The three most important takeaways of The Digital Advertising Insight Summit Series

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This year, Milwaukee-based advertising agency Laughlin Constable and Marquette University partnered to bring marketing professionals, students and faculty the First Annual Digital Advertising Insight Summit Series. Although there were many speakers from the client side, agency side and publishing side, there were messages that resonated in most presentations.

  1. Simplicity: We live in an era where instant gratification is the status quo. We consume a ridiculous amount of content everyday, and most of the time on multiple devices at a time. Marketers must keep the experience simple and memorable. Marketers compete with thousands of content producers fighting to gain the attention of target consumers. Without simplicity, we risk losing that attention. Marti Gahlman, Director of E-Commerce and Digital at The Master Lock Company, put it nicely: simplicity through complexity.  Digital can be perfectly simple on its face, but is immensely complex under the surface. Vast amounts of data and analytics allow marketers to polish the experience for every user.
  2. Data: It wasn’t long before Spider Man quotes hit the microphone. “With great power comes great responsibility” Dennis Jenders of Laughlin Constable said. And it’s true, especially regarding data and analytics. Marketers must invest in solid data analysis and measurement tools in order to stay ahead of the game. Everything in digital is measured- that means that you must not only be equipped to pull those data, but it is also critical to be able to read and understand the data. I would argue digital is a wasted investment without the proper data analysis in place.
  3. Content, content and more content: The power and importance of content was a point in almost every presentation I saw. The lines between earned and owned media are becoming more and more blurred, according to Molly McKenna, Director of Public Relations for McDonalds. With content, marketers can reach consumers with real, genuine messaging that builds brand loyalists and advocates. Casey Flanagan, Senior Account Planner at Laughlin Constable, provided a simple, yet potentially overlooked insight- content must be searchable and sharable. A brand with Mona Lisa-status content will fail if it doesn’t give users the ability to simply search and share it.

The opportunity to attend the Insight Summit Series was invaluable. I heard from a number of incredibly intelligent marketing professionals with multiple perspectives on digital advertising. The knowledge gained surpasses most lessons that can be taught in a classroom, and it provided a great opportunity to network with potential employers.

My only regret: I didn’t major in Economics.


4 thoughts on “The three most important takeaways of The Digital Advertising Insight Summit Series

  1. Curiously enough, content has always been the most relevant bit to reach audiences. However, for the past few years many tech people, not necessarily marketers, were bedazzled with algorithms, etc. It is good that we are now putting things in context.

    • Great point. Interesting how those tech people are actually becoming the marketing people. Also, social platforms have substantially increased the ability to pull users to relevant content.

  2. Two important takeaways from this blog post:
    1) I clearly should have made an effort to attend.
    2) A blog post can define the most influential parts of an all-day event and at < 500 words, inform people of what happened, what was important, who was there, and a response.

    Your three takeaways from the event are perhaps the most intriguing aspects of today's social media landscape. Where many organizations are having difficulties understanding simplicity and crowding their pages, others are having troubles understanding the power of data and how to analyze it. And finally, your point regarding content, I feel, summarizes your first two points and the most basic, yet important part of social media. Bravo Anthony!

  3. danpeznola says:

    I agree with Ben, I definitely should have made an effort to attend this year’s summit.

    Great post, Anthony. You did a great job of summing up the major takeaways. I totally agree with your point on simplicity. Today, we are constantly being exposed to content. So, as marketers, we need to create simple, yet memorable content, so that we don’t get lost amongst the clutter.

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