Monday, September 24, 2018

H/IMA Disrput Conference - Overall Notes

As always, these are my notes. To get the real scoop or clarification on any presentation, please contact the presenter or just watch the videos included on this blog:

Sean Dolan / PushFire
Speaking on: Advanced PPC – Part Man. Part Machine Operator



Basically, AI will not replace humans for search anytime soon.

 Create AdWords Scripts that dynamically change the message:
  • Weather based
  • Prevent double daily budget
  • Inventory Awareness - adjust budget by capacity constraints or openness

Afternoon Keynote: Juston Western / Amazon
Speaking on: Customer Experiences in Multi-modal Future
  • Twitter: @justonwestern
  • LinkedIn: https://www.linkedin.com/in/juston/





Many things said reflected another presentation about the Future of Search Powered By AI.

 These include:
  • The always on computing using devices like contact lenses and ear buds.
  • Bots and AI taking over search advertising
  • Chat bots being first line of sales or customer support
  • Voice communication replacing keyboards and tactile communication to devices.

 Jeff Reichman / January Advisors
Speaking on: Data and Community Impact



Randall Chesnutt / Spoken About
Speaking on: What it means to Think like a Marketer


Takeaways:

  • Speak to the familiar
  • Tell stories
  • Give before you ask


 Divia Visentini / Accenture Interactive
Speaking on: Consumer Led Design

LinkedIn: https://www.linkedin.com/in/divyavisentini/
 





Closing Keynote: Robertson Barrett / Hearst Newspapers
Speaking on: Disruption in the Digital Landscape

LinkedIn: https://www.linkedin.com/in/robertsonbarrett/




Stephanie Wisdom / Micro Focus
Speaking on: Enterprise Social



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H/IMA Disrupt Conference - Deep Targeting Through Data - Marty Weintraub Keynote

As always, these are my notes. To get the real scoop or clarification on the presentation, please contact the presenter or just watch the video included on this blog:

Mid Day Keynote: Marty Weintraub / Aimclear
Speaking on: Deep Targeting through Data




GDPR is protecting privacy for individuals and advanced, 3rd party data targeting is going way.

Don't worry when targeting goes away.

 (Facebook) Target based on interest:
  • Wealth = luxury brands
  • Work = associations
  • Depression = deep self help
  • Violence = harsh video games
  • Get Up & Go = adventurist pursuits
  • Politics = single issues and pondits
PRE Targeting - think like a TV station

 Lower PPC costs as people search for the brand. 
  • Put brand and most important keyword in display advertising.
  • Variable creative - rotate creative and keep things fresh
  • Turn statics into video - 2x response and get metrics on avg viewing time
  • Say what you want to say in 4 seconds and then say it again
Takeaways:
  • Use Facebook Certified Proof Basic Intelligence (? - can't read my notes)
  • Turn data recognition to creative advantage
  • Know WTF FB is good for
  • Use right, tight targeting data
  • Generate more brand search  - keywords and brand name in display
  • Make high power creative - motion & rotation
  • Target Influencers & Individuals
  • See everyone else's analytics
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H/IMA Disrupt Conference - 7 Ways to Hack Marketing Communications

As always, these are my notes. To get the real scoop or clarification on the presentation, please contact the presenter or just watch the video included on this blog:

Katy Katz / Marketing Refresh
Speaking on: 7 Ways to Hack Marketing Growth Without Being a Hacker



"There is no correlation between time spent creating content and marketing success."

 "Content may be king but distribution is queen and she wears the pants."

 1 - Website Optimization
  • SEO
  • On page conversion
  • Content marketing
  • Social proof
2 - Social Boost - **author's note - note sure I got a lot of this but it is worth it to pay, even a little money, to boost your post so that you reach more of your audience and even more beyond organic.

 3 - Email
  • 72% of consumers prefer email communication
  • 61% want to hear from you weekly
  • 2x conversion rate vs. Facebook
4 - Distribution sites - get published on industry sites / blogs

 5 - Contests - have a CTA with added benefits to your audience. "Share this post and have a chance to receive a free whatever."

 6 - Influencers

  • Top strategy for marketers in 2018
  • Get creative with your offerings and personalize them. Incentivize people to promote for you

7 - Your Customers - Create Delight and Customer Loyalty through:
  • Free gifts
  • Surprise upgrades
  • Free returns
  • Hand written notes
  • Personalization
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H/IMA Disrupt Conference - Do People Care About The Stuff You Are Selling?

As always, these are my notes. To get the real scoop or clarification on the presentation, please contact the presenter or just watch the video included on this blog:

Michelle Stinson Ross / Apogee Results
Speaking on: Analytics & Navigating Cultural Sentiments



 People connect to causes more than products.

