Bringing Order to Technology Fragmentation
Imagine walking into a handyman’s workshop and all of his tools are scattered and piled up on his work desk. It’d be hard to figure out what tool does what. Where’s the hammer for pulling nails and where’s the one for whacking dents out of metal?
This is essentially the problem publishers face when it comes to new technology. Digital, web, and mobile technologies have splintered audiences and dispersed media consumption behavior across a plethora of platforms and devices. Publishing and media companies are currently in the process of putting the pieces back together. But the tools for doing so are all over the place.
The challenge is not so much using technology as it is figuring out what a tool does, whether the tool is redundant, identifying how it would fit into an existing technology stack, and what the ROI is. And, of course, choosing to invest in one tool means not investing in another. That’s a precious balancing act, especially for publishers spreading resources thin.
Publishers, and especially their digital product/technology leads, are constantly bombarded with new technologies, solutions and tools promising to transform their businesses. Sitting in on demos and pitches is time spent away from getting the job done.
FUSE was designed with this problem in mind. Here’s how each component of FUSE will address these challenges.
3 Technology Themes: Content, Marketing & Data, and Ad Tech.
We first tried to make sense of the technology landscape by creating three technology themes. Certainly there is a lot of overlap from one solution to the next, but the way we see it, there are three main technology areas publisher are working in: Content, Marketing & Data, and Ad Tech. Based on their technology interests, FUSE attendees will have their experience customized along these three themes.
4 Ways to Learn about Technology: Forward-Looking, Peer Learning, Case Studies, One-on-Ones
Forward-Looking Futurists. FUSE will feature several sessions that look at what technology is on the horizon and what publishers need to do to prepare for it. Expect expert analysis on greater content and marketing automation, data analysis, artificial intelligence, and new content platforms.
Peer-to-Peer Learning. Ever wondered how your counterpart at XYZ Media Co. is overcoming a challenge or taking advantage of an opportunity? In a series of Publisher Spotlights, your peers will present specific use cases based around the three tech themes at FUSE. Also, during downtime (dinner, cocktails, and entertainment), attendees will have a rare opportunity to talk off-the-record with others doing a similar job. See the full agenda here.
Boardroom Case Studies. Attendees will have the opportunity to parse new solutions they’re interested in alongside peers in no-holds-barred discussions designed to “pull back the curtain” and see how these solutions can advance your business.
1:1 Meetings. Accomplish months of intel gathering over just 2 ½ days, vetting concepts and companies through pre-scheduled 1:1 meetings with technology providers.
FUSE’s objective is to accelerate the adoption of technology in media and we'll do so by bringing the right people together for the right conversations. Best of all, FUSE is free for qualified attendees. (FUSE attendees will hold titles such as CDO, CTO, CMO, VP of Digital, VP of eMedia.) See if you qualify here. For more information on attending, download FUSE’s Attendee Prospectus.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.