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Last week, Denver’s digital marketing professionals convened at the largest Digital Summit Denver yet. The summit included big names including keynote speakers Seth Godin and Morgan Spurlock, along with digital marketing leaders from Facebook, Cisco, National Geographic, Fidelity Investments, SalesForce, The Economist, and more.
Here is an overview of the insights shared at the conference and how you can incorporate them into your marketing strategy.
Email: Email continues to deliver high return on investment for B2B and B2C marketers, but to maintain an engaged audience, brands must be committed to relevancy in their email campaigns. In addition, focus on optimizing your email for deliverability. Here are some tips to lower the chances your email ends up in the junk folder:
● Use images and text in your campaigns (do not use an all image design)
● Use 500+ characters
● Keep your email size below 100 kb
● Don’t use bitly or other shortened links
Search & Social Media: One of the biggest conference takeaways for your SEO strategy for the rest of 2017 and 2018 is ensuring your website is mobile friendly. If it isn’t, when Google launches its expected update that will penalize non-mobile friendly websites, your traffic will decrease quickly.
Another trend the speakers emphasized was the success they are seeing with integrating search marketing and social media. This is because while search is great at capturing demand, social media is great at creating that demand. Ensure you are placing ads where your audience is likely to see them. For example, if your audience includes women in their 40s to 50s who like crafts, Snapchat probably doesn’t make sense, but Pinterest does.
Analytics: Data and analytics are crucial to generating higher returns at a lower cost, and your first-party data is your competitive advantage. In your content, use analytics to assess topics, headlines and images for to better understand what your audience finds interesting and to enhance user engagement. In assessing which channels and campaigns are most successful for lead generation and customer conversion, expand your tracking from first- or last-touch attribution to multi-touch attribution, which will give you a more comprehensive picture of which combined marketing and sales activities are generating customers. For user experience, assess your user flow, time on site, pages per visit and bounce rate to learn where users are engaging with your brand and where they are dropping off.