BIA/Kelsey Marketplaces 2010: Key Takeaways From Day 1

Rick Ducey, Chief Strategy Officer at BIA/Kelsey just listed his takeaway thoughts from day one of the Marketplaces 2010 conference:

* Video works

  • AT&T : 25% more tracked calls to businesses with video
  • It ain’t easy being a vertical
    • Job Brod (AOL): hyperlocal is a complex space
    • Sam Sebastian (Google): verticals vary by maturity of businesses and customers
    • Brad Peterson (Matchcraft): product sets, margin expectations driven by geo-vertical analysis
  • It’s the platform stupid
    • From software-as-a-service to mobile (leveraging scalable, low cost technology platforms easily accessible)
    • Live help ranks 3rd in what people want
    • DIY vs. DIFM: options are do i) nothing, ii) build, iii) buy, iv) partner
    • Maintain platform agnostic approach, focus on what works for geo-verticals.
  • What advertisers want
    • Budget-based model
    • Optimized campaigns
    • Call tracking
    • Sales tracking
    • Search engine optimization
    • Social
    • Upgrade path
    • Landing pages
    • Sell and support: close, fulfill, support
  • Mobile is the glue
    • Mobile acts like the glue layer between digital and traditional advertising
    • Audience is there, 25% of Americans get news on phones
    • Bundle mobile with existing ad products
    • Mobile is the last mile touch in the purchase funnel
    • Mobile is game changer for advertorial
    • News applications have highest downloads and retention
    • Users look at news applications 11 times per week
  • Content content everywhere
    • Structured and unstructured data
    • User generated content
    • Mayors
    • Community journalists
    • News leads
    • Video
    • Associative content (building and curating network)
  • Rules rule
    • Game mechanics
    • Business rules
    • Local business marketing is “give to get” environment (like social media)

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