Innovate, Context, Fail Forward

By Michelle Lemmon

If you’re a content creator, musician, artist or entrepreneur take note: Digital is the future and it’s not going anywhere.

It’s no surprise that in the last 10 years this medium has grown and converted more and more naysayers that it no longer deserves to be put at the kid table for family functions but is lining up to take its spot at the head of the grownups table.

As more companies siphon off bigger chunks of their budget to the digital space it doesn’t take a crystal ball to see that the flexibility of this medium, along with real time results and audience insight, make this such an attractive option for drumming up business and more importantly connecting to an audience.

There were a couple common themes that kept popping up at the Digital Media Summit that’s worth recapping for those who weren’t in attendance.

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Ted Cohen, Managing Partner, TAG Strategic USA, speaks with software entrepreneur John McAfee about privacy and internet security.

The day started off with a friendly reminder that innovation is key, a theme that kept popping up throughout the entire event.

Innovation is really how you stay in front of the game and stay relevant. So, if you choose to be the ostrich with your head in the sand than you can’t be surprised when you no longer yield favourable results.

Gary Shapiro offered up some golden nuggets providing insight that innovation is going mobile. Something that AOL Digital Prophet David Shing echoed. If you think about it we all have phones in our pockets but we haven’t yet figured out how to best use them to speak to our audience.

One of Shapiro’s more poignant quotes from his talk was, “in technology, if you don’t innovate, you will die.” Nowadays, all it takes is a computer and a broadband connection to create a company in your house that can rival corporate giants.

Innovation is inevitable, so get in on the action!

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Nate Auerbach of Tumblr talks about the creative ways that artists are using Tumblr to promote their work.


No matter what media you work in or consume everyone has heard the phrase content is king. But could there be a new “C” word ready to take on the king and rival the throne?

CONTEXT. After all, what’s content without context?

During the Panel on Advertising Strategies Across Multiple Platforms Songza CEO and Co-Founder, Elias Roman did a beautiful job of explaining content and context. Content is the price of entry and context is being the new thing at the right place and the right time.


We live in a world of real time marketing.

Recall, the now famous examples of Oreo with their quick lights out creative during the 2013 Super Bowl, Arby’s with Pharrell’s hat at this year’s Grammys or most recently the Raptors and Drake Bounce lint rollers during the Raptors/Nets NBA playoffs.

Being relevant and capitalizing on those right moments can do wonders for your brand.


Via Raptors Twitter


To be continued in Part 2…

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