“Marketing is about making change we are proud of,” said Seth Godin, best-selling author with a strong following at IWCO Direct, during his Digital Summit Philadelphia Keynote address. His quote inspired me, and I hope it inspires my fellow marketers.
I had the privilege of attending Digital Summit Philadelphia held July 24-25 at the Philadelphia Convention Center. More than 1,300 digital marketers, creative directors, marketing managers/directors, email and social media marketers, and marketing communications professionals attended its 45+ “in-depth, trend-forward digital marketing sessions.”
Breaking Through the Noise with a Consumer Focus (and a Bit of Humor)
My summit experience started by attending the keynote featuring Jon Youshaei of Instagram TV. His session, “Cracking the Code of Going Viral: Coming Up with the Next Big Idea,” was one of my favorites. Jon provided guidance on how to write a great headline using the letters in the acronym “EAT:”
E = End result the reader wants
A = Address any objections
T = Time period they’ll get it in
His methodology focused on navigating “today’s world of short attention spans” by breaking through the noise that crowds any industry. Here is an example Jon used in his Keynote:
I went through the two-day agenda and selected the sessions that I was most interested in attending and would tie into our approach to omnichannel marketing. One of the sessions was “The Opposite of Funny: Embrace the Negative to Create Hilarious Content” presented by comedian, writer, and producer Michael Albanese. This session was hilarious! Michael highlighted some really clever and funny campaigns and social media responses from large companies. My favorite were the social media responses from the sharp minds at Wendy’s.
The highly anticipated session, “Marketing Trends that Matter in 2019 – and How to Leverage Them,” presented by Leigh George, founder of Freedom, “a strategic branding and marketing un-agency,” did not disappoint. Leigh stated, “Companies should be helping customers with their passions.” She shared six trends, but these are the three that resonated with me.
- Value-Driven Brands: How does your purpose intersect your customers’ passion? Think Nike’s campaign featuring Colin Kaepernick, “Believe in something even if it means sacrificing everything.” Although controversial, most consumers remember this Nike campaign.
- On-Demand Brands: Study where customers spend their time and how can you integrate with those environments. Leigh highlighted the New York Public Library and their promotion of Insta Novels—classic novels specially formatted as Instagram Stories. The campaign featured three Insta Novel covers as cell phone cases. Consumers can instantly make the connection—novels on your cell phone.
- Brand Transparency: What data can you share to provide insight your customers could benefit from? One example was providing data about device usage to the consumer’s advantage and allowing them to set parental controls. For example, a child playing a game on their mobile device could receive a parent-controlled message on their device like “5 minutes remaining for games today.”
I look forward to attending next year’s Digital Summit. In the meantime, I will use the EAT formula to write better headlines, find creative ways to help customers with their passions, follow Wendy’s on Twitter, and make changes I am proud of. Contact me here if you want to hear more ideas.
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