Our first annual 3Q Digital Growth Summit was a great success! Don’t just take it from us; early reviews indicate that the experience was positive for visitors and clients alike. We’re really proud of the work that went into the event, and we would like to share the takeaways with those of you who couldn’t attend (or those who attended and couldn’t take notes fast enough). Below is a brief overview of our sessions; you can find a more thorough overview here. Big thanks to our event sponsors: Yahoo, Google, and Optimizely.
Evolution of Agencies
Digital marketing is a constantly evolving business, so why do agencies think they can stay the same? Agencies need to make it a priority to incorporate a client-first mentality with marketing (channel silos are just doing them a disservice) and spend more time focused on customer journey, technology, user experience, devices, media channels, and analytics.
Fine-Tune Your LPO
LPO isn’t a one-and-done service. Tests need to be run on a semi-constant basis. Don’t be afraid of change. Don’t just throw out an inconclusive test; be sure to reexamine the parameters and adjust.
1st-Party data has the potential to be a game-changer for any business. There are several keys to using it well: focus on recency; be sure (especially with Facebook Custom Audiences) to segment your lists intelligently; and remember: you can use 1st-party data to formulate intelligent exclusions (people who have already converted, for instance).
Device and Channel Diversity, Attribution
Attribution and Channel Diversity are hot topics in digital marketing that are still poorly understood. A few keys to successfully navigating both: start with tracking parameters (doesn’t have to be all at once). Be sure to take a holistic approach, and be sure that everything you do for a desktop has a mobile counterpart.
Stay Ahead of the Mobile Curve
Mobile is still a difficult nut to crack for many companies, even as consumers spend more and more time on their smartphones and tablets. For mobile strategy, lifecycle management and data are key; be sure to get tracking in place to measure use, frequency, and value of users.
Today’s Digital Issues
Our client panel brought several challenges to light: differentiation (in a competitive space), personalization, and (becoming known for) diversity in offerings are all issues our clients are currently facing.
Client Spotlight: SurveyMonkey
SurveyMonkey’s VP of Marketing, Ada Chen Rekhi, shared a lot of info about the challenges faced by today’s truly international business. Some of the keys to a successful international offering are: speak their language, use their currency, use international LPO, and keep testing.
There’s a lot more to cover (the event was an entire day), so be sure to check out the summary recap for more info. Hope to see you there next year!