|Performance gets told where its place is in the mix|
|Dan' £5 CPA on the word attribution paid dividends|
Incentive Sites and their Ever Growing Presence
|50% discount they said. It would be fun they said|
|He only wanted a business card.|
Below are the key points which got me through it as a 30+ year old dad attending this part of the expo:
- The Power nap – If you are taking the expo seriously you should be attending at least 1 session each time and in-between meeting clients and browsing the exhibition hall to find out what people are up to. If you aren’t tired then you’re either a machine, under 30 or on drugs. Power nap between 6:45 and 7:30 had me charging into the networking party and happily into the early hours.
- Pick a drink and stick with it – whether it be beer, wine or rum, pick one and stick with it because you can drink a lot more and you can still be coherent throughout the night and talk business if needed.
- Pick your battlegrounds – The networking event can be quite daunting, especially if you are relatively new to the industry. You may know no one and be stood around like a lemon; most other people are in some kind of discussion so trying to get into a discussion can be tricky. Good places to do this are:
- Share a taxi – If you’re doing the party properly the tubes won’t be running so it’s either a taxi back to the hotel or off to another club or restaurant. For all of the above there will be another group looking to do the same, so share a cab and business cards and meet them at the exhibition hall the next day.
Especially people who were at the manager/exec level, many of whom have progressed to agencies around the world and some client side as well. It’s a great thing and something which highlights the fact the people who've been in the industry for years really can progress rapidly up the chain… because there’s little else when it comes to experience in a relatively young industry.
Now I think the time has come for all parties to retain their staff. Turnover costs money and affects the inner workings of your business and ultimately will effect clients as well. So something I will definitely consider when working with any company is how long their employees have been there and what experience do they have in online marketing specifically.
It will be a challenge for companies as it’s not just about money, working environment is just as big factor for many people and an under resourced company, whilst they might pay better, could lose people because they’re under more pressure.
Social vs SEO
Martin MacDonald’ great presentation not only enlightened us about Google, their removal of keyword data (and how to get it a good portion of it back) but also how social will be playing more of a part in ranking factors going forward.
If that is the case then it’s going to mean the first page of Google will be changing a lot more frequently and be targeