Experts Converge in Portland to Ease the Marketplace Roller-Coaster Ride

 

Consider these developments:

With the mounting global use of broadband, TiVo and increasingly sophisticated Web-technology, some companies are exploring alternatives to saving money on TV production and advertising schedules. They’re substituting online videos on their Web sites with interactive, virtual experiences for TV commercials.

Recession spending for advertising slowed down. Primarily, the spending fall-off adversely affects radio and TV stations as well as local newspapers. Online advertising, which was attracting funds originally on traditional media, has slowed, too.

Publishers admit revenue questions keep them up at night. Over 80 percent are finding it difficult to make revenue from advertising, according to a 2007 study by YUDU Media, a digital media company. The survey of 300 publishers also showed 72 percent are troubled by circulation woes and 64 percent worried about increasing distribution and print expenses.

At least one trend in online advertising served as fodder in court cases. Google was sued for trademark infringement by American Airlines, www.aa.com and GEICO, www.geico.com. The airline’s lawsuit, for example, complained Google used the airline as keyword triggers for other advertisers so they can attract Web surfers as customers. They weren’t the first to complain. Google has prevailed in similar lawsuits, but the airline and insurance company settled their cases.

Depending on your favorite research source, Google maintains its dominance with its 60 to 80 percent share of all searches. But Microsoft’s Bing, www.bing.com, is making headway.

Such developments represent quite a shakeup and reflect chaos in the somewhat turbulent landscape. It’s increasingly important to better understand how to anticipate connecting with consumers.

To improve odds for success, it’s important to stay grounded and rely on history for direction. In this case, I’m reminded about this quote by Albert Einstein: “Imagination is more important than knowledge.”

With all these fast-changing dynamics converging on the minds of marketers, a Portland technology professional has a vision. His solution? Experts from all allied fields – from advertising to interactive technology – share their insights at an event called “inVerge” in Portland every September.

“With the digitization of content and the democratization of distribution, the lines are blurring across industries, professions and corporate silos,” said Steve Gehlen, the conference founder. “So, the timing seems right for a multi-disciplinary conference where we can come together, interact with experts across various fields, and learn from each other.”

How and why did he originate the conference? “I am driven to bring creative and technical professionals together for networking, education and professional development,” he said. “…I left a 12-year career as a corporate Internet strategist (for companies such as Nike, Hollywood Entertainment and Oregon Health & Science University) to focus on that passion.”

Sponsored in part by the Portland Development Commission, www.pdc.us, Gehlen is enthusiastic about the venue location.

“As a location for inVerge, Portland has the advantage of being away from traditional industry centers while also being one of the country’s most lauded cities and a well-regarded source of creative innovation,” said Gehlen. “It’s an obvious neutral location to bring together thought leaders, influencers and cultural creatives to discuss new ideas about how to invite and excite consumers to interact with brands and each other.”

Here are some concluding Biz Coach thoughts:

Gehlen’s vision is welcome. In essence, news outlets need revenue in order to hire journalist, in-part, so they can supply readers with quality information. So the print companies need to monetize their online content. Consumers won’t visit your video-rich Web site to buy your products and services unless you’re a brand name, which also underscores the value of your quality local news outlets.

Whether you’re in academia or business – attending inVerge appears to be a wise investment – in order to put it all together to ride the marketplace roller-coaster.

For more on the conferences, visit: www.inverge.com.

From the Coach’s Corner, there’s also some excellent activity at Oregon State University.

OSU provides assistance for new businesses. Here’s a link: http://oregonstate.edu/research/technology/startup.htm

In invention-licensing deals, the school made news when it earned $2.48 million. The top inventions include a creation in wood glue and varieties in wheat and potatoes. These developments primarily help the inventors and the school, financially.