Written by Logan Goulett, Customer Success Manager, Evergage
By John Marshall, Chief Strategy and Innovation Officer at Lippincott, a creative consultancy.
Today, now, at this very moment, is the slowest pace of change you will experience in the rest of your life.
Reading the headlines, it’s clear an unsettlingly different world is emerging. Amazon is working on a version of its Alexa assistant that can understand emotions. A machine is predicted to join a corporate board of directors within 10 years. Children born today will very probably not learn to drive, nor visit a physician for a checkup when they are 20.
Written by Brigid Sweeney, Manager, Global Agency Marketing & Business Development at Racepoint Global (and MITX FLG alumnus)
On September 21st, I attended MITX’s FutureM conference, where I was witness to inspiring conversations and breakthrough ideas from C-level executives and other industry professionals. I am no stranger to MITX – I have been attending MITX events and workshops throughout my professional career and just last year, was selected to join their Future Leaders Group (FLG). During my time in the FLG, I was lucky enough to work with seven other young professionals who were elected into the program based on leadership skills, entrepreneurial spirit, and early impact on the Massachusetts innovation ecosystem. The FLG offers young professionals the opportunity to network and meet with esteemed industry leaders such as Brian Halligan, CEO of HubSpot, and Diane Hessan, former President & CEO of C Space. Although I’ve since graduated from the FLG, I was able to return for their 2016 FutureM conference and sit in on Joi Ito’s Inspire Talk.
Written by Keith LaFerriere, Verndale
Since the term was coined in 2008, "design thinking" has gone from a novel concept to a requirement for any successful marketing team -- but getting both creative and tech on the same page can be a bigger challenge than many executives anticipate.
A recent 2015 CMO Digital Benchmark study confirmed that the vast majority of creative and tech team members speak different languages: only 30 percent of marketers and 13 percent of IT executives say that the relationships between the two are collaborative and productive.
Written by Kayla Niedziejko
Re-inventing Marketing for the Modern Day Consumer
Last week, I attended day 2 of MITX’s FutureM conference, and left with a completely new perspective of marketing in today’s society. As a recent graduate of business school, I was shocked to learn just how fast the industry has changed since earning my degree in 2015. Forget the 4 P’s—marketing in today’s world is about meeting people where they need to be met.
When I say today’s world, I’m not talking about “The Digital Age”—a jargon term that marketers love to use. If I wasn’t already aware, this conference solidified the idea that the digital age doesn’t exist as a separate entity. We are LIVING the digital age. It is ingrained in everything we do; from the moment we wake up in the morning to the second our head hits the pillow at night. The issue with marketing in a digitally savvy industry is understanding the consumer. How do we do that? Simply meet consumers, when and where they want to be met. However, that is easier said than done when the industry and technology is continuously changing.
Innovation is having a moment. Brands, products and individuals are all striving to be and say that they are innovative. But unpacking this word has lead me to some bigger questions… what does it really mean to be truly innovative? How can you foster a culture of innovation within a company? How do you find and attract innovative people? I had the opportunity to get more insight into my questions when attending a panel hosted by MITX called “Disruptive Innovators Series: The Anatomy of an Innovator.”
The panel featured three speakers including Anne Marie Dumais, Open Innovation Program Impact Leader at GE, Ace Moghimi, AVP & Head of Innovation at Lab Of Forward Thinking and Dan O’Malley, Chief Digital Officer at Eastern Bank. All of these individuals have helped to create a seat at the table for innovation within large companies in order to make disruptive change.
Our mobile devices have become an extension of ourselves. We sleep next to them and bring them everywhere. They are the last thing we check at night and the first thing we see in the morning. Brands and marketers, however, are still learning how to connect with their customers on smaller screens.
Native advertising (ads that are tailored to the look and feel of their surrounding content) is a popular solution, and sponsored stories, in-feed editorial units and News Feed ads, have found their way to smaller screens.
Suffice it to say, we have come a long way from the age of pop-ups and flashing banner ads. Over the past few years, brands and agencies have developed an expertise in selecting ad formats that deliver on tangible goals. Native advertising stood out as a top performer because it is non-interruptive and opt-in.
According to the Mobile Marketing Association, users spent 40 percent more time interacting with mobile native ads than with traditional ads on mobile, and average brand recall is twice as high with native ads.
Join us on June 2nd for the MITX Data Summit! Advisory Board Member, Victor Davidson, VP/Director, Analytics, Research & Technology, Havas Media, has written a blog that provides us with a sneak preview of what we'll be talking about on stage at this event. Register for the Data Summit here.
I’m excited to join the MITX Data Summit later this week. Having attended this conference multiple times, I know the content will be fantastic, and I always come away with some practical insights I can take to my clients. In particular, this year we’ll be talking a lot about building a data driven marketing organization. This is a topic I hear from clients quite often. What is a data driven marketing organization? I think it involves a number of different pieces, but where it differs from a traditional marketing organization is that decisions are made through a test and learn, metrics focused framework. Nearly all marketing decisions can now be made using some type of data to evaluate their successfulness: from creative and media optimization to the selection of a technology stack and CRM tactics.
But what does this data driven framework actually look like you might ask. I work within the DBi Consulting arm of Havas. When we engage with clients, we use the tried and tested framework from the CRM and IT space: technology, people and process. We align each of these in a matrix against data collection, communication and action. In this way, we can help clients understand what technology they need, who will manage it and how it will fit into the larger organization. What we’ve found is that most marketers actually have a strong awareness of the different technologies in the market. For example, when I took a quick poll of my clients, nearly all of them had heard of a Data Management Platform (DMP) and most had a strong sense of what a DMP was used for. Indeed, nearly half of them had already deployed a DMP. I use a DMP as an example because I think this is the type of technology that underlies a truly data driven marketing organization.
This blog post is about how to leverage your data and analytics team. Charlotte Jackson, Senior Manager Strategy and Analytics at Sapient Nitro, talks about how to use data and analytics to choose where to invest your marketing dollars.
As we are in the process of building our 2015 FutureM schedule we wanted to start giving you some insight into exactly what you will be seeing at this year's event. FutureM session moderator, Anita Brearton, CEO and Co-founder of CabinetM, explores the future of marketing and learning from the competition in this new blog post. Don't miss Anita's session, "Managing the Complexity of Today’s Digital Marketing Mix" at FutureM 2015. Register today!
Anita Brearton is an experienced high technology start-up executive, skilled at addressing the strategic operational and marketing challenges faced by high growth, early stage businesses. She is the co-founder and CEO of CabinetM, a discovery platform for the marketing industry that is changing how marketers and marketing technology companies connect. Anita is a member of Golden Seeds and Launchpad Venture Group, and serves as the Vice Chair of Mass Ventures.