{"id":21927,"date":"2019-07-24T16:28:23","date_gmt":"2019-07-24T16:28:23","guid":{"rendered":"http:\/\/observations_from_the_digital_food_and_beverage_conference_2019"},"modified":"2024-05-29T16:12:07","modified_gmt":"2024-05-29T23:12:07","slug":"observations_from_the_digital_food_and_beverage_conference_2019","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/observations_from_the_digital_food_and_beverage_conference_2019","title":{"rendered":"Observations From the Digital Food and Beverage Conference 2019"},"content":{"rendered":"<div class=\"wp-block-cloudinary-markdown \"><p>Approximately 250 attendees, mostly from the food-and-beverage sector, attended the Digital Food &amp; Beverage 2019 conference in Austin, Texas on July 15-17. Brands abounded among the participating companies, including Kraft Heinz, Brown-Forman, Coca-Cola, Anheuser-Busch InBev, PespiCo, and Nature\u2019s Bakery. Besides representing Cloudinary at the booth, my three teammates\u2014Alexa, Dave, and Roseann\u2014and I joined numerous interesting meetings and demos, sharing many enlightening conversations with the sponsors, speakers, and attendees.<\/p>\n<p>Most of the sessions at the conference focused on brands, their portfolios, and the related <a href=\"https:\/\/cloudinary.com\/solutions\/ecommerce\">omnichannel eCommerce<\/a> strategies, which are primarily executed through digital channels: Amazon, Walmart, Walmart Grocery, Krogers, Target, Instacart. Direct to consumer (DTC) sales through eCommerce are much rarer for food and beverages than other industries, such as apparel.<\/p>\n<p>Because of the importance of digital-channel sales, companies devote a significant amount of resources to promote their products through visuals, a key phrase in their parlance being <strong>how to capture a share of the \u201cdigital shelf\u201d<\/strong>.<\/p>\n<h2>Noteworthy Trends and Directions<\/h2>\n<p>Well worth a recap are a few trends and directions I picked up from the conference.<\/p>\n<h3>The Importance of Cogent Visual Storytelling<\/h3>\n<p>An outstanding talk by OneSpace CEO Stephanie Leffler touched on ways on how to make merchandise on eCommerce product pages eye-catching. <strong>\u201cImages are the new bullets,\u201d<\/strong> she asserted, adding that\u2014<\/p>\n<ul>\n<li>Visuals must summarize product attributes much faster than text.<\/li>\n<li>Companies must learn and follow their digital channels\u2019 layout and imagery requirements.<\/li>\n<\/ul>\n<p>Cloudinary\u2019s robust capabilities in storing, manipulating, optimizing, and delivering digital media can do wonders for the second must-do above.<\/p>\n<h3>Direct to Store Or Direct to Consumers<\/h3>\n<p>Beer industry brands such as Anheuser Busch sell beer through bottlers to stores, not directly to consumers through eCommerce. However, wine vendors, such as Mondavi, Gallo, and Constellation Brands, can legally sell to both. Cloudinary would be a tremendous help for the direct-to-consumer (DTC) marketing effort.<\/p>\n<h3>Social-Media Platforms<\/h3>\n<p>Both Bazaar Voice and Infuenster were conference sponsors for social-media platforms with <a href=\"https:\/\/cloudinary.com\/blog\/user_generated_content_part_1_the_basics\">user-generated content (UGC)<\/a>. A top priority for those two companies is to establish an authentic connection and, ultimately, a community with the social-media audience. Toward that end, UGC images and videos are an important medium, optimizing which being a Cloudinary specialty.<\/p>\n<p>The slides below from some of the sessions deftly summarize the benefits of social media-based communities for eCommerce.