This session was so amazing. It demanded its own blog. Here’s our recap:
The New Era of Contextual Marketing
Mathew Sweezey, Author, Principal of Marketing Insights, Salesforce @msweezey
New technology killed the former king, and in today’s age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer.
In this session, we learned the new tenets of sales and marketing, the new roles we must fill and better practices for converting your department into the revenue machine of the future.
When thinking about where we are going, we must think about where we came from. There were only 5 media channels in the golden era, now there are over 200+ media channels. Marketing was originally founded on the following concepts:
- Breaking though was about hype, sex and flash
- Be top of mind
- Minimize waste
- Sell the feeling
- Convert, sell and sell
In our modern environment, top of mind doesn’t even exist anymore, humans have offloaded memory to devices. Our media is not longer limited. By 2020, connected devices outnumber humans 7 to 1. When thinking of context, you need to think of it in terms of is it available, personal, authentic and purposeful. Good context does the following:
- Context builds on itself.
- Context is to the moment, and changes by the moment.
- Only the most contextual message will be engaged with.
Things to consider:
- If your message is not available, you have no shot.
- We looked at 1 million visitor sessions across hundreds of sites, the average pageviews per session – 1.7, which means we must provide the user exactly what they’re searching for the moment they are searching for it.
When we speak about context needing to be authentic, it means more than just being genuine, it means helping people have the experience they believe they should be having.
Our now infinite media environment requires us to think and act fast, our model of research is now in batch mode. We find, save and then decide if we’ll read later. Our content must address the question the user is having, not just the answer.
In order to keep up with the new media environment, we must do stage based marketing and be purposeful. Purposeful is helping people fulfill the desire/reason they are there in the first place. Purpose is the moment. Purpose can be found by interviews. Ask 9 people via phone these few questions and you’ll get it. What were you for? Did it meet your expectations? Have you seen better? As a communication professional, you have to communicate with people.
Key moments to consider:
- They land on your site – What was the purpose of the landing?
- The average micro journey lasts 70 seconds across 4 websites.
In conclusion: We live in a totally new media environment, everything we were taught is no longer true. We are competing against infinite media. We are in a limitless world. Context is to the moments, moments matter more than ever.
Some fun facts:
- 51% of the time a CEO’s picks up their mobile device is because they are bored.
- Social media is the modern day smoke break.
Click the link below to see Mathew’s presentation:
New Era of Context – Digital Summit
After a great first day, we hit the ground running on so much great information. Here are the recaps from our morning sessions:
Snapchat for Business
By Carlos Gil, Head of Global Social Media, BMC Software
With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.
Snapchat has become a big business, it’s a legitimate marketing channel. If you’re still thinking it might not be, just ask Gatorade. Gatorade spent $500,000 on a one day ad during the Super Bowl for animated lenses. They saw more engagements and impressions than the amount of people who watched the Super Bowl.
Demographics Rule – When it comes to choosing which social media channels are right for you, you should be where your customers are. And if your customers are between 18-35, Snapchat could be great for you. On that same topic, if your audiences are old, it might not be for you. Snapchat reaches 41% of millennials!
Why Snapchat matters?
- 200 million users and 10 billion video views daily
- Most active social network behind Facebook
- Brand adoption exceeding Twitter and LinkedIn
Understanding the Basics
- Mobile app for micro-content storytelling
- Photo and video is 1 to 10 seconds long
- Content posted disappears within 24 hours
Snapchat is Twitter meets Youtube
Creating Content as a brand, it must be:
Geofilters & Business: You don’t have to be on Snapchat with Geofilters as a business. This is a great tool for event marketing.
Converting and measurement
- Great for flash sales
- Make sure you implement Bitly URLs for proper tracking
The future of Snapchat:
- It’s definitely growing
- It’s working on better ad platforms
- Looking to go public in the next year
- Looking to sell more than a billion dollars in ad revenue
Using Intent Signals to Understand, Develop and Measure Audiences
By Mike Clarke, Head of Brand Measurement, Google
In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.
Google emphasizes the meaning of moments, and how can you be there during these moments. Here is the breakout of these moments:
- I-Want-To-Know Moments = Two thirds of question-related searched “what, when, where, how, why, who” are happening on mobile.
- I-Want-To-Go Moments – 90% of searches for “what time does ____ open/close” are happening on mobile.
