Many of our clients are the CMOs for the organizations so I decided to attend the first Mid-Atlantic Marketing Summit to learn more about how marketers think and what's most pressing on their minds. Well, it was great to get to know these professionals better!
This one-day event was packed with speakers who offered valuable insights. Here are my key takeaways, from the formal program and more.
Marketing folks are all about measurement. No initiative is discussed without knowing how it will be measured. The day kicked off with the latest perspectives on this from Jodie McDermott from comScore and Johna Burke from BurrellesLuce.
My professional background is public relations so I can't help but compare marketing to communications. PR is all about relationships and professional struggle with the notion of measurement. It can be done, but it not as ingrained as it is with marketers.
I really appreciated Johna's definition of ROR - return on relationship. Maybe she'll help PR folks really embrace measurement. Marketers have it nailed.
Marketers are all about connecting with target markets and they know that to make connections they need to create something compelling. In 2012 that means video. Video offers the opportunity to present a dynamic brand message. And it works on today's key platforms: desktop, smartphone, and tablet.
A panel on mobile marketing presented by David Odio at Socialize, Nicole Stemberger at AKQA, Michael Lombardi at Weatherbug, Craig Etheridge at Gannett Digital, and Kurt Roberts at RP3 Agency offered plenty of great examples and models. A great question from the audience helped define that video should be 15-30 seconds for smartphones and 30 sec to 1.5 minutes for tablet, and can be even longer if the video play is initiated or selected by the user.
The last communication conference I went to was ironic - packed with people who network for a living but little networking going on. This was because attendees were deep in their smartphones all the time. Marketers, I am happy to say, are much better about lifting up their heads and meeting the people around them.
I enjoyed meeting several professionals at the event, and, even more, the session presented by associations who support the profession:
I know I still have much to learn. I would appreciate your marketing insights so we can continue to present online solutions that matter. Please comment on this post or send me an email at email@example.com. I look forward to learning more!