01 Jun Top Themes at Digital Summit Atlanta 2016
Each year the Digital Summit Conference brings the most innovative Atlanta marketers together for two days of invaluable digital industry insight. The conference is hosted in major cities throughout the country, bringing speakers and presenters from all different market spaces. The Atlanta event is one of a kind, as the city is home to a unique blend of local businesses. The Power Marketing + Printing team attended for the third year in a row and brought back plenty of insight worth sharing. Here’s our recap of the top themes discussed at Digital Summit Atlanta 2016.
If you’re an avid consumer, you’ve likely already noticed an increase in video content online in recent years. Platforms are becoming more video friendly, and the fast-paced nature of social media is shaping the way video content is created. Short 10-30 second videos are the norm, which challenges marketers to create succinct yet attention-grabbing content. Keynote speaker Gary Vaynerchuck of Vayner Media believes that live-streaming video marketing will be the new standard in the future. This is a likely assumption based on the growth of platforms such as Snapchat, Periscope, Meerkat and Facebook Live over the past year. Consumers want unfiltered, real-time and genuine content – and a lot of it. Live video is gaining a foothold in the digital realm, and with nearly 10 times the engagement rates of regular video content, it’s clear that this is a powerful opportunity for marketers who seek to build trust and transparency with their audience.
Is your brand on Snapchat? If not, you need to start considering it. Perhaps the most talked about platform at Digital Summit, Snapchat is incredibly diverse in it’s capabilities. And, by the sound of it, not many brands are utilizing Snapchat – yet. Marketers have a tremendous opportunity when it comes to Snapchat’s story feature, which allows for creative storytelling with a 24-hour timestamp. This urgency primes followers to check your brand’s story daily, a characteristic that few other platforms can offer. Carlos Gil of BMC Software noted the power of Snapchat’s geofilter feature, which allows marketers to target specific locations through temporary custom frame filters – perfect for event marketing! You may be wondering what sort of content works on this platform, and the truth is that it’s constantly evolving. The best way to take notes is to become a consumer of Snapchat content, follow your favorite brands, and see how you can implement Snapchat’s extensive list of features for your own use.
The advertising bubble is close to bursting. Each day people are exposed to hundreds of brands, each jumping for attention and trying to get a piece of the market share. What’s the secret to making your brand likable? In simplest terms, it’s relationship building. This was one of the most emphasized points at Digital Summit, and it’s easy to understand why. The less relatable your content is, the more the audience can see right through it. Cliff Seal of Salesforce, Pardot believes the key to building a trusting relationship with your audience is to practice empathy. We need to think less like marketers and more like consumers. The next time your brand launches a campaign, put yourself in the forefront of the user experience by living it firsthand. If there are hiccups in your process, how can you adjust the experience to make it more pleasing for your audience? Emotions are powerful, and being aware of what makes your audience tick can make or break your overall brand sentiment. The brands that fail to humanize may be left in the dust.
If there’s one thing we learned, it’s that the marketing landscape continues to shift with human culture. Brands that fail to innovate may damage their reputation or lose the interest of the audience. Our team feels invigorated with inspiration after attending Digital Summit and we can’t wait to put these ideas to work for our clients.