I spent the better part of last week in New York for Integrated Marketing Week 2015. You can often tell the health of an industry by trade show attendance, and IMW was jam-packed with a lot of energy and conversations. Plus, each session was near capacity and in many cases standing room only.
The central theme of the event was data – both the vast types of data volume available and how to use data for message relevancy. But the true focus of data was on how to use it to connect with the customer using their preferred channel, which can vary depending on the type of relationship and doing so in a “frictionless” manner. And get ready for a new buzzword, as we will be hearing more and more about how “Beacons” will help deliver meaningful messaging and offers to the customer. For example, beacons will deliver coupons or reminders of current sales on mobile devices to members of the retail loyalty program when they walk into that store.
There were many sessions to choose from and all provided meaningful insights. A few of them I attended over my two days at Integrated Marketing Week included:
- Integrating Your Online with Offline
- 10 Ideas for B2B Disruption
- Is Real-Time Programmatic Marketing the Future?
- Mastering Attribution for the Omnichannel Era
- Future Trends in Marketing
One of my favorites was the keynote by David Gilboa, Co-Founder and Co-CEO, Warby Parker. It’s an exciting story and business model – incredibly affordable prescription eyeglasses, a fantastic place to work and philanthropy built into its culture with “Buy a Pair, Give a Pair” donation program. Although Warby Parker started as an online retailer, it now has 12 showrooms and is expanding to 20 by year’s end. Both online and offline channels work successfully together—imagine that!
Direct Mail Delivers
Although this was an integrated marketing conference with “digital” being a strong theme, a highlight for direct mail was when a financial services company showcased fantastic results with a mail-focused campaign through the use of better data for segmenting and targeting to improve response results from 1.8% to 3.79%. The following year they achieved a 5% response rate.
Key Takeaway from Integrated Marketing Week
As for our business and our customers’ direct marketing campaigns, the key idea I took from the event was the ongoing need to utilize the vast amount and variety of data available, which allows you to listen to your customer to provide the most relevant message at the appropriate time. I realized our clients may not be looking at all the data available and attributing it properly. Greater knowledge and efficiency can and will be gained in the near future by better attribution – and we will be working side-by-side with them throughout this journey.
There is great energy in our marketing world right now and it’s going to get even more exciting. The future looks great for marketers but mostly clients and consumers. If Integrated Marketing Week 2015 is any indication, &Then Boston 2015 will be quite an event!
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