I recently attended the much-celebrated Ocean Business conference, in Southampton (UK). As a relative newcomer to the industry, I was excited to immerse myself in the world of “hands-on ocean technology and training,” to borrow the organizers’ rallying cry.

Beyond the obvious networking opportunities that these international meets offer, conferences of this nature provide the perfect platform for thought leadership and product launches. Furthermore, as an attendee, it’s always fascinating to size up the competition; who’s up to what and, especially from a marketing perspective, how are they pitching their latest ground-breaking products and services.

The conference was well attended—perhaps another record-breaking year even—but far more important than footfall milestones was the general buzz and optimism. In short, the ocean tech industry is riding a wave, and there are no signs of the crest crashing any time soon. The market rate for crude oil tends to be a reliable barometer for prosperity, and as long as prices continue to ascend from the depths of the 2014-2015 plunge, this surge of investment in the ocean industries looks likely to remain buoyant.

This was amply showcased in Southampton, notably by a slew of USV (Unmanned Surface Vehicle) demonstrations for hydrographic survey. To the seasoned protagonist, this year’s latest multibeam sensors for habitat mapping and bathymetry data; to the rookie, a fleet of sleek consoles bobbing up and down on the dockside ripples, often autonomously, imaging the underlying seabed. Either way, there is little doubt: innovation reigns.

Naturally, it was a proud moment for Ocean News & Technology (ON&T), one of TSC’s flagship publications, to be amidst the action. As an industry-leading trade publication, we not only pride ourselves on reporting from the frontline of ocean tech, but we recognize the importance of being present and engaging with our peers.

There are, however, some marketeers that question the ROI of such conference conviviality, especially in the digital age. They advocate that webinars hosted by algorithm-fed avatars are just fine, thank you. As we strive for data-led results, isn’t it time to cap the T&E budget and redirect resources toward social media and the like?

In a word, no. Not, at least, where the ocean industries are concerned. Ocean Business was representative of far more than a carefully orchestrated one-stop-shop for “oceaneering gadgetry.” More accurately, this swell of trade-show enterprise was reflective of a community. Perhaps even a family. It is also unrelenting, competitive and at times trying, but that’s sibling rivalry for you.

We, as both a publisher and a boutique ocean industries marketing agency, are proud to partner with so many that call the ocean industries their home and can’t wait to see them again, back at Ocean Business.