Several months ago I was asked by Celia, one of our internal marketing/PR peeps to submit a panel idea for upcoming conferences. She's been shopping it around, but so far—no takers, which I think is a shame because a lot of folks are talking about this exact topic. So, if you are involved in planning an upcoming event and see a fit for this, please let me know. It will be quite easy for me to assemble a quality panel around this topic, I'm sure. :-)
Beyond Gimmicks: Why Behavior-Changing Experiences Will Rule in a Fragmented, Digital Age
What’s the buzz all about? Marketers are obsessed with generating it. Buzz that is. Going “viral” has become the ubiquitous holy grail of not only digital marketers, but offline as well. Create something so clever, so disruptive—that people will talk about it and (hopefully) share with others is one of the most common requests from clients—“give us a subservient chicken”. But what’s in it for the customer? Time and attention starved consumers, users and even social media participants are becoming wary of thinly veiled disguises at getting them to help make something go viral. What’s a marketer to do? Our panel will discuss alternatives to buzz marketing and dig into why it’s so important to provide value in an increasingly fragmented world where people can forget about your brand and why it matters in a nanosecond.
David Armano, VP, Creative for Critical Mass
David has over 14 years experience in the creative field with the majority of his time spent in digital marketing and experience design. An active thought leader in the industry, David authors the popular Logic + Emotion blog currently ranked in the top media + marketing blogs according to Advertising Age. David’s writing and visual thinking has been cited by Forrester, The Boston Globe and landed in BusinessWeek on several occasions including their “Best of 2006”. Prior to Critical Mass, David served spent time as a creative lead at notable firms such as Digitas and Agency.com—putting in a combined tenure of 8 years in the large digital agency environment. He led multiple initiatives for clients such as HP, Allstate, Fifth Third Bank, Miller Brewing, Grainger, and Bally Total Fitness.