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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