Online Marketing Summit tips and key take-aways
I attended the Chicago leg of the Online Marketing Summit tour on Wed, June 30th (which may evolve to the Online Marketing Institute tour). This is the fourth year in Chicago and glad to see the conference growing. The goal of OMS is education so you do not get salesy content. The presenters are extremely accessible versus running out the side-door like some other events I've attended. Here are a few take-aways from the conference:
- Naturally, Social Media was covered, almost too much, but that is OK as companies still try to figure it out. I've written (and preached) about companies jumping on the band wagon without a clear objective of why they need social media. So the best quote at the conference for me was from Patrick Bultema, CEO of a neat company 'Codebaby '. His unique company uses social media a lot and he said "(everyone is into social media, but I've found it's a) Cobble of a bunch of crap". Maybe I was the only one who laughed out loud because it can be true. It's trendy, fun, cool, but at the end of the day, is it doing anything for the business?
- Analytics: Enough said. Online marketers have embraced analytics to the point there was a question of 'is it too much'? Don't forget your customers are people. Don't embrace analytics too heavily at the expense of experience.
- Lead Scoring: Loved the sessions on lead scoring as it can sound like analytical scariness but really simple to implement. Do you know how to analyze leads on the spectrum of qualified to not for a nurturing campaign? I'll write more on this another time, but if interested, here is a great company to check out:Genoo .
- Facebook is becoming the social behemoth online. Interesting idea: companies are building out fan-pages versus landing pages and making it robust with cool apps that are easily available. This can be easier than driving web-site traffic. And once you have a customer 'fan' you, you can engage with them (with something relevant).
Facebook is also making it easier to share your web activity with Facebook Connect. The benefit for individuals is being able to sign-in to websites with Facebook (I like not needing to remember sign-in info). Good news for marketers is more robust information for providing relevant content. - Not much on mobile marketing integration with online reason being: it's fragmented. Carriers and manufacturers have unique agendas and platforms which make it difficult. According to Patrick Bultema "Text is the only thing ubiquitous" making mobile easy right now.
I encourage you to check out the links above as they contain some neat resources. Let me know if you have any comments or questions. Look forward to hearing from you.
Jackie
Posted by Jackie Kuehl at 7/1/2010 7:43 AM 
Categories: online marketing summit,marketing analytics,strategies,tips,social media
Tags: online marketing summit marketing analytics strategies tips social media lead scoring
Categories: online marketing summit,marketing analytics,strategies,tips,social media
Tags: online marketing summit marketing analytics strategies tips social media lead scoring
Jackie, I also liked Patrick's reference to Einstein's quote: "Not everything that can be counted counts, and not everything that counts can be counted."
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Codebaby is an interesting concept, but I wonder long-term if people will struggle with the authenticity of animation. Or will animation break through the clutter of existing choices - phone, online sevice, etc.
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@Jim: I hear you, I too was a bit 'unbelieving' when I saw the product in action. But the numbers speak for themselves...it's incredible how much Code Baby has increased conversion rates on websites (oh, and I'm not with Code Baby!)
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Jackie -- great post. I also enjoyed the conference. One of the fundamental things that has to be grappled with is content. Without good and engaging content, none of the other tactics will be effective.
One of the key take-aways that was mentioned a lot was LISTENING -- knowing your audience, so it informs your content and campaigns.
Included in listening is the ability to segment and respond appropriately as people show interest -- and lead scoring helps you understand who the "hyper-responsive" leads are from the tire kickers, and you want to focus on serving the hyper-responsive ones.
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right right right. Content is King. Forgot that one. And the thing about listening vs pushing is key to all relationships, biz and personal, right?
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I wouldn't put too much stock in facebook or its marketing ability. New websites will be out tomorrow, always.
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You're absolutely right in your thoughts about the sense of usage of Social Media.
Everyone uses it.Actually it's the best way of almost free advertisement for the small companies.It does matter.
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