This session was September 18th and promised to tell publishers and advertisers alike how to embrace web 2.0 in their marketing campaigns and get in on the discussion about upcoming trends for emerging markets, Commission Junction, and the industry as a whole. The panel consisted of:

• Angela Mihalakopoulos, Associate Business Development Manager, Commission Junction (Moderator)
• Shergul Arshad,Vice President Business Development, Stylefeeder
• Melissa D. Salas, Director of Marketing, Buy.com
• David Silverman, Director Business Development, Aggregate Knowledge

Other than a stray weird comment about user generated content being the primary technology of web 2.0 (it’s not a technology), the panel was pretty good.  Lots of good ideas, but I apologize in advance if my notes are a big fragmented.

Bullet Point Review!

• The piece of the pie this represents is still small.
• Common tie for web 2.0 is UGC (user generated content).
• UGC drives social interaction.
• Collaborate, engage, interaction, control.
• You don’t have to do everything, do what’s right for your business.
• Web 2.0 allows the ability to grow rapidly.
• Open source software is your friend.
• Modules: RSS, blogs, video, podcasts, forums, chat rooms.
• Bookmarks integrated with advertisers RSS feeds.
• Many technologies can work together without developers to alter them.
• How do you measure?
• -> Increase in conversions/revenue.
• -> Ask for reviews.
• -> Brand awareness can’t always be measured.
• -> For video, how long did viewers watch
• -> Natural search
• -> Test & improve.
• CJ has “emerging markets” team.
• Advanced link section works well with web 2.0 technologies.
• Market to individuals instead of segments.
• -> Use personalization and customization whenever possible.

Points brought up during the Q&A

• Try using the CRM angle when approaching management about embracing these web 2.0 avenues.
• Create your benchmarks at the beginning so you know your goals.

I was a bit ahead of the curve in terms of web 2.0 so I heard a lot of stuff I’d heard before, but hopefully this is new for you!

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