Geoff Ramsey opened the Connections 2011 keynote with 2 issues marketers face:Geoff Ramsey

  1. Lack of adequate metrics
  2. How to engage with consumers online with all the distractions

Can you relate?

Performance measurement is key. Ever hear: “Prove to me it works in the short-term and long-term.”

Of course Ramsey spewed a ton of stats—some more impactful than others. So here they are:

  • Total marketing spent annually is $1 trillion; $157 billion in advertising; $31 billion in online (20% of total media spend)
  • Growth rate is 20.2% this year in online ad spending. While total media (across all channels) spending growth is 1.4% in 2011. Online is sucking up dollars from newspapers and magazines. 
  • Display advertising will grow an astonishing 24.5% in 2011 now with many self-service platforms and other efficiencies and targeting not to mention Facebook is getting 7% of all online ad dollars. Mobile ad spending is expected to grow 65% this year.

Yet 43% of consumers say they ignore online advertising. Geoff challenged marketers to create experiences or magnetic content. Marketers must be in the content publishing business. It’s about creating the right magnetic bait.

5 Criteria for Magnetic Content Magnetic Content

  1. Is the content unique
  2. Is it useful
  3. Is it well executed
  4. Is it fun
  5. Does it make good use of the channel

3 Levels of Measurement Framework

  1. Financial metrics e.g. ROI
  2. Strategic metrics e.g. Brand perception lift
  3. Exposure metrics e.g. Qualified reach

Strategies for Digital Marketers

  1. Integrate your media
  2. Personalize your media (1-to-1 with consumers)
  3. Socialize your media (ratings and review, listening leads to learning, engage fans)
  4. Video-ize your content (captures emotion)

Geoff reminded digital marketers “It’s tough out there. But we have choices.” You pick: Be fearful? Sit around and wait for it to go by? Or get really smart and bone up to be a digital success story. I’m picking #3. How about you?

About the Speaker

eMarketing Logo@geofframsey – Geoff Ramsey, cofounder and CEO of eMarketer, is an authority on digital marketing. His wisdom and foresight allow him to provide a rich understanding of best practices and research trends, and their impact made on marketing in today’s digital age.