Marketing's doing a terrific job of covering the Canadian Marketing Association's second annual Marketing Week.

The trade mag reports that during viral video expert Kevin Nalty's keynote address, he "illustrated the cost-effectiveness of YouTube for marketers by referring to a recent effort for the TV recording system Tivo. The campaign generated one million views. Of those one million views, how many of those views needed to turn into sales for the campaign to break even, he asked the audience. The answer: 0.0035%.

"And in terms of the best person to own a company’s social media, Nalty said the ideal candidate is 'less of a targeter and more an improv comic.' The person can’t simply be broadcasting to targeted potential customers. He or she needs to be able to roll with issues as they unfold and hold open conversations in real time."

Meanwhile, Delvinia's VP and managing director Steve Mast presented his firm's "six most-common 'deadly digital diseases'" to an enthusiastic crowd.

"The 'diseases' were determined using survey data from Asking Canadians, Delvinia’s research division," Marketing writes. "Participants were asked to grade familiar complaints about websites, producing this top six list.

"Most of the problems can be solved, Mast said, by examining business goals and asking how each online investment drives towards that goal."

Marketing also summarizes the presentation of Scott Beffort, "lead strategist for young consumer research specialists Decode."

Beffort, it notes, "emphasized the importance of understanding broad generational characteristics as well as various life stages--such as 'young independents,' 'young families' and 'empty-nesters'--when deciding on media mix and messaging."

Finally, Marketing covers a talk by Stevy Levy, Ipsos Reid's president of Canadian market research, who revealed findings from that firms's recent survey of marketing execs.

"Asked to what degree marketers are going to adjust their spend over the next 12 months, nearly half (49%) said they will increase their mobile marketing spend, with only 9% increasing print spend, 11% increasing radio, 10% increasing television and 12% increasing out-of-home digital," Marketing writes.

"Spending on television will decrease over the next two years, according to 42% of respondents, while 38% agreed the recession is putting pressure to shift budgets online."





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