“Are we moving the dial in terms of consumer sentiment, brand consideration, right down to the actual purchase and repurchase and brand loyalty and lifetime value?”
In this amusing talk, Geoff Ramsey, CEO and co-founder of eMarketer and co-author of Digital Impact: The Two Secrets to Online Marketing Success (with Vipin Mayar, EVP of McCann Worldgroup) explains the two issues facing online marketers:
- Lack of adequate metrics and measuring systems to drive online performance.
- The question of how to engage consumers. Today’s consumers have a short attention span, often consume more than one type of media at once, and are more resistant than ever to advertising messages.
In answer to the first question, Ramsey defines today’s advertising model as using ‘Magnetic Marketing.’ The concept of Magnetic Marketing is marketing sources that users want to look for more of.
Magnetic Marketing is defined by five criteria:
- Unique
- Useful
- Well executed
- Fun
- Does it make good use of the particular marketing channel?
If a campaign functions well as a Magnetic Marketing campaign, not only targeted consumers will respond to it, other consumers will as well.
In terms of the metrics for measuring success, Ramsey defines a trapezoid shape which explains the 7 metrics that need to be measured in order to see the Exposure levels, the strategic levels, and eventually lead to being able to measure ROI.
Watch Digital Impact: Two Secrets to Online Marketing Success – Part 2
Watch an Interview with Geoff Ramsey
Geoff Ramsey, Co-founder & CEO, eMarketer
Geoff Ramsey is one of the most exciting visionaries in digital marketing today. In his role as CEO and co-founder of eMarketer, Geoff is not only on the cutting edge of new research trends and best practices, he offers a rich understanding and big-picture perspective of the digital age and its impact on marketing and media.
Geoff’s book, Digital Impact: The Two Secrets to Online Marketing Success, co-authored with Vipin Mayar, EVP of McCann Worldwide, has earned critical praise from industry leaders.
A highly regarded speaker with an engaging presentation style, Geoff keynotes at major industry events around the globe, including the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), Direct Marketing Association (DMA), Interactive Advertising Bureau (IAB), The Conference Board, and the Economist Conferences, as well as at Fortune 100 corporations including Google, Yahoo! and Visa. He is frequently quoted in The Wall Street Journal, Forbes, BusinessWeek and Advertising Age.
In 2011, Geoff received the ad:tech Industry Achievement Award, which honors individuals in the digital marketing space who have demonstrated consistent outstanding service, generated breakthrough ideas and fostered industry growth.