By Craig Hordlow, Co-Founder and Chief Search Strategist

The Apple iPad, introduced by Steve Jobs in San Francisco on January 27, 2010, is unusual for Apple products in that the media knew most everything about it before Jobs’ presentation, and could only speculate for whom the device is meant and why they would use it.

The iPad is not filling any pressing unmet need, nor is it introducing us to any new technologies.  The iPad is an evolutionary step towards device integration.  If this step had been made by a less significant company, like Sanyo or Casio, it would have received little attention.  But Apple’s brand capital creates media fanfare, and its cultish following provides a forgiving consumer base.

There is speculation that the iPad will compete with e-readers. But the iPad has a computer screen that is hard on the eyes and while its portability may make reading easier, it is simply not an e-reader.

Apple knows that many people use computers primarily for getting on the internet and sending emails, and it streamlined this device for those people. The $700 price tag is welcoming but nothing more than that, especially in this economy. The virtual keyboard, while meant to simplify the device, is unorthodox, meaning it will be met with everything from confusion and frustration to satisfaction and joy. 

The risk that Apple runs with the iPad is cannibalization of its own products.  In his keynote address, Jobs said that “netbooks aren’t better than anything”, which was his inspiration for the iPad.  But having little more functionality than the iPhone, Seth Jayson (Senior Technology Analyst of The Motley Fool) quipped that the device reminded him of pictures in The Onion a year ago with Jobs telling his faithful following, “You must buy a large iPhone.”  The iPad, being something of a cross between a netbook and an iPod Touch, is not positioned to convert any segment of the consumer base to its theocracy.

Despite all of this, marketers and advertisers must be alert because anything Apple introduces to consumers has the potential to be a game-changer or at the very least, another opportunity to market to Apple’s faithful following.  The iPad will host the next generation of Apple-approved applications.  While the iPad has more processing power and memory than the iPhone, one might think that the next wave of apps will consequently be more robust.  The problem with that logic is that iPhone apps are either designed to be streamlined for the very limited capabilities of the iPhone, or for the mobile, location-aware attributes of the device.  Therefore it is difficult to imagine why a new catalog of iPad applications will be a game-changer.

If the iPad doesn’t sell an impressive number of devices, marketers and developers may dutifully build iPad apps for consumers who feel entitled by the explosion of them on the iPhone. The absence of a clear, de facto sense of purpose for the iPad among industry analysts has created confusion where excitement was expected.  Unless Apple can create a large customer base, marketers and advertisers will curb their enthusiasm, waiting for either another evolutionary step (such as a comparable Google product) or mass adoption of the device.

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Be Human. Get Personal with your Customers

Take time to get close to your customer base, because in 2010 customers will continue to dictate your marketing efforts. Take care to polish up your company’s blog and social media channels, like facebook and twitter, and keep them healthy by posting regularly. If your communications are sparse, users won’t respect you as an authority. It is necessary to participate in conversation and contribute valuable content to be respected in your marketplace. Providing direct and timely responses to customer feedback is a powerful and effective marketing tool.

Follow the Search Funnel

In-depth conversion tracking and analysis can shed light onto the profitability of search campaigns. Just as some keywords or ads may provide a great number of clicks but low conversion levels, high-converting keywords and ads provide different levels of customer engagement and revenue over longer periods of time. These sorts of ‘deep dives’ into conversion tracking will provide more customization, optimization, and ROI in the long term.

Analyze and Synthesize

Research and invest in new tracking technologies and tools in the marketplace which will benefit your marketing campaigns. Social media tracking, for example, gives concrete insights into what your customers are saying about your brand. This newfound ability to listen to and adapt to customer trends in real-time is a valuable resource. Likewise, a comprehensive and properly configured analytics platform is probably the most important tool that a marketing team can have. If your marketing data isn’t interpretable and actionable, it isn’t useful.

Diversify and Integrate

Your many marketing channels should be working as one. Integrated campaigns consistently perform better than campaigns running separately. When insights are shared among functional marketing teams, a comprehensive strategy may then be developed which incorporates findings and best practices from each marketing channel.

Audit and Update

Everything has a ‘Best By’ date, and your website and marketing collateral are no exception. Consumer tastes change as quickly as the seasons, and the images and copy which will generate positive responses need to be refreshed frequently as well. Update your paid search ad copy – revamp your homepage! Optimization of imagery and messaging are often overlooked, but the results are valuable marketing assets.

