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Digital Directions Day observations

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Media Business held its first Digital Directions Day last month in New York, and it was an eye-opening experience for the 180 attendees. Covering a wide variety of subjects, we first heard from Outsell's Chuck Richard, who touted the importance of building online audiences and highlighted the opportunities of expanding beyond our core base through search and content to reach a larger, broader group. Certainly most of us could do this. Next, a panel of some of the best minds in online media emphasized the importance of mobile, social communities, video and lead generation as we transition to the online platform. Certainly, most of us are behind the curve on our mobile delivery, and many have barely dabbled in community interaction and video delivery. Our second panel, featuring marketers and agencies, zeroed in on how important online continues to be for them. They emphasized that online is changing rapidly and discussed how they are constantly looking for new opportunities to get out their own content as well as to tie in to ours. The marketers indicated they are no longer interested in our traditional offerings but will continue to seek out new and creative channels to get their messages out. All seem to be moving the needle using video for their own content, and some are even finding great success with video “white papers.” The marketers also stressed that they are interested in establishing two-way communication and want better feedback on metrics as their campaigns move along. I hope you can join us at our next Digital Directions Day. We all really need to listen and share. (For complete coverage of last month's event, see pages 6 and 7.) Bob Felsenthal can be reached at bfelsenthal@crain.com.
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