Good, creative marketing can be simplified into "four E’s": engage, educate, excite, and evangelize. That’s how former Kodak Chief Marketing Officer Jeff Hayzlett presents it anyhow. Obviously, each of these "E’s" can get complicated in themselves, but if you really want to look at it in the simplest form possible, this is as good a place to start as any.

John Loughlin, Executive VP and GM of Hearst Magazines, which publishes Cosmopolitan, Esquire, Popular Mechanics, and other popular titles, provided an inside look into Hearst’s content strategy for the digital age here at ad:tech NY. 

Do you think Hearst’s success in traditional publishing will extend to triumph in the online world? Let us know in the comments section.

At ad:tech New York, Dan LaCivita, President of Firstborn, a creative agency that worked on a well-received campaign for Pepsi’s Sobe brand, along with Rami Jabaji, the Associate Brand Manager for Sobe, showed off the campaign kicked off earlier this year at SXSW in which they created a Flash-based app that allowed users to create fake (but real-looking) tattoos on images of themselves, with the intention of fooling their friends (and mothers). 

I probably don’t have to tell you that mobile marketing is incredibly complex. Why is this? Because mobile encompasses nearly all other forms of media in one. Mobile is talking on the phone, the mobile web, images, video, radio, interactive apps, location, etc. 

Innovation is running rampant these days. That’s why we’re seeing so many startups launching and so many acquisitions from bigger companies happening. The good ones come from good ideas, and everybody’s rushing to have the next great idea. But where do these ideas come from? How do they get started?

It’s an interesting time to launch a startup, which is why you see so many popping up all the time. Word from ad:tech NY is that New York has become the ideal place to start up a startup. "It’s a lot easier and cheaper to start a companies these days," says Linda Gridley, of investment banking firm Gridley & Company. "There’s just a ton of innovation going on."

It’s been an interesting day for location-based services. Facebook of course made its announcements. Yelp announced it will soon introduce check-in offers. 

At ad:tech, Cheryl Stallworth, CEO North America of Firefly, talked about a social media study the firm conducted in which it explored consumer expectation of brands. 

"The thing that was interesting is that when it comes to people who are fairly sophisticated….there are a lot of similarities around the world," she said. "Regardless of the level of market development, you find very, very sophisticated social media users."

"Whenever I hear SMB, I think of Super Mario Bros," Foursquare co-Founder and CEO Dennis Crowley said today. But in all seriousness, he has tremendous pride in his service and its future use for local businesses (among other things). 

Speaking here at ad:tech New York, he compared Foursquare to a Google Analytics for people who walk in your door. "These are your best customers," he said. "The check-in is kind of a commodity."

Here in New York at ad:tech, Technorati President and CEO Richard Jalichandra gave his annual "State of the Blogosphere" address. This has historically been a chance to reflect upon the Blogosphere’s impact on the world, and that impact is just as great as it’s ever been. That’s obvious up front. 

9 out of 10 bloggers are reportedly talking about brands. Obviously that is important to consider in a time where opinions are easily swayed and conveyed (and shared) on the web through blogs and social media.

Bruce Clay, who has been in the search engine optimization game since 1996 (before Google), sat down with WebProNews to discuss how the search industry has evolved over the years. Discuss search industry changes with WebProNews readers.

WebProNews had a chat with Dana Todd of Newsforce, who talked about social media advertising and search. The two are impacting each other more than ever. What ways do you see social media and search impacting each other? Share your thoughts.

WebProNews discussed fear and advertising with Steve Hayden, Vice Chairman of Ogilvy Worldwide. There is a lot of fear currently as we’re going through what Hayden calls "the biggest transition in advertising since the advent of television." What are your biggest fears in advertising? Please share.

WebProNews discussed the creation of ad copy and the stages of the buy cycle with Mona Elesseily of Page zero Media recently. Do you have a process you use for ad copy creation? Tell us about it.

WebProNews recently conducted an interview with Mike Wehrs, President and CEO of the Mobile Marketing Association. This is an organization that "provides an industry forum to meet, discuss, plan and work cooperatively to resolve key industry issues." Wehrs talks with Abby Johnson the growth in mobile marketing, and its benefits. Do you utilize mobile marketing? Tell us a little bit about your strategies.

WebProNews recently spoke with Jimmy Wales, Founder of Wikipedia for a few minutes, and discussed the past, present, and future of user-generated content as a marketing medium, not to mention several other topics. What kinds of brands do you think work the best for marketing with consumer-generated content? Share your thoughts with us.

Building your brand using social media is one way to reach an audience on a limited marketing budget. The session "Content Marketing Strategies: How to Leverage Social Media to Exponentially Grow Your Audience and Bottom Line," offered tips on enhancing your online presence.

There used to be, just a few years ago, quite a chasm between traditional advertising and online advertising. That chasm is becoming more like a gap, especially as the Web grows to engulf all media and audiences fragment. The new question then isn’t how advertising on the Web and via traditional media differ, but what traditional media tools and knowledge can be applied online.

Steve Hayden, who currently serves as a vice chairman at Ogilvy Worldwide, has been successful in the advertising industry for many years.  In fact, Hayden was a co-creator of Apple’s "1984" campaign.  And at ad:tech this week, Hayden gave a keynote address titled "Fear, Love, and Advertising with Steve Hayden."

In the keynote presentation "The State of the Industry (Presented by the IAB)" the panel discussed a variety of topics.

Coverage of the ad:tech San Francisco conference continues at WebProNews Videos. Stay with WebProNews for more notes and videos from the event this week. 

Moderator:
Randall Rothenberg, President and CEO, IAB

Jason Kilar, CEO of Hulu delivered a keynote speech at ad:tech San Francisco. In the speech he discussed the state of advertising and of course his site Hulu, which has taken the online video world by storm.

Coverage of the ad:tech San Francisco conference continues at WebProNews Videos. Stay with WebProNews for more notes and videos from the event this week.

ad:tech San Francisco kicked off today, and Wikipedia founder Jimmy Wales was present to give the opening keynote presentation.  His speech was called "Wikipedia, Wikia, and the Future of Consumer Generated Content," and it nicely complemented an introduction by Drew Ianni on the state of the overall industry.