Internet World 2014 – An agency owners viewpoint

(As featured at http://www.sitesetdigital.co.uk/tabletsilversurfers.html)

I recently attended the Internet World expo at The Excel Centre in London. This was a return visit for me but the first time I have attended as the Managing Director of an agency, so my aims for the day had somewhat changed. Previously, I had found the expo to be a very useful yardstick for what is important in the Digital sector and what the current trends of focus are for both clients and agencies. It has also been very useful to look at what other companies are developing in terms of products and to align these with our own efforts. Most importantly, in the past as a project manager it has allowed me to see what is at the cutting edge so that I can offer consultancy to clients about what they might want to consider for their own strategies.

This year I had new questions to answer, primarily would Internet World be a good platform for us to showcase our agency and our new CMS product. Additionally I wanted to look at what the key development trends are in similar technologies to our own, to make sure we are competitive and focussing in the right areas.

In my previous visits to Internet World I had found a good balance between information and sales opportunities, with a wide variety of providers to talk with, product demonstrations to view and seminar talks to attend. Overriding all of this, previously there seems to have been an overriding focus each year that brings the whole show together, with exhibitors complimenting this and seminar talks designed to further develop on this theme.

Attending this year with my new MD tinted glasses on was a very interesting experience. In looking to answer my key questions I first started by browsing the exhibitors. The first thing I noticed was there seemed to be fewer than last year, but the other thing I noticed was that quite a few of the comparable agencies to Siteset that I’d seen the previous year were absent this time around. This could be for a number of reasons, but one reading of this is that Internet World did not serve them well in terms of new business leads.

Looking to the product side of the fence, there were the usual big names this year. Sitecore were present, although notably with a more modest stand than they had last year. In fact in general the larger players seemed to be more confined, whereas last year a number of the stands were a feature in themselves. This could have been due to the more confined space of this year’s expo.

In terms of CMS products (one of the products our agency offer), there were really only three present on the day; Sitecore, Kentico and Cantarus (although other proprietary offerings were also there). Last year there were many other CMS products of varying scales on show, and I again noticed a lack of PHP technology in this area. Much like the failure of some agencies to have a return visit, it seems that perhaps this is not the right forum for emerging products to try and gain a foothold.

A new thing Internet World has worked on is the networking areas and this year this included a pitch area. Whilst this was an interesting listen, I think I got unlucky though in that I seemed to always be there when the people talking hadn’t rehearsed beforehand. Similarly The Marketplace had a pitch session, but the area was monopolised by people who wanted to use the beanbags as a place to catch up on emails rather than actually listening to the speakers and so the focus was rather lost.

So what about this year’s seminar talks? This is one of the key ways for attendees to pick up on the latest trends and see what is happening at the cutting edge. In the past I have found this is a really good way to see what other agencies are doing with their clients and products. Citrix was no exception, talking about their work towards the Internet of Everything. Whilst not particularly accessible to smaller agencies like ourselves it was fascinating to see what the future will hold and start to think about how we might generate ideas for products that will fit within that. It was a real example of work right on the fringe. But this year it seemed like this was a bit of an exception to an otherwise rather tame rule. A lot of the talks seemed to be very marketing based, particularly those by agencies, where most of the seminar was dedicated to selling their services rather than actually focussing on the work. This was, in large part, a contributor to a day that seemed to lack the seamless thread pulling the whole show together that previous years have had.

I realise that there is an element of the hypocritical about the way I am assessing the show this year. On one front I am asking whether an agency could go there and generate leads but on the other front I am criticising it when agencies do that very thing in seminars. But that is one of the fine lines that Internet World needs to draw and that some seminars achieve very well. Seminars provide a good insight into the work, which then subtly promote the agency behind it. But when the talk itself becomes about promoting the agency then all else is lost. It was notable how few questions were asked at the end of each talk, possibly a reflection on people being less than keen to be sold to, or perhaps even having lost interest.

So did I answer my questions? If I’d asked those questions at last year’s show I would have come away clearly thinking that this year we should have been there ourselves, showcasing our work and our product. But this year the focus had shifted. The smaller product owners were not there and the talks were not at all focussed on quality content. Instead the seminars featured people both trying and failing to sell their brand or talking about topics that were not particularly new, unless they were so far ahead of the game that for most it was just an interesting look into the future.

My questions remain somewhat unanswered at this point, but I am no longer convinced that Internet World is the place to learn about the latest tech and approaches. I’m certainly not convinced that it is a good platform for an agency to generate leads.

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