Digital media was a top-of-mind topic for many panelists throughout the day at Infinitive’s first annual Digital BrainFest, which took place on May 4, 2012 in Chantilly, VA. Here are a few highlights from the conference:
Future of Print Publishing:
Sad but true joke about the demographics of the newspaper industry – courtesy of Jim Brady, Editor-in-Chief of Digital First Media: “Newspapers that want to be close to their customers should build next to cemeteries.” Ouch.
Bonus insight for traditional newspaper brands: losing 6% a year in print revenue, while lower than 10% industry average, is not really a strategy for long-term success.
Video Goes Digital:
Slowly but surely, structural change is taking place in the media-buying word as agencies are beginning to plan their online video plans with their TV buying efforts.
Businesses need to get perspective on social media. Yes, it can be a massively cost-effective tool for customer acquisition, but the risks relative to brand and public relations damage is real and must be monitored carefully.
Blogs Vs. White Papers:
Interesting debate about B2B digital marketing content – specifically whether blogs are killing the white paper or whether white papers are simply being “blogified.”
In his opening remarks, Infinitive CEO Denis McFarlane took the former view, but several attendees tweeted that they believed white papers are still critical to sharing deep thought leadership and that blogs are critical for distribution of such content. And of course all content should be as engaging and scannable as the best blogs, with highly conversational tone and unique perspectives.
Find more highlights from the event on the Digital BrainFest 2012 recap page.