The Future of Digital Content: Notes from the Digital Content New Front 2009 - June 3, 2009 - NYC, USA

I am reposting, with permission, a synopsis of this compelling meeting of the Digerati written by my good colleague Christine Szymanski, Sr. Manager, Patient Relationship Marketing, Novo Nordisk, US.

By cadelarge on Jun 9, 2009

I am reposting, with permission, a synopsis of this compelling meeting of the Digerati written by my good colleague Christine Szymanski, Sr. Manager, Patient Relationship Marketing, Novo Nordisk, US. Enjoy!

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My focus [at Novo Nordisk] is U.S. patient relationship marketing and I was thrilled to attend the invitation-only event titled "Digital Content New Front 2009," in NYC on June 3rd sponsored by The Third Act, a Digitas brand-content group. Talent from marketing, content creation, entertainment, and digital distribution were brought together to explore future digital content marketplace opportunities.

Presenters spanned all industries and impressive high-level positions including:

Al Gore, Former US VP and Co-Founder of Current Media
Jeff Berman, Pres. of Sales and Mktg, MySpace
Deirdre Bigley, VP, Brand System, IBM
Andrew England, CMO, Miller-Coors
Tony Pace, CMO, Subway
Mark Stewart, VP, Global Media, Kraft
Alexandra Levy, Director, Brand Entertainment, Google
Mike Hudak, CEO blip.tv
Amanda Richman, SVP, Director of Digital, MediaVest Worldwide
Laura Lang, Digitas CEO

The sessions were invigorating and inspiring. The described evolution of digital media and its potential, made us all stop and think. What do I need to do differently today to plan for successful brand marketing in the future?

Below are some key-take aways for you to consider.

1. Creating great brands still requires customer understanding. However, marketing brands will require thoughtful "message infusion" (new way) into your customer's life versus interruption (old way). We need to become part of our target's culture and lifestyle.

2. Advertising was big, blunt, expensive and intrusive. It is now: nuanced/targeted, authentic, peer-to-peer (not top down), efficient/leveraged (not wasteful/expensive), appealing and authentic (not intrusive).

3. People value peer-created content 9:1 over traditionally created ads. Get to know VCAM (viewer created advertising message) - legitimate consumer created branded advertising based on a client-provided creative brief. A winner is selected by the client and promoted. Not only are people more receptive to watch it because it's created by a consumer but the winner helps spread the word about 'his' winning ad delivering reach and authenticity that marketers couldn't buy. http://current.com/topics/77174082_vcam/

4. Distribution not destination. Stop trying to create the ideal website. Find your customers where they like to be and build your content to be portable and usable in multiple formats (eg, video clips, RSS feeds) on other sites, applications, feeds, events, etc.

5. Experimentation in new media is key to understanding what works. Better to try it and deduce why it worked or didn't work than spend countless hours deliberating over whether it's worthwhile.

6. The old-school tv commercial, marketers used to hang their hat on, is no longer the golden ticket to advertising. We need to figure out how to extend the life of our message. For example, Subway (the food chain) formed a partnership with Chuck (the tv show). Subway was featured in the season finale of Chuck. When Chuck went on hiatus for the summer, Subway continued to promote "behind the scenes" short films with the show's stars, sponsored by Subway. This relationship was mutually beneficial. Subway kept their target engaged with valued content (awareness for Subway) and Chuck received publicity for its show during hiatus. It wasn't intrusive, it was valued. Subway's message became part of the target's culture- Subway figured out a way to infuse their brand.

7. The green movement is ubiquitous. Everything green has an inherent value/connection with generation X and Y. These folks begin the grassroots discussions/activities/movements/brand affinities. While the Boomers are not the highest indexed contributors to video posts and blogging - they do use google and will find what is out there.

8. Stop looking for every online tactic to show ROI. Experiment and evaluate success on a more holistic level. Measurement is important. But be sure the metric is relevant - not everything ties directly to a purchase - many things contribute to awareness, persuasion and other behavior end-points.

9. The role of agencies will evolve from content creators to deal negotiators and strategic brand shepherds.

10. Paula Deen (TV food personality) sat on a panel at the conference and said, "my tv went out and my husband said we could watch the movie on the laptop. I didn't know you could watch movies on the internet. So we sat in bed and watched on that little screen. It was great." Faith Ford (former Murphy Brown actress) responded, "my Mom is so cool. She figured out a way to have her big screen tv show what's on her laptop." It's not that boomers don't want to use digital devices for everything, it's that they are still learning where/how to get everything they want.

As one speaker said yesterday, "we're in a whirlpool - you can either swim with it and survive or drown."

Christine Szymanski

PS. If this email has your wheels spinning, read "tweets" from this event by searching "#NF09" at www.twitter.com.