 Someone may not be buying what you are selling right now because they live in North Carolina and they are flooded, or their kid is sick, or a myriad of other reasons that life is in their way. 

 Marketer's Hyppocratic Oath: "Do No Harm"  - Be responsible. 

 "Join Our Tribe" 

 Brands connecting to causes:
  • Nike - Colin Kapernick
  • Dick's Sporting Goods - stopped selling assault rifles after school shootings
  • Delta - stopped NRA discounts 
  • Toms - One For One program where they donate a pair of shoes for every shoe purchased
**author's note - I don't understand the "Do No Harm" oath while picking a cause that can divide consumers. That said, so far, Nike has had an increase in sales, Dick's sales are down partially due to gun stance (https://www.cbsnews.com/news/dicks-sporting-goods-gun-policy-under-armour-weighs-on-sales/), and Delta's revenues are up yet they are eliminating other discounts such as those for extra baggage. 

 Responsible Targeting & Creative - In aftermath of a disaster don't talk about what you are selling but engage with your community and empathize.

 Takeaways:
  • Who is my audience?
  • What do they care about?
  • Do I have the right message? & skip manipulative language
  • Emgage on a human level
  • Is my message timely? 
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H/IMA Disrput Conference - Power of Featured Snippets by Shelly Fagin from SEM Rush

As always, these are my notes. To get the real scoop or clarification on the presentation, please contact the presenter or just watch the video included on this blog:

Shelly Fagin / SEM Rush
Speaking on: SEO – Position Zero


Although I don't do work in search, this was my favorite presentation of the day. Great info.

 Here is an example of a Featured Snippet. I searched for how to take a screen shot using my chrome book..

  

  • It is a summary from a Google search.
  • 23% of clicks go to featured snippets
  • If you have the snippet and 1st position, clicks go up to 31%
Why should you be prominent in a Featured Snippet?
  • It is not going away
  • Signals trust for your brand
  • 50% of all searches will be by voice by 2020
    • Voice search pulls answers from Featured Snippets
  • 52% of qureies trigger Featured Snippets
  • 94% of Snippets rank in the Top 5 Results
How To Steal a Featured Snippet

 1 - Properly Structured Markup
  • Bulleted lists
  • Ordered lists
  • Table markup
  • Questions: 89% of snippet in paragraph form
  • How To Instructions: Ordered Lists
  • Comparisons: Paragraph
2 - Propoery Use Header Tags - H1, H2, H3
  • Use Header Tag that clearly states the answer to the question
3 - Simplify the Headers and Tables

 4 - Integrate Visuals
  • Average of 12 images with proper Alt Text to match the querie
5 - Linked Citations

 6 - Write Better Content
  • Switch your products by year
  • Update every year
  • Write for 2019 by October 2018 so Google indexes properly
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H/IMA Disrupt Conference - Neuroscience & Marketing - Grace Rodriguez

As always, these are my notes. To get the real scoop or clarification on the the presentation, please contact the presenter or just watch the video included on this blog:
GRACE RODRIGUEZ
CO-FOUNDER, CXO | STATION HOUSTON





 Neuroscience & Marketing
  • Looks to psychgraphics
  • People less falling into demographic buckets

Example - some think that high tech entrepreneurs are young, white males but average age is 45 and very diverse.
  • To identify psychographics look to behavior.
    • People say one thing bu then do another. An example is wanting to save the environment by reducing your carbon footprint and save money on gas but instead of buying an electric vehicle, getting an SUV with the rationalization that it is the most fuel efficient SUV. 
  • Primal instincts taps into fear and reaction. If you only have one appeal, make it a fear appeal.
  • People App - Yelp for people. You rate the people that you meet. The government of China is currently launching a social ranking system that will affect your ability to get a job, a date, or anything else controled or influenced by the govt. 
  • AOT - Always On Technology - Computers within contact lenses and ear buds will be following us and recording data. 
  • People are resisting the tracking and data collection as many are deleting the Facebook app or taking extended leave of absence from it. 
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Friday, August 17, 2018

H/IMA, BMA Luncheon - Future of Search Fueled by AI

These are my notes from the luncheon. I do my best to accurately represent the content but this is by no means complete and my interpretations may vary from what the speaker intended. For deeper insights, please contact the presenter, Joe Youngblood. 

 Event Hosts:
Houston Interactive Marketing Association:
Web: www.houstonima.org
Facebook: https://www.facebook.com/houstonima/
Twitter: @HoustonIMA
LinkedIn: https://www.linkedin.com/company/houston-interactive-marketing-association

 Business Marketing Association, Houston (BMA)
Web: https://bmahouston.org/ 
Facebook: https://www.facebook.com/BMAHoustonTX/
Twitter: @bmahouston
LinkedIn: https://www.linkedin.com/groups/1478557/profile 

 Presenter: Joe Youngblood, digital marketing consultant and founder Winner Winner Chicken Dinner, a marketing creativity laboratory.