- I-Want-To-Do – Two thirds of “how-to” searches on YouTube are on mobile devices.
- I-Want-To-Buy – Mobile phones saw 115% year over year in shopping ads.
- I-Want-To-Watch-What-I’m-Into – The number of hours people spent watching videos on mobiles is up 100% year over year.
Intentions help unlock insights
- What types of insights can Google help you with?
- Zeitgeist – Culture
- Google Predict – Google searches are getting intimate and a lot of it is happening on a mobile device.
- Google Trends & Google Correlate – Search terms over time and in relation to one another.
- Google Consumer Surveys
Make sure you are testing out the free tools that Google offers to help increase performance and tracking.
Death to Boring B2B Marketing: How Design Thinking Drives Success
By Cliff Seal, Lead UX Engineer, Salesforce
- The issue
- The solution
- The plan of action
B2B Marketing is hard. Why?
- You’re selling to opaque audiences
- You get complacent or end up doing what works, or what everyone is saying what works.
“What is the biggest problem marketers face?”
“How to keep up with trends to drive higher quality leads.”
Keeping up with Twitter is not following the trends. Maybe you’re bored. Trends aren’t challenging. Vendor balancing isn’t interesting. Ridgid tools aren’t supportive.
#B2BProblems – Just own it
- Grow into its own creative potential
- Put data in its place
- Compete in relevancy not volume
Teach the business owner something new about their needs and challenges.
Design thinking lets the best ideas float to the top. Your ideas don’t necessarily mean your own, but helping facilitate good ideas. Think past the obvious and start asking the right questions is the first step.
Here’s how to start:
- Redefining goals – What is it that I am trying to enable my customer?
- Knowing and embracing your constraints – Frame your creativity by defining what the boundaries are.
- Identify the contexts that can accept failure.
- Start talking to actual people to get insights.
Click the link below to see Cliff’s presentation:
Death to Boring B2B Marketing: How Applying Design Thinking Drives Success
As the morning comes to a close we are extremely excited for the last half of the day, and definitely ready for some lunch!
It has been an exciting afternoon here at Digital Summit Detroit! We started out the afternoon with Michael King, Founder & Digital Marketing Consultant for iPullRank, then a roundtable discussion on social media and ended Day 1 learning about landing pages with Oli Gardner, Co-Founder at Unbounce.
Futureproofing your SEO by Michael King, Founder & Digital Marketing Consultant, iPullRank
It takes a content effort to do effective white hat link building. Most of the time, client’s don’t want to do that, until Google holds an algorithmic gun to your head. There’s a lot of misinformation about SEO like:
- SEO is just make up
- SEO is not technical
@audette “SEO should be invisible”
- Accelerated mobile pages (AMP)
- Mobile-friendly updates
- Feature snippets
- Structured markup for voice search
What’s the future?
- Local, quick, fast and when you need it.
Rankings are not the right measure, it does not show how SEO impacts your business. Success metrics: Leads and conversions.
For those who are even measuring rankings, how are you even reporting on actual rankings? It’s not really possible.
The big shops, just source out the SEO to small shops.
Find the right SEO partner:
- Make effective business cases – Speak in terms of money based on recommendations.
Roundtable: Key 2016 Trends in Search and Social
- Matthew Capala – Founder & Managing Director, Alphametic, Author
- John Colucci – Director of Social Media, Sinclair Broadcast Group
- Leslie Drate – US Consumer Print Social Media Marketing, HP
- Jason Drove – Senior VP of Sales, SocialCentiv
Programmatic: Testing different segments against the creative for ultimate results.
Social Media: Facebook has shown the best results for HP.
Instagram: Not as much CTR because of the medium.
Facebook: At work messenger.
Twitter: Has seen better days…everyone agrees.
Discussion about Salesforce acquiring Twitter and how that may affect marketing on Twitter: If you’re looking at acquisition, might not be good for marketers. They are putting more focus on live and on sports.
- Twitter needs to figure out a way for your to find what you’re looking for easier. Feed curation may negatively affect the engagement, and be more pay-to-play.
- Salesforce and Twitter may be a good match when considering customer satisfaction and customer care. It could turn Twitter into a different tool.
- Currently debates are the largest thing on Twitter. It is also the current police scanner. It’s the most real-time, up-to-date information. Facebook is not as current, not necessarily a bad thing, but it’s just a different medium.
- Instagram algorithms are amazing, crazy accurate and personalized.
