Commentary & Analysis
Omnichannel Content Publishing and Marketing to Be Demystified at Idealliance’s “INKredible” Conference
Idealliance is billing INKredible as “a showcase for innovators in orchestrated content marketing and publishing”: a category that most definitely includes print service providers.
By Patrick Henry
Published: November 4, 2016
On December 6, The Princeton Club in New York City will be the go-to destination for those seeking C-level intelligence about the inner workings of omnichannel content publishing and marketing. This is where Idealliance will host INKredible, an intensive, one-day conference on strategies for success in media of all types—with a special emphasis on print’s enduring place in the mix.
The program, aimed at content marketers, brand owners, and media service providers, offers practical advice for identifying and leveraging opportunities in the omnichannel marketplace. From a variety of angles, the sessions will address:
• how successful content marketers are responding to the changing media landscape
• how to find the right mix of traditional media vs. new publishing technologies
• how advertisers are effectively reaching their audience
• how ink on paper is driving success in an omnichannel world
Attendees should come prepared to take plenty of notes: the agenda is information-packed, and there’s scarcely a moment of downtime in the schedule. INKredible will move at a fast pace with a series of morning and afternoon keynotes and what Idealliance calls “INKsight Bursts”: brief, TED-talk style presentations on emerging topics for those who produce and distribute content. (Conference organizer Steven Schnoll discusses the aims and structure of the program in this interview with WhatTheyThink.)
Idealliance is billing INKredible as “a showcase for innovators in orchestrated content marketing and publishing.” Its general theme is that printers, publishers, advertisers, and other media professionals should take a channel-agnostic view of what they do and concentrate on delivering content with whatever mix of media best suits the audience and the objectives.
The presentations, although highly diverse in subject matter, share a focus on making the most of cross-media content delivery technologies. Print is well represented among them with sessions on magazine publishing, branded and “smart” packaging, direct mail, and color management.
Idealliance knows how to put on a successful conference of this kind, having done it in previous years with its PRIMEX East and West symposia. Like those events, INKredible is noteworthy for its lineup of high-ranking keynoters and session speakers.
Luminaries on December 6 will include Michael A. Clinton, president and marketing, publishing director, Hearst Magazines; Jean-Charles Morisseau, chairman, Diadeis Group; Tod Szewczyk, vice president, director of emerging technology and innovation, Leo Burnett; Daniel Gaugler, vice president, marketing, PrintingForLess; and Ethan Goller, president, Structural Graphics.
The day’s program also will feature networking and one-on-one sessions; table-top presentations and “Innovation Tech Talks” by sponsors; and a luncheon and a closing reception. WhatTheyThink will be on hand as INKredible’s media partner, covering the event and shooting a full slate of video interviews with conference participants.
Readers in or planning to visit New York City on December 6 are invited to join Idealliance and WhatTheyThink for a program that promises to be of great strategic value for all media professionals in 2017. Registration is available at the INKredible web site.