I spoke at the Strategic Branding conference in Auckland yesterday. My session was on new ways to brand in the online channel. Of course branding campaigns appear in many forms online besides the ubiquitous banner ad. It was my job to provide the audience of brand marketers a crash course in blogs, RSS feeds, paid search, natural search, contextual advertising, text link advertising, microsites, and podcasts, and to do all that within an hour! Well I managed it, and I have the information-packed slide deck to prove it. Feel free to download the PPT.
Duncan Shand has some nice coverage of the conference sessions here.
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I often wonder what is the most effective marketing tool. Google, is the number one search engine, and I don’t recall ever seeing any offline promotion from them. I do however know Yahoo has done television ads and they are a distant second in search. I seem to think that if you do some sort of offline/television,radio,newspaper promotion that you get a demographic of society that you never get doing a strict online campaign. On the other hand, building a better mouse trap has worked in Google’s favor. I’m curious if you would agree with this.