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Red Bricks Media’s Global Paid Search Director, Andrew Leinicke, will be speaking at the OMMA Performance conference on January 25, 2010 at the Hotel Nikko, located on 222 Mason Street, San Francisco. 

Leinicke will be a featured panelist in the ‘Email is a SHARE Tool’ panel, which will be held at 4:15PM on January 25. 

From the OMMA Performance website:

While email marketing is known as a conversion agent for direct marketing, it is also the most pervasive method of communicating with your community of friends, community of workers and extended brand relationships with retail and business outlets. We know Social Marketing is a function of “reach” and distribution, but research has showed it is less valuable in driving conversion. The challenge for most is how do you create content and experiences in email and social environments that work together, but leverage the best of direct response and reach value for the brand? This panel of social media companies and brands will discuss these consumer behaviors and how to program efforts that get the most reach from a connected social audience, while still maximizing conversion value through email.

The session will be moderated by Lisa Riolo, Co-Founder of Impact Radius. Leinicke will be joined on the panel by David Baker, VP of CRM Solutions at Razorfish, Dan Lewis, Senior Product Manager at Microsoft – Windows Live Hotmail, and Michael McMahon, Founder of Quick Ops.

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 By Peter Vaughan, Copywriter

On the eve of December 9^th VEVO took over New York City with a launch party that included celebrity musicians like Bono, Lady Gaga and John Mayer. At the same time, millions of internet users waited eagerly for the return of music videos, an art form that television networks like MTV and VH1 slowly started moving away from years ago. As the clock struck midnight and the site went live, VEVO’s traffic servers struggled to handle the flood of eyeballs that flocked to the music video revolution.

But make no mistake about it, this wasn’t some kind of happy accident. Red Bricks Media worked closely with VEVO to architect an effective social media strategy that included tactics on channels like Twitter, Facebook, YouTube and even eBay. At the heart of our campaign were viral videos featuring popular musicians in an act of defiance against obsolete media, a sentiment that would come to embody VEVO’s brand message.

To help seed these videos online, Red Bricks Media contacted influential bloggers in the music world offering exclusive video access and b-roll footage. The result was over 300,000 combined views in just three days. Additionally, these viewers were prompted to check out VEVO’s blog, Twitter and Facebook accounts to engage in pre-launch discussions, trivia contests and charity events like an eBay auction of 3 signed copies of Adam Lambert’s latest CD.

In the end, the best indicator of our success came from the mouths of consumers themselves. On the night of launch we became a trending topic on Twitter, sharing the conversation spotlight with keywords like “Christmas” and “Tiger Woods” (one week after he dropped his now famous ball). Using Techrigy’s buzz tracking capabilities we could also react to real-time conversation trends like usability feedback and brand shout-outs in order to keep engagement levels high throughout the night.

So what’s our best piece of advice for brands wishing to achieve the same success? Harnessing the power of social media isn’t just about creative thinking and intensive strategic planning – it’s about a willingness to have an engaging, transparent and collaborative conversation. Until marketers understand the fact that they can’t control everything that’s said about their brand, they will never be able to truly reap the rewards of platforms like Twitter and Facebook. Listening to what consumers are saying and encouraging them to become partners in shaping products and services will create the best possible result.

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Who are you and what do you do?

I’m Joe Van Remortel, and I am the Vice President of Business Development, which really means sales.

I’m still not exactly clear on what it is you do. Can you break it down for me?

My job is to find innovative marketers who have digital marketing needs and to then determine if our services and capabilities can be beneficial to them. If so, I reach out to them and strike up a relationship.

Got it. So how was Red Bricks in 2009 for you and your department?

 2009 was a very good year. We had some big wins, we have done a lot of great work in terms of repositioning who we, Red Bricks, are as a brand, and we’re doing a better job at explaining what we can do and how we can do it. ’09 has also been an exceptional year in terms of development for some of our practices. For example, we are making great strides in Social Media and have done some great work with our clients in that arena. And that type of exposure makes my job a lot easier.

Perfect Saturday for Joe Van Remortel. Go.

Wake up and make a big breakfast with my four daughters and my wife. Then off to coach two basketball games for my grade school daughters. We win both of those games and then we go watch my youngest daughter in a ballet performance and then we go and watch my older daughter in a mock-trial event where she is acting as the prosecutor. Then we all hit the park for an hour long dog walk. After that, we get together with friends. Four families for a BBQ. There is wine and Shanghai rummy played until one in the morning. Then it’s home, exhausted, and right to bed.

