All hail the rise of the pedestrian technologist.
Meanwhile, digital formats are driving business for marketers. Digital services account for larger and larger chunks of marketing agencies' business, and digital ads are growing media platforms' ad revenue year over year. This month alone, Advertising Age has reported that
A 2014 Gartner and Harvard Business Review collaboration reported that "67% of marketing departments plan to increase their spending on technology-related activities over the next two years." Similar numbers of marketing departments are also planning to increase their spending on tech and providers that have tech-related offerings.
Paying attention to the tech out there is the obvious imperative. Chances are, you've already got your fingers swiping through any number of tech-related stories every day. The challenge: covering all the options all the time, knowing what to focus on and invest in, knowing not only where to place your brand but how to make it interact with consumers in a relevant, appealing, memorable and motivating way. Let's not even get into the issue that it's all changing and shifting so fast that in-house technologists and researchers are hardly even a step ahead of information and activities of consumer technologists.
Internet Week 2015, May 18-21 in NYC, is tackling this issue head-on to give marketers that crucial leg up on not only what pedestrian technologists are tapping into now, but also what they are going to love next, how to connect with them in new spaces and how some have managed to stay on top of it all, flexing and adapting to incorporate the hottest app and device to hit the market on any given day.
Day One, next Monday, May 18, at the Internet Week HQ alone has a schedule stacked with panels of c-suite experts discussing "The Future of Wearables", "Inventions with Impact" and "What Millennials Want: The Streaming Generation"—to name just a few. In fact, Monday's mid-afternoon marquis panel, "Thank You, Technology! Sincerely, Brands" brings together
Day Two on the HQ's stages at the Metropolitan Pavilion on 18th street is all about the data. Presentations include Microsoft economist David Rothschild disrupting old-school models of market research, while the New York Time's Michael Zimbalist and colleagues will discuss "Big Data and Publishing". On the heels of that session, a panel of c-suite level experts will be talking about "Get Smarter, Not Bigger: Using Data to Fuel Innovation".
If that's not enough, well, the festival goes on all week.
And if your inner technologist is anxious to do as much as to listen, maybe you should consider dropping by the HQ's classrooms throughout the week for crash-courses in anything from "Taking a Human-First Approach in the Technological Future" by The Trade Desk Chief Client Officer Brian Stempeck to "Digging in to IoT" with Microsoft Technical Evangelist Stacey Mulcahy.
At a time when talented, experienced marketing technologists are still a rarity while tech autodidacts proliferate, this year's Internet Week HQ is the go-to source for cultivating a marketing technology strategy. Whether you're looking to foster—and harness—a hacker-like approach to experimentation among employees, tap in to the tech your consumers are adapting, or figure out how your brand's story should play out in new formats, you'll find it at the HQ. Register now.
ABOUT THE SPONSOR
Internet Week New York is an annual celebration of technology's impact on business and culture. This year's festivities will take place from May 18-24 and will attract more than 45,000 business professionals, working across all sectors, attending 250+ events produced in the IWNY HQ and 150+ organized by citywide event partners.