Cammie Dunaway and The E*TRADE baby

Five cent tour for Patsaks:

Youtube clip (link) of the E*TRADE baby and my take on the value of online strategy helps advertisers digest the high cost of a Super Bowl ad placement

Cammie Dunaway, former Yahoo! CMO and now head of marketing for Nintendo Americas, takes online strategy fifty yards down the field for a touchdown.

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Cammie Dunaway and marketing

Cammie Dunaway, former Yahoo! CMO and Nintendo strategist, believes marketers must rethink what they have been doing. Her advice: understand the consumer as an individual, integrate marketing strategy, and use more online media. User engagement and customer behavior are important in getting it right. Pushing information to a general audience is outdated.

The proliferation of media, Dunaway believes, has helped marketers remove the guessing from previous marketing strategizing. Most of all, she explains, it provides “the ability to really get to the right consumer at the right time with the right message in ways that you couldn’t in the past.”

According to Dunaway, Yahoo put more money into online channels such as search engine marketing and great brand experiences. “You’re getting people when they are raising their hands saying, ‘Talk to me about a product.'” And you know what product they want to hear about. That’s timing!

Editor’s note: Cammie Dunaway left Yahoo in November 2007 to join Nintendo where she leads marketing efforts in the Americas.

Note to Fans: I lifted the above in its entirety from www.hc-consulting.ro

Superbowl ads: Etrade baby wins hands down

The E*TRADE Trading Baby ad is worth mentioning. Everyone will be mentioning it to friends.

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Super Bowl ads are buzz in the ad business; great creative always gets household. These tv ad spots are pricey. 2.7 million dollars just for spots and, likely, millions of dollars more for creative direction and production. The reach of the 2008 Super Bowl was estimated around 97 million viewers. The bigger buzz in the business now, however, is not which ad won (best ad), but how the shelf life of these ads will get extended play on youtube and through social networks.

The big budgets for these ads were not just about the prestigious one shot to the Superbowl demographic, the cost was contemplated with the deep value of viral marketing, the long online shelf life and broad impact these ads will have across online social networks. 2.7 million dollars almost sounds affordable when you look at it that way- especially if you had Euros to spend.

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Stan Faryna
February 5, 2008
Bucharest, Romania

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FEED UPON other popular posts by Stan Faryna:

>> Outsourcing
>> Great Websites
>> IAB Europe
>> Online Strategy
>> Open Source

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