On The Ground at C2: Design Thinking, Evolving Media and AI

June 1st, 2017 | Jed Schneiderman, President, Tapped Mobile

Jed Schneiderman
Jed Schneiderman

I was back at C2 (Commerce + Creativity Conference) this year for the first time in several years. It was a maze of people, interesting interactive exhibits and inspiring speakers. And set in beautiful old Montreal.

While I could not attend all of the sessions and workshops, here were some of the things that caught my attention.

  • Design Thinking: Designers showcased examples of elegant solutions to human and consumer problems, such as enabling more efficient use of private and public spaces while also re-thinking and re-imagining the general use of these spaces. One speaker demonstrated how elevated spaces can be used to create a different perspective for people and enable those spaces to be better used for multiple purposes.
  • Evolving Media: With presentations from Buzzfeed and A&E Networks, it is clear that the race is on for consumer attention and new ways of monetizing audiences. Content is being produced for niche audiences at a faster rate, with quicker turn-around times. Old production methods and old ways of thinking are at risk. But the constants seem to be strong consumer insights and understanding one’s audience(s). Call it story-telling or something else – it’s about knowing and understanding your audience(s).
  • Artificial Intelligence: AI is all the rage. The promise of computers acting like humans and learning to become more intelligent. There were displays showing how AI can absorb details from one’s environment to create customized experiences and also bots, which can reduce friction for consumers by helping them solve problems and accomplish tasks more efficiently.

Just as important was the opportunity to get out of the office. While hard to quantify, it has its benefits. I met many random people in line, and bumped into people at interactive exhibits. These serendipitous meetings lead to fun conversations and pushed me to think beyond my own business and industry and come back to the office with renewed energy.

Jed Schneiderman is a proven leader in the traditional and new media space with expertise in digital marketing, mobile marketing, brand and CRM marketing. He is a proven marketer who loves to build and grow businesses.

Prior to starting Tapped, Jed worked at Microsoft Canada where he managed the BING and Windows Live portfolio. Jed has also worked at CTV Television Inc., held senior marketing positions at Procter & Gamble and AOL Canada.

Jed is also an advisor at the Ryerson Digital Media Zone and past member of CMA Digital Council and IAB Search Committee.