What does it mean to be innovative? When we innovate, we change something already established, break down barriers and forge new paths. We introduce new methods, ideas or products, and we challenge the boundaries of creative thinking. Innovation is the lifeline of creativity and the saving grace for reaching new frontiers. In other words, innovation is essential to marketers and advertisers. In an industry that’s reliant on creative thinking, boundless ideologies and quashing what’s been done in order to create something new, without innovation, marketers wither away and fall from the vine. No brand, agency or creative mind can get ahead in the business without a sense of innovative thinking.
Luckily, the industry has struck it rich in the past decade. With the fast flowing, constantly evolving and rapidly growing world of technology and data forever at our disposal in today’s market, there’s perhaps never been a greater time for marketers and innovation. Virtual reality has become a hardened reality, and artificial intelligence is on the march with its robots in tow. Technology has been the driving force behind just about everything innovative in the modern market, but with new advances constantly on the horizon, industry professionals are biting at the bit to discover the newest ways to beat out the pack, come out on top and charter undiscovered territory.
So how can marketers best use the endless opportunities that advancements in tech and data allow for? And how can agencies and marketing professionals take advantage of what’s before them – and ahead of them – to reach new audiences by the masses?
During The Marketer’s Innovation Track at Advertising Week 2016, industry experts will discuss the many technologies and techniques that are driving the industry full speed ahead, and deep dive into how those advances can best be implemented into brands and the ways they do business.
In “Transformation: The Art (and Science) of Marketing Change,” a session presented by Merkle, panelists such as Merkle’s chief growth officer, Adam Lavelle, will discuss best practices for innovating methods to make modern marketing work in an ever-complicated ecosystem.
During “The Marketers Dilemma: Face to Face with Marketers,” presented by PWC, panelists will join in a conversation with senior marketers from across industries to get to the bottom of the so called “marketers dilemma.” Industry professionals, including POPSUGAR’s Anna Fieler and AOL’s Marta Martinez, discuss how top marketers engage with their target audiences in a world where communication platforms and channels proliferate.
Todd Allen, vice president of global marketing at Stella Artois, will share the importance of ROE (return on experience) and how to successfully monetize experiential marketing in the “AB InBev: Experiential Marketing” session.
During “The Virtual Reality Audience Explained,” presented by VR Society, Jim Chabin, president of the society, will join in discussion with panelists to discuss virtual reality’s power to engage customers in more meaningful ways, offering greater relevance and a personalized branding experience.
For more about The Marketer’s Innovation Track, and for a full list of calendar events, head over to newyork.advertisingweek.com/calendar.
