Brite Conference 2011

by Bradley Jobling on March 4, 2011

Brite Conference Logo

There were quite few great takeaways from the Brite’11 Conference this year. As for additional speakers, I would have liked to seen a few more of the Silicon Alley startups who are on the leading edge of this social wave. Yet, this is probably my narrow purview alone as the focus of the conference is on global brands, technology and innovation, not just social media.

A panel that did focus on start-ups included Bill Chasen of StickyBits. I’de heard of StickyBits before and tried to use it. The difficulty of getting a great scan is an issue for me. I also don’t think of using the app in the heat of shopping. Yet, I am an avid follower of customer book reviews on Amazon, and no one can deny that online reviews are the future of shopping.

Neve Savage of Netflix and Dustin Ritter of PTI Marketing Technologies drove home the importance of personalization. In a digital world organizations can provide individualized information and services. A good example of this are Netflix recommendations based on a consumer profile questionnaires and ratings of previously viewed titles A poorly executed example of this was an email newsletter from Home Depot that supplied vegetable gardening information to an ornamental flower enthusiast. Using past purchase information Home Depot could have provided the email recipient with articles and coupons they found useful, deepening the brand-customer relationship.

In a world of fleeting audiences and exploding media channels Josh Millrod and Jason Clement from Weiden+Kennedy discussed there experiences in making viral trans-media. Their “idea-house” of attention grabbing and personalized concepts are based on the reality that audiences are not captive but must be captivated. Furthermore the media platforms do not stand alone. Online, broadcast, print and mobile rarely exist in vacuums and can actually build on each other. Would the Old Spice videos have been as effective if the original TV ads had not been seen before?

Sheena Iyengar, the author of the book The Art of Choosing, explained her research on the psychology behind consumer choice. A Knowledge@Wharton recording of Sheena discussing this at a different event can be seen in the post Sheena Iyengar & the Power of Choice written by Christine Whittemore of Simple Marketing Now.

It’s difficult to put on a great conference and all in all this was a great event. Some of my previous ideas were confirmed and I picked up some new things. If you are looking for just social media tech information, there are probably other conferences which would be better. Yet, Brite Conference is a great resource for the overall brand marketer.

If you went to Brite’11 I would like to hear what you thought about it.

{ 2 comments… read them below or add one }

C.B. Whittemore March 8, 2011 at 3:38 PM

Brad, I can’t believe you got this post out so quickly! I’m still working on mine, but hoping to finish it soon. Thanks for your highlights and for including a link to my post about Sheena Iyengar.

I really enjoyed spending time with you.

Best,
CB

Bradley Jobling March 8, 2011 at 3:51 PM

The iPad helps. I can write while I am watching TV or in a chair. Don’t have to be at the desk. (Another technology gadget that I will not be able to live without!)

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