Meet Our Advisory Board
From time to time, eM+C Weekly readers will have an opportunity to get to know a member of eM+C magazine's Editorial Advisory Board. This month, meet David Berkowitz, director of strategic planning at New York City-based performance and search marketing agency 360i LLC.
eM+C: What do you do in your role at 360i?
David Berkowitz: I work with 360i's clients - mainly major brands in media and entertainment as well as retail - on their emerging media strategies. For our clients, many of whom have been working with us for years on search engine marketing and optimization, emerging media encompasses blogs, social networks, online video, mobile and other channels, all of which fall under the "what's next" umbrella.
eM+C: What is your marketing philosophy?
DB: I focus most of my attention on four stages: listening, participating, measuring and evangelizing (maybe I'll create a catchy acronym someday). First, I listen to whatever and whoever I can, from clients' needs to what potential customers are chatting about on blogs, Twitter and Facebook. Then I take an active role engaging with any related digital properties and potential marketing channels so I can speak first-hand to the consumer experience and appreciate how marketing fits in there. Next comes measurement, which is easier for some channels than others and depends on the campaign; it can include [anything from] official measures such as publisher reports to tapping into third-party tools like Quantcast, Adonomics, BlogPulse and others. Finally, it's time to spread the word about what works and what can be done better, sharing findings with the client, the internal team and, when appropriate, through the press, bylined articles and speaking engagements.
eM+C: What e-trends are you tracking right now?
DB: A big one is the opening up of various platforms. OpenSocial will be interesting to watch in 2008 as we'll see if it catches on. Another big one is figuring out the best practices for engaging consumers as brand ambassadors. That was a major issue with Facebook Beacon and it still is with new iterations of their system. Another important trend will be the reaggregation of content; there was so much fragmentation in 2007 that consumers will need more ways to manage media in one place, including better feed readers, video viewers and social media profile aggregators.
eM+C: What are your goals for your work with 360i for 2008?
DB: 2007 was an amazing year. We officially launched our emerging media practice and established it as a cornerstone of our company in a very short period of time. It's hard to rival that as far as raw excitement goes, but 2008 will be full of its own challenges. One is simply continuing to get a sense of our clients' needs and help them continue to use emerging media to target their consumers in the smartest ways possible. We'll also have new challenges for keeping our clients informed of and engaged with what's next, whether it's OpenSocial, new mobile opportunities, the emergence of so-called Web 3.0 applications and whatever else comes along.
eM+C: Do you have any digital marketing/e-marketing tips/best practices to offer our readers?
DB: The best recommendation I can give is to participate in whatever channel you're working with. If you're running a search engine marketing campaign, conduct countless searches on several different engines to see what comes up with the natural and paid results. If you're engaging with social media, put up a page on Facebook and set up an account on del.icio.us.com, for starters. What's great about digital marketing these days is that there is so much opportunity for listening and observing to better understand your customers, so even if you're not ready to participate, you can reap so many benefits by starting out on the sidelines and tuning in.