More than one speaker mentioned cross-networking, the need to mention work of other people with whom you could collaborate, particularly in arts and media (like film and music).
Thursday, April 24, 2014
Mid-Atlantic Marketing Conference stresses that good marketing requires carefully conceived Internet "publication" strategy
Today I attended the Mid-Atlantic Marketing
Conference at the Gannett facility near Tysons Corner, VA.
Robit Bhargava opened the day with “Ten Top Digital
Marketing Trends” before a very full auditorium. I got there a little late, and
didn’t know hot breakfast sandwiches had been served.
Sean Murphy, an EVP of Customlink described his
T-shirt business, which can produce T-shirts with any customer inscription, and
talked about the first million dollar day. He talked about “Untrends”, starting
with over dependence on likeonomics of social media. “Search is still king” he said. He also mentioned “WYSIATI, “What you see is
all there is.” That is, what a potential
customer sees.
Jennifer LaFrance spoke from McCormick and Co, and
noted that “comedy is a series of anecdotes, relevant to the audience.” That sounded like she was talking about
comedy films or SNL videos. I had just
shown some people my movie review of “10 Rules for Sleeping Around”, which sounds
a bit like “20 Online Marketing Tips You Can Use Next Week” (Julia Quinn, from
Amtrak).
There was a panel “The Intersection Point: Where
Content, Social and Sales Collide”.
Stacey Piper from ICF was on the panel; I had worked for that company indirectly
when I worked for Lewin in 1989. Piper
mentioned the experience with the benefit of some upper level employee’s
personal blogs, which I had always seen as a potential for “conflict of
interest”, as I mentioned to her in a brief conversation afterward.
Marty Moe, president of Vox Media, gave a pre-lunch
Fireside Chat, and explained the new media company. I challenged him from the audience on the
idea that one can really present the reader with “all she needs to know”, with
complex and changing issues like gay marriage and the security of the power
grid.
By lunchtime, a certain theme had developed among all the speakers. Marketing teams needed to think of themselves as like publishers. They needed to provide customers with all they needed to know, and not just with press releases. I had always been told that "writers" need to learn to sell (or at least write "what other people want").
Right after lunch, some digital ad agencies showed
their work. Viget showed an interactive “app” that could show baseball footage
for any position as a way to market for Dick’s Sporting Goods.
In the afternoon, a presentation by Mike Tirone,
Digital Marketing Search Strategist R2, “The Future of Search Marketing Starts
with Content”, talked about the changes in search engine optimization, noting
that Google had changed its algorithm 18 times in 2013. There is more emphasis on quality of content,
from “verified writers” (which may explain with results from Book Search often
lead off), the analytics from sites listed (such as bounce rate), and sometimes
some social media interactions of the person (although that seems murky; how
would this even be done?)
More than one speaker mentioned cross-networking, the need to mention work of other people with whom you could collaborate, particularly in arts and media (like film and music).
More than one speaker mentioned cross-networking, the need to mention work of other people with whom you could collaborate, particularly in arts and media (like film and music).
I mentioned that there is much more emphasis in
channeling resources to people with “needs” (and asking strangers to "step up") through the Internet than was
possible when I was growing up.
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