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!
We started the afternoon off meeting the voice of Siri, Susan Bennett, and no she isn’t receiving any royalties from Apple.
Opening Keynote with Seth Godin
The Internet is a connection machine. It connects people to ideas and other people. There is no way to cut through the clutter, you don’t have a big enough budget, so don’t try. Seth Godin talks about Detroit as the home of the American dream, but also the factory mindset of faster, cheaper, that then affected our entire system — The industrial revolution. We now have our own revolution, and we’re in the right place at the right time.
- Changing from scarce resources and information to leading to a world of abundance.
- People are going to go around you. It’s not how cheap, but how competent can you be. Why do they connect with you now?
- Generosity and art
- Art defined as what is real.
- Remarkable – Worth making a remark about; it’s not up to me and you, it’s up to the person and then it grows – this is digital marketing. You need a megaphone strategy, which is given to the fans.
- What the Internet has done is make it easy to be weird. If you want to be persist in making average stuff for average people, the Internet is not your friend, you’ll be in a race to the bottom of price.
- Be something people are choosing to search for. I’d hope that if my blog was gone tomorrow, people would wonder where it went. It’s about being worthy of being sought out.
- If you don’t have enough good ideas it’s because you don’t have enough bad ideas.
- It is super important that Detroit, again, is the center of universe because everyone is just a click away from you. The smallest possible group of people is the group of people you need.
- What was Seth’s worst day ever? He spoke of the day he got kicked out of AOL, or not being able to make payroll for 40 employees.
- If there’s a failure you have and you survive it, it’s a gift. The right answer to a critic is… thank you.
- Discussing The Future: Twenty years ago Seth told client
s, one day most people will have an email account — no there’s people with an email account and smartphones but not running water.
- If you have enough people trust you in the right thing, you will never have a problem making money.
- What is a brand? It’s an expectation of the promise we’re going to make and if we’re going to be able to keep it.
- If you’re in a high-growth industry, how do you identify your tribe? The question should be which tribe will I serve?
- On leadership:
- Managers – Tell us what to do
- Leaders – Go places together
- It was simple in the Mad Men days, “buy more ads.” Now we’re responsible for everything.
Most marketers challenge is what we’re marketing – what about non-sexy marketing?
It is entirely possible to take ordinary, and tell a story to make it meaningful for the person using it. The first 20 years, Amazon was just a bookstore, but it felt different.
What we are asked to do as marketers is create new ideas. We will fail, but do it anyways and do it with focus everyday. It’s not our job to be liked, it is our job to say things that haven’t been said before, or to see things that haven’t been seen before.
Seth’s Recommended Books:
If you remember in the epic scene of singing in the rain, he had an umbrella the whole time, he just never used it. The rain is the point. We learned so much from Seth we decided this presentation needed its own blog. Stay tuned for our Day 1 Afternoon Summary at Digital Summit Detroit.
This has been three days of jam packed fun. We are still spinning from all of the amazing speakers, events and new friendships that were made. We finished off SMX with lunch and a quick session with Larry Kim, founder of WordStream. This was by far one of the favorite sessions we attended. It was so fast paced that it was hard to take notes, but between the amount of great information on RLSA and unicorns, what a blast!
Click the link below to see Larry Kim’s presentation:
RLSA Will Save The Day By Larry Kim
Overall, SMX, we will absolutely be back for more!
In summary, here are the main non-session tips and takeaways from Search Marketing Conference & Expo 2016:
- You typically fall into two categories: agency or in house, and everyone will ask you which one you are in.
- Other agencies have the same challenges, whether it’s with scaling new processes, staffing, training, reporting, or clients, we are all in this together.
- In house: Well they have their own sets of challenges.
- There is so much slang in this industry, and it was amazing to speak to so many people who spoke the same language… RLSA, RankBrain, Devo teams, evangelists, snippets, and the list goes on.
- Bring extra fancy clothes, you will will need them.
- Bring extra options for shoes —you’ll be doing some walking.
- Sleep is tough with all of the excitement at SMX.
- Take Uber/Lyft and stay away from the yellow cabs, they are way more expensive.
- On that note, do not take a yellow from the airport, it will cost you double the price of an Uber or Lyft.
- This industry is young and vibrant —- we talk about 15 years being “old.”
- Food was great and the connections and relationships built, were even better.
See you in 2017, SMX!
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
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!