 LinkedIn: https://www.linkedin.com/in/joeyoungblood/
Twitter: @YoungbloodJoe

 Executive Summary:

 Bots and artificial intelligence are taking over the world. This will make us twice as productive and the presenter feels that we will work less and use the free time to increase our knowledge base and improve our skills. 

 Our bots will know us and perform searches and execute transactions on our behalf.

 Future skill sets will include knowing how these bots operate and think and adjust our interactions and communications accordingly.  

 Predictions for 2025 by Futurist Ray Kurzweil (https://en.wikipedia.org/wiki/Ray_Kurzweil) based on The Law of Accelerating Returns (similar to Moore's Law):
  • $4,000 computer will have the computational capacity of the human brain
  • Computers will be everywhere including walls & clothing
  • Keyboards will be 2nd to talking and gesturing to computers
  • Most business transactions will involve a simulated person
  • Human workers will spend more time building knowledge and learning new skills
  • Teachers will begin to be replaced by education bots
  • Virtual sex will be a thing
  • Consumers will allow bots to make purchases for them
  • Homes will have robots (beyond vaccuums)
  • Doctors and lawyer will consult AI bots
  • Average lifespan will increase to 100


 Joe Youngblood 10 Predictions for 2023:

 1 - Google will begin to lose search users - trap of progress
2 - Bots will search, consumers will not

  • Google is putting together advertising campaigns on thier owne with copywriting and design
  • PR Hounds - finds journalists on Twitter, knows what they are writing about, knows when they are looking for a story in a particular field and alerts content providers / marketers as to who and when they should contact them

3 - Websites will be old and antiquated - Web 3.0 will begin. Decentralized web as opposed to Facebook, Google, Amazon & Apple
4 - Innovation diffusion will peak fasted in most consumer sectors leading to a boom of new businesses using older technology successfully
5 - Walled gardens will succeed in getting their code to be dominant languages of the internet
6 - Robots will replace people delivering smaller packages - not drones
7 - Auto ownership down 25%
8 - AI will double efficiency at jobs
9 - The number of platforms marketers use to reach audiences will double
10 - Era of seamless computing. Don't sit in front of a computer since computers are everywhere

 Skills Needed for the Future:
  • Excellent linguistic and writing skills
  • Understanding of ranking algorythems
  • Experience with bots & automated design systems
  • Ability to have genuine interactions with humans and non humans
  • Speak developer
  • Consistantly learn more
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Wednesday, July 25, 2018

H/IMA Marketing Automation Luncheon Notes

Houston Interactive Marketing Association


This event was held on Thursday, July 19th at Fleming’s Steakhouse.

All notes contained within are mine (notice there are no quotes next to panelist
responses) and not necessarily 100% accurate. I was listening, writing and eating
lunch. Any errors are unintentional and I encourage anyone who wants to follow up
or learn more about the subject matter to contact the speakers directly.
Moderated by:
Kelsey Ruger, Sr. Director Product Experience, P97 Networks
Speakers:
What is Marketing Automation?
Mallory: It’s not just an email blast. Start with with basics and build out from there.
There are many tech partners who each serve their own niche and purpose
Kurt: It's a hub within the Mar Tech stack. Not just for demand generation but to
accelerate the sales cycle while positively impacting renewals and cross selling.
Tech Stack
Kurt: Progressive profiling. Create leads and start the conversation
Kashif: Limit the number of questions on forms. 3 - 4 is optimal.
Take a couple of data points for next steps.
Marketing Automation for B2B
Mallory: Longer journey. You must understand where they are in the sales cycle.
Kashif: You need more data insights
Kurt: It is as much about the account vs the individual. Understand the account.
What are the problems in the industry and how are you solving them?
You can personalize the messaging on the web site to address specific pain points.
What do you need to have in place before marketing automation?
Kashif: Know your tech stack and be able to determine how it all fits together.

