We are continuously bombarded by new information with the access at our fingertips. With that, how can brands and companies grab the attention of their audience and create meaningful interactions with them through all the clutter?
That was one of many questions that the amazing lineup of speakers at the 2014 BCAMA Vision Conference shed insight on.
The theme for the Vision Conference was “PLAY” and I believe it was a great theme because many people associate marketers as creative and playful individuals. Beyond that, it’s the idea that marketers need to continuously play with the tools and resources that they have in order to draw new insights and innovations.
The day started off with Gabe Zichermann, a gamification guru sharing how gamifying activities motivates people to take action. In order to break through the clutter, companies can engage their audience through initiatives that get them to “do” rather than just “read”. Zichermann emphasized that gamification sounds fun and easy, but companies must first understand what their objectives are and why gamification is a possible solution for engagement.
Next was Vanessa Thomas, Managing Director of Songza Canada. Most of us have heard about or use the app Songza, but did you know that the app continuously modifies its song and track list suggestions based on our habits? The secret is in the power of human curation. By giving companies the permission to understand our tendencies; they create tailored experiences that are unique. In doing so, companies earn the trust of their customers and become a part of their daily routines.
The next speaker’s were Bob Humphreys and Nicole Summers from IBM, who spoke about leveraging cognitive computing to deliver new customer experiences. They did this through Watson, IBM’s artificially intelligent computer system that’s capable of answering questions in a natural language. By marrying people and technology, companies are able to derive new insights, which lead to creating a better customer experience.
Moving into the latter part of the day, Cory Treffiletti, VP Strategy of Oracle shared his insights on the many digital marketing partnerships a company can have. He discussed how there is so many marketing tools and resources available for a company to use. But the most important aspect are knowing what to use, why it’s necessary, and how to make it effective.
Last, but not least, Dustin Garis from Proctor & Gamble concluded the day reminding us that marketing is a means of creating memories for people. He began by asking the audience, “how many days do you remember in the past month?” The answers ranged from 3 to 5 days out of a month. He used that premise to drive the idea that “life isn’t about the number of days you live, but the days you remember.” Stemming from that, he also spoke about innovation and creativity, and how habits and routines are notorious for killing innovation. He challenged us to start doing things differently to stimulate our minds, such as simply wearing our watch on the other hand. Doing something different can put you in a new state of mind and may lead to new ideas.
Besides the main speakers, there was also a smaller event called “LOUDTables”, where industry professionals from other companies set up areas for us to hear what they have to say about marketing in their fields.
Having the opportunity to gain insights from some of the best individuals in the industry was truly astounding and I look forward to seeing what next year’s Vision Conference will have in store for marketers.
Ben is currently pursuing a BBA Honours, concentrating in Marketing and Human Resource Management at the Beedie School of Business. He has grown a passion for all-things marketing, specifically advertising; as he wants to learn the art of creating messages that make people take action. With a diverse range of leadership experiences in athletics, student organizations, event planning, and case competitions, Ben hopes to continuously develop himself and others moving forward. He strongly believes that everyone has the opportunity to better themselves and their communities if they give it a shot and show persistence, grit, and determination. Besides studying and getting involved, you can find Benwatching cool ads, playing basketball and volleyball, hanging out at coffee shops, wearing button-up shirts, and collecting the latest Beedie gear!