Yesterday morning I was invited to the Four Seasons in Boston to sit on a panel to discuss the future of Behavioral Marketing with 4 other industry colleagues (Steve Ustaris (Carat Fusion), Erika Nardini (Digitas), Sonny Kim (Fulgent), and Michael Gauthier (e-tractions). Advertising.com, a online media network that is owned by American Online hosted the event. Joe Jaffe, industry luminary and author the book "Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising" moderated.
The panel addressed the following questions:
- What behavioral techniques have you tested? What has worked? What hasn’t?
- What criteria do you evaluate to determine if behavioral targeting is right for your clients? At what point during your strategy sessions do you begin to conduct these evaluations? How does behavioral fit into your marketing mix?
- How do you think the current behavioral targeting solutions available can be improved?
- What does the future hold for behavioral marketing?
In all, I thought the event was well executed by Advertising.com (comfortable audience size, smart panelist, good moderation). Furthermore, I really enjoyed meeting Joe Jaffe for the first time. It was particularly interesting to speak with him about the podcast that he is producing with Steve Rubel titled Across the Sound.
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