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Technology: The Engine of Innovation

Technology: The Engine of Innovation

On Wednesday, October 21st, The ADVERTISING Club and event sponsor USA TODAY hosted its 5th annual Technology Breakfast at the New York Athletic Club. A special thank you to committee co-chairs, Rick Bonti of USA TODAY and Tom Russell of Mediacom for there dedication to this outstanding event.

The topic of discussion was “technology, the engine of innovation,” focusing on challenges that we face every day to meet the needs of clients & consumers across a wide series of existing & newly launching platforms. David Lieberman, senior media reporter for USA TODAY lead the conversation with our dynamic panel comprised of top industry executives:

* Tom Hoehn, Director of Interactive Marketing and Convergence Media, Kodak
* Eric Jillard, Department Manager, Digital Marketing, Mercedes-Benz USA
* Bill Stabile, Senior Director Marketing Communications, Siemens
* Richard Williams, Executive Director Advertising Sales, Verizon Wireless

The discussion focused on the future of advertising and the how new technologies are changing the industry. The panelists agreed that in today’s world – the consumer is in control. “The best way to ensure that the consumer is receptive is to keep them engaged you need to use the energy of online space to your advantage,” said Tom Hoehn. Bill Stabile was quick to agree stating “Your brand is created once your audience knows who you are – social media plans have three levels, control, somewhat control and organic.”

The panel continued to touch points including, how traditional and interactive components of media will continue to change based on the objectives, the ability to maintain emotional connections with the audience through online advertising and continued engagement and the different needs based on the segmentation of the consumer.

When asked to share “mistakes made” within the past few years, the panel was not shy. They all agreed that the biggest mistake made was taking a traditional spot and putting it online, that it does not work when you want to reach a target demographic.  

Closing the discussion, David asked the panel – “Of all the new technologies, which do you, feel has the most opportunity.” The panelists agreed that MOBILE is what to watch out for in the year to come.”