Having just returned from the stimulating Ad Tech digital marketing conference (http://www.ad-tech.com/ny) in New York City November 4- 6, 2008, here are five observations:
1. All of the digital marketing rules are going to continue to change.
2. Metrics like click through rate are irrelevant.
3. Innovation and content will be king. That content may be user generated or brand generated but great content is just that.
4. Importantly for marketers, the consumer, or as we say "participant," is firmly in charge.
5. REACH, RELEVANCE & ENGAGEMENT are the big three circles that we all know are critical. Finding the intersection of all three and setting up "listening posts" will determine the next generation of big winners.
As you think about your business and brand growth opportunties, think about giving up control to gain more participation with passionate participants ("consumers"). Enabling their participation then listening to the conversation will fuel your innovation and brand velocity.
Want a concrete example? Barack Obama. Doesn't matter if you voted Republican or Democrate. Obama understands how to find the intersection of reach, relevance and engagement in order to tap into passion.
Jeff Fromm
jfromm@adamson-usa.com
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