Kicking things off with the morning keynote is Chris Needham, VP of Interactive, Fidelity Investments, which has been among the earliest brands advertising on the tablet platform. By way of context, Needham explains that apps and digital generally are key elements of Fidelity’s marketing and advertising efforts. Digital accounts for about 40% of the total marketing budget, with amount of online spending increasing each year. He also stresses that the digital medium is all about driving action and efficiency. “At the end of the day, its about clicks, swipes, whatever you want to call it,” he said. When it …

So, where does an advertiser start with tablets? Scale and standardization, said Chris Needham, VP of Interactive at Fidelity Investments, during his opening keynote at OMMA‘s Tablet Revolution conference. But, is a tablet a portable pc, or a truly mobile device? Let’s call it a truly portable device, which consumers are using everywhere, including in their own homes, said Needham. How are people using it at home? As a multi-tasking device anywhere in the home -- for guys, that includes the bathroom. For Fidelity Investments, what are Needham’s tablet-related goals going forward? Advertise out of category, first and foremost. Then …

That's what Fidelity Investments VP-Interactive Chris Needham used to describe his opening keynote at OMMA Tablet Revolution in New York this morning. Actually, the presentation turns out to be more than an advertising journey. It is also a "publishing" journey, according to Needham. "Fidelity is one of the largest advertisers in the tablet space, which isn't saying much these days," he said noting that Fidelity tested its first app in 2010. But, he noted, "We're also a major publisher." In fact, he said, Fidelity is now the "leading app publisher in the financial services space." "We see …

MediaPost's digital guru Steve Smtih is leading off the company's Tablet Revolution, our first tablet-focused conference. So where does the device popularized by the iPad fit in to the media landscape? While the tablet is still mostly the province of early adopters, Steve points out that the potential change it represents radiates far beyond the 5% of people already using them. For the first time in 15 years of digital media, the focus is on creativity rather than just reach. The tablet is poised to more immersive than either the desktop PC or smartphones. If not a revolution, but certainly …

Tablet Revolution program chair Steve Smith said called it that - "this thing" - at least a dozen times in the first few minutes of his opening remarks. He was talking about tablet computers, of course. But this thing, may be a better description, because "in many ways the tablet represents an evolution in media," according to Smith. Noting that it has the "dimensions and immersiveness of the printed" page, but equipped with a browser that is generating the kind of engagement and interaction that "few Web sites have ever seen before." In other words, we've got another …

Sitecore's Erick Mott offered some commentary in a blog post during the Summit on the new Forrester "Interactive Brand Ecosystem" report, where he wrote about where owned, earned and paid media fit in that ecosystem. (Email is owned media.) How can marketers take advantage? He wrote: "Building on this context, let’s agree there are now two primary disciplines that marketers use to operate in their real-time marketing worlds -- as part of a sense and adapt strategy: * Planned campaigns that have pre-established goals and limited flexibility * Ongoing conversations and content creation that require interactive engagement, …

One of the more popular panels at the Summit was the last one: "The Humanization of Marketing Content." Jody Wolak, marketing operations manager at Moosejaw, the offbeat outdoor products retailer, was a participant. And she offered up examples of email-based "humanization" marketing, or maybe "in-humanization." Last year, the company launched a "Break Up Service," where it volunteered through email to help the cowardly and make the uncomfortable relationship-ending calls. The participants emailed in details for the Moosejaw callers to use, including reason for the dumping. In one call, Moosejaw helped "Carly" break up with "Parker," while …

Trendline Interactive's Morgan Stewart suggested that email marketing should be re-branded as just "marketing." In other words, it's not a silo, but a full-fledged tactic that should be considered as a critical part of any marketing program. He said if email marketing has been at "the kids' table at Thanksgiving.” it's well on its way to the adult table, where it can talk turkey with the best of them. “We're influencing the direction of marketing, of brand(ing),” Stewart said. One benefit: as many media are crying out for better metrics, email is far ahead. Also, Stewart …

Interesting results from Forrester Research's U.S. Interactive Marketing Online Survey, showing email brings as much consumer trust as TV and magazine ads, and more than direct mail and many other media. Survey was of nearly 4,000 U.S. online adults, where they were asked: "How much do you trust the following sources of information?" A company's Web site: 30% A brand's Web site: 27% Ads in newspaper: 22% Email from a company: 21% Ads on TV: 21% Ads in magazines: 21% Direct Mail: 19% Online brand sponsorships: 17% Ads on the radio: 17% A company's social network profile: 13% …

Silverpop's Loren McDonald said email marketers can fall into a trap of only evaluating an email's effectiveness based on transactions. "There needs to be maybe some new metrics or new way to be thinking about it," he said. There are some brand-building advantages that can lead to purchases later. So an email, maybe with some valuable content that's not overly commercialized, can prompt purchasing with a follow-up email maybe with a 10% discount offer. "What does that engagement do to the overall lift to the next email that goes out," McDonald said.