"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Director of Research, AdExchanger Research.
I spent several days last week enjoying the inside of a giant hotel in sunny Orlando, Florida, for the ANA’s annual Masters of Marketing conference, the second I’ve attended. As I did last year, I thought I’d share my thoughts on the key themes, not just what I heard explicitly, but what I read between the lines.
I had high hopes for a conference that opened with ANA President Bob Liodice stating, “Terrific marketing isn’t great unless it’s validated by great business results – revenue, influence, social responsibility and more. All the stories you hear will be about growth – mastering brands and driving results.”
Certainly compared with my experience the previous year – where the talk was all about creating individualized relationships to meet the needs of demanding millennials but the bulk of presentations showcased pretty TV commercials – I saw progress. (Bob Liodice explicitly noted in his opening keynote, “Fantastic marketing is about more than terrific TV advertising.”) But, in what felt at times like movement and other times like entrenchment, it struck me as a year of getting back to basics. A sampling of such messages: