About the Conference
Digital Marketing is the hot new team, but it mostly remains a farm club when it comes to funding and resources. If the movie Moneyball taught us one thing last year it's that good metrics applied wisely can make modest investments produce big wins. And, that's what digital marketing is all about. We deal with campaigns that produce efficient results, not showy and elusive grand slams. Other than the occasional Old Spice or Dove Evolution viral hit, homers rarely emerge in the dispersed landscape and communities of the digital world. Indeed, they've also become rare in the normal playing fields on television ... increasingly only existing in highlight reels of ancient games. Moneyball is the name of the marketing game now ... how to leverage digital's unique skill set – analytics, targeting, accountability, depth, social, mobile, search, video – to play in the big marketing leagues with a flurry of singles, doubles, stolen bases and RBIs. At OMMA Global-San Francisco 2012 we’ll play the inside game and surface the tactics and strategies that produce results, not just awards.
Advanced targeting can cherry pick audiences and eliminate waste in ways TV cannot. Search has evolved into a highly tuned and well-integrated marketing machine where costs and ROI are increasingly precise. Social media captures peer-to-peer dynamics no other medium touches. Online video follows lean-back audiences in their new on-demand mode at a fraction the price of TV. And mobile is taking the message to consumers far outside the range of traditional media – down to the point of sale. Other media may still occasionally get the big pay days, but digital has become the consumer activation engine that drives modern marketing campaigns home.
At OMMA Global-San Francisco we focus on how marketers are using search, display, video, data and mobile to play smarter with smaller resources. Brands will share the campaigns large and small that are working for them now. It is a new game of singles and doubles, walks and on-base percentages ... RBIs, not grand slams.
