The Future of Digital Marketing, Dalai-Lama Style

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As part of Philly Tech Week 2016, local digital marketing firm, IMA, argues that tomorrow’s successful marketing will depend less on technology and more on empathy.

Digital marketers need to ‘burn the old playbook,’ and, instead, leverage empathy and creativity to connect with audiences in different ways.

IMA, a digital agency that specializes in search and content marketing, announces a seminar it will be hosting as part of Philly Tech Week 2016: “The Tao of Content Marketing.” The event will be hosted by the Business Resource & Innovation Center (BRIC) at the Free Library of Philadelphia’s Parkway Central Library, and held in the Skyline Room on the fourth floor, 1901 Vine Street, Philadelphia, PA, on May 5, 2016.

Content marketing is a subject that’s gotten a lot of buzz over the last couple of years. 93% of B2B marketers are now heavily invested in content marketing, and global content marketing revenues are rising sharply. Experts are weighing in to consider how certain variables — e.g., consumer data, marketing budgets, new technologies — might influence one’s content marketing strategy.

Should they also be considering the ramifications of … Taoist philosophy?

“Marketers feel a lot of pressure to jump on what’s new,” says Greg Ippolito, the co-founder and creative director at IMA, who will be leading the talk on May 5th. “But it’s not about making sure you’re using the hottest social media platform. It’s about connecting with your best audiences in ways that are natural and meaningful to them.”

Distrust in advertising is growing, which is a big problem for marketers. The harder they try to reach audiences by conventional means — i.e., blasting more messages across more channels — the more those audiences are tuning out. Ippolito argues that the answer is to “burn the old playbook,” and, instead, leverage empathy and creativity to connect with audiences in different ways.

“You have to know who your audience is and what they want, so you can connect with them on their terms — not yours,” he says. “It’s the most basic logic. These Taoist notions are thousands of years old. But, somehow, they tend to get lost in all the chatter over data mining and technology. It’s not just about what your target audiences are doing. It’s about what they’re thinking and feeling.”

During this seminar, Ippolito, along with his partner, Bob Clements, will discuss key topics including:

  • Is traditional advertising dead?
  • Balancing organic and paid search
  • The role of social media in your marketing mix
  • Content: the “critical other half” of successful digital engagement

Dock Street Brewery will co-sponsor the event, and provide attendees with complimentary, custom-brewed beers (to be selected).

To learn more about the event and register, please visit the Philly Tech Week event page:
http://2016.phillytechweek.com/events/tao_of_content_marketing

About IMA
Ippolito Media Arts, Inc. (IMA) is a digital marketing agency headquartered in Blue Bell, PA, that shows businesses how to speak softly … and carry a big brand. In an era where people are tuning out traditional advertising in staggering numbers, IMA connects businesses with their best audiences in ways that develop trust and establish credibility: the two factors most important when it comes to acquiring new customers and earning the loyalty of existing ones. The agency’s principles have developed award-winning campaigns for clients as varied as Hyundai, GSK, Mazda, Shire and Sony. And they’ve built a fast reputation for their highly cost-efficient SEO/SEM strategies and thought-provoking content marketing campaigns. To learn more, please visit: http://www.ima314.com/

About the BRIC at the Free Library of Philadelphia
The Free Library of Philadelphia has helped countless entrepreneurs and small business owners. We offer information, research assistance, and networking opportunities, as well as programs, lectures and special events. The Business Resource & Innovation Center (BRIC) at Parkway Central Library, has an extensive collection of industry trade magazines, specialized directories, and subscription databases, making the Free Library of Philadelphia every entrepreneur’s most valuable asset. Moreover, the BRIC at the Free Library of Philadelphia is one of three Pennsylvania libraries designated as a Patent and Trademark Resource Center (PTRC), part of a national network of centers maintained by the United States Patent and Trademark Office (USPTO). We provide access, free of charge, to intellectual property resources. A computer is available for web-based patent searches with access to USPTO databases. Whether you are running a successful company, thinking of growing your business, or just planning your first venture, start here!

About Dock Street Brewery
Dock Street Brewery & Restaurant was founded in 1985 as one of the first post-prohibition craft breweries in the country, and Philadelphia’s first all-grain brewpub. Dock Street’s award-winning ales and lagers are among the top rated in the world and have earned several national and international medals. Dock Street Brewery & Restaurant practices its craft in a 110-year-old converted firehouse, complementing its notable brews with an impressive lineup of hand-tossed wood-fired pizzas. Dock Street is known for fearless experimental beers like the Walker (an ode to The Walking Dead), Ain’t Nothing to Funk With (inspired by Wu Tang Clan), and high quality staples such as Bohemian Pilsner and Rye IPA, which Beer Advocate ranks among the Top 15 Rye Beers in the World. To learn more, please visit: http://www.dockstreetbeer.com/

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Liz Lattanze
IMA
+1 484-938-8299
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@IMA_speaksoftly
since: 08/2015
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Ippolito Media Arts (IMA)

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