This summer I had the chance to travel to Texas to work on a Marketing Charts project with my friend Beth Kanell. We got to meet many smart, lovely and generous people and had the chance to visit many iconic places. Here is our (in)complete round-up of the Online Marketing Summit Tour Texas.
When we were planning the trip, we were excited to discover how many marketing events were going to be held in Texas this year. With almost 50 workshops, trainings and summits, we were sure to cover almost all of our bases. We were not wrong, as there were a total of 52 online marketing events held in Texas this year (as of May 2020).
We were beyond pleased to discover how many events there were in Texas this year, as the last summit we attended, in San Francisco was crazy crowded. We were literally dodging other attendees in order to make our way to the bathroom. There were people holding signs saying “I’m a doctor, get me in there” and “I need a haircut, let me in!”
With so many events to choose from, it is interesting to see which ones people attended. Of the 52 events, 12,500 people attended one or more of them, while 20,001 people registered for two or more events (source: MarketingCharts.com / Attendance stats from BIGO).
This would make the total audience of these events to 64,501 people, which is a decent sized crowd considering the size of Texas (3.8 million people according to the 2020 U.S. Census).
The top five attended events were;
- Marketing Science: The Future of Marketing Analytics
- Digital Marketing Planning
- Marketing Charts Summit
- Optimal Scheduling of Live Events for Maximum Engagement
- The Art of Brand Conversations: Mastering the Art of Getting to Yes
One of the things that made this particular trip special was the speakers who came to teach us. We were fortunate enough to hear from some amazing marketers, as well as business gurus. Here is a list of some of the speakers and their topics. For more information about them, check out the BIGO website.
- Mike Michalowicz: Marketing Strategy
- Pamela Sklar: Branding and Positioning
- Bob Greenberg: Integrated Marketing Communication
- Seth Godin: Marketing, Branding and Differentiation
- Martin Lindstrom: Marketing Measurement
- Joe Polish: Marketing Metrics and Analysis
- Anders Rønning: The Science of Mobile Marketing
- Natalie Angier: Marketing to Gen Z
- Gurusky Chaturvedi: The Brand Blueprint
- Brent Simmons: The Future of Marketing
Not only do we get to hear from incredible speakers, but we also get to enjoy some amazing keynotes from industry greats. In this case, we got to hear from none other than Seth Godin, Marketing Strategist and author of *The Future of Marketing *and other incredible business books. Here is a brief excerpt from his keynote address. For more information about him, check out the BIGO website.
Every industry is changing. The lines between marketing and advertising, social media and search, and content creation and distribution are blurring. This leads to a question: Which roles will people play in the future of marketing?
The short answer is, everyone will play a role – even the ones who don’t yet exist. If you’re looking for a long-winded answer, then the role you’ll play is maker.
You’ve probably guessed by now that I believe everyone can and should play a role in marketing. I believe marketing should be a community effort, not just the work of a marketing department or division. It should reflect the values and spirit of the agency or company.
What does that mean in practice?
The most effective marketers will be those who work closely with their agencies and departments to ensure the work they do is tied to the big picture and serves as a clear reflection of the company or institution they represent. That means marketers should not only be thinking about what works for the company but also how their work benefits the community.
It’s not a bad idea to look at your role through the lens of a leader. What are the attributes of a leader?
Decisiveness. You have to be able to make quick, smart decisions – and you have to be able to enforce your decisions. The ability to make quick decisions and the courage to follow through on what you decide are both key attributes of a leader.
You also need to have a strong desire to improve things. A strong desire to improve and optimize is essential. Without that, you’ll never make the grade as a leader.
That desire to improve should permeate all aspects of your life – and your work. If you want to be the best possible marketer you can be, you have to be asking yourself questions, seeking advice and evaluating the performance of everything you do. Don’t ever be afraid to admit when you’re wrong – and even more importantly, don’t be afraid to admit when you’re right and other people are wrong.
What will make you a great marketer?
Great marketers will be the ones who are able to harness new technologies and the many ways people now connect to learn, engage and consume content.
The best marketers will be those who can put decision making and action taking first and who can measure the results of their efforts. That means you can’t separate marketing performance from the company’s performance. They’re intertwined.
“Everyone has a role in marketing, from sales to product management, marketing analytics, social media, etc. You name it,” said Joe Polish, author of *Marketing Metrics and Analysis.* “No one position or person will be able to do it all alone. It takes a village to market a product.”
The more you know, the more you’ll be able to decide what you don’t know. The more you decide, the more you’ll know. The more you know, the more you’ll be able to decide. It’s a continual cycle.
What are your thoughts on the future of marketing? What do you think marketers will be doing in the next 10 – 20 years?