An Appetite For Marketing And Getting In Front of Opportunity Edition

Mobile is eating the world and adtech is the new big brother. Identity, personalization and retargeting are the advertising tech trends to watch — the focus is all on knowing you the consumer, better than a self-help book knows you or you know yourself.

Earlier this year, I moderated the “AppTech: When Big Data Meets Mobile” panel at the M1 Summit in New York and the next day headed to DMS’15 to learn what’s top of mind in digital technology from C-suite executives (AppNexus, Mozilla, AOL/Verizon, JPMorgan Chase, DailyMail, Google, Facebook, Oracle….the DMS who’s who list goes on and on). The truly best trend news I heard at DMS’15 (as the rest causes me to turn off geo-location on my phone and rethink the value of paying for everything in cash), is the prediction that investing in human capital will gain traction. Thank you Oracle for raising the strategic importance of the human element imbedded in all this tech.

LUMA Partners (the investment banking firm which created DMS) aren’t simply ones to watch for predictions of exits in digital or to see who’s made the latest LUMAscape — they are simply some of the best marketers out there. Not the best investment bank at marketing (a sad category win, indeed) but the best marketers, period. LUMA has defined their marketing funnel and execute against it relentlessly — nailing content delivery (content which consistently informs, educates and delights) and targeting a select community (invite only, the audience at DMS is a well-defined niche of emerging tech CEOs, plus a few C-suite deal-makers, investors and influencers).

Access. Insights. Education. Startups (and brands) can learn a marketing strategy and execution thing or two from LUMA.

And from Pizza Hut. Their dangers of self-sticks PSA is brilliant marketing which nails the obnoxious selfie-stick phenomenon and gently inserts the brand into 2 minutes of viewing delight.

On the global trend of women and entrepreneurship, I’m in Dallas this Thursday for the Celebrating Women Entrepreneurs event that is happening at The Dallas Entrepreneurs Center. It’s a full day of keynotes, networking and mentoring plus a startup showcase.

I’ve given 37 Angels a shout-out previously, as I love their weekly newsletter that lists NYC investor and startup events. With a trend of more women starting their own companies and founding scalable ventures, we equally need more women tossing their checks into the early-stage investment ring. Presently, 20% of all accredited investors are women. An improvement from the 13% just a few years ago however, as we’re 50% of the population we can do better than this paltry percentage, ladies. Don’t know where to start? I highly recommend an investor bootcamp (Angela Lee, founder of 37 Angels and I are both alums of the Pipeline Fellowship).

Having lots of opportunities in the pipeline is not to be taken for granted plus it makes for a terrific sunscreen. But don’t confuse working for yourself as not having a boss. As Verizon/AOL’s Tim Armstrong said at DMS’15 when his keynote interview was conducted from California via Skype versus in New York and in-person due to a command-attendance executive meeting: You always have a boss”. Who is the boss of entrepreneurs? That is the theme of my first Inc. post — yes, I’m now a regular contributor to Inc.com.

Opportunity knocked, and I leapt at it. So did Miranda Bishop — read how a male panelist gave up his seat on a panel — during the panel — and changed the conversation.

This post originally appeared in Innovator Insights, Kelly Hoey’s weekly newsletter. To get insights in your inbox, sign up here.