Digital 180, Compete’s online “TV” series, spoke with Baba Shetty, chief media and digital officer at Hill Holliday. Baba provided insights into two successful digital campaigns:

• An app built for Dunkin’ Brands that had an iPhone version and a web-based version
• A content hub for Liberty Mutual

Hill Holliday built an app called “Dunkin’ Run” based upon behavior they observed of people wanting to go to Dunkin’ Donuts. “We kind of took this kernel of a behavior that was already happening and built some technology around it …”

Baba also shared his perspective on a campaign for Liberty Mutual that focused on insurance, which involved creating a content hub containing stories, blog posts and films. “This was about creating content for people we want to engage with, before they were in market for insurance.”

Visit the Digital 180 channel on YouTube for 3-minute insights from other leading digerati including the VP of Web Strategy at Upromise, BabyAge.com President Jack Kiefer, and the head of marketing from Visible Measures.

Have a suggestion for the next interview? Leave me a comment with who you’d like to hear from next on Digital 180.

Digital 180, Compete’s online “TV” series, recently caught up with Aboud Yaqub, the VP of Web Strategy of Upromise. Launched in April 2001, today Upromise is a major, private source of college funding contributions in America, with over 10 million members and nearly $500 million in member rewards.

If you are looking for tips and tricks to build and engage an online community Aboud’s insights are a “must see”:

1. The role of social media in building a loyal online community
2. A recent example using Facebook to build engagement with the brand
3. How to measure success using social media

Visit the Digital 180 channel on YouTube for 3-minute insights from other leading digerati including BabyAge.com President Jack Kiefer, Enfatico’s CEO Torrence Boone and the head of marketing from Visible Measures, Matt Cutler.

Have a suggestion for the next interview? Leave me a comment with who you’d like to hear from next on Digital 180.

Visible Measures is an authority on measuring the consumption and distribution of online videos and Matt Cutler, the Visible Measures VP of Marketing and Analytics, recently spoke with Digital 180. While everyone is already familiar with online video, its function in branding campaigns is still evolving. Matt shares his ideas on how social video differs from viral, what trends he sees emerging in the near future, and what company is getting it right with online video right now.

Check out the Digital 180 channel and continue to check back with the Compete Blog for more insights from industry leaders.

Jack Kiefer, the founder, President, and CEO of BabyAge.com, has some interesting insights on the current trends in digital marketing after being in the game for many years. He shares his thoughts on the evolution of customer acquisition over the past decade, from AOL to shopping comparison to Google, and where it is heading now. BabyAge.com has also been able cut back on their search spend without seeing a drop in revenue by being more targeted with their approach.

For more digital marketing insights from various industry leaders, check out the Digital 180 channel and check back with the Compete blog for updates.

Canoe Ventures CEO David Verklin spoke with Digital 180 about the exciting changes on the horizon for television. Canoe Ventures, working with the six biggest cable providers in the U.S., is working to change the cable viewing experience and David shares how this will be done with interactivity, targeted advertising, and more.

Check out the Digital 180 channel and check back with the Compete blog to hear about more exciting changes from leading marketers across different industries.

Bob Stohrer of Virgin Mobile talked with the Digital 180 series about the unique marketing challenges facing a company that operates without a customer contract. He also shared his thoughts on finding the optimal media mix and the importance of churn reduction.

To hear more insights from some of the top marketers in various industries, check out the Digital 180 channel and check back with the Compete blog for new interviews.