Did you know that you’re exposed to some form of advertising every 2.7 seconds that you’re awake? So, how do you create quality content that engages, but doesn’t bother consumers?
This was just one of the key challenges discussed at the 2017 INBOUND Conference in September. HubSpot hosted 20,000+ marketers and sales professionals from all over the world for four days jam-packed with inspiring keynotes, innovative discussions, and valuable networking opportunities. HubSpot was founded on the idea of acquiring customers through content that is relevant and beneficial, not disruptive or abrasive, and that founding principle was present in every event of the conference. Practically Disneyland for marketers, “Club INBOUND” is the only place you’ll find Michelle Obama and John Cena listed in the same lineup.
Our day took off bright and early to snag a spot for the long-anticipated headlining event: Michelle Obama’s Keynote. The day continued with thought-provoking presentations by industry leaders ranging from Bozoma Saint John, Uber’s Chief Brand Officer, to Mario Batali, award winning chef and restaurateur. Although the speakers and topics ranged significantly, the core lesson remained the same: authenticity is key.
School was in session, and it was made clear that simply running ads on television isn’t going to cut it anymore. Jeff Rosenblum, author and ad agency owner, noted in his presentation that nearly 89% of television ads are ignored. To be successful in today’s business world, you must win the hearts of consumers by remaining authentic. Rosenblum explained the importance of shifting the focus of your marketing strategy, and overall business plan, from a transactional relationship to more of an emotional one. Chances are your business falls into that alarming statistic of ads that are ignored. If it does, then it’s time to reevaluate your strategy and consider what it is you can do to help customers in their everyday lives. This simple shift in thinking will help establish better brand loyalty, and in turn, contribute to the overall success of your business.
There were so many great takeaways from INBOUND 2017. We’ve shared our highlights, now share yours! The countdown has already begun for INBOUND 2018, we hope to see you there!