- Google + does not correlate to rankings, but it does rank by itself.
- Google indexes Twitter.
- Put copy over your videos on Instagram and Facebook – Not a lot of people are viewing the content with sound.
- People view videos for :30 or longer with no sound
- Snapchat has officially transformed into the Instagram for Stories.
- Snapchat is winning with millennials and geofencing.
- Experts say: not the best results with LinkedIn campaigns.
Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page by Oli Gardner, Co-Founder, Unbounce
If you’re going to do ads, you better have specific pages for them on your website.
- Links that are ok:
- Anchor Navigation
- Terms & Conditions
- Just make sure everything keeps you on the same page.
- Can people understand your value proposition within 5 seconds? – IF the answer is no you’re failing.
- Visual Identification:
- Can people figure out what you offer right away? Do they understand what the page is about?
- Take away the copy, can you get it the point of the page? If the answer is no, you’re failing.
- Running experiments with limited creative resources?
- Discussion on designing forms:
- But how many form fields? 4 and 7 have over 7% conversion rates so you might as well get more information!
- Top performing forms are in zone 3 – top fold.
- Encourage hunting by moving call to action lower on the page as well.
- What’s the most persuasive word in the english language? It’s because
- Conversion rates increase 25% when you add it to your landing page!
- Free vs. non free verbiage on a landing page – Word free decreases conversions— say what?!?
In closing, there were some excellent speakers today, Seth Godin was absolutely fantastic. We may have to go and read all of his books, after today. Meeting Siri, was amazing and we had a blast seeing lots of familiar faces. We look forward to another day of digital marketing tomorrow!
What an amazing few days and the Landy Awards last night were nothing short of amazing. This morning we kicked off with some mobile tips. Here’s the recap:
Session #1 – Your Mobile PPC Sucks But It Doesn’t Have to
More activity is happening on mobile than ever before.
- Mobile e-commerce is growing 300% faster than non-mobile e-commerce.
- 42% of searchers have started using voice search in the last 6 months.
- Voice search is more conversational so your keywords need to leverage that.
- Leverage third-party bidding tools for optimum performance.
- Try out price extensions (only available on mobile).
- Searches containing “near me” have doubled in the last year.
Session #1.1 – Your Retargeting Sucks (But It Doesn’t Have To!)
Remarketing is not a new concept. It really has been around since 1885, when advertisers figured out the number of touchpoints they needed before their consumers would make a purchase. Here are a few things to consider with a remarketing strategy:
- Pick the right network (there is more than one!)
- PLAs, GDN, Facebook, etc.
- Use smart lists – There are studies showing smart lists out performing cart abandoners in remarketing
- Use frequency capping
- Use separate campaigns for text and images
- Test multiple ad layouts
- Watch for defaults
Click the link below to see Maddie Cary’s presentation:
Your Mobile PPC Sucks (But It Doesn’t Have To!) By Maddie Cary
Session #1.2 – Location Targeting: The Benefits Of Thoughtful Segmentation
This session focused on setting up geographical structure based on business KPIs.
- Google can track over 70% of impressions to the zip code level.
- On Mobile 66% of impressions can be traced to the zip code level.
- Advanced location options – Don’t forget about this option on your PPC account, and make sure you don’t leave it on default.
- Over 4% of spend could be wasted on searches outside your target locations.
- Increase conversion rates by location bidding.
- Increase lift to ad and landing page on geo (skyline) and call outs. Look at your most important geographics for this.
- Review requests by location and cater ad copy to that.
Click the link below to see Kevin Fleming’s presentation:
Location Targeting: The Benefits of Thoughtful Segmentation By Kevin Fleming Jr
Session #2 – Optimizing Content For Voice Search & Virtual Assistants
In the age of mobile devices and personal online assistants, the future of SEO lies in optimizing content for the spoken word. Even today, 20% of queries on Google’s mobile app and Android devices are voice searches. Marketers and merchants should prepare now for a future in which voice search and virtual assistants play a much larger role in content discovery and conversions. This session explores how to optimize your content for voice and the coming wave of “hearing enabled” virtual assistants.
Discovering the love for voice search:
- By 2020, 50% of search will come from voice. comScore.
- 22% of people use voice search in the bathroom.
- Most used voice search is when you experience typing challenges, quick answers or are on-the-go.
- Faster compared to typing 30 vs. 150 words per minute.
