BY aarrieta
Taking into account the different experience from the previous local events of the industry (amdia, iab, smx, etc), I feel that the right people is not being convened or if it is they are not participating.
We end up seeing the same faces, talking about our products, services, innovations, buy we do not get away from the environment and comparing to previous years the invitations are less effective, perhaps because of the great amount of events that there are going around.
I hope that this is only a perception created by events fragmentation, where is very difficult to see a total number and the total audience is really growing, but I don’t think so.
Perhaps the model to follow would be to look for the audiences where it is, and go out ther to make vertical events for each specific industry instead of trying to invite them form the online marketing industry’s events.
These type of tools (events) continue to be one of the tools that the industry uses to influence decision makers, but in practice it ends up being more efficient a referral form an innovative colleague or the “me too” that tries to copy what a riskier colleague did as the Nike campaign to invite people to the Race or the Quilmes Beer did for friendship day.
Another element that we should use to convert the new generation of marketers, not to decision makers is a certain model of self training or web 2.0 tool (maybe for OMLatam). Where doing what we preach, we could spread the knowledge to the rest of the community.
I’m hopeful that more specific events are coming such as weemedia and barcamp do not have this limitations.