David Meerman Scott, celebrated speaker, marketing strategist and author of The New Rules of Marketing & PR amongst other notable titles, waited in the back of Hall N2 at the Las Vegas Convention Center yesterday morning to give his keynote speech at Digital Signage Expo 2016 entitled Real-Time Marketing, Newsjacking and Digital Signage. He tapped his feet to the funky groove of Stevie Wonder’s “I Wish” on the sound system and suddenly leaped in the air, getting pumped to deliver his powerful message.
He took the stage shortly thereafter, and for the next hour and a half, captivated an entire audience of digital signage industry experts with fiery energy and five crucial points about how to get a business noticed in a modern world obsessed with real-time news, social media and emerging technologies.
Those five major points are as follows:
- Real-Time Content
- Free Your Content
- Real-Time is Your Secret Weapon
- Being Human
- Manage Your Fear
He proceeded to expand on each of the points, which are far less self-explanatory than they sound. In a nutshell, they make up a blueprint for business survival in the 21st century. As Scott explained, human beings are now living through the biggest revolution of communication in history, and companies, including digital signage companies, must adapt by stressing content over ads. In many ways, selling something is no longer the goal as the way people buy and express consumer loyalty has evolved.
“There is no longer a sales cycle,” Scott said, “Just a buying cycle.”
And therefore, the company that has the best free content and is the most engaged is going to prevail. Traditional marketing has become boring compared to the free, educational approach in the same way that static signage pales to digital signage’s dynamic capabilities.
“You are what you publish,” Scott said.
A lifelong Deadhead, he then tipped his hat to the trailblazing spirit of The Grateful Dead and the band’s attitude towards letting fans bootleg live performances. His book, Marketing Lessons from The Grateful Dead, is dedicated to this very concept.
Other highlights of this year’s DSE keynote include the explanation of Scott’s Newsjacking theory, on-stage plyometric push-ups and a selfie that he took with the entire Digital Signage Expo audience that managed to get some Twitter attention before the presentation even wrapped. Talk about real-time.
For more information on David Meerman Scott, visit http://www.davidmeermanscott.com/