How to start optimizing for voice search:
- Rethinking intent
- Review the why, when, who, are, where, etc.
- Think of questions like:
- Where should I go for…?
- What time does my flight land?
Some Fun Stats:
- 76% of smartphone searches have used a store location or location extension to help them find and visit a local store.
- 77% of searches mentioning “coupon” are on a smartphone.
- 20% of all mobile queries are voice and it is growing! Last year, the numbers have doubled.
- Over half of US teens & 41% are using it daily.
- 30X more action queries with voice search – Google stat.
Quick Voice Search Checklist
- Analyze search term reports to check for question/long-tail phrases.
- Start to think about intent and action in response to Voice Search.
- Re-visit your keyword, creating and targeting strategy.
RankBrain & Voice Search – What You Need to Know:
- Stronger influence on 15% search queries Google.
- It’s conversational, the queries are much longer.
- Less competitive queries.
- Although long tail keywords are searched for less they have a higher intent.
- Add landmarks to your strategy.
- Need to find more keywords? Try SEMRush and Moz tools.
- Use Wikidata profile to help feed Google’s knowledge graph.
Content ideation – Start data mining by commonly asked questions from customer via call centers, email and live chat. This includes brand and generic questions. Use suggested ideas, or other third-party tools to find the best questions for your brand or industry.
Click the links below to see their presentations:
The Evolution of Voice Search By Purna Virji
Content Optimization For The Voice Search Generation By Jennifer Slegg
Optimizing Content For Voice Search & Virtual Assistants By Tony Edward
Lunch today was filled with great conversations about international SEO and what a world without Google looks like. We are making friends in NYC and seeing lots of familiar faces now in day two.
The next set of sessions were broken into mini-sessions. Here is the recap:
Session #3 – Everything You Need To Know About Redirects
- Only 302 is fast and helpful for site migration and ranking
- Not all redirects are the same
- Don’t use 301 or 307 redirects (not recommended)
- PageRank officially shut off by Google in April 2016
- You need to analyze your incoming redirects for SEO purposes
- 303 is for mobile
Click the link below to see Christoph C. Cemper’s presentation:
Everything You Need To Know About Redirects By Christoph C. Cemper
Session #3.1 The Power of Google Featured Snippets in 2016 – Analysis, Case Studies, and Recommendations
If you can get a featured snippet, it can drive a ton of traffic. 73% of Google traffic came in through this during a test conducted. Knowledge graph can also provide a big impact.
- You don’t have to rank to get the snippet in SERPs
- No! Structured data is not a factor – They surface organically
- Provide a concise and clear introduction for each page on their site (located at the top of the each page)
- Snippets can be personalized – location, personal data, etc.
- Bulleted list – can turn into featured snippet
- Favorite tools – SEMrush SERP features module
- What’s better than featured snippets? Featured videos!
- Know your site. Surface your own featured snippets (you can also check Google Search Counsel)
- Analyze pages and content
- Find more in your industry/niche
- Track the traffic changes
- Use images, bullets, and numbering
- HTML Tables
Click the link below to see Glenn Gabe’s presentation:
The Power of Google Featured Snippets in 2016: Analysis, Case Studies and Recommendations by Glenn Gabe
Session 3.2 Better Safe Than Sorry With HTTPS
The good, the bad and the terrifying. HTTPS Everywhere. Google has been promoting this. It is a ranking signal (maybe not a strong one) but one of. They started showing https by default (unless you have conical setup). There’s a lot of guides and checklists for this if you are interested (see the slides for details).
Click the link below to se Patrick Stox’s presentation:
Better Safe Than Sorry With HTTPS By Patrick Stox
- Don’t recommend against HTTPs as an SEO
- People are not adopting to HTTPs (.1% have made the switch)
- The goods:
- Data integrity
- It’s scary because it’s a site migration and a lot of things can go wrong
- Everyone is talking about AMP because it loads content for HTTP/2 and caching (of course)
- Many sites do not have HTTPs set up properly
Session #4 – Automate Your PPC With AdWords Scripts
This session involved helping make scripts seem simpler. Upload to Google AdWords to make Bulk Operations that you can still manage.
Click the links below to see their presentations:
Step Into The Future: Automate Your PPC With AdWords Scripts By Marcela De Vivo
The Secret Codes of AdWords Scripts By Steven Hammer
Advanced Tips for Working with AdWords Scripts By Frederick Vallaeys
- Scripts can – schedule and execute task, fetch urls and send emails, talk to external data sources like Google drive and spreadsheets. Some examples are:
- Modify bids by weather – Increase or decrease by weather.
