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Digital Summit Denver Recap
I had the opportunity to attend the Digital Summit Denver in mid-June. A collection of industry leaders, marketing professionals, and well known vendors all collaborated in downtown Denver. With speakers like Joe Fernandez, co-founder of Klout, Luke Beatty, head of product at AOL, and Andy Beal, CEO of Trackur, it was easy to identify some key trends midway through 2014. Here were some of my main takeaways from the event:
Mobile is No Longer a “Trend”
At this point, we all know mobile should be a key part of any marketing strategy. Whether it’s an app, a mobile optimized experience, or focusing on social from a mobile context, it’s only continuing to grow. However, it’s becoming so critical, that one key point was: “There is no longer a mobile strategy or mobile experience. There is only the strategy or experience.” In other words, we should start to get over treating these experiences as separate entities. We already know a huge number of people interact with our brands and online efforts via mobile, the question is, are we really planning and streamlining our efforts for when that is the norm? It will likely be sooner than we think.
Fool-Proof Your Social Media
A single social mistake can last much longer and have a larger impact on your business than years of good social. It’s almost like we’re all waiting for the next major brand to falter on social. Whether it’s an employee mixing up HootSuite accounts, a quickly made joke that turns out to be in poor taste, or attempting to news jack and falling short, every social team needs to have a process in place that allows it to be both agile and flexible while avoiding the absolute autonomy that leads to these types of situations. Recently at Red Door, the company read Checklist Manifesto, a great book that outlines how a simple checklist, when thought out and implemented correctly, can go a long way in fool proofing what we may consider routine or simple.
Content Isn't Always King
Luke Beatty, director of product for AOL, shared this thought in his approach. With the advent of more and more wired technology, utility is quickly moving up the ranks. As people start to use connected appliances, devices like Amazon’s new phone with Firefly, and other technologies, the internet is evolving to become even more useful. To be clear, content can provide utility when done well, but if your customer is using your online presence to achieve a specific objective, it is important to be sure you know what that objective is. Content may be relegated to the backseat in making sure your experience actually delivers on their desired outcome.
Overall, it was a great experience to interact with others on the front lines of digital marketing. I am looking forward to exploring how we can implement some of these efforts on our projects moving forward.