There are several themes that emerged from SXSW Interactive 2014 this week - Surveillance, social, the rise of wearable technology and the importance of enterprise level innovation - just to mention a few.
But one secondary takeaway from the sessions I attended and the people I met is that marketing professionals must be better, smarter and know more about the people we are trying to reach so we can help solve their problems.
Below are a few key messages I heard that resonate:
“Everything is up for grabs. Sharing is the new buying. End to end collaborative services are disrupting legacy services. Those who can combine digital with the physical experience to create a delightful user experience are going to win.” Andrew Reid, Founder - Vision Critical
“If it doesn’t connect to an opportunity, how useful is it? Be useful. Be interesting. Or be ignored. Always add value no matter what you are doing. Add value to people’s lives.” Andrew Hanelly, SVP, Strategy McMurry TMG
“The tools have become the strategy. If we are going to call ourselves marketers, we need to start listening to our customers. Be pragmatic. Slow the hell down. Fix your shit.” Kristina Halvorson, Go Home Marketing, You Are Drunk
“We are obsessed with boxes. Old habits and outdated expectations are holding us back. We shouldn’t be limited by physical shapes. We need to revolutionize the way we interact with our digital space at the fundamental level, in order to elevate our digital experience to the next level.” - Sung Kim, on The Next Mobile Experience
“This idea that someone is missing out on the tactile experience of a retail shop means you have to build an emotional connection with a customer so they take out that credit card. Create a channel for storytelling. Build your brand online and use the community to drive awareness and distribution. The community will evangelize for you.” - Brian Garrett, Co-Founder StyleSaint Inc.