I enjoyed going to the conference today during the Channel Planning portion. It was interesting to see how my other Marketing classes (specifically Advertising) pertained to the content: how they focused on marketing to certain demographs in certain situations (ours was at an SD community college). They also focused on Primary and Secondary objectives within certain channels: ad networks, email, mobile, video, targeted ads, deals, events etc. I enjoyed hearing how they can make each one have a primary or secondary objective depending on the goal they desire, be it awareness to customer loyalty. Each one had a place in the Branding, Response, and Creating high value customer catagories.
They had us pair into table groups to put post-its where we thought an aspect of the channel would fall into one of the three main catagories as primary or secondary. Our results were not too far off! We scored 12 accurate, while other professionals got 7, 15, 17 and 21. It was exciting to see how much we knew and how we probably had more social media knowledge than most of the people in the room.
They also touched on the point that a website can grab the audience's attention better through an interactive video versus just reading words on a page. People are more attracted to interactive advertising, an example being moving banners that they click on so that it is like a game. People remember better through acting than through reading as a sort of muscle memory.
Overall, it was a great experience. It was a trip to see how people of my parents generation are going to conferences to learn about what people in my generation do as easily as breathing between tweeting, instagram, facebook, foursquare and the like.
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