Top 10 Takeaways from ILM East 2012 (and Thank You!)

ILM East 2012 took place last week in Boston, and is now one for the history books. It was definitely a fun show that really showcased the fast moving local innovations that BIA/Kelsey focuses on.

There are many learnings we can focus on as takeaways, but in the interest of good reading, how about a Top 10 list?

1- The new currencies are time, attention and clickstreams. Payments can be in pixels, Facebook mentions or points and rewards (Ted Leonsis, Vice Chair, Groupon)

2- Email is for ecommerce push; phones are for texting (Ted Leonsis, Vice Chair, Groupon)

3- Local is all about scale. And the only way to achieve scale in local is by aggregation (Jay Herratti, outgoing CEO, CityGridMedia)

4- Creating a closed loop is the path to a seamless user experience. American Express is… the acquirer, the issuer and the network. (Leslie Berland, SVP, American Express)

5- Daily deals are fun, but Big Data that combines different databases is critical for targeting users and winning loyalty (various)

6- Focus on engagement, not new customer acquisition. Loyal customers are worth 24 times more than new customers (Charlie Kim, CEO, NextJump)

7- Email fatigue is probably out there, but social media complements email, rather than kills it. They are both forms of permission marketing (Mark Schmulen, GM, Constant Contact)

8- Video is a great local medium, but offers limited inventory opportunities, and really can’t compete as a standalone with a major metro newspaper for advertising (Lisa DeSisto, VP, Advertising, The Boston Globe)

9- National brands can’t go local without a platform. Otherwise, you can’t get engagement and you’ll see high churn. (Pete Gombert, Founder and CEO, Ballihoo)

10- You can’t herd 6,000 cats and come up with a digital strategy (Adam Epstein, President, Ad Marketplace.)

ILM East 2012 Day 2 152

2 thoughts on “Top 10 Takeaways from ILM East 2012 (and Thank You!)

  1. Local is not about scale. That’s just plain stupid. Local doesn’t scale. Local is about people. And if you don’t get that, you don’t get local.

  2. Howard: thank you for your comment. We definitely hope you will be able to part of the on stage discussion soon. In my view, I think it is kind of two discussions we are having here. What matters to the big money that has fueled Yelp, Groupon and other local hits are what matters to the big money. At The Batavian, of course, you are mostly a one off local product. But you are also working off scale via your affiliation with ShopCity. They wouldn’t be able to provide you with their services if they didn’t plan on working with dozens and even hundreds of Batavians.

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