- Link checker – Bad URLS – *some are free by the AdWords script team.
- You can use them to track Quality scores and help to generate reports, manage keywords by increasing and decreasing bids, etc.
- Code makes us sound like secret agents.
- Think about script in the sense of what we do everyday. We manage ads by rules. It can be simple or more complicated.
- There are variables to consider when developing scripts.
- PRO TIP: STAY ORGANIZED AND THERE’S NO UNDO BUTTON – RUN IN EDITOR FIRST!
- You get better results when you combine computers and humans.
- You have to update scripts as adwords updates.
- Execution time limits
- Find trends between different accounts.
- Upload scripts into your MCC to avoid your clients from stealing them.
- So much techy goodness today! We are definitely geeking out here at #SMX. Excited for another day of search fun tomorrow!
After a great night with the Janes of Digital and Bing, the morning started off with lots of new great things from Google.
Session #1 – Keynote Conversation: What’s New and Cool At Google
- Jerry Dischler – VP, Product Management, Adwords, Google – @jdischler
- Babak Pahlavan – Senior Director of Measurement & Analytics, Google – @babakph
- Moderator – Ginny Marvin – Contributing Editor, Marketing La
nd – @ginnymarvin
- Co-Moderator – Greg Sterling – Founding Principal, Sterling Market Intelligence – @gsterling
This session talked about a new free product that Google announced.
Google’s Jerry Dischler discusses all that is new with expanded texts, audiences, RLSA and more. Here’s the quick recap:
- Reintroducing device bidding for better ROI tracking – Finally!
- Jump in with both feet on new expanded text ads! Apply all of the normal best practices. for maximum impact: testing, optimizing, dynamic elements, all of it!
- The day of mobile avoidance is over, people are now embracing the mobile first environment.
- Google announces testing for in-store visit tracking for retailers.
- Google is now finding that offline impact is much larger than online impact. It’s working on putting that data in the advertisers hands.
- Audience targeting is expanding.
- New demographic targeting – beta rolling out starting today!
- RLSA (remarketing lists for search ads) is expanding.
- New customer match options coming using email addresses
- You can now manage remarketing for search ads at the campaign level.
- Free version of Optimize rolling out on Google Analytics 360. g.co/optimize.
- Similar audiences for search now in open beta.
Google’s Babak Pahlavan discusses what new with analytics and tracking. Here’s what you need to know:
- 20 new tags coming to Google Tag Manager.
- Session quality scores in beta.
- Templates will rollout in October for Google Analytics Data Studio.
- Google is actively working on getting rid of referrer spam in Analytics.
- Anything you can do in Google’s auto tracking can be done in tag manager & GTM is recommended.
- Smart goals: help if you don’t have a lot of data or don’t have conversion goals. It will figure out performance goals.
Session #2 – Attribution in AdWords – Learn with Google
This session discussed moving past the last-click model in Google AdWords. If you haven’t decided what model is right for you, you are already choosing the last click model.
Move beyond last click attribution in AdWords
It is important to determine what is important to you and review current data to choose the right model for you. The model options are:
- Last Click
- First Click
- Position Based
- Time Decay
- Data-Driven (in beta need 20k click/mo to qualify)
Some of the reports you should review before deciding:
- Top paths
- Time lag
- Path length
- Cross-device activity
If you are focused on branding and need to be more towards position, use first click or linear. If you need to be more conservative, last click might be best.
Test and measure impact of attribution. Ways to test:
- Establish a control period – Recommend at least a few weeks to establish baseline and performance. Look at this account wide basis.
- Update both your model and your bids
- Monitor your test
- Evaluate performance
Things to consider while testing:
- You can update your bids and review current by using new model columns available.
- During monitoring – Don’t make any major changes.
- Evaluation – Look for increase in conversion at the same CPA, or in the revenue at same CPA.
Align ads & landing pages with the click path:
- Some pockets might be more upper funnel traffic and may want to review creative or keywords.
Why Automated Bidding is Important:
- Advanced machine learning
- Unparalleled optimization frequency and precision
- Rich set of auction-time signals
For more: Google Best Practices
Check back later for my overview on Day 2 afternoon sessions with SMX!