This year’s OMS was a first for me and I was impressed with the caliber of content, speakers, and participation from roughly 700 marketers. Aaron Kahlow and team did a great job to create a collaborative, educational and open environment that was highly productive and enjoyable.

At the event, I had the pleasure of participating on a panel titled Integrated Marketing Forum along with Marilee Brusaschetti, media communications manager, Jack in the Box; Paolina Milana, EVP marketing/media operations, Marketwire; Pawan Deshpande, CEO, HiveFire; Kevin Akerman, senior director global product development, Experian Marketing Services; the panel was moderated by Steve Latham, CEO, Spur Interactive. We covered a lot of ground and the conversation gravitated toward familiar issues that have plagued integrated marketing for years: organization, process and teaming challenges in an increasingly fast paced marketing environment with more channels and silos to manage.

There is no question that marketing solutions and technologies are in place to enable effective integrated marketing. But while people are becoming more advanced in their adoption and use of a number of communication channels and devices, one could argue that many marketers are behind the curve in integrating their internal teams to manage this new way of doing business.

To help marketers meet the evolving challenges and opportunities of today’s online marketing environment, we introduced “Lyris Perspectives” at the Online Marketing Summit. Lyris Perspectives was created to start meaningful conversations and inspire online marketers with new ideas and techniques that will enable them to do their jobs better and increase ROI.

The first report of the Lyris Perspectives program, “Tri-Messaging: Maximizing the Impact of Messages and Community Touchpoints through Email, Social and Mobile Experiences,” provides practical advice for marketers looking to integrate online channels to better reach audiences, create advocacy and increase revenue.

Our next installment of Lyris Perspectives in Q210 will focus on how to shift attitudes, organize teams and manage execution for improving integrated, online marketing performance. We welcome input from anyone with good ideas and relevant expertise.

Video Conversations from Online Marketing Summit 2010

Tom Hoehn from Kodak’s interactive marketing team provides an overview of his company’s social media strategy and overall brand philosophy in light of significant transformation taking place at Kodak.

Gary Spangler from DuPont discusses how to build trust with social media and touches on key trends that cannot be denied if you’re an online marketer (B2B or B2C) in any industry or geography.

Steve Ennen and Eric Bradlow, leaders of the Wharton Interactive Media Initiative (WIMI), provide thoughts and recommendations on how to measure social media success. Also included is a link to their presentation slides from a two-hour workshop at OMS.

Where Next?

I’m headed to MediaPost’s Email Insider Summit on April 19th to participate as a speaker and co-host to Hayle Chun, director of digital media for NBC Olympics. Chun, who is a member of the Lyris customer council, will discuss how email, social and mobile played a critical role at the 2010 Winter Games in Vancouver, Canada. Stay tuned for more details about the upcoming event and topics covered by Lyris. Let’s connect in Captiva if you’re attending Email Insider Summit!

###

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

Comments (0)

Subscribe to this comment's feed

Name

Email

Title

Comment

smaller | bigger

Add Comment