I was recently asked by Advertising Age to provide my thoughts on a number of topics related to SXSW of years past and what to expect in 2018.
Here is the commentary that was included in the digital and print version:
Here is the full commentary I provided to AdAge:
AdAge – How many times have you attended SXSW?
I have attended SXSW a dozen times over the past 18 years. I am definitely a SXSW veteran. I used to attend SXSW to look for the “next big thing”. From Twitter, Foursquare, Highlight, and Meerkat, SXSW used to be the launching pad for consumer-centric platforms that held the promise for new ways to connect with consumers.
Now in 2018, it’s less about apps and more about intelligent systems and the ever-evolving ways we interface with technology. That and of course SXSW is one of a handful of events where most of the industry converges on a single location.
AdAge – What do you think will be different this year versus last?
SXSW used to be about the spectacle of brand installations from a 56 foot tall Doritos Vending Machine and a 20-foot tall TIE-fighter, celebrating the launch of The Force Awakens Blu-Ray, now it’s shifted to more about the “off-cesar chavez” events held by partners that are just as entertaining and enlighting if not more-so than some of the official programming and experiences.
AdAge – What will people be talking about, or are there any trends you expect to take over?
I am very interested to see the progression of AI-based topics heading into 2018. In 2017, there was a lot of discussion around intelligence augmentation, leveraging machine learning and exploring emotive robotics.
This year, I am looking for interesting use cases of Computer vision, signals leading to the proxy web (virtual assistants as agents to consumers) as well as new ways to develop tangible user interfaces, new methods, and platforms to action against large datasets.Finally, I am looking for new and compelling marketing use cases for blockchain (similar to Kodak at CES and Unilever/IBM’s new blockchain media product).
AdAge – Are there any events you’re excited to see?
SXSW AI, IOT, BOTS AND BREW on March 11th, 2018.
AdAge – Do you think there is SXSW fatigue this year? Why or why not?
My reason for attending and my view of SXSW has changed over the years. Before I would seek out the brand installations and attend partner events (Facebook, Twitter, etc…) for behind the scenes access to how platforms and marketing solutions are evolving.
Now I primarily attend to gauge how the trends I track over the course of the year manifest themselves in a more consumer-focused way. CES is all about the technology and SXSW is more about the application of technology with a focus on consumer experiences and that is where there is still value for me as a marketer.
It’s not as overt as in years past but you can begin to see broader shifts in technology and emerging technology that is going to impact marketing and advertising. It’s less about the next big app and more about connecting the dots between new ways to connect with services and consumers through intelligent systems.
AdAge – How will you be dressed?
The SXSW uniform – Skinny jeans, trendy shoes & frames, some sort of sweater jacket and a light “man bag” for minimal swag.
AdAge – Any survival tips?
Can’t understate it enough, pack light for mobility, drink plenty of water, carry battery backups and a very portable umbrella as it’s rained on and off the past few years.
Follow Tom Edwards @BlackFin360