Jonathan Jeter

Director of Application Development

Home Archives for Vice President

Opening Keynote at ClickZ Live Chicago 2015 – Digital Transformation or Extinction

By Leave a Comment

Victor Lee from Hasbro - keynote for ClickZ Live Chicago 2015
Victor Lee from Hasbro – keynote for ClickZ Live Chicago 2015

Digital Transformation or Extinction

My notes from the Opening Keynote at ClickZ Live Chicago 2015

by Victor Lee @vlee, Senior Vice President, Digital Marketing, Hasbro, Incorporated

Why is change so hard? We love normal.

Netflix tried to sell 49% to Blockbuster, but Blockbuster said “no” because they didn’t want change. Now Blockbuster doesn’t exist any more.

We accept average. On average a banner ad click-through rate now is .1% to .2%. We celebrate a .25% click-through rate because it’s above average, but who wants to be average? The majority of the world has accepted the current numbers. It’s safe.

Don’t be afraid to fail. Be afraid to win. “Because we’ve always done it that way.” The people who have always done it that way, usually aren’t around anymore.

Newspapers, radio and TV have had to change to be relevant.

Read the rest of Opening Keynote at ClickZ Live Chicago 2015 – Digital Transformation or Extinction

Morning Keynote Panel “Search: Where to Next?”

By Leave a Comment

Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Eli Goodman, Media Evangelist, comScore, Inc.
Zephrin Lasker, CEO and Co-founder, Pontiflex
Alan Osetek, President, Resolution Media
Dana Todd, Vice President of Performance Innovation, Performics

Eli: Brand marketing has been mainly offline, but is moving more and more online, especially in search and especially for big brands.

Dana: Want it to be measurable and see ROI. Branding is not just exposure to a brand over and over. There is no funnel. People don’t suddenly go into buying mode just because they’ve been exposed to something. We need to test with search, it’s not just about the next big idea.

Alan: it’s all about people and where they’re spending their money. The CMO doesn’t want to see huge changes in structure, but it can change slowly over time, naturally. Probably in the next 3-5 years.

Read the rest of Morning Keynote Panel “Search: Where to Next?”

SEO is Dead: Long Live SEO!

By Leave a Comment

Moderator:
Dana Todd, Vice President of Performance Innovation, Performics
Speakers:
Bruce Clay, President, Bruce Clay, Inc.
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Sam Michelson, Chief Executive Officer, Founder, Five Blocks

Regardless of what you think about Panda, it made site owners think more about content.

SEO has changed because what used to be about ranking is now about traffic. Local results have changed the game. Local results are now 35% of results and will be up to 70% in the next year. The rate of change within SEO has increased greatly.

SEO has become more complicated and one person can’t do it all anymore. If you can put the team together to do great in SEO, this is a great time for you.

Read the rest of SEO is Dead: Long Live SEO!