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Surbiton, Surrey, United Kingdom, 2009/07/30 - The recent Digital Marketing Conversations podcast examines the impact of the latest Google HTC Hero phone, Sapient Interactive’s UK Marketers and Social Media research and the IAB’s recent announcement of its mobile display advertising guidelines.
The recent Digital Marketing Conversations podcast, hosted by Knexus’ Graeme Foux, examines the impact of the latest Google phone, the HTC Hero, and the company’s move towards its own desktop operating system, which was recently announced through its corporate blog.
The panel which includes Niall O’Malley, group account director of immediate future, Justin Rees from Leadpoint and Dusan Hamil from Inside Mobile, debate the change in Google’s approach to transparency from a marketer’s perspective. In particular, a new theory is discussed about the possibility that Google will launch a third operating system in the near future following on from its mobile and desktop offerings.
Other topics include Sapient Interactive’s UK Marketers and Social Media research, which reveals the confusion marketers are still experiencing regarding integrating social media into their marketing campaigns, and the recent announcement of the Interactive Advertising Bureau Europe’s (IAB) mobile display advertising guidelines.
As discussions progress around these topics and the debate moves towards social media in marketing, the panel unanimously agrees that there is a general lack of social media understanding within marketing departments, and marketers need to think beyond traditional ‘reach and frequency’ benchmarks.
“The industry needs to reflect the fundamental change in the media by thinking about measurement in a new way. Quite frequently, we need to have frank conversations with brands in order to break down decade-old conventions, so that they can envisage a three- dimensional way of planning and measuring. Brands are slowly moving towards a more sophisticated ROI model which works over years, not months and factors in consumer trust from the start,” commented Niall O’Malley.
The participants also discuss the implications of the IAB’s recently released mobile advertising guidelines in further detail, where Dusan Hamil from Inside Mobile said, “These guidelines will allow brand budget holders to start thinking about mobile advertising as a way to build brand awareness and recognition. This goes someway to what the advertising industry is asking for; a comprehensive guide that contains detailed recommendations about display ads and examples of best practice.”
The latest edition of the Knexus Digital Marketing Conversations podcast is available online.
About immediate future
immediate future (immediatefuture.co.uk) is an independent public relations company that specialises in digital PR for brands alongside business and corporate public relations for the digital marketing industry.
Specialists in online PR and social media relations the company helps brands manage the online conversation and build a positive reputation. Campaigns are enhanced with influential blog relations; SEO PR increases search engines visibility; and online press coverage generates advocacy.
immediate future represents clients such as Sony Europe, Diageo, BBC, PSP, NSPCC, Kinder Bueno, RSPCA and CW Jobs.
About Knexus Digital
Knexus Digital (knexusgroup.com) provides innovative online tools and market leading insights to maximise marketing teams' execution capabilities for digital marketing success. In essence, Knexus Digital helps marketing teams acquire new skills and insights to adapt to a fast-changing marketplace. In the face of global competition and shrinking marketing budgets, we provide digital marketing solutions in quick, easy and cost-effective ways.