I think Adweek is the most comprehensive conference in Advertising&Marketing. It is almost a booth camp for advertising. Your thinking and understanding about Advertising changes after each talk. I have attended more than 10 talks but I will write about the one that really impressed me that I can't still forget about it.
Subject: Why Winning on Mobile is about Behavior, Not Technology
The topic of the talk was about how mobile has changed the way we behave as people and as human, how it has changed our behavior through out life and as a result marketers needs to take those new behaviors into consideration while they are doing there marketing choices.
The conference was build on personas and talking on some examples of how mobile changed their behaviors. the speaker was saying how mobile phones really became a part of their lives more than just a product, it even changed how we consume our time, solve problems and our behaviors.
He also talked about the purchase journey. How digital and traditional media is very critical in the purchase tunnel. But he says digital transformed in years and people were going online before whereas we live online now.
He used Sephora as an example. Sephora were very concerned about mobile usage because the customers were searching on their phones trying to find a cheaper version of the product but then they realized women were using their phones to read the reviews of the products and see their purchase history to buy the same lipstick or eyeshadow. So Sephora adjusted their mobile app according to this insight.
I was really interested in this topic because i really think everyones behavior changed because of mobile and we do live different then we were. I think understanding that change is really important for new startups, even the big companies. Also in the conference the main speaker and the guest speakers mentioned how videos will be the biggest things in the following years because of mobile consumption. It was really clear that marketers are trying to make mobile more than just a tool which is exciting to see.