new media monthly

Yet another promising piece to add to your digital-strategy arsenal: how about interstitial :15-:30 video spots? This summer, ShortTail Media is launching a beta for its Digital 30 (D30) program—full-page interstitial ad placements in which 15- to 30-second spots can be incorporated. Interstitials are ads you see when you are transitioning from one page to another. For example, a user clicks a link on an email or homepage. And while waiting for the new page to load, they get to feast their wondering eyes on … your message, of course!

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Experts say it is e-mail’s time to shine – not just as a lead generator, but as a way to help brands extend their message to a variety of audiences

Two years ago, Seiko did no digital advertising to promote its popular men’s and women’s watches. Today, however, the New Jersey-based brand spends about 20% of its advertising budget on digital channels such as e-mail. As the economy continues to weaken, more and more brands are trying similar tactics — shifting to channels like e-mail, which offer cheap deployment and trackable results. These companies find that with its ability to deliver these results and keep a brand in front of consumers, e-mail is an excellent branding chan­nel, particularly when trying to reach varied audiences.

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by Karen Talavera

Published on February 3, 2009

Digital marketing isn’t just an ever-growing collection of components anymore (if it ever was). Don’t limit your perception of it to adding the latest Web 2.0 gadget to your site or playing in the newest online community. It’s not simply about befriending the Johnny-come-lately of the Web 2.0 family, ranging from YouTube to Twitter to podcasts, blogs, MySpace, Facebook and SecondLife. There is no “connect the dots,” because digital marketing is geometric, not linear.

What’s it all about then? These days, it’s about creating fusion.

Successfully generating brand interest, involvement, buzz and new customers involves bridging Web and traditional marketing environments—then melding a fluid, growing constellation of online components together into what is an intentional, ordered chaos that I call “digital convergence.”

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