CETW11: Five shows in one

The fall rendition of the Customer Engagement Technology World trade show is this week at the Javits Center in New York City, and the show's lead organizer says the show has become essentially five shows in one.

Previously KioskCom and The Digital Signage Show, CETW rebranded itself as a full-spectrum customer-engagement-focused show last year and continues to evolve as a showcase for technologies that engage consumers and lead them down the path to purchase and further engagement.

Show general manager Lawrence Dvorchik said this year's New York show (there was an earlier CETW in April in San Francisco) gives brand marketers, agencies and venues the opportunity to attend a complete two-day show on each technology or mix and match and cover all their bases from digital signage to mobile engagement, from self-service technology to digital out-of-home advertising to technology integration.

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"So from an educational standpoint, brand marketers, agencies and venues have the chance to learn about not just each technology — which they can do and they can attend a full conference on each technology — but they also have the chance to understand how they all integrate, and how these all can be used together or planned together for a campaign," Dvorchik said. "So it's much more focused on the integration of the technologies as well for the overall campaigns that are being run."

With keynotes like "Driving Customer Engagement through Digital Experience" and "Ten Mobile Social Trends for 2012 and Beyond" and nine different tours running throughout the course of the show, along with too many education sessions and strategy forums to count, the show can be like "in-depth speed dating" for potential deployers, Dvorchik said.

There's also a third keynote, MetLife at the Meadowlands: The Next Level of Customer Engagement, with a brand talking about it has used all these technologies and strategies to create "the MetLife experience out at MetLife Stadium here in New Jersey," he said.

MetLife Vice President Jeff Damon will present on what his company has done to engage with customers throughout their time at the stadium, from start to finish, everywhere in the arena that plays home to the NFL's New York Giants and New York Jets.

Also launched a mobile app that's available for download to attendees' smartphones, just by entering in "CETW" in any app marketplace, Dvorchik said.

There is a full listing of all CETW sessions available at the show's website.

"This really is a kind of five-for-one deal," covering digital signage, self-service, mobile, DOOH and integration, Dvorchik reiterated. "Between the sessions and the tech talks and the tours, anybody interested in any of those things could program out two full days on just that one thing, but they're able to jump from session to session, from technology to technology, to go where they want to, to learn about different things."

Read more about digital signage trends.

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