I skim dozens trade articles daily to keep on top of the ever-changing world of internet marketing. One of my favorites is a MediaPost blog called “Online Spin”which features posts from different leaders in interactive marketing. This is one I typically land on and read despite the craziness going on around me. This craziness is brought on by the complex world of internet marketing. From the time I transitioned from traditional media planning to interactive over a year and a half ago, the scope of online marketing has changed a ton. Newer options have become more widely adopted such as behavioral targeting (which is supposed to REALLY take off in 2008), dynamic ads, widgets, you name it. So many companies have consolidated, purchased each other, merged, gone under, that it’s all I can do to keep up with it all.
Today I’m experiencing the organization needed to pull off a geo-targeted campaign in limited markets, with limited budgets and multiple creative versions. As a former planner on an unnamed major national retailer client, I thought spending all that money and keeping a savvy client very happy was difficult, but new challenges always arise in this industry, eh?
One thing I really love to do while planning online media is to use great endemic sites that deliver a strong concentration of our target audience. Then I like to slap on some great behavioral targeting to add tons of reach and efficiency to our campaign. I read something scary today that stopped me in my tracks while put together a recommendation doing what I just mentioned. Oh, the horror!