This week the two day Ad Tech – interactive marketing conference was held in Sydney. I attended some of the conference sessions as well as the exhibition and a few of the keynote speakers. I was impressed to find out that the keynotes were free as well as the exhibition.
So I’m sure you want to know what I learnt, well I’m sorry to say, nothing new or even very surprising came out in the sessions that I was at. If anything there were two key points that I took away from the conference:
1. We all need to take more time out to think about the bigger picture of online and interactive – what direction are we heading in, how can we leverage this direction and what will it mean for us in the future. So often we get caught up in the day to day that we forget how new this industry is.
2. No one really knows the ‘where to from here’. A lot of speakers touched on the fact that the current way of doing things (like interacting with customers, communicating brand etc) is not working as the effects of online have not been taken into consideration. But they also declined to say what the effective way of achieving this in today’s environment is. At the end of the day it comes back to my point above, online hasn’t been done before and despite being around commercially for over a decade now, that doesn’t mean that anyone knows for sure exactly where this ride will take us.