By Patricia Wilson


The iPad. Promoted tweets. Interactive ads. Which hot new trends have merit for advertising? Getting to the soul of marketing. These were just some of the main topics covered at the 2010 Ad Age Digital Conference held April 13 and 14 in New York.


BrandCottage was on hand at the conference. Here are some of the event’s highlights:

Best speaker: Jim Farley, group vice president of global marketing at Ford Motor Co.


Farley, who is the cousin of the late comedian, Chris Farley, explained that Ford is riding a wave of advertising success based on the “democratization of marketing.” In both digital and traditional marketing, he explained, Ford puts the brand in the hands of real consumers. “That’s what digital has shown us: how to earn credibility among consumers,” he said.


One out of every four advertising dollars spent by Ford goes to digital, including social media. “Social media has shown the importance of being authentic, even in traditional media,” Farley noted.


Few could argue with Farley’s authenticity. At 16, he purchased his dream car, a Ford Mustang. “To be good at marketing, you have to understand the soul of what you’re selling,” he said.


See Ford’s Jim Farley Says Recession Was a Blessing for Digital in Advertising Age for full story.


Biggest news: Twitter COO Dick Costolo announced promoted tweets. It was refreshing to hear from Costolo that consumers and advertisers have a “wait and see what happens” attitude about the acceptance of promoted tweets and that Twitter was going to move ahead carefully (testing of promoted tweets began during the conference).


“We wanted to do something that just enhances the conversation that companies are already having with their customers on Twitter,” Costolo said. Of course, Twitter also needs to build a revenue model to capitalize on the company’s reported 50 million daily tweets — a fact not lost on attendees.


Twitter’s initial version of promoted tweets — in the form of keyword ads — will appear in search results. Later the ads will appear in user feeds on Twitter and on third-party clients such as TweetDeck, TwitterBerry and Tweetie, which Twitter recently acquired.


In short, each ad is a tweet that will appear at the top of a search. The promotional tweet can be re-tweeted, just as a regular tweet is passed around today. Costolo said ads would be available on a CPM-basis.


See Chats, Stats and Secrets about Twitter in Advertising Age for more information.


Biggest antagonist: Yahoo! Scientist Duncan Watts, who questioned the value of tweets.


Watts reported that, based on his research, a tweet’s average influence score is 0.28 people. “Most of them will send tweets and no one else re-tweets,” he said. “A lot of times, not that many people are listening on Twitter.”


However, Watts did not discount the value of thousands or millions of many-to-many connections. In fact, he said that advertisers would get more value from a lot of small influencers than from a big influencer such as Kim Kardashian, at $10,000 per tweet.


“If you recruit enough people who, on average, influence just one other person, you could get a much better return on investment,” he said.


Best quote: “I’ve seen the future and it’s covered in greasy fingerprints,” said Simon Dumenco, Ad Age’s Media Guy.


Dumenco gave a lighthearted speech on the transformational power of the iPad, for which he believes fingerprints are about the only down side of the device. Still, he added, publishers have only begun to scratch the surface of the iPad’s potential. “So far, the iPad’s killer app is demo-ing the iPad,” said Dumenco, quoting technologist Ben Rosen.


Cautious optimism: Digital is here to stay and marketers are getting on board in big ways. However, most CMOs and brand marketers say they are not hopping on the next shinny thing just to be first. “We never hop on the next hot thing, but the iPad made a lot of sense for us,” said Vivian Schiller, president and CEO of NPR.


For companies such as Dell, however, it’s full speed ahead. “Dell is a total digital company and it’s part of our corporate DNA,” said Dell CMO Erin Nelson. On Twitter, Nelson said the social media platform “has collapsed our customer feedback cycle and dramatically improved product development.”


In conclusion: Understanding how consumers use various media, how they react with online ads and why they join social networks in the first place — these are all important strategy questions for branders. We’ve moved way past mere reach and frequency.


What is clear is that (1) no single media owns the consumer and (2) the consumer now has a lot of influence. Smart marketers understand that consumers now seek authentic and trustworthy brands — new realities thanks to digital and social media.


Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.

Source: Newsweek.com

By Patricia Wilson


The UPS guy delivered my new iPad and I have to say it did not disappoint. Although the iPad is not a replacement for a computer, it comes very close. In a few words, the iPad is built for SPEED, MOBILITY and FUN.

• It’s really fast. I was surprised by the speed, the first thing you notice using the iPad.
• It’s extremely mobile and much easier to bring along to Starbucks or the front porch than my laptop. Mobility may be it’s greatest asset, giving you the ability to go anywhere — the beach, the sundeck, the bedroom, the living room, the kitchen and anywhere with wireless access. I can see every family owning at least one as an easy media access device.
• The user experience is just plain fun. Everything looks good on the iPad. Consuming media on this device is a compelling experience: books, music, photos, the Web, e-mail, etc. Reading USA TODAY and The New York Times were especially rewarding.
• I love the touch screen, something you already know if you own an iPhone. But using the iPad makes the iPhone seem suddenly tiny.
• It’s a great size, but it does get a little heavy after holding it awhile. I’m still trying to figure out the best way to hold the device and type — you do have to place it on a table or prop it on your lap.

Overall, the iPad is elegant and sleek. Like all Apple machines, it’s just cooler than your average-looking technology. I love the simplicity of the device and the packaging — typical Apple.


A Newsweek article speculates that there’s more to come:


“Paul Saffo, a tech forecaster and professor at Stanford University, expects Apple to roll out a family of other iPad models—a small one the size of a paperback, a big one the size of two magazine pages—perhaps as soon as this fall. (Apple won’t confirm, natch.)”


The iPhone, in short, is intuitive, easy to use and a lot of fun. As a media professional, there is little doubt this will make media consumption even more fun.


Patricia Wilson is the founder of BrandCottage, a media marketing company with offices in New York, Atlanta and Washington, D.C.