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Integrated Content Doors Swing Open

Cross Channel Marketing Buzz = Content Strategy Opportunities!

Whatever you call it — cross channel advertising, integrated marketing, media mix — the advertising industry is buzzing with it.

This is great news for content strategists who specialize in content marketing and Web content creation.Cross Channel Content Marketing Means Better Content Strategy

Why? More focus on cross channel advertising means:

  • More agency and client support for cross channel campaigns in general,
  • More awareness for the need to and about how to measure cross channel campaigns, and
  • More data, which can drive more cohesive, meaningful, valuable content across channels, such as mobile, video, and social media.

Granted, the buzz I heard at Interactive Day San Diego hosted by the San Diego Ad Club this week centered on paid advertising within these channels: video, mobile, and social media. But the doorway for integrated value-add content (which can also be SEO content or marketing content), is now that much wider.

To give you an idea of how exciting all this is, here’s some info I gleaned from the conference:

  • Google Analytics adds funnel data: Now you can see your customer’s path before they clicked your ad or purchased (as demonstrated by Josh Knox, Google). This will help Web content writers tell a more effective story.
  • There are more mobile users than PC and TV users combined (via Amielle Tagga, Tagga)
  • Google makes tracking mobile site usage easy, as long as the phone can serve javascript. And it’s easier than ever to get a smart phone.
  • U.S. online video and mobile ad spending increasing: mobile is expected to triple by 2012 (via Jack Myer, MEDIAdvisory Group)
  • Video is larger than search: 338 video views vs 158 searches per month, and video watching is up 82% year over year (Comscore 2009, via Tod Sacerdoti, Brightroll)

This was primarily a San Diego marketing crowd. Have you heard similar talk among content marketers in your area?

Any errors in the data above may be due to notetaking. Apologies in advance. Please refer to source. San Diego Ad Club has posted links to the Interactive Day San Diego decks on Facebook.

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Posted by Shelly Bowen on Jun 18, 2010. Filed under Web Content Strategy

 

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