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I travelled down last Thursday to the Econsultancy Future of Digital Marketing annual event in London. Now in it’s 8th year the event was a great opportunity to network with fellow Digital marketing professionals and hear about the latest emerging ideas and trends from a wealth of high profile industry names. The impressive lineup consisted of some truly inspiring and influencial individuals including Gerd Leonhard (CEO Futures Agency) and Bruce Daisley (Director Twitter UK).
We must Market ‘with’ rather than ‘at’
The day itself was structured loosely around this year, next year and beyond in Digital Marketing sprinkled with sessions on more future focussed themes touching on Wearable tech, Interactive printed media and innovative fully connected in house devices. The day was densely packaged with nearly 20 individual sessions on some incredibly diverse topics.
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One of my favourite keynote sessions came from Gerd Leonhard (CEO, Futures Agency) – Gerd is considered a thought-leader and global influencer in the media / content, technology, marketing & communications industry. Certainly one of the more challenging and future facing sessions, Gerd’s general theme concerned the ‘The Total Reset of Marketing, Branding and Media’. His high octane presentation touched on issues around:
- Planning for exponential changes in technology in the the coming years
- The demise of Interruptive marketing – Marketing ‘with’ rather than ‘at’
- The move from traditional searching to more Implicit / Predictive models (i.e. Google Now)
The emphasis on less interruptive marketing models perhaps poses the biggest challenge to Marketeers with the power shift moving from the Seller to the Buyer across the Digital Landscape. Gerd highlighted ‘Dropbox’ with their model of reward for users who share or introduce their service as a good recent example of Marketing ‘with’ rather than ‘at’.
Of course there were many more insights from Gerd. His presentation both inspired and unsettled in equal measure which is exactly what I wanted from the keynote speakers at FODM. Less of the usual ‘mobile is the future’ fodder and more challenging, brave and disruptive predictions. Hugely thought provoking and passionately delivered.
I will summarise some of the further headline takeouts from FODM over a series of blog posts over the next week or so. More to follow.
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