A few weeks ago, I had the honor of presenting “The Digital Marketing Campaign” at the fourth annual BarCamp Memphis. What a fun day for marketers, programmers, creatives and entrepreneurs!
I asked the audience if anyone had ever heard the phrase, “dancing on a shifting carpet”. Since it’s so integral in my life, I was quite surprised when no one had. Dancing on a shifting carpet speaks to one’s ability to maintain grace and poise, while the ground moves unpredictably. During the most chaotic times, I draw upon Grace Kelly and Fred Astaire.
However, it also fits when developing an online marketing campaign. There can be so many variables, so much research to be compiled and compared, that a clear picture of valuable action may not become clear until the final few hours.
The information to be included in the campaign, will change from company to company, client to client, based on a number of variables. Of course, there are a few basics to be included: recommended placement, placement target audience, ad sizes, etc.
However, when deciding between contextual advertising, behavioral, or retargeting; static or flash; networks or affiliates – the inter-relationships can be complicated. It takes cunning and skill, along with grace and poise, to make sense of it all.
I cover a lot of this in my presentation. So take a look at the slides below, and give me a call if you’d like to learn more. Until then, keep dancing!