Last SEMPO conference taught us that if anything, the digital marketing industry is
changing at a faster pace than it seems and that keeping using insights is becoming
increasingly important in any kind of media efforts your thinking of deploying.
Before we get into any details on the conference, let’s acknowledge the speakers for
their awesome presentations: Brendan Sera-Shriar from Day Champ & Unbounce, Chris
Emergui from Bam Strategy and Eric Cholette Dufour from Planning Media, thank you
for the amazing content you guys provided us.
UNBOUNCE – CONVERSION RATE OPTIMIZATION
Brendan from Unbounce kicked off the presentation with his 7 rules on CRO. His 7 rules
to effectivly manage your CRO was packed with tips, tricks, and how to’s that would be
useful for anyone in the industry. The biggest concept I took from the presentation was
that for your CRO to be effective and get those results that wow customers you need to
keep your message clear, concise and focused. Keeping your conversion goal at the
focus of the design for your landing page is the key to its success, followed by consistent
repitition throughout all your different chanels.
BAM STRATEGY – GOOGLE’S MICRO MOMENTS
Next, Chris from Bam Strategy touched on Google’s new Micro Moments customer
journey. The most fascinating part of this customer journey is understanding how
customers interact across different devices for different reasons. From what was said at
the conference is that users are indeed increasing their research before purchase and
do like to compare with other products while shopping. What does this mean for us
digital marketers? Well, it just means that the door is now opened for us to get to
different devices in shorter amounts of time and in more repitition.
PLANNING MEDIA – INSIGHTS AND RETARGETING ACROSS DIFFERENT DEVICES
Finally, Eric from Planning Media finished off the conference with a case study on
Paid/Performance Advertising in the Condo industry. Interestingly enough, this
presentation had a lot to do with the previous one. The customer journey for his case
study was much more complex than one would be for example; buying a USB Storage
Key on Amazon. The main challenge to overcome his obstacle was time, and how users
were using different devices for different tasks across. Interestingly enough Eric solved
his case by using a mix of insights and retargeting strategies. Eric’s key takeaways are
to always ask the customer for information on how he/she shops, use as many insights
as possible followed by a solid retargeting strategy. The latter part of his speech
consisted of using a burn pixle in the remarketing strategy, mostly because of the efforts
your putting into trying to convert someone who has already converted (and is most
likely not going to convert again for a while) are going to be wasted otherwise.
In all, the conference was a great success and is a definetly must attend for anyone in
the digital industry!