Held at Rosen Shingle Creek in Orlando, Florida, the ANA Masters of Marketing Conference is a gathering of the nation's chief marketing officers and leaders from the marketing industry. The conference offers opportunities to learn and engage with people who have built brands, leveraged an expanding array of media and emerging technologies, and improved the quality of marketing organizations across the board.
Some of the highlighted speakers at #ANAMasters included the CMOs from General Mills, Target, T-Mobile, Walmart, Cisco and Microsoft. Among the variety of events that took place during the conference was a forum called "Things I Wish I'd Known Then," during which Microsoft's GM of Global Advertising Kathleen Hall discussed why bigger isn't better, the importance of building relationships, and why chasing the "new" isn't always the right move. Other forums scheduled included "Putting Brand Champions at the Center of Everything You Do," as well as more market-focused panels such as "Bringing Humanity Back to Air Travel." Each of these aforementioned events took place over the course of one morning, which goes to show us just how happening this conference was.
In fact, board members who attended the conference spent an entire day "behind closed doors," according to Adweek, discussing a number of issues that have been riddling the marketing industry, including whether agencies are receiving large rebates or kickbacks from media outlets in exchange for buying ads in large amounts. Among the considered solutions to this concern is whether the organization should hire a "fact-finding" firm to look into certain allegations of media agency fraud. Adweek contributor Lisa Granatstein (who covered the conference for the online publication) goes on to suggest that "the rebates controversy" affects marketers and agency executives alike. And with only a small number of agency execs at the conference, some "observers," as Granatstein mentions, say this lack in representation may have to do with the divisive issue at hand. All in all, the daylong discussion speaks to a collaborative effort on the part of attending board members to find a common ground.
On a more inspiring note, Bob Liodice, the president and CEO of the ANA, initiated the conference by giving a speech on the industry's efforts this year to transform the marketing landscape by leveraging emerging technologies. According to Adweek, Liodice spoke of "exploding gains in technology," and how it affects innovative media platforms and generates creativity. Among topics discussed by Liodice during his opening remarks were "advances in multi-screen platforms and integrated programs, efficient programmatic media strategies, real-time marketing, outdoor digitally-based placed media and connected TV."
Liodice even mentioned the second annual Marketing Disruption Study, a collaboration of the ANA and McKinsey & Co. Most notably, however, was that Liodice emphasized the need for the industry to come together to fight ad blocking, which he believes "represents consumers outrage over substantially diminished user experience." Liodice, a self-proclaimed "true believer" that "marketing can make a difference," denounced, among the list of industry grievances, "page clutter, lengthy video pre-rolls and long load times."
In light of these deficiencies, Ad Exchanger claims marketers are relinquishing their strict control over messages in order to better associate their brand with positivity. Be it a quick laugh or paying it forward by buying a stranger a meal, marketers are increasingly switching out that firm ground of data and measurement in favor of risk-taking and experiential efforts that leverage the emotions of the consumer through, for example, empathy. Arby's Chief Marketing Officer Robert Lynch calls this marketing behavior "being authentic to a fault", because although it's a risk to not rely on metrics, experiential marketing provides more opportunities to reinforce a brand's core beliefs, which makes for better marketing and a more satisfying consumer experience.
No matter the challenges the marketing industry has had to face (or continues to face), to return to the concerns of the president and CEO of the ANA, Liodice boldly closed his opening statement at the conference with an acknowledgement of real opportunities for positive change. Ultimately, Liodice highlighted a shift in marketing that began with the tried-and-true metrics, and has moved toward the more unchartered waters of consumer experience and service-oriented marketing.
This post was written by current Renegade intern Sam Oriach. You can follow him on Twitter @samoriach.
Welcome to the Apple Announcement Roundup! In anticipation of the Apple Worldwide Developers Conference, which kicks off today in San Francisco, we’ve rounded up a timeline of some of Apple’s major announcements throughout the years.
While it’s been suggested that the 2013 conference won’t introduce any new products—extending Apple’s six-month lull in new product announcements #womp—rumors have been circulating about new hardware, software, and services that may be announced this week. If you’re not a Registered Apple Developer don’t fret—you can tune into the events of the week through the free WWDC app released by Apple last Monday. The app allows you to view the schedule, videos, maps, and related news.
01/09/2001 Apple introduces iTunes – “World’s Best and Easiest to Use Jukebox Software” Does anyone use the word “Jukebox” anymore?
10/23/2001 Apple presents iPod as the “ultra-portable MP3 music player” that “puts 1,000 songs in your pocket.” iPod was the beginning of the end for MP3 and portable CD players. And the newest iPod can hold 14,000+ songs.
Buttons on buttons on buttons. Image Source
01/11/2005 Apple introduces iPod shuffle allowing users to experience their music in a million different ways.
02/23/2005 Apple unveils iPod mini, making iPods more affordable and cuter.
04/12/2005 Apple announces Mac OS X “Tiger” with features like Spotlight and Dashboard, which Steve Jobs said would “change the way people use their computers, and drive our competitors nuts trying to copy them.”
