The following are key take­aways and themes about Web analytics that were dis­cussed within round­table groups at the Adobe Dig­i­tal Mar­ket­ing Sum­mit.

As practicing marketers, digital marketing and the power that consumers (for B2C marketers) and clients (for B2B marketers) have in terms of finding information--not necessarily what you want them to see--has been a true game-changer.

You already know that digital technology is getting smaller, cheaper, more powerful and more prevalent. You also know that almost everything and everyone can now be connected wirelessly. But you probably don't realize the degree to which these four disruptive forces work together to make it easier for customers to act smarter.

Despite what some will tell you, social media takes a lot of hard work, dedication, and consistent engagement. Social media marketers are a dime a billion these days, so you must set yourself apart—or die trying! Here are my top five lies about social media.

The 30-second pre-roll is the blink tag of our era. It's the ad format that drives users crazy, and it's just not right for Web or mobile. Here's how to fix video advertising and make online video profitable for everyone.

If you can prove marketing is a justifiable investment, marketing will no longer be seen as a cost center, but as a valuable part of the organization.

Advertisers are constantly looking for ways to get their messages in front of consumers. In a world where everyone is publishing content in text, images, audio and video, we all need to be a little wiser to who is being paid what to say what.

These days, markets are so competitive that unless your strategy enables you to deliver some unique value to customers, it won't do you any good. You'll ultimately fail.

Most of today’s marketing is still based on a snapshot frame of mind. And while photos give an impression, they just capture a moment in time. Smart marketers are trying to understand the customer's story, not just where they are at one touchpoint.

Fragmentation is not the end of Android, but means Google has lost control of both the Android platform and the Android brand. Google is desperate to compete in the phone and tablet spaces, and while Android is a perfectly suitable technical platform to build on, as a brand it is atrocious.

The most visual update on the Facebook Timeline is the cover photo. This image gives B2B companies a great opportunity to make an impact with the page.

The devel­op­ment of an advanced mar­ket­ing attri­bu­tion model can be incred­i­bly insight­ful for some retail com­pa­nies, but less so for oth­ers if they aren’t in a posi­tion to take advan­tage of it. Before going down the path of invest­ing resources in devel­op­ing it, I’d encour­age you to answer the following two questions.

Speed does matter in dealing with a social media crisis, but so does judgment. The trick is to be ready, but also to keep a cool head and really listen and understand what is going on.

Samsung has the potential to one day earn the Apple-like following they covet, but to do so, they need to divert their energy from making smarmy commercials to making truly great products again.

As marketers, we are embarking on a reinterpretation of what it means to do branding. And as part of that, mobile is not just an evolutionary change in behavior, but a revolution in the way consumers get satisfaction from the brands they choose to do business with.

The marketing world and the business world continue to change. Rapidly, in fact. But there are a few facts upon which we can rely. Why is there so great a desire to dispense with these foundational aspects of marketing and business?

Apple has saved itself a ton of marketing headaches by simply calling the latest iteration of its tablet, iPad. If it hadn't stopped now, what would it have named the sixth or twelfth generation?

Content marketing is one of the greatest assets of any marketing organization. But get a clue: if you're pushing your business and your product, it's not content marketing. It's promotion.

Some might argue that you should just do the right thing and not make a fuss about it. Some are put off by cause marketing, so they get involved with local community projects or global concerns and neglect to offer the same opportunity to customers and/or employees. This is missing the purpose of marketing.

To help you pour some more knowledge into that marketing brain of yours, this is my list of recommended reads for marketers, including books, blogs and magazines. They're framed around the four essentials "spots" of marketing: Branding, Experience, Conversation, Promotion.

The insurance company for which I'm CMO took steps to shift our conversation with customers from one that was centered on a product to one that was centered on people. That strategy produced a multi-faceted advertising campaign that gave us the ability to connect with consumers on a local level.

For years, marketing people and PR folks wore separate hats—had different skill sets, different agendas—even though they share a common purpose. The birth of digital communications made it worse by adding another silo, but social media shows us why it is vital to string it all together.

I loved Chrysler's "Halftime in America" Super Bowl ad, and I'd be willing to bet that the vast majority of the tens of millions of people who saw it felt similarly. The buzz about its political bent produced millions of free media mentions. The problem is that it didn't have anything remotely to do with Chrysler's brand.

Our regional insurance company's campaign has been named the “Best Local Ad Campaign We Never Tire Of.” To get here, we developed a detailed branding strategy rooted in a series of decisions all brands can make (and the smart ones do), which has helped pave the way for our campaign’s success.