Thoughts on the future

Now that I have had a few hours to decompress and relax, I want to share some thoughts on the future and the conference....

First, I enjoyed the discussion of marketing beyond the Googles and Yahoos of the world led by Federated Media's Chas Edward. Here are his key takeaways that all marketers and brand owners should paste on the wall:

1) Locate Your Brand Communities - go to where your customers go and interact with them
2) Follow the Leaders and Partner with Them
3) Add value to existing conversation - listen, don't just talk

I went to school with the thought that I would be an actor one day.  You know the next Tom Cruise.  The best actors are the best listeners.  They listen, take it in, watch and then chose which way to go based on the information at hand.  The best sales people are listeners too.  The best marketers with the most hefty bottom lines and sustainable futures will be the ones that listen.

Second, Blog Ads Henry Copeland's blunt words about Pay Per Post.  I second that Henry.  I am not sure that I get it either.  The best word to describe it is fake. Enough said.

Third, The Deck.  This was a new for me and I am intrigued.  The Deck is a highly targeted, niche network for reaching creative, web and design professionals.  All advertisers who join and advertiser are looked over and vetted out - basically, they won’t take an ad unless they have paid for and/or used the product or service. 

Rather than a Vegas strip, they only sell one ad.  1 ad ladies and gents - an exclusive sponsorship.  And the ads, well take a look and let me know what you think.  Pretty classy.

Basically, they get their niche and it works.  Would it work for all sites, probably not, but it works for The Deck.  Goes back to really understanding your target.

Fourth, the last panel with Hilmi Ozguc of Maven Networks, Jim Larrison of Adify, Alex Blum of Kick Apps and Chan Suh of Agency.com (disclosure WPNI is a client of Adify) summed up their thoughts on the FUTURE and where interactive ads would be in 2010.  Here is what the panelist had to say:

1) Advertising will not just be about brand impression.  It will be about the interaction within.
2) Advertising will fit in the following categories - entertainment, resource or service, content / integrated content
3) Advertising will be an on-line expression of Me - well you and me - all of us individually
4) Advertising will be the dance partner that knows you; the storytelling or action based on what you want.  Not what the brand wants of you.

Number 3 and 4 are exciting although a bit Minority Report-ish.  But the thought of an ad decided when to present itself to me and what message is a welcome thought.  Not the same crap over and over again.  Truly targeted and messages.

Finally, Sean Howard hits to heart with his story you should read it.  It is all about connections.  We should not forget that on the 2nd day of the conference as well as when we head off to our jobs and we have the opportunity to create these crazy things called ads and marketing plans.

Tomorrow should be another interesting day.  See ya soon.

Comments

[Doug Meacham]

Hi Matt,

Sounds like a great conference. The stuff on interactive ads - 2010 does feel a little intrusive but I really believe it will be that way. Marketers will have to allow customers to opt-in and they probably will (at least the younger ones) if there is perceived value in the exchange.

Doug

[Nate Burland]

Matt, this is a great summary. I thought a few of the presentations were good and the panel by that B2.0 guy was really good. I was interested in what they were saying about how advertising would become entertainment. I agree with that, but it seems interesting that a network would say such a thing. Doesn't that go counter to their business? They all seemed pretty smart and I did agree with them on most points.

[mehnaz]

Interesting... Lots of learning!
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