We all know that the Internet has revolutionized brands and media, but no one has really unlocked the secret of exactly how it is done. We all know the easy to generate formulas of traditional advertising, x number of dollars = y number of impressions in media that targets z% of demographic doesn’t work in the age of digital marketing. So how do marketers keep their brand relevant in a land of increased media opportunity where the old rulebook has been thrown out and the new rules have yet to be written?
The answer is, we don’t know. But what we do know is that some are doing it better than others. Our client Digitas has addressed these issues in creating a forum for dialogue both real and virtual by hosting Digital Content NewFront at Skylight Soho. This forum is where leaders of the digital world share their ideas on the stage, in a series of “meeting rooms,” hobnobbing in our corridor, on YouTube, or into the Twittersphere so the rest of the world can engage.
In its fourth year, and always the undisputed highlight of Internet Week, the event is a star-studded affair that brings together the world’s most prominent and respected innovators, provocateurs, thinkers and doers across technology, entertainment, media and content environments. The 2011 themed program, entitled “Pipe Dreams / Pipe Reality,” focused on the great challenges for marketers resulting from the proliferation of media opportunity.
So it is in theme that rather than dispense pearls of wisdom gleaned from the event in typical post form, we will look to Twitter instead. Here we distill the tweets surrounding the event to selectively put forth our own understanding of the conversations:
12:01PM: Mark Beeching–CCO, Digitas
Twitter is without a doubt the best way to share and discover what is happening right now.