On May 2, 2010 Alla Green from NaoriComm attended TheMarker’s Annual internet conference: COM.VENTION 2010, which featured over 50 speakers from Israel and abroad.
By Alla Green
Let’s not talk about the logistic bugs (such as poor mobile phone reception in auditoriums and cappuccino with soya milk – not my cup of tea). Despite this, the atmosphere and the people were definitely worth coming for.
What’s new in Digital Marketing? Not much
Was there anything new said at the Com.vention 2010? I doubt it. The digital media world is swarming with buzz, but what’s the entire buzz about?
Everyone understands that the old marketing methods don’t work anymore and people finally agree that the social media is not a hype that will go away soon. But now that the digital marketing is here, what do we actually do with it?
Talk, talk, talk
The conference speakers discussed the social media revolution, the mobility of the Internet, the supremacy of technology, the significance of unique content and the new ways of interaction with customers. In-depth discussions revolved around practice modus operandi, including cooperation, collaboration, co-creation of the brand with the audience and, of course, transparency.
Behind every computer sits a person
The overall recommendation is not to impose, but co-operate with your audience, not to force your advertising, but to listen and convey your message through channels that help to engage in conversation while building a real, trustworthy, long term relationship with people.
This change is especially tremendous for brands themselves (especially for big global companies used to the traditional forms of marketing) and for advertising agencies who carried out old fashion marketing campaigns. Their state of mind and point-of-view should undergo a real revolution dictated by digital media.
So, what now? It’s up to you
The presentations were great, but are there any concrete recommendations for marketing professionals working in the course of this digital media revolution? Not really. It’s up to you, dear social media “gurus” – experts of a brand in a new field, with virtually (watch out! double meaning word) no expertise.
We (meaning digital media people) are amongst those who now define new methods for a new digital reality and create new ways of thinking and consuming.
In order for the digital media to complete its revolution, there is much that has yet to be done. It is not just about spreading-the-word in 140 characters, or less. It is all about the quality, not quantity of content.
And to tell you the truth – that is a really big deal!
For more information about Com.vention 2010, please refer to the following resources:
Alon Molian from Twisted introduced a concept of “Transmarketing” (marketing in digital changes revolution). See the presentation >>
Sagi Hemetz from Blink was talking about the transfer from paid media to earned media. See the presentation >>
Eran Gefen from MyBrandz gave a great presentation where he counted 7 sins he did as a digital marketing person. Read the article >>
P. S. For those of you who wanted but didn’t make it to the Com.vention 2010 (or didn’t make it into the overloaded auditorium), here are most of the conference’s presentations in VOD format. There are all the tracks (technology, content and video, digital marketing etc.), follow the white arrow on top.
Hope next time TheMarker will provide us with better usability, both for the website and for the conference itself!
Photo: Israel Hadari