On October 15, 2015, four team members from FRWD joined the Minneapolis digital marketing industry leaders at the 2015 MIMA Summit.
The theme this year: The Disruptors
Translation: A celebration of every out-there, too-far-fetched, world-changing idea that’s ever made someone say, “that can’t possibly be true.”
If you still don’t get it, check out the amazing video that kicked off the conference and set the tone for the day.
(Created by FRWD with help from HDMG and Ben O’Brien for the sound design)
After the video (made by our own very talented creative department) and event introductions, Oliver Luckett took the stage for the first keynote of the day.
As the Founder and CEO of theAudience, Luckett’s work hinges on making web and social content that is not only engaging but also sustainable. At the center of Luckett’s presentation was the idea that social networks are living organisms and expression is their sustenance.
He argued that aggressive or “spammy” advertising/marketing is parasitic, and therefore, the living organism that is a social network will do all that it can to rid itself of that parasite. Luckett rhetorically asked the crowd if anyone had consciously clicked a banner ad in the past year. As you can imagine, no one raised their hand. The comparison of a banner ad to a parasite may be hyperbolic, but it’s not incorrect.
Luckett preached the power of making art and good content — not spammy ads — that genuinely interest consumers. This sentiment was later echoed by Paul Sundue of Gawker Media Group in his session on content marketing and native advertising.
Sundue touched on the power of collaboration between advertiser and publisher when creating engaging content. The nifty rule of thumb Sundue proposes is that if you, the advertiser, have no interest in the content, the consumer is even less likely to.
Furthermore, Sundue urged the importance of having a conversation with users. If the conversation is one-sided, i.e., banner ads or native content with a closed comment section, advertisers/publishers will learn nothing. Even if the response from the consumer is negative, lessons can be learned and later applied to future campaigns and content.
In the final – and perhaps most thought provoking – keynote of the day, Amy Webb discussed emergent trends to watch within the next year; ranging from developments in the early stages of adoption to the seemingly fantastical realm of holograms and dreaming robots. Webb made a strong case for experimenting with these technologies early in their adoption in order to avoid missing out on the potential.
One of the most compelling and disruptive trends discussed was Algorithmic Marketing.
Boiled down its essence, Algorithmic Marketing is a natural extension to the “Big Data” trend, employing an evolving set of advanced analytical methods — machine learning, natural text mining, predictive statistics — to augment the marketing approach to things like targeted offers, rapid messaging iterations, pricing, and more.
By using algorithms to rapidly iterate and “learn” from consumer data sets — mind blowing stuff becomes possible.
One such tool which utilizes some of these methods is the predictive personality profile tool, Crystal Knows.
The tool, which currently pulls data from Twitter, Facebook & LinkedIn — uses advanced text mining algorithms to provide an eerily accurate personality portrait of whoever you search.
One fascinating feature is the email “personality spellcheck,” where Crystal suggests different phrases to use, predicting the best way to get the recipient’s attention.
Cool? Yep! Creepy? Definitely.
It’s thought-provoking how the algorithmic methodology — still in it’s early stages — will evolve into other marketing applications. Think super personalized experiences & messaging.
Thanks again to the Minnesota Interactive Marketing Association (MIMA) and their sponsors, for all of the great event curation they do year-round.
After all of the mind-blowing reality-altering content we consumed that day, Team FRWD came back to the office with a new energy. Let’s face it, the best part of any conference isn’t what happens while you’re there – it’s what you do with the information once you get back into your day to day life.
What did you learn at your last industry conference?