Travel budgets are slashed, resources are tight, you are already running ragged…but the business of digital marketing still moves forward at a break neck speed. How do you keep up? Are tradeshows and conferences still viable? If so, how do you choose?

I have a few must attend events just like others here do at NetPlus. My first priority is of course those organizations that I am most involved with, whether it be on a committee, as a content contributor and so forth. These also tend to be the most valuable to me by way of content and relationships. So my two must attends are iMedia and shop.org. They continue to add value to NetPlus, our clients and offer opportunities that fit my and NetPlus respective needs. Others on the list here are Ad:Tech, OMMA, SXSW, SES and so forth, as folks here contribute or have particular expertise focus on that practice area.

The key points to allocating your time and resources is to determine what events best meet your objectives and will help you advance your business and/or professional goals. Be prepared to justify it to whomever you need budget approval from. If for example, you have clearly defined needs in terms of solution providers, then an event with a trade floor such as Ad:Tech may be a priority and you can justify it by reducing time spent identifying qualified providers and evaluating price, competition, etc.

If there is no budget at all or even if it is limited, other options to advance your learning and your business include the following:

1. Webex – there are more of these now in response to the decline in live event attendence and shrinking travel budgets.
2. Ask of your agency partners and solution providers – they have to be in the trenches, read the trades, blogs,etc. as part of their business. Making you smarter should be part of their mission.
3. Of course, continue to follow, sign-up and read the industry news. Be selective and focused on what will best serve your needs.