Author: Tameka Kee

Tameka Kee

Tameka Kee has been covering the digital media industry with a focus on advertising, social media and video games for nearly four years.

Before launching Kee Consulting (clients include Econsultancy and SocialTimes Pro), she served as editorial director of DM2 Media, where she oversaw content development for DIGIDAY:DAILY, as well as the company’s roster of digital media and marketing conferences, including DPAC and DIGIDAY:APPS.

Before joining DM2, she served as a full time reporter for paidContent, covering the business of digital entertainment and gaming, and breaking news on companies like Electronic Arts, Playfish, Netflix and Facebook. Before paidContent, she covered search marketing for Mediapost.

Performics: Three tips for optimizing paid search campaigns for mobile this holiday season

Google, Yahoo, other search enginesHalloween’s gone and Thanksgiving is on the horizon. That means it’s time for the holiday ad onslaught, which means a razor-sharp focus on optimizing paid search campaigns for most retailers. Performics predicts retail sales from actively managed paid search campaigns will grow 15% this holiday season. CEO Daina Middleton recommends creating and optimizing standalone mobile search campaigns - not just using existing holiday search campaigns - to foster sales growth.

Read on for three tips on making those mobile search campaigns more effective.

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Q&A: So, Larry Fink, why did The Palms decide to try Facebook Deals?

Palms Casino Resort webpage

The Palms Casino Resort is one of those spots in Las Vegas that's notorious for its "hip" status. (It even spawned a reality TV show called "Party @ the Palms"). So when the Palms was featured as one of the first companies to offer location-based deals on Facebook, the pairing made sense. After all, "hip" companies are the first to experiment with "hip" new ad units, right?

According to Larry Fink, the Palms Casino Resort's executive director of public relations, offering Facebook Deals is about more than just being hip. It's about creating opportunities to generate incremental revenue from customers already earned through other means.

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Anatomy of a cross-platform campaign: How HBO Sports plugs Pacquiao-Margarito

Pacquiao vs Margarito bannerSubscription-based cable companies have been among the most reluctant to “go digital,” both with their marketing campaigns and with their content. Keeping expensive TV shows and pay-per-view (PPV) events behind paywalls makes sense, but neglecting to promote that content via digital channels (running a few banner ads doesn’t count) is inexcusable.

Analysis of HBO Sports’ digital campaign to market the upcoming boxing match between Manny Pacquiao and Antonio Margarito, however, shows the companies are becoming wiser.


Lessons from Apple’s social networking #fail with Ping

iTunes adThere are many things digital marketers can learn about customer engagement from Apple. How to launch and sustain your own social network is not one of them. Two months after the launch of Ping, Apple’s music social network is failing to resonate with users. (It's dead in the water, if you ask Fast Company).

What can smaller brands take away from the experience?


Increased online gameplay is changing e-commerce to g-commerce

Nielsen says people are spending more time online playing games than sending email – bringing new meaning to the phrase “everyone is a gamer.” How can marketers use the increase in gameplay to their advantage? For e-tailers, the goal should be to add gaming elements to the purchase process, also called “gamification.” That can be as simple as advertising in and around games, or as complex as revamping an entire Web site to include badges, points and virtual currency.

If it sounds like too much work, read on from some stats from Interpret that prove why gamers may be an e-tailer’s most coveted target demographic. 

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Facebook launches location-based Deals - will users actually redeem them?

Facebook logoThere’s a tug-of-war going on between location-based technology advocates and, well, the rest of the online population. Just 4% of online Americans are actually using location-based services, according to new data from Pew Internet. That paltry adoption hasn’t stopped startups like Foursquare and Gowalla from trying to entice advertisers to offer deals on their location-based platforms.

Now Facebook has entered the fray with its new “Deals” offering, which gives users exclusive deals when they check in at stores. Is it premature?


Apps are hot, but mobileSQUARED says search rules the nearly $800 million US mobile ad market

mobile apps The US mobile ad market will reach nearly $800 million in 2010. Nice, but just a pittance compared to 2015, when mobile ad spending will top $5 billion, according to data from mobile marketing research firm mobileSQUARED.

The firm’s latest report analyzed the state of the US mobile ad market, revealing that mobile search is the go-to marketing tactic as the mobile ad network landscape continues to grow more tangled and complex.


Nestle’s augmented reality game blends technology and fun with solid branding strategy

Nestle logoAugmented reality (AR) advocates say that it's time for companies to start adding the unique blend of physical and virtual interaction into marketing plans now. While some brands still appear mystified (and scared, perhaps?) of the technology, others are proving that AR can serve as a highly effective, interactive marketing tool. CPG giant Nestle is the latest brand to experiment with AR, using it to turn an ordinary advergame into a memorable experience.


Forget engagement. Study shows online video ads boost purchase intent with no other paid media

HoodieBuddie logo“Want TV-style engagement with your ads on the Web? Go with online video!” That’s been the rallying cry of a majority of online video ad networks. But it's been difficult to prove that those “engaging” ads were actually effective at lifting key brand metrics like purchase intent on their own.

A new case study from a trio of online video providers gets beyond the ethereal “engagement” metric to show that online video ads are highly effective brand-building tools – even without the help of campaigns on other platforms.


Tips from AT&T on mining Twitter for customer service issues

AT&T logo

Roughly one out of every five status updates on Twitter mentions a brand or product, which makes it a great platform for gauging consumer sentiment about existing products, and potential launches. Often, that sentiment is favorable - but even when it's not, companies don't have to be afraid. As AT&T shows, brands can mine Twitter for negative sentiment, and use those insights to help solve customer service problems in "real-time."


Skittles shows brands how not to get a social media campaign to spread

Skittles UK Facebook Updater app

With tweens, teens and colorful candy-lovers as its target market, Skittles has been able to take many liberties with its social media branding. The company represents many of the cool things that can happen when a brand releases its tight grip on marketing. Unfortunately, its newest campaign is a prime illustration of how not to effectively "go social."


Three questions about Twitter's new in-stream ads

twitterWhen Twitter banned all third-party companies from inserting ads directly into users’ tweet streams back in May, the consensus was that it was because Twitter would soon be plugging its own ads into the timeline. “Soon” is now, according to a new report, which means marketers now have three options when it comes to buying Twitter-based ads. But will the new ads be a worthwhile investment?