More about VISION – Message from VISION Director

2008-04-16T10:24:00.001-07:00

Several months ago, the BCAMA ran a breakfast seminar on social media, during which Blast Radius and Electronic Arts presented to a packed room. There was no denying the high interest level amongst marketers eager to understand the phenomenon of social networking, the rise of online communities, and the new brands that have emerged out of nowhere to dominate their business niches. Marketers are just seeing the tip of the iceberg in terms of understanding how these new technologies can be applied to drive the results we seek.

In the words of Bob Dylan, Something is happening here, and you dont know what it is. And we certainly dont want our competitors to eat our lunch. There is a race to gain proficiency with the new tools of this digital age. Few companies have cracked the code for consistent success at viral marketing. Few have been successful in marketing themselves on Second Life, Facebook, Myspace or on other online communities. Few have a deep understanding of SEO and the techniques to drive massive levels of search traffic. Those who are exceptionally proficient have a vested interest in keeping their techniques a secret. Google will change its algorithms to stay a couple of steps ahead of the masses.

This years Vision conference focuses on how technology and new media have changed how businesses engage customers. It is argued that both B2B and B2C companies need to change from being good talkers to good listeners; from good teachers to good learners. Are consumers becoming more sophisticated, and newly empowered by this new technology? Is this a natural evolution for mature markets? Consumers appear to be more savvy to hype and unsubstantiated promotional claims. They look to online communities of others with similar interests or values to validate their choices. Companies that can engage consumers in transparent dialogue appear more credible. Companies that allow customer interaction to tailor goods and services seem to be winning.

At Vision 2008, you will hear from many leaders that are involved in harnessing the power of these new technologies for business improvement. BCAMA has assembled a roster of articulate speakers that can help BCs marketing professionals (and students) understand new marketing methods and opportunities for their businesses. In fact, the first step to learning about these new forms of web marketing is to un-learn everything you have been taught about traditional marketing. Im not kidding.

Vision 2008 keynote, Richard Edelman, is Advertising Age Magazines 2007 Man of the Year. He is CEO of one of New Yorks largest public relations firms. Edelman has championed social media as a channel for companies to dialogue with customers. He urges his clients to embrace social networking technologies, blogging and other forms of digital media to invite conversations from which they can become more customer-intimate.

Amrita Sondhi worked along-side Lululemon founder Chip Wilson as they created one of the biggest global brands to come out of BC. Amrita led the brand (she came up with the name Lululemon) and marketing strategies, up until the time the company went public. At Vision 2008, Amrita will share her story, and how she has followed her spiritual and entrepreneurial instincts to great success. Her new company, Movement Global, is a thriving online athleticware business. She has learned the techniques to drive customers in droves to her online store. I cant do justice to her story. It is much more fascinating and inspirational than I can convey in a brief few sentences.

MSN / Sympatico, SAP and other industry leaders will share their insights and experiences regarding how they have innovated in this digital age. Best selling author and brand guru Dan Heath has added our conference to his busy tour schedule. The Shopping Bags are hosting this year. I know we will all learn something new or un-learn, as the case may be. Vision 2008 will be a mind-expanding day that will serve us all well. See you there.

BCAMA Vision Conference Blog

More about VISION – Message from VISION Director