The 435 Digital Team kills it during their Integrated Marketing Panel.

As Social Media Week winds down here in Chicago, we continue to hit the books (okay, really, our laptops and smartphones) each morning to stay on top of the latest news in digital marketing. Here’s a look at what we’re reading today:

We got a lot of questions yesterday about paid search and whether online ads are worth the cost, given that so many people claim they don’t pay attention to them. iMedia Connection weighs in on this very subject:

Getting started is relatively easy. To determine the incremental value of exposure to unclicked ads, marketers can easily compare samples of users who previously encountered a display ad to users who arrived at a site without exposure to an ad. Marketers can also look to search data. There’s a small mountain of evidence showing that even if you don’t click on a brand’s ad, exposure to the ad makes you more likely to search for the brand and click on its search ads.

But the best case of all for view-through is perhaps that it dates back to the origins of advertising itself. Or, in other words, view-through is not so different from offline advertising in many respects. Agencies running off-line campaigns can point to powerful correlations between campaigns and increased sales, but, in most cases, can’t definitively prove that any given customer is responding to campaigns. And yet no one would suggest that offline campaigns have zero value or that attempting to measure their success is pointless.

And view-through is superior to most offline campaigns in an important respect. If someone arrives at a Walmart store, Walmart can’t be certain that they saw the Walmart billboard on the highway or the full-page ad in the local paper. With a view-through, a brand at least knows that the user was exposed to the ad, even if only briefly.

Think that you don’t need a responsive or mobile website? You might want to think again, says Google:

In this world of constant connectivity, consumers expect to find the information that they want, when they want it – especially when they’re on the go. We know that this applies to their web browsing experiences on mobile, so we took a deeper look at users’ expectations and reactions towards their site experiences on mobile. Most interestingly, 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site. The bottom line: Without a mobile-friendly site you’ll be driving users to your competition. In fact, 67% of users are more likely to buy from a mobile-friendly site, so if that site’s not yours, you’ll be missing out in a big way.

Finally this morning, if there’s a more creative ad out there right now, we haven’t seen it. Coca-Cola turns its print ad into an iPhone speaker.

The weekend is almost here. Thanks for stopping by!

The post What We’re Reading: Thursday, September 27, 2012 appeared first on 435 Digital.

The 435 Digital Crew is thrilled to annouce that both our panels at Social Media Week Chicago, How to Make Facebook Ads Work for Your Business and 435 Digital On Integrated Marketing, sold out in short order. But we’d be lying if we said we weren’t looking forward to checking out the multitude of other panels, parties, and networking events that will be put on by our industry colleagues and peers.

Of course, if you’re visiting Chicago for the first time, you also want to make sure to take in some of the sights and sounds of our fantastic city. 435 Digital members recommend taking the Chicago Architecture Foundation’s river cruse, taking a picture of your reflection in Cloud Gate (or, as locals affectionately call it, “The Bean,” hitting up Gino’s East for a slice of deep dish Chicago heaven, and heading up to Second City for some belly laughs. Of course, you can’t beat a stroll up the Magnificent Mile no matter what time of day (or year) you can fit it in.

If you haven’t had a chance to check out the Social Media Week Chicago schedule,you can do so here. You should also make sure to follow the Social Media Week Chicago blog, which, in addition to insightful posts on the current state of social media in our world, is also interviewing and previewing many of the week’s speakers.

Registration for Social Media Week events is free, but you do have to register and reserve a seat for most events, so get to it! We hope to see you all next week.

The post 435 Digital Takes On Social Media Week Chicago appeared first on 435 Digital.

“	RT @BillyDec: Can u hit the twitter & facebook icons on my TV segment for me? http://t.co/0drHgSET Sharing is caring! Thank u kind one! RT
	NICK_COLOSIMO September 22, 2011

Also check in at "Sub 51 - Social Media Week" #SMWChicago
Photo by www.krecu.com on flickr

“	RT @jenn_swann: My first blog post for #SMWChicago – Tucker Max: entertainment or self-indulgence? http://t.co/WEiJTc1m
	kylehillman September 22, 2011

“	Great interview on WGN with Harvey Morris about Social Media Week Chicago http://j.mp/nwrXX0 #smwchicago #in
	mwade3000 September 19, 2011

Tiffany dome 1
Photo by jasmined on flickr

SWMChicago_signage
Photo by joycemsullivan on flickr

“	Christine Cea, brand pr director for @unilever loves the dichotomy of danger (l) and opportunity (r) http://t.co/ojHXqhft #smwchicago
	XimenaTalks September 22, 2011

Don't forget to check in!
Photo by jasmined on flickr

“	Ryan Stonehouse, part of the core Google+ project team. Kicking things off. #smwchicago http://t.co/lgMCS602
	chuckhemann September 22, 2011

Googler talking about the future of G + #womma #smwchicago
Photo by Amber Porter Cox | AKA @amberportercox on flickr

The post Social Media Week Chicago – an agile gathering of practitioners appeared first on 435 Digital.

Here in Chicago, Social Media Week kicked off last week when Chicago Mayor Rahm Emanuel joined Foursquare as ChicagosMayor. Chicago is honored to have the first official City Badge, the “Windy City Badge.” The badge is your prize for checking into Jane Addams Hull-House Museum, the Oriental Institute Museum and the Garfield Park Conservatory and two other lesser known Chicago destinations. This idea of highlighting lesser known points of interest would work really well on the hyperlocal level – ie. in your neighborhood.

We still have two-and-a-half days left so go sign up!

p.s. if you are looking for direction on how to figure out all the Facebook changes (Panic! Panic! Google+ is open to the public!), here’s a video from WGN with the Chicago Tribune’s Scott Kleinberg and Amy Guth telling you what you need to know.

The post Social Media Week — there’s still time! appeared first on 435 Digital.