Top 10 Takeaways: What did I learn at AMA San Diego’s Art of Marketing in 2023?

The 360 degree Marketing Conference, Oct 5-6, 2023

One of the key goals for me was to learn more about how to teach using AI tools.

I got thinking about on-device Artificial Intelligence, instead of large language models on mainframe computers, and how to set up one with added privacy on our own servers, including on your own phone. That was one takeaway I hope to explore further, so if anyone has thoughts regarding On-Device AI, please reach out.

Here are My Top 10 Highlights:

1.???A top session was on?the evolution of a B2B?technology?brand,?Snapdragon,?to reach B2C audiences. What they did at Qualcomm was?rebuild their consumer brand around the motivation of the love of technology. They create messaging to active users of?mobile?devices, knowing that businesses are full of people who will also?be inspired by the B2C branding. They focus on ‘Wow!’ moments in the tech creative and how?their tech?powers the extraordinary experiences of tomorrow, today, with the?power to move. Anna Green, Senior Director, Global Brand, Qualcomm

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2.???? Dan Khabie from CourtAvenue spoke about his first memory of how to explain the internet. It’s like the Willy Wonka Chocolate Factory movie where they transformed a very large chocolate bar via the air into a regular size bar. The concept of moving packets was described in this scenario. In today’s marketing world, KPIs are all in-house now. Agencies bring fresh water into a pond, which is the client, he said.

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3.???? The San Diego Zoo Wildlife Alliance showed how they re-positioned the brand as the Los Angeles destination with TV, print, digital, and stunts. It was the best attendance year ever for the brand. I wonder what the LA Zoo thought about how San Diego was shown as part of the LA region.

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4.???? It is a human instinct to use data, such as weather, moon, oracles, and wizards back in the early days of civilization. (4-8 inspired by HP's Amy Winhoven)

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5.???? Today’s phones are social lubricants, where the photographer is the center of attention. We thought it was about the subject.

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6.???? Why Kodak and Nokia failed was they ignored the interviews with people and listened only to the big data, following it blindly. Apple listened well.

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7.???? Tide detergent learned that people want to look good in their clothes.

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8.???? Luvs brand diapers are used by experienced moms and dads, so second-time parents love Luvs. That was something they could use in the branding messaging.

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9.???? You don’t need to invent it all, just leverage it all. Use tools to help you, such as Figma, Planoly, and Hootsuite. This will simplify and increase speed. (Vizer)

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10.? Brands need to match the values. Taylor Made Golf was elite before and now they are more inviting, authentic, and acceptable as they adapted to market change.

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The San Diego AMA chapter is already planning their 2024 event and hopes to make it even better. As a board member, I’m excited to be part of the team.

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