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Techweek: Plenty of food for thought

By: Tom

Techweek Chicago came, saw, and conquered. It was, in a word, tremendous. From the Food Truck Wars (hello mac n’ cheese sandwich; thanks Cheesies http://cheesieschicago.com) to the immense crowds populating the panels, discussions, and presentations, it was just what we wanted out of a tech conference. Of course, Techweek transcended technology. It wasn’t just about cool software and the newest machinery, although we saw some really neat drones that we may or may not have tried to win. It was also about the workplace and the global market. What drives audiences? Where do technology and social media intersect? What’s at stake for the future of advertising? They’ve even gotten us thinking about predicting the future, thanks to the guys over at Amazon trying to forecast consumer behavior. Gunners…

Techweek was less about games and gadgets for us and more about the future of marketing. There were social media summits teaching us to analyze consumer behavior and optimize findings; discussions emphasizing the importance of monitoring analytics and increasing engagement versus chasing applause; and, our favorite, CEO of 1871 Howard Tullman’s presentation on the 6 Disruptive Trends at the Intersection of Social Media and Technology. Let’s face it, we’re living in a borderline-creepy tech age, where retailers can find out you’re pregnant before your own family does. And we’re just going to whisper this week's most controversial word…Facebook. It’s all proof that tech summits are no longer just about the technology but how the technology influences our spending habits, our consumer choices, our personal preferences, our lives.

CEO Tullman’s talk was great. But there’s one thing we’d love to go back and forth with you on, bud, and that’s the whole “advertising doesn’t work” concept. See, we’d like to think it does. Aside from the fact that advertising keeps us TDH folks fed, watered, and clothed, we believe it’s as evolutionary an industry as technology itself. Advertising is built and based on human instincts—needs and wants. If humans adapt with the ever-changing landscape of technology, you better believe advertising can and will continue to as well.

Part of the evolution of advertising is reliant on all this available data at our fingertips. With great data comes great responsibility (hey, we didn’t promise to always have the best one-liners). To create successful, useful content we believe in :

What can we say? We like a challenge and we like being a part of the magic. When social media meets data meets real people making real creative investments in a brand’s future, it works. Techweek Chicago, you got us pretty damn excited to keep making moves forward with both print and digital. Now…how about a free drone for the office? No? Fine, we’ll just take some Google Glass Ray-Bans for next year then.

07.02.14   The Biz

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