Over the past ten years, I had come to believe that the death of the expo was imminent. Havin gattended countless conventions and expos, I can conjure up better ways to achieve the same results. I’d watched the development of virtual expo capabilities with enthusiasm because individuals can attend an expo from their desks without traveling. Through virtual expos, information is made available on-demand. Virtual expos have made me believe traditional expos are on death rails. Several of my favorite expos have died off, such as NetExpo and MacWorld. Comdex, another favorite of mine, died off, but is returning as a virtual trade show in 2010 – which had further strengthened my theory. Strengthened, that is, until I attended Collosalcon.
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As most B2B and B2C marketers look in the mirror halfway through 2010, it’s a time for a brief pause to reflect on what it takes to successfully integrate and measure multiple marketing channels. Let’s face it, the last 10-15 years in the marketing business have been like no other in our lifetime and the next decade promises to be even more interesting and exciting. Makes me want to watch another episode of Mad Men to pinch myself on how far the marketing industry has come. Imagine Don Draper (chief character in the excellent AMC series, Mad Men) in a room full of web analytics folks? And no one was smoking or drinking?
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