It was a jaw-dropper. An impressive crowd of nearly 300-plus marketing specialists from Montreal, Quebec bared witness to many great presentations that ended with a heated panel discussion on interactive marketing in the French-Canadian marketplace. Welcome to Marketing Magazine in association with the Interactive Advertising Bureau of Canada's - Interactive To The Max - the 2004 Canadian Tour.
First off, eMarketer's Co-founder and CEO, Geoff Ramsay, mixed impressive growth numbers with clever visuals that painted a rosy and impressive picture of what's working online and where this is all going for Canada. Some of my favorite insights he provided were:
Answering the age-old what does the "e" stand for? His answer "efficiency." Online campaigns are efficient and powerful.
Relevancy. The true power of marketing online is its ability to deliver the right message to the right user at the right time. Pointing out that television advertising is something like 1% effective (so 99% of viewers are not paying attention), whereas with online the results can be incredible if marketers take the time to do it right and get it right by testing and learning.
Next up I had the honor of helping out ComScore Media Metrix
Straight from One Microsoft Way in Redmond, WA, MSN Video's Director, Andy Beers, gave us an insightful look into how rich media is playing out online and the many ways to get people to pay attention and get interactive with their online marketing efforts.