 12 at the Javits Center.
The Online Advertising Boomerang: Targeting Ads Online Without Violating Consumer Privacy.
Much has been written lately about the perils of behavioral targeting. Google, AOL, the social networking sights are defending new ad models amid protests related to consumer choice, consent, control and privacy. Learn about how to target ads online, without violating the privacy of consumers; facing the impending backlash.
Rip Warendorf, SVP of Sales at Zango Mike Zaneis, VP of Legal and Public Policy at the IAB Alan Chapell, President at Chapell & Associates
I've been asked to join Scott Delacourt of WRF on this panel for Legal issues in Mobile Marketing.
Wednesday June 11, 2:15 - 2:45 at the MMF, Marriott Marquis in NYC.
Mobile Marketing A Legal Perspective: What You Need to Consider as you develop your campaigns. Learn from an expert the topics to consider when launching your mobile marketing initiatives. This session will present some timely and worthwhile developments, insights, best practices, and risk/reward analysis to the new mobile marketing audience.
Scott Delacourt, Partner, Wiley Rein LLP Alan Chapell, President, Chapell & Associates
It was an honor to participate in the Mediapost Email Insider’s Summit last week in Florida. I’ve seen a number of links to this event, and thought I’d offer some of my thoughts as an event speaker.
David Daniels of Jupiter shared some research he conducted – as did Exact Target, and Habeas. And the consensus is that people of college age and younger are not using email to communicate. And a panel of Ball State students corroborated the research findings by sharing their own experiences. So from what I could gather, everyone in the room of email experts recognized that ‘the kids’ aren’t using email very much. There doesn’t seem to be much disagreement here.
The kids aren’t using email – yet, none of the email-marketing experts saw this as a bad thing. And that surprised me. Most of the experts are taking it for granted that the kids will start using email as they enter the work force. I think that’s a risky assumption for anyone who is counting on email as their livelihood.
Where is it written in stone that email will be a prominent tool for business in perpetuity? The hand written memo was all the rage at one point. And my dad made most of his living by dictating memos to his secretary via the smith-corona typewriter. And later, added the fax machine. If we’ve learned anything over the past ten years, its’ this – the way business is done is subject to change. Email is not a final destination – it’s only part of the journey.
Even if email remains the dominant business communications tool, that doesn’t necessarily follow that email will be used for personal communications. It’s hard for me to understand why people who are 15-20 years younger than me – who have less invested in email as a communications tool than I do – will somehow stop using Facebook, SMS and other tools once they enter the work place. So even if forced to use email for business, the kids are going to continue to communicate with friends via other mechanisms. If if kids aren't using email outside of work, that's going to make things very difficult for advertisers trying to reach them via email.
I’m not saying email is dead. But I am saying that it will not be nearly as popular five years from now. And if you make your living in the email marketing ecosystem, you’d be wise to invest in alternative messaging tools.
April 15, 2008 10:15AM - New York The New Measure of Success: Metrics in the Age of Engagement Engagement is the new mantra of online publishing, but how do publishers define and measure this concept and gather from their audience the data points that are the new coin of the realm in interactive advertising? What metrics really matter most with advertisers? Is it “time spent” or “audience reach?” Do video, digital magazines, mobile, podcasting and other emerging media enhance or confuse the numbers game online? Our panelist will explore how publishers can make best use of their site and audience numbers with media buyers.
Debbie Solomon Senior Partner, Research Director, MindShare
I just received an email about refinancing my home. Notice that the account manager suggests that I send him my social security number to him via email. Ugh!
Hello, my name is Brian H.,
It appears that we may have missed an opportunity to satisfy your financial needs (ie. your recent internet inquiry). I am a SENIOR SALES MANAGER with XXXX's Financial Division. With recent changes in the market (interest rate fluctuations and loan program restrictions) it is very important that we touch base SOON! We still have multiple loan programs with interest rates between 4.875% and 5.875%.
Please call me today for a complimentary home loan analysis. It's my job to recognize your needs and tailor a loan program to give you the features you want, whether your priority is:
* Affordable Overall Monthly Payments * Debt Consolidation * Home Improvements * Getting Cash * Fast Funding
You can reach me directly at 847-545-3982. I welcome the opportunity to serve your home financing needs in this rapidly changing market.! I only need 10 minutes of your time to qualify you.
Or if you would like to communicate via email, I need the following information to send you a quote via email:
* Full name of everyone on your current mortgage * Social Security number * Date of birth * Annual income (specify wage earner or self employed) * Current assets (401K, etc) * Employer name * Property address * AND MOST IMPORTANTLY YOUR FINANCING GOALS (cash out, shorter term, fixed term, interest rate reduction and or debt consolidation)
Thank you again for your inquiry. XXXX Financial offers a wide range of home loan products, common sense underwriting, flexible income documentation, and more.
Thursday, March 27 11:30 a.m. - 12:30 p.m. Privacy Challenges and Opportunities With Evolving Advertising Alan Chapell, CIPP, President, Chapell and Associates LLC Don Lloyd Cook, CIPP, Chief Privacy Officer, Feeva Technology, Inc. Dr. Eloise Coupey, Associate Professor, Pamplin College of Business, Department of Marketing, Virginia Tech
In the race toward ever-more precise marketing techniques, new models for delivering advertising are being developed and tested, such as behavioral advertising and location-based advertising, among others. The emergence of these new models has generated an intense discussion about how they fit into our current privacy policy and regulatory environment, leading the FTC to hold a town hall meeting on behavioral advertising in November 2007. This session will provide a report of the content and results of that meeting, and put it in the context of the current and evolving regulatory environment in the U.S. and internationally, with a particular focus on the EU. Additionally, the session will examine the possible impacts on consumer trust and perceptions of privacy in online and mobile environments.
Wednesday, March 26, 2008 Social Networking: Closing the Generation Gap Van Allen, President, TimeLine Recruiting Alan Chapell, CIPP, President, Chapell & Associates LLC Philip Gordon, Shareholder, Littler Mendelson PC Larry Ponemon, CIPP, Chairman/Founder, Ponemon Institute Mike Spinney, CIPP, Principal, SixWeight
Explore the impact of social networking, both in terms of hiring practices (to Google or not to Google...) and establishing policies for monitoring employees' social networking activities within the workplace. This session will utilize Ponemon Institute research to identify the fundamental issues involved with social networking and blogging, and lead a discussion on the very real existence of a generation gap as it pertains to privacy perceptions and expectations. Attendees also will be exposed to the many legal issues (e.g., employee privacy and employment law) involved with employee social networking. All are encouraged to engage in this open discussion, ask questions and offer their experiences.
