5 Takeaways From the #MKTGnation 2017 Summit

It's that time of year again, and if you're an avid social media user, you've probably spent the last few days with your feed full of #mktgnation and #engagementeconomy. The Marketing Nation Summit, one of the biggest events in the world of digital marketing, was held at the Moscone Center in San Francisco earlier this week.

Business executives from all over the world gathered to listen to keynote speakers and attend breakout sessions on the "latest and greatest" in promotion and communication.

For anyone who didn't attend, and for those who did, here are the 5 key takeaways I walked out those sleek glass doors with:

  • 1. Engagement: This session's buzzword was impossible to miss. From the "Engagement Economy" tagline to Marketo's CEO, Steve Lucas's book, "Engage to Win," the concept dominated keynotes and sessions alike throughout the 4-day conference. The idea behind this focus on communication, as opposed to traditional marketing, is simple. People want to be talked to like people, by people. 

  • 2. Authenticity: Keynote speaker James Corden touched on this principle most effectively. "The internet has cut out the middle man. It just comes down to a sort of authenticity and honesty," he said. Later, he added, "I think it’s never been more important to be true to yourselves. I think now, people just want truth." 
  • 3. Alignment: Building a healthy organization-wide strategy is, in a sense, a lot like exercising. You can't create an effective plan that revolves around "spot-training." It simply won't work. For a healthy system, you need all departments working in conjunction, growing as an aligned entity.  When your sales (or admissions) and marketing teams can work as one, change can happen. 

  • 4. Insight: Many aspects of the conference, unsurprisingly, revolved around the compilation and use of data in creating and executing marketing strategies. In this digital age, collecting data is simple. Interpreting it, however, is a struggle for many companies and organizations worldwide. At its best, data can provide you with a highly accurate indication of how to streamline your current strategies, as well how to create your next ones. 

  • 5. Responsibility: In one of the highlights of the summit, keynote speaker Queen Latifah spoke on diversity, morality and responsibility. She noted that the nearly 6,500 attendees controlled a vast amount of money and influence in the marketing world, and that comes with an obligation. "Consider the messages you're sending," she cautioned, "...you have to have core values when success comes, because not all money is good money." 

Much more was discussed and deliberated over at the conference, and in the next few posts, we'll take a more in-depth look at the trends, concepts and practices that dominated the conversation. 

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