Takeaways From Now and Later — Wrapping Up the 2018 KCDMA Symposium


Three writers set out from their cozy midtown agency (heaters turned to full blast in a losing battle against the January chill) to explore emerging – and tried-and-true – marketing trends at the 2018 KCDMA Symposium, “Marketing Now & Later: Planning for the Future.”

Hmm, I could use this for a feel-good screenplay.

Lizzie, Lis and I each came away from the event with a unique list of highlights and learnings.

So here are the golden nuggets I hope will help you now…AND later. (If you can’t take the pun, get outta the kitchen?)

  • In the opening keynote “Focusing on the One,” Ian Baer described how “webrooming” leads customers and constituents to expect seamless navigation between platforms, and information on the same areas of interest across channels. So, forming a cohesive brand and brand voice. Always important, yes?
  • Quinn Tempest, a fellow content marketing maven, was speaking our language. She recommends all organizations spend at least 10 minutes optimizing content for web search…because “the best place to hide a dead body is on page 2 of the Google search results.”
  • Quinn went on to say, “long gone are the days of the marketing department working in its own silo.” Pulling knowledge from all areas and departments inspires exceptional copy.
  • Angie Read, conductor of research and co-author of a new book on Generation Z, shared insight into what motivates the first generation of true digital natives.
    • Members of Gen Z choose companies that align with their personal brand and values.
    • “If you’re going to market equality, you better be sure your organizational model backs it up.”
  • Heather Physioc of VML shared what’s to come in voice search. “If you’re not answering real human questions with exceptional content, you’re veering off the path of righteousness.”

I have quite a bit to chew on from this event. And that’s not even taking into account the dozens of Now and Later candies lining my coat pockets.

Did you attend the KCDMA’s 2018 Symposium? What are your highlights?