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Online Marketing Summit wrapped up

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San Diego—Social media, measuring ROI and strategies for marketing in a recession were some of the hot topics last Thursday at the Online Marketing Summit.

More than 400 marketing executives attended the opening day of the conference, which ran through Saturday.

During a keynote session, Dan Morrison, CEO of Toolbox.com (formerly ITtoolbox.com), discussed strategies for monetizing online communities.

“The attributes of a community model, when tied into traditional advertising campaigns, contribute to a higher ROI,” he said. “As users create profiles, they have to tell you something honest about themselves, and these things allow you to better target ads.”

During a session on online marketing strategies, Steve Latham, CEO of interactive agency Spur Digital, Houston, offered tips for marketing in a recession.

“This is a great time for interactive,” he said. “[The economy] is forcing us all to be much more proactive and focus on things that are driving results. You don’t want to stop doing traditional, but you have to find the right mix.”

Latham said marketers need to start with a solid foundation of marketing fundamentals, including a good Web site, e-mail marketing, search and marketing metrics.

Beyond that, they should be exploring social media, online video, user-generated content and mobile marketing, he said.

—Kate Maddox

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