<\/p>\n<div style=\"clear: both; margin-bottom: 20px\">\n<\/div>\n<div style=\"text-align:center;\">\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide1.jpg\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide1.jpg\" alt=\u201cEngaging Customers\u201d title=\"Engaging Customers\" style=\"margin-right: 30px;display:block;\" width=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">Engaging Customers<\/b><\/small>\n<\/span>\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide2.jpg\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide2.jpg\" alt=\"Customer Feedback\" title=\u201cCustomer Feedback\u201d style=\"margin-right: 30px;display:block;\"  width=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">Customer Feedback<\/b><\/small>\n<\/span>\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide3.jpg\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_200,f_auto,q_auto,dpr_2.0\/dfb_slide3.jpg\" alt=\u201cCustomer Journey\u201d title=\"Customer Journey\" style=\"margin-right: 30px;display:block;\"  width=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">Customer Journey<\/b><\/small>\n<\/span>\n<\/div>\n<div style=\"clear: both; margin-bottom: 20px\">\n<\/div>\n<h3>Trendy and Traditional Technologies<\/h3>\n<p>Coca-Cola\u2019s group director of digital platforms Ellen Duncan talked about the importance of creating coherent physical and digital messages\u2014\u201cphygitals,\u201d as she called them. Augmented reality (AR) is now heavily trending at Coca-Cola. Perhaps we could look forward to an AR-  enhanced polar-bear commercial this holiday season?<\/p>\n<p>Also, artificial intelligence (AI), a key buzz word in these days, is being leveraged in the most creative ways. A case in point is the creation of an AI-powered \u201cguacamologist\u201d for the Avocados From Mexico site spearheaded by the company\u2019s head of digital marketing.<\/p>\n<p>Note, however, that many companies are still using traditional, effective tools for measuring brand awareness, such as survey instruments, commonly called brand trackers. Relatedly, the panel for Buzzfeed, which owns Tasty, emphasized at the conference that <strong>top-down recipe videos and lifestyle farm-to- fork and wellness videos<\/strong> are extremely popular. In fact, Tasty recently partnered with McCormick in promoting through videos the latter\u2019s spices, which became the #1 bestseller on Amazon\u2019s Prime Day on July 15. Impressive!<\/p>\n<h2>Observations From My Demos<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_700,c_fill,f_auto,q_auto,dpr_2.0\/cl_demo_dfb.jpg\" alt=\"Cloudinary Demo\" loading=\"lazy\" class=\"c-transformed-asset\"  width=\"1400\" height=\"1050\"\/><\/p>\n<p>Altogether, I did over a dozen detailed demos at our booth by uploading to Cloudinary\u2019s Media Library images from brand representatives who dropped by and then showcasing how to manipulate those images with upload transformations, AI tagging, and preset transformations for automated delivery to digital channels. Those capabilities impressed the crowd more than the ones that optimize images and that reduce page load-times. Why? Because brands care much more about their eCommerce product catalog reaching their digital channels in ship shape and in compliance with those channels\u2019 requirements\u2014Amazon\u2019s specs differ from Walmart\u2019s, for example\u2014than their own sites.<\/p>\n<p>My demo featured an eight-minute recipe video I\u2019d downloaded from Martha Stewart\u2019s site. The awesome effects of applying on-the-fly, deep-learning <code>g_auto<\/code> to automatically create vertical-optimized videos and various aspect ratios for Instagram and Facebook, or even a circle-thumbnail crop, always elicited a wow, as did content-aware cropping, <a href=\"https:\/\/cloudinary.com\/blog\/new_ai_based_image_auto_crop_algorithm_sticks_to_the_subject\">subject<\/a> and <a href=\"https:\/\/cloudinary.com\/documentation\/cloudinary_ai_content_analysis_addon\">object<\/a>, and background removal. Above all, most of the audience loved the magic and usefulness of AI-powered auto-tagging.<\/p>\n<p>Below are snapshots from my demo environment:<\/p>\n<div style=\"clear: both; margin-bottom: 20px\">\n<\/div>\n<div style=\"text-align:center;\">\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/mystyle.png\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/mystyle.png\" alt=\u201cOnline Store Demo\u201d title=\"\" style=\"margin-right: 30px;display:block;\"  height=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">Online Store Demo<\/b><\/small>\n<\/span>\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/cl_demo_vid.png\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/cl_demo_vid.png\" alt=\u201cMyStyle Video\u201d title=\"\" style=\"margin-right: 