09/07/2005 Apple introduces iPod nano because iPod mini needed a sibling.
01/10/2006 Apple introduces MacBook Pro and gives it a whole MacBook family in later in 2008
01/09/2007 Apple reinvents the phone with iPhone. We’re quickly approaching first-generation iPhone’s 6th birthday on June 29th at 6:00pm, when the first iPhone went on sale in Apple stores, ever. Happy birthday iPhone—you’re old. Remember your first iPhone?
Remember this clunker? Image Source
09/05/2007 Apple Unveils iPod touch
10/16/2007 Apple announces Mac OS X Server Leopard
01/18/2008 Apple introduces MacBook Air – “The World’s Thinnest Notebook”
06/09/2008 Apple introduces iPhone 3G
06/08/2009 Apple announces iPhone 3GS – “The Fastest, Most Powerful iPhone Yet,” FaceTime, and unveils Mac OS X Snow Leopard
01/27/2010 Apple launches iPad
06/15/2010 Apple presents iPhone 4
11/16/2010 The Beatles—now on iTunes
The day iTunes became legit. Image Source
03/02/2011 Apple launches iPad 2
06/06/2011 Apple introduces iCloud, new version of iOS with notification center, iMessage, Newsstand, and Twitter integration, and Mac OS X Lion
06/21/2011 Apple revolutionizes video editing with Final Cut Pro X
07/20/2011 Apple releases Mac OS X Lion, updates MacBook air with next generation processors, Thunderbolt I/O and backlit keyboard, introduces world’s first Thunderbolt display, and updates Mac mini
08/24/2011 Steve Jobs resigns as CEO of Apple
10/04/2011 Apple launches iPhone 4S, iOS 5, and iCloud
10/05/2011 RIP Steve Jobs
iMiss you Steve. Image Source
01/19/2012 Apple reinvents textbooks with iBooks 2 for iPad and unveils all-new iTunes U app for iPad, iPhone and iPod touch
3/07/2012 Apple launches new iPad, completes iLife for iOS, brings 1080p HD to new Apple TV
6/11/2012 2012 WWDC - Apple introduces the “Next Generation MacBook Pro” with a slimmer and lighter body design that rendered the optical drive “so 2011,” updates the MacBook Air and MacBook Pro processors and new graphics, announces Mountain Lion will be available in July, and previews iOS 6 with new maps, new Siri features, FB integration, shared photo streams, and the new passbook app.
7/25/2012 OS X Mountain Lion becomes publicly available
So majestic. Image Source
9/12/2012 Apple introduces iPhone 5
9/19/2012 Apple releases iOS 6 to the public with over 200 new features but most importantly crappy maps
10/23/2012 Apple introduces iPad mini, the 13-inch MacBook Pro with retina display, and all-new iMac features
11/27/2012 Apple announces the November 30th availability of the new iMac
01/28/2013 Apple updates iOS to 6.1
06/10/2013 Apple introduces iPhone 6 with a version of Siri that works, Google Maps built-in, and a free kitten upon purchase. Just kidding.
Dayna Uyeda is an intern at Renegade and recent graduate of Duke University. Find her on LinkedIn.
Is social media a tech bubble soon to burst?
The speakers at the 140 Characters Conference say, “no."
Speakers at the conference, ranging from NBC, Craigslist, Mashable, Foursquare, and even Playboy, claimed that social media is not only a necessity for companies – but that the medium has not yet reached its full potential.
The 140 Characters Conference, commonly referred to by its Twitter hashtag,“#140conf” continually stressed the importance of social media for businesses and community.
Steve Krakauer, a digital producer from Piers Morgan Tonight (CNN), and Andrew Pergam, an Editorial Director from the Institute for Interactive Journalism, both explained that social media must impact the non-digital world. If followers and fans do not translate into higher television ratings or income, then those social media statistics develop into nothing.
This idea of transcending the digital world into the real, physical, world was touched on by many speakers. Many speakers believed the community and reach of social media could be turned into social good. Acclaimed author Deepak Chapra believed peace and harmony could be achieved through social networks. While his idea at first sounds fantastical, the Lupus Ladies of Twitter, women who suffer from Lupus, showed that their social network support has touched thousands. These ladies connect sufferers and those who love sufferers of Lupus through Twitter and blogs.
Perhaps Ted Rubin, the Chief Social Marketing Officer at Collective Bias, summarized the thoughts on social media best. Rubin titled his segment “ROR,” or, “Return on Relationship.” Rubin roused cheers from the audience as he zealously claimed social media is about forming and nurturing personal relationships. According to Rubin, the platform (i.e. Twitter or Facebook) should be used to make a personal connection, not avoid one.
Social media looks as though it is here to stay. Businesses will continue to use Twitter as their press release network. However, according to the experts at the 140 Characters Conference, social media needs to embrace the personal connection, go beyond the digital world, and truly influence the people behind the usernames.