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Update from the iMedia Financial Summit

October 18, 2007

Posted by: Peter Platt in Online

The financial industry comprises a large share of online advertising. Jaime Limoli and I (plus a few clients) attended the October 18th, iMedia Financial Summit in NY. The day was filled with a lot of great discussion and insight into what’s happening in this sphere of the online space. Not surprisingly the topic of discussion centered around integration...not only between online and offline efforts, but with the backend side of online as well. A key point that arose is that brand experience in online immediately follows the click - thus it’s critical to ensure that the entire campaign ties together. Another interesting point is the idea that the financial industry relies heavily on brand credibility, so while flashing attention getting banners may be great at generating response, it may not be enough to build the long term relationships that are so important in this space.