The Marketing Consigliere loves events in his “backyard,” and this week’s International Advertising Association’s 41st World Congress in Washington D.C. was a breath of fresh air.
After the main keynotes and presentations, he was glad to see that Advertising Age gave it good coverage. The most important walk-away is summarized in the title of Ira Teinowitz’s April 8th article: “Digital Engagement Top of Mind at IAA World Congress,” and its subtitle: “Online is Not Just a Sales Channel, and Technology Will Only Increase Engagement with Consumers.”
PRECISELY! The Marketing Consigliere will say this until he is blue in the face: Online is a way for Marketers to gather, clean, store, share, and act upon data that DRIVES REVENUE. You do this by interacting with customers.
Among the more interesting speakers who are luminaries in the industry was Microsoft President of Platforms and Services Kevin Johnson (His Capzle can be found by going to “Mon Apr 7th, 2008 2:47 PM”). Microsoft showcased its MediaCart technology, which serves messages, information, or coupons on related products to customers when they scan items as they shop throughout a store.
This technology is the type of Network-Centric Marketing that will allow advertisers to leverage creative content in an interactive way, specifically when consumers can get value from it and react in positive ways. It is not intrusive and relative easy to use. If it currently is not configured to collect and transfer data into a repository, it probably won’t be long before it can. Bravo! to Microsoft for helping get Marketers closer to the point-of-sale.