Let’s pause right here and reflect on something you just mentioned, and that is ‘coaching’. There are several people at the office that have nicknamed you ‘coach’ and call you that. Does the whole ‘coach’ thing go back to you leading the American Co-Ed Badminton team to a win in the ’74 Summer Olympics in Nairobi?

Yes, that is definitely the origin of the nickname. Most of the team had never been out of the States and I had a lot of experience in Africa. I’d already been to Kenya, Tanzania, and climbed Mt. Kilimanjaro. So by having those experiences under my belt, not only was able to coach the sport, but I could also help the team acclimate and get comfortable pretty quickly. The Gold Medal that year really created my lifelong desire to be a coach in all aspects of my life. Badminton was just the beginning.

Inspiring stuff, to say the least. While we’re reminiscing about the past, are you at liberty to discuss your involvement with the CIA in the early 80’s?

I can only tell you that I was in the CIA and my primary assignment in Papua New Guinea, where I was stationed, was related to the rare tree-climbing kangaroo found only in those parts. There were some uses from that animal regarding reconnaissance and intelligence gathering, but that’s really as much as I can say.

That is such a fascinating fact about you. I really wish you could discuss your involvement at length but I understand the sensitive nature of the topic, so lets move on. Any predictions regarding 2010 trends to watch for, regarding RBM and the industry we work in?

RBM will continue to grow and expand its service line so we will have more to offer to new clients and bring added value to our existing ones. As far as the industry goes, I feel very confident declaring that 2010 will be The Year of Content Control. Consumers will fight to gain more control of their digital content; book publishers will control the distribution of e-book content; news outlets will make more money on the content they create; and more websites will grab back ad inventory from networks, just as CBS has done.

Well put. And finally, Lionel Ritchie or Phil Collins?

Wow, that’s a tough one. To tell you the truth, I’m not really a fan of either. However, I do consider ‘All Night Long ‘ to be a classic.

As told to Russell Bongard, RBM Creative Director

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By Elliott Easterling, Co-Founder and Chairman of the Board

We have some very exciting news from Red Bricks Media. Scott Neslund has been named CEO as of Monday, January 11, 2010.

The team at Red Bricks Media feels that with Scott on board we have achieved another great milestone on our organization’s history. Our exceptional team and services, combined with Scott’s exceptional leadership, will make us the team to beat in 2010 and beyond. In the past few months we have not only made the INC 500 list of fastest growing companies in America, but we have secured one of the top talents in the industry. The future of online advertising lies with leading independent shops like Red Bricks Media.

As you may know we had been conducting a professional CEO search for several months. It has been my personal belief that the time had come for a new leader to take Red Bricks Media into a new phase of growth. The founders of the company have been just that, great at setting the foundation and getting the firm off the ground.

Scott has an impressive and consistent track record managing and growing agencies and offices domestically as well as internationally. Most recently he was CEO of Mindshare, one of the world largest media buying agencies. Here is a bit more detail on Scott: http://www.linkedin.com/in/scottneslund

Scott has a wealth of management expertise and deep agency know-how. His background in traditional advertising combined with his proven entrepreneurism is exactly what our company needs to realize its great potential. One of the things that I like most about Scott is his ability to connect with folks and his appreciation of the people that work for him. He is a very strong cultural match for Red Bricks Media and for our valued clients.

The year has only begun. Watch what happens at Red Bricks Media.

Read full press release here.

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Former Mindshare CEO Take Reins of One of the Fastest-Growing Agencies In Country as Major Advertisers Turn to Independent Digital Shops For Thought Leadership; Marks Enhanced Significance of New York Office

SAN FRANCISCO (January 11, 2010)

Scott Neslund, who has been CEO of WPP Group’s Mindshare and President of Publicis Groupe/Starcom MediaVest Group’s StarLink, has been named Chief Executive Officer of Red Bricks Media, one of the fastest-growing independent agencies in the country, with over 600% revenue growth from 2005 through 2009 based largely on its highly successful search marketing operations.

Mr. Neslund will split time between the company’s San Francisco headquarters and its fast-growing New York office. He comes aboard the agency as both a significant equity holder and a member of the Board of Directors. Mr. Neslund replaces Red Bricks Media’s cofounder Elliott Easterling, who becomes Chairman of the Board.

