Retailers, Luxury Marketers and Travel Experts Address Online Marketing Industry at Range Online Media Client Summit

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Marketers Shifting Budgets to Increasingly Measurable Online Efforts

A cardinal lesson I've learned from my experience in the online marketing industry is that all pieces--agencies, clients and vendors alike--have to band together in order for the industry to evolve and mature

Range Online Media, a leading search and interactive marketing agency, recently held its annual Client Summit at the Stoneleigh Hotel in Dallas. The summit included presentations and panels from a selection of industry experts, and following the daytime event, Range hosted a party held at an exclusive residence in north Dallas. The event was co-sponsored by Microsoft, Google, Drive PM, Doubleclick, Atlas, ForeSee Results,, BazaarVoice, Buzzlogic, Interclick, and AdShuffle.

The panels and keynote addresses discussed a variety of hot-button topics pressing the interactive marketing industry. Mark Mahaney, the top stock-picker for the New York Times, opened the summit with a presentation on the state of the United States' economy and its expected effect on ecommerce. Mahaney concluded that though ecommerce is not recession-proof, there is a $120 billion opportunity to acquire online marketing dollars from faltering traditional advertising platforms. He then led a discussion among a panel of online marketers, focusing on how their respective companies were taking advantage of new opportunities and changing the allocation of marketing dollars. The panelists shared that overall, their marketing departments were shifting more money to online divisions due to their strengths in measurability.

Subsequent presentations by Michael Parker of Serena Software and Mark Flaharty of YouTube discussed the importance of user engagement, customer connection and community building, echoing the sentiments and observations of Mahaney's panel -- while economies are surely in flux, online opportunities abound, provided they are capitalized according to the new rules of user engagement and involvement. Following Parker's and Flaharty's presentations, Sarah Holoubek, a freelance industry analyst addressed the power of online influentials and moderated a panel representing, ForeSee, BazaarVoice, BuzzLogic and Range. Holoubek's panel concluded that brands need to foster open discussions with their users via blogs and other social media avenues in order to maintain loyalty and grow their customer base. Additional content came from Doubleclick, Monster Media, Atlas and Reliant Energy, as well as Range-moderated panels featuring voices from Interclick, DrivePM, AdShuffle, Yahoo! and Accor and Aveda, Gap, Wyndham and Nutrisystem, BuzzLogic and Atlas. The presentations discussed trademark protection, social media transparency and the increasing imminence of attribution.

When asked about the purpose of the event, Misty Locke, President and Co-Founder of Range Online Media highlighted the summit's focus on community. "A cardinal lesson I've learned from my experience in the online marketing industry is that all pieces--agencies, clients and vendors alike--have to band together in order for the industry to evolve and mature," said Locke. "Range's annual summit always strives to connect the brightest and most innovative players in the business to share knowledge and provide guidance for the coming year. The panelists raised the bar in terms of compelling content, and I think everyone who attended walked away with useful strategies and tactics to employ in 2009 and beyond."

The summit was attended by over 120 representatives from companies including Neiman Marcus, Nutrisystem, Gap Inc. and many others. In the evening, over 160 marketers were on hand for Range's latin-themed affair featuring hand-rolled cigars, casino games and mojitos, in addition to flamenco musicians and dancers.

Range Online Media is a leading search and interactive marketing agency that delivers measurable success through comprehensive, online marketing services, including paid search marketing, search engine optimization (SEO), online media placement and emerging media, strategic planning, performance optimization and more.

We currently offer strategic leadership and campaign management services to Neiman Marcus, Bergdorf Goodman, Accor Hotels North America, L'Occitane en Provence, The Container Store, Godiva, Burberry, Wyndham Hotels & Resorts and many other smart clients. We were proud to have been named to the 2007 and 2008 top 25 search marketing agencies in America by AdAge and to Inc. Magazine's Inc. 5,000 list of fastest growing private companies in 2007 and 2008. Range has also received the highest average client satisfaction rating in the paid search industry by Jupiter Research for the last four consecutive years.

Range is headquartered in Texas and has offices in New York and Utah. Please visit our website at

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Sarah Engel
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