10 things we learnt at the In2 Innovation Summit

The In2 Innovation Summit had lots of advice on how to do (and be) better. We’ve distilled it into ten essential lessons for marketers and PR professionals

The In2 Innovation Summit had lots of advice on how to do (and be) better. We’ve distilled it into ten essential lessons for marketers and PR professionals

The In2 Innovation Summit had lots of advice on how to do (and be) better. We wanted to make sense of it all, so we broke it down.

  • Business metrics. Business metrics? Business metrics! According to Colin Byrne, we’re too focussed on awareness (Retweets, clicks and views).  Everything comes down to money.  (Know more than just how to run a marketing campaign; know how to run a business.)
  • A brand’s purpose doesn’t need to be radical, it just has to represent who you are, and be something that your employees can relate, and hold you accountable to. (Just be careful when it comes to budget time – remember point 1 and commerciality – you may be forced to make business decisions that are against your values and purpose – be honest about why.)

  • Alan van der Molen thinks we’re losing track of what we stand for. Brands don’t have a “position”, they’re constantly in motion. (Don’t try to develop brand positioning, you stand still and someone else will take up the reins.)
  • The CCMO is already here…we’re just part of their world. (Chief Challenging Mind Opportunity? Constantly Checking My Options? No, wait, it’s Chief Corporate Marketing Officer.)
  • Top 5 ways to navigate the fake news world: Be quick, Be clear, Be engaging, Be honest, Be prepared – your window to respond is incredibly short. But hey, isn’t this how we would respond to any communication challenge?  (Is fake news really a new “thing” or is it just that social media has made it easier for anyone to start conversations about whatever they want.)

  • Remaining relevant isn’t easy, but the old “always on” approach is still worth considering. (HOWEVER…very few of us are ready to create high quality content, at a reasonable cost and pour it through a tap that is always on.)
  • From our fantastic Tara O’Donnell- “for you to truly find your purpose it has to begin inside-out.” And it has to be genuine. No seriously, don’t bother if you’re using this as an opportunity for a “funky marketing” campaign – purpose is not a marketing differentiator; it’s your reason for being.
  • Behavioural insights encourages us to Think SMARTER (which is a clever acronym)… One example being social norms, and how they can help us make our words matter. We respond to group pressure – someone is much more likely to do something if everyone is. For example: Are you going to vote? or, are you going to be a voter?

  • Employees are your best representatives. (We definitely agree with this). They define who you are and why you exist.
  • For any young, bright and bushy tailed- you are beginning in a very fast-paced industry. Bring your passion and your competitive nature and you’ll go far.(and bring that passion our way, we’ll help you navigate your way to the top).

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