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Steve Latham

Archive for Integrated Strategy

Digital Marketing: Recession Resistant… but not Recession Proof

June 11, 2009
Since the economy took a nose dive (with the biggest drop starting in October 2008) pundits have debated how it will impact advertising / marketing and the digital marketing sector in particular.  Some in my industry were brazen enough to proclaim we (digital marketers) would not be adversely...

Posted in Integrated Strategy | 1 Comment »

Roadmap for Success in Challenging Times

February 11, 2009
It seems the two big questions on everyone’s mind these days are: “what should we do?” and “how do we measure it?”. In my OMS presentation “Online S&M (Strategy and Metrics) I tried to answer these questions.  I proposed a foundational approach to...

Posted in From the Road, Integrated Strategy | No Comments »

The Truth About Display Advertising

January 21, 2009
If you are reading this, you’re probably expecting to another pundit to start bashing display ads.  Sorry to disappoint you but I’m actually going to defend the proverbial step-child of online media (don’t despair media salespeople, you’re still above 3rd party email,...

Posted in Integrated Strategy, Online Advertising | 1 Comment »

Making Sense of Online Results – Part 2

September 30, 2008
Last week at OMS in San Diego I spoke about some of the challenges of measuring results from online campaigns.  In last week’s post, I wrote about the shortcomings of cookie-based tracking. This week, I’ll address the issue of measuring engagment through multiple touchpoints.  I...

Posted in In the Trenches, Integrated Strategy, Web Analytics, Website Design & Development | No Comments »

Making Sense of Results from Online Campaigns: Part 1

September 26, 2008
When I talk to people at OMS and other events, one of the most frequently cited needs I hear about is the ability to measure (and make sense of) results from online campaigns. More specifically, the gap is most organizations is their ability to trace results (e.g. engagement, leads or sales)...

Posted in In the Trenches, Integrated Strategy, Social Media, Web Analytics, Web Strategy | 3 Comments »


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