“The Tombras Group’s Director of Digital Innovation & Strategy David Jacobs was recently a speaker at the Progressive Marketing Summit hosted by the American Marketing Association’s Knoxville chapter. The full article is below, or you can read it by clicking here.
Execs tout innovation at Progressive Marketing Summit
Conference offers tips on digital strategies
By Carly Harrington
Friday, January 28, 2011
If there is one word that will define marketing in 2011, it’s mobile.
That’s according to David Jacobs, senior vice president and director of digital innovation and strategy for The Tombras Group, a Knoxville-based advertising and marketing firm.
“The future is not about a consumer at a computer. It’s a day of multitasking through your smart phone,” Jacobs told more than 100 professionals gathered Thursday for the Progressive Marketing Summit presented by the Knoxville Chamber and the Knoxville American Marketing Association. “Is your content ready for a mobile phone?”
The conference, which was held at various businesses on Market Square, was aimed at educating marketing professionals on the latest digital marketing tools and trends.
Every industry is in a “digital revolution” with online supporting such offline media as print, radio and television, Jacobs said.
“Everything will have changed but nothing will have changed. Nothing’s dying. It’s still about the consumer,” he said.
Mobile ad spending doubled last year to $2.4 billion yet the potential is still great with smart phone penetration at 21 percent. That will increase, Jacobs said, when Verizon begins selling the iPhone next month.
The future will include niche social sites like BakeSpace, a recipe exchange and social network for people passionate about food, cooking and baking. It’s a trend that will mirror what cable did to television, he said. Meanwhile, the number of e-mail marketing messages an individual receives daily will skyrocket, making it essential that marketers get creative and produce quality and relevant material.
There is a method to doing something online, said Gavin Baker, director of digital media for Knoxville public relations firm Moxley Carmichael, who spoke about why social media matter.
Baker noted that it’s important to have some social media presence and to have a strategy that goes with it.
“It doesn’t mean you have to do everything. Figure out where your audience is already and start there,” Baker said.
Sean Christman, CEO and founder of Slamdot, a Knoxville Web hosting and design firm, and Slamdot Chief Operating Officer Daniel Monday talked about search engine optimization and techniques that anyone can utilize to improve the optimization of his or her website.
That includes coding techniques, link-building strategies and social media utilization for the purpose of getting people to visit your website. They also touched on effective website content organization and navigation.
“It helps business owners maximize their website’s visibility, to hopefully generate more business, more leads. The website for many local small businesses is a lead-generation tool. So, the more reach, the higher possibility of reaching new potential customers,” Christman said.
Bill Schmidt, president of Pegasus Sports Marketing who signed Michael Jordan to be the face of Gatorade, said it was important to be prepared in a rapidly changing environment.
“Change is the only certainty,” he said. “You can’t control it, but you can control how you handle it.”
The Tombras Group is a 230-person, full-service advertising agency with a digital mindset. In the brand-building business since 1946, the family-owned agency serves national and global clients. In 2015, Tombras was recognized as Ad Age Small Agency of the Year, and in 2016 it was ranked by Palma Consulting as Independent Agency of the Year. Tombras connects data and creativity for business results. Offices are located in Washington, D.C.; Louisville, Kentucky; Nashville with headquarters in Knoxville, Tennessee. More information: www.tombras.com.