(My note: A few years ago, Jennifer Porter was an intern at my day job, and it was clear to me that she had a bright future. As evidenced by the following guest post by Jennifer, I think you’ll find that my suspicions were correct.)
Last week, I had the opportunity to attend The Art of Marketing 2012 Marketing & Innovation Conference in Chicago, aka #TAOM. Learning, networking, AND only a train ride away? How could I resist? A shiny VIP badge didn’t hurt, either.
Within the first 30 minutes, my head was swimming with questions, ideas, and the ways I should have been applying this new information … well …yesterday. The result? Actionable, implementable takeaways for marketers and brands from the six speakers who took the stage that I’d love to share with those who couldn’t attend.
Following are my six key takeaways from #TAOM, from the stellar marketing minds of Keith Ferrazzi, Avinash Kaushik, Seth Godin (in photo), Gary Vaynerhuck, Mitch Joel and Randi Zuckerberg
- Want to Move On? Get a “People Plan”. Keith Ferrazzi kicked off the day by challenging us to look at our relationships and their direct connection to our capacity to influence. What is Keith’s “People Plan”? Writing down the top 25 most influential people for achieving your personal and professional goals this year. Then you call, email, tweet and connect, asking how you can serve them.
- Understand. Test. Be Less Wrong. I’ll be transparent and share that data has never been all that interesting to me, but Avinash Kaushik showed me otherwise. With the right charts, data can even look sexy. But what should our data be measuring every day? Economic value, amplification, and conversation rate. When we can better understand the RIGHT data rather than things than don’t carry much weight, we can adapt and make how we use our information powerful.
- Marketers = Plumbers. Yes, Seth Godin called a room full of marketers plumbers … and we were all open ears. “If there’s a map you’re following, don’t you dare say you’re doing the art of marketing. You’re not. You’re a plumber.” Companies who figure out how to innovate are the ones that will win.
- Content is a Commodity. What Really Matters? Gary V’s talk excited the already-alert audience, and not just because of his colorful language. Content is important, but it has become a commodity. Context marketing is where we’re at, especially if we want to retain as opposed to just acquire customers.
- One Screen. Mitch Joel’s most powerful message came as he discussed the end of buying attention and the active vs. passive media attempts of companies to connect. Said Mitch, “The only screen that matters is the one that is in front of the consumer.”
- The Power of the People. How does Randi Zuckerberg see social media shifting? Where we once had to create something ourselves to be an expert, that isn’t the case today. With increasing connectivity, every person can reach thousands of people with everything said. Powerful for brands to consider … and terrifying if they’re not prepared to engage.
{ 2 comments… read them below or add one }
Jennifer,
What a great succinct recap of action steps! You really captured the essence of each speaker’s presentation. I think I would have liked to hear Gary explain “content vs. context” a bit more. And agreed, Avinash’s charisma and presentation managed to make data very fascinating!
Nichole: The comment that REALLY jumped out to me was Seth Godin’s:
“If there’s a map you’re following, don’t you dare say you’re doing the art of marketing. You’re not. You’re a plumber.”
Think of the implications – I interpret that statement as, if you take a lot of time to create a plan, execute it and measure the results, that’s following “the rules,” whatever they are. The art part of it is a little deviation from the plan to account for spontaneous creativity, which can takea solid plan and make it something so much more.
I not only agree with that, but think it’s absolutely necessary.