Kurt: 1 - People to create the content. 2 - What do you want to be able to report on?
Know your end goal and then work backwards.
Mallory: Marketing Automation is like the gym. You still have to do the work.
Technology is just a tool.
People Skills
Mallory: You need people who are able to adapt. It is a mind set.
Kashif: Design thinker. What fits with what? What do we do with people who interact?
Kurt: Creative thinker and writer, something else, and a technologist.
Nice to have specialists but you really have to blend skill sets.
Kashif: Someone who can break down silos and work together.
Unite creative, technology and project management.
How Big of a Team?
Mallory: 2 & ½. ½ is liaison with access throughout the company.
Kashif: 3 but you really need to get to 5.
Kurt: Work backwards. What are you trying to achieve? How do you get there?
What do you need to get there?
1 Practical Thing
Mallory: Combine direct mail and email and create an end to end campaign.
Kurt: Use marketing automation to build your value case.
For example, starting a campaign with current customers 120 days before
their license expires not only increases renewals but also contributes to
upgrades and maintenance service contracts.

Kashif: Lead scoring. Who is moving to the next phase? Is it accurate and relevant?
Kelsey: Lead magnet. Call people immediately after they have interacted
and ask them to buy.
Lead Scoring
Kashif: Ads to sales velocity.
Mallory: Determines where they are in the sales funnel.
Kurt: How do they match with other buyers?
Kashif: Forecasting.
Effects of GDPR
Kashif: Worked with vendors to be compliant and did more with opt-in.
Mallory: Prepared clients for it. Make sure that you have time stamps of
interactions.
Kurt: Opt-in and submit approval to continue to communicate with them.
Kelsey: Just make the changes. Just because it is a European thing does not
mean that it is not coming here or effect us here.

Key Goals of Marketing Automation:
Mallory: Build KPIs and track them.

Kurt: Conversion rates.
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Monday, July 23, 2018

The Secret To Effective Healthcare Ads - Unexpected Emotion

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Our team works with top Healthcare brands, including UTMB (University of Texas Medical Branch)  Harvard Medical School & Dana Farber Cancer Institute. We are told consistently that our videos perform better (in terms of reaching niche target audiences & driving increased awareness & CONVERSIONS) than any other video platform. Moreover, our renewal rate is 85%+.

We also have robust targeting capabilities and are able to target based on domains, corporate titles, etc. to reach HCPs and drive results for our Healthcare partners. Check out our work with Harvard Cancer Center here.

 Feel free to call (281) 643-8590 or email eric.low@glassview.com to set up a time to meet to discuss working together.


COMMENTARY

The Secret To Effective Healthcare Ads - Unexpected Emotion

Most of us spend our lives trying to avoid disease. Not surprisingly, we do the same with ads about disease.
The somber warnings from doctors and dramatizations of worst-case scenarios aren’t fun to contemplate. If you’re in an upbeat mood, they can make you a tad more depressed. If you’re already in a downbeat mood, then the problem is that you’ve heard this message before.
A few years ago, Memorial Sloan Kettering, the New York-based cancer hospital, realized that this aversion to healthcare advertising was a problem. Its solution? A defiant attitude. In 2009, the hospital ran ads in which patients wrote letters to their cancers. “Cancer, You said I’d never bear children,” read one. “My daughter says you’re wrong.”
Ads like that, which evoke unexpected emotion, might be the cure for the healthcare industry’s tune-out problem. 
Ads can draw from the palette of emotions
Healthcare is not alone in being locked into a single expected emotion. For a long time, insurers had one emotion to work with — fear. State Farm promised to be there “like a good neighbor.” Allstate likened itself to a rock that would be unwavering in a crisis. 
That changed in 1999 when GEICO introduced its gecko mascot and began experimenting instead with zany humor. GEICO realized that insurance was a “burden” category and its best approach was to lighten that burden. What’s notable about the ads is that although they make you laugh, they still manage to get in a pitch that “15 minutes saves 15 percent.”
While funny insurance ads are now the norm, the ads worked at first because they were unexpected. Research into emotions shows that unexpected stimuli enhances whatever mood we’re feeling. Unexpected events also help learning and, of course, make marketing messages more memorable. That’s why the marketing mantra is “surprise and delight.” 
Bringing surprise to a tricky category
Of course, healthcare is an unusual category because what you’re often selling is hope. That can be hope of overcoming a potentially fatal disease or just living a normal life. But if the goal is to get the consumer’s attention, then marketers in the category should consider deviating from the standard emotions of fear and dread that they think will grab the consumer’s attention. 
This heart attack prevention ad from The American Heart Association offers one such solution. The ad features comic actress Elizabeth Banks and keeps the viewer off balance because it is both funny and shocking. The humor in this case comes from Banks’ insistence that she’s fine even though she clearly isn’t and a dash of slapstick humor. Are we supposed to laugh? It’s not clear, but we stay tuned to see how it will end up.
With more than 4 million views, the ad appears to have done its job. Yet so many others are forgettable. 
Considering what’s at stake, that’s not just a missed opportunity. It’s a tragedy.

Copied from Media Post
Twitter: @MediaPost https://twitter.com/mediapost


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