“Scott is an experienced media and marketing leader with a substantial background in agency management having led media agencies in the U.S., Canada, Europe and Asia,” says Mr. Easterling. “He has a proven track record in leading digital communications and growing revenue. We are very pleased to tap into Scott’s media innovation and ability to successfully communicate a vision and manage people. He is exactly who I need to hand the baton off to in order to lead Red Bricks Media into its next great phase of success.”

“As a next career step I was looking for opportunities purely in the digital space and an entrepreneurial environment that could capitalize on the change occurring in the industry right now. Red Bricks Media provides me with that opportunity and it will allow me to merge my media agency background with the cutting edge advances in today’s digital marketing world,” says Mr. Neslund. “There is an industry trend of major advertisers starting to turn to independent digital shops for thought leadership on their business.  Red Bricks Media represents the kind of digital leadership advertisers are looking for in this constantly changing media environment where consumers are searching for what they want versus accepting the traditional ads that are being placed in front of them.” 

“Red Bricks Media is a great example of a digital agency that is taking its business to the next level by hiring a known leader who has helped build a Madison Avenue media agency. It is clear they intend to direct strategy beyond the digital marketing realm. says Sarah Fay, the former CEO of Carat NA. “I think this is a great move for both Scott and for Red Bricks.”

From 2005 to 2009, Mr. Neslund was with WPP Group’s Mindshare North America mostly recently as CEO (New York) since 2007, and before that, Managing Director Mindshare (Chicago). As CEO, he led all agency activities in the U.S. and Canada including five regional offices, 800 employees and approximately $10 billion in media billings. Mr. Neslund launched a reinvention program to transform the agency from a basic media buying and planning operation to a full service marketing partner for advertisers by establishing business planning, content development and consolidated implementation services. During this time Mr. Neslund integrated the agency’s digital capabilities with its traditional media services and expanded Mindshare’s search business. He restructured regional office leadership and WPP agency partnerships which led to $500 million in new business account wins and an increase in organic growth from current clients within 12 months.

When Mr. Neslund was Managing Director of Mindshare (Chicago) from 2005 to 2007, he turned around a business decline within 12 months by restructuring the office to better compete for new business, delivering  diversified  media services to clients and introducing  a proprietary planning model to create more innovative and effective media plans .

As President of Publicis Groupe Starcom MediaVest Group’s StarLink, (Chicago) from (2003 to 2005), Mr. Neslund re-launched the agency positioning and capabilities to better capitalize on the growing mid-size media marketplace which resulted in a doubling of agency revenues in two years. Earlier he served extensively overseas including as Senior Vice President, Managing Director for Starcom (Toronto) and before that Vice President, International Media Director for Leo Burnett (Tokyo) from 1997 to 1999. Prior to that, he was AOR Media Director for Leo Burnett (Milan). Mr. Neslund began his career in the media department of Leo Burnett U.S.A., (Chicago) first as a Media Buyer/Planner and later as a Media Supervisor.

Mr. Neslund has been recognized as an industry leader in media innovation being named as a 2008 AdAge Media Maven; to 2008 Min Magazine’s Most Intriguing People; and to the 2008 AdAge Agency A-List. He served on the 2009 Effie Grand Jury, the 2007 Cannes Media Jury, the 2008 Young Media Lions Juries and on the 4A’s Media Policy Committee from 2007 through 2009. He holds an MBA with a double major Marketing and International Business from Northwestern University’s Kellogg School of Management, and an undergraduate BA in Telecommunications and Marketing from Indiana University.

Red Bricks Media (www.redbricksmedia.com) is a full-service global performance marketing agency specializing in search engine marketing, interactive media planning, email campaign management, award-winning creative services and emerging forms of media including buzz and social marketing.  One of the fastest-growing agencies in the country, Red Bricks Media has worked with over 100 major brands including Academy of Art University, Scottrade, Hearst Corporation, Microsoft, THQ, Sunset Magazine and the Los Angeles Times. Headquartered in San Francisco, with offices in New York, and Hong Kong, the independent agency with more than seventy employees, was founded in 2004 by Elliott Easterling and Craig Hordlow.  In 2009 Red Bricks Media earned the ranking of #354 on Inc. Magazine’s annual Inc. 500 listing by achieving 698% revenue growth from 2005 through 2008. The agency also ranked #33 in the advertising and marketing category.

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