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As creative director for LA-based agency 72andSunny and a recent New York transplant, Peter Novosel has a lot on his plate right now ahead of #IMW13.

Even still, Pete took the time to answer some questions around integration, social media and search. Thanks Pete and see you in June!

What are you speaking on at Integrated Marketing Week?

Getting integrated campaigns across the line with client partners and how big a part educating them plays in that process.

When it comes to "big data" in marketing, where do you draw a line in the sand as far as a definition, or size of campaign?

In the beginning of the creative process, shoot the moon and get everyone involved from the producers and developers to the planners and the creatives. Every idea should be talked about at least once as a team. Some might cross over, some might somehow create content that can be used for another idea or part of the campaign.

It doesn't take long to see where the heat is at, what is smart, and what needs to be killed. My brain hurts thinking about trying to define the "size" of a campaign though. For me, the line in the sand is make fewer things and make them great.

As tough as it is to kill stuff, when you're working with the right people it's rare (if ever) when the right work doesn't get made.

When it comes to our multichannel and multi-device world, is the old model of search broken?

I wouldn't say that anything is broken, just evolving. And at the end of the day, the job is to give people something that's worth searching for. Then, search itself connects people to our message just like any other channel.

The multichannel, multi-device world that we live in just means that we can be a lot smarter about how we connect.

What other areas beyond Facebook "Likes" will we begin to see tapped by marketers as far as an online "interest graph?"

Depends on what your goals are. Facebook still has a place, but it is interesting to watch our goals change as human behavior does. Some brands just want the YouTube view count, a perfectly acceptable measure of performance in some cases which happens to be built into the YouTube platform.

But what about the quality of interest vs quantity? Did a million people watch your video and have no idea what to do, or worse, who you are?

What does five million views mean then? Grow your Facebook community, get a bunch of views on your website, get a trending topic on Twitter. Just make sure you cultivate it all and make it mean something.

Analytics are often the most understated asset in terms of learning about how your campaign performed and audience behavior. Example, my background is in web design and more often than not a website has to wear a lot of hats.

But when it comes down to it, in most cases there's only two or three things that you really want people to do when they go to your site. And so you design around that. You design to influence behavior. Analytics then helps you measure real success. Because web views don't mean shit until people are doing what you wanted them to.

In terms of social, who knows what the next big thing will be. I'd like to think that it's being created as we speak though, and that pretty soon we'll have to start rethinking everything all over again.

How can retailers of the future offer in-store digital experiences that integrates with their web /mobile presence

You really have a person's attention when they've made the commitment to walk into a physical retail space, and it's fairly safe to assume that they have some sort of mobile device on them.

Retailers have a unique opportunity to use mobile to make shopping a more personal and rich experience for customers, help customers save time and take some labor off the staff.

Editors note: Pete will be speaking at Integrated Marketing Week (June 10-13) and you can read more on his talk hereRegister for tickets before May 31st, and save 10%.

Ryan Sommer

Published 24 May, 2013 by Ryan Sommer

Ryan Sommer is web veteran and recovering expat who contributes to Econsultancy on startups, content marketing and new media. You can connect with him on LinkedIn, follow him on Twitter, or add him to your circles on Google+

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Comments (3)


Hannes Uys

I guess it still all boils down to knowing where it is all trending to and promoting yourself as much as you can on those channels. I also agree on the number of views and likes don't mean much if it doesn't result in more sales.

over 3 years ago


Borja Sanz

Quoting Leo Burnett:

"Make it simple, make it memorable, make it inviting to look at, make it fun to red"

What a challenge in marketing!

over 3 years ago

James Gurd

James Gurd, Owner at Digital JugglerSmall Business Multi-user

Hi Ryan,

Thanks for sharing. I like Peter's overall take on quality not quantity, it's the right focus.

One comment I find interesting:

"Because web views don't mean shit until people are doing what you wanted them to."

In my opinion, that's the right sentiment but wrong way to think about it.

I'd say:

"Because web views don't mean shit until people are doing what they wanted to do"

For me, intelligent web design is about understanding user intent and needs, then crafting user journeys that are easy to follow with clear and obvious CTA. It's not about getting people to do what you want them to, it's about giving people the tools they need to make an informed decision and feel confident making that decision. That's the heart of user centred design.


over 3 years ago

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