30px;display:block;\" height=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">AI for Vertical Video<\/b><\/small>\n<\/span>\n<span style=\"display:inline-block;vertical-align:top;\">\n<a href=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/cl_demo_vid2.png\" target =\"_blank\"><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/h_200,f_auto,q_auto,dpr_2.0\/cl_demo_vid2.png\" alt=\"Customer Journey\" title=\"Customer Journey\" style=\"margin-right: 30px;display:block;\" height=200\/><\/a>\n<small><b style=\"margin-right: 30px;display:block;\">Content-Aware Cropping Video<\/b><\/small>\n<\/span>\n<\/div>\n<div style=\"clear: both; margin-bottom: 20px\">\n<\/div>\n<p>For the visitors who already had an existing digital asset management (DAM) system in place, I showed them our <strong>dynamic capabilities that automatically create visual media for multiple channels<\/strong>, in particular Cloudinary\u2019s APIs and their integrations, also the feature-rich Media Library. All those tools promise to intelligently complement existing DAM, product-information management (PIM), customer-relationship management (CRM), and ecommerce-cloud strategies. The appreciation from the attentive audience was very discernible.<\/p>\n<h2>Stray Thoughts<\/h2>\n<p>Finally, a few stray thoughts vis-a-vis Austin: The BBQ is good but perhaps too hyped? So many other impressive cuisines and restaurants are there, including farm-to-fork at Swift\u2019s Attic, fried chicken and amazing wines at Max\u2019s Wine Dive, and new-world tapas at Emmer &amp; Rye. Also\u2014dare I say it?\u2014Armadillo racing is simply weird and, when done indoors in a convention, not all that cool perhaps? Gospel Brunch is a thing in Austin, and definitely something to experience during your stay. And yeah, Sixth Street is dubbed Dirty Sixth for good reason.<\/p>\n<p>Not least: Great job, my dynamite teammates, Alexa, Dave, and Roseann!<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cloudinary-res.cloudinary.com\/image\/upload\/w_500,c_fill,f_auto,q_auto,dpr_2.0\/cl_team_booth.jpg\" alt=\"Team booth\" loading=\"lazy\" class=\"c-transformed-asset\"  width=\"1000\" height=\"1333\"\/><\/p>\n<hr \/>\n<h2>Further Reading on Dynamic Media<\/h2>\n<ul>\n<li>\n<a href=\"https:\/\/cloudinary.com\/solutions\/ecommerce\">Dynamic media management for eCommerce<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/why_dynamic_media_platform_is_must_have_for_ecommerce\">Why a Dynamic Media Platform is a Must-Have for ECommerce<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/how_to_automatically_and_professionally_remove_photo_backgrounds\">Remove photo backgrounds automatically with AI<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/10_great_jquery_sliders_and_5_ways_to_build_one_yourself\">Top 10 jQuery sliders &amp; how to create your own<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/adding_watermarks_credits_badges_and_text_overlays_to_images\">Adding image watermarks, credits, badges and text overlays to images<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/introducing_the_cloudinary_product_gallery_enabling_a_dynamic_buyer_experience\">Product gallery enabling a dynamic buyer experience<\/a> equipped with 360 product viewer.<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/new_ai_based_image_auto_crop_algorithm_sticks_to_the_subject\">Smart and automatic content-aware image cropping<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/taking_cloudinary_s_magento_extension_to_the_next_level\">Get More from Your Media with New Magento Extension<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/how_to_improve_your_shopify_s_store_loading_times_using_cloudinary\">Shopify image optimization<\/a>\n<\/li>\n<li>\n<a href=\"https:\/\/cloudinary.com\/blog\/how_to_overlay_text_on_image_easily_pixel_perfect_and_with_no_css_html\">Overlay text on an image<\/a>\n<\/li>\n<\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":41,"featured_media":21928,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[68,98],"class_list":["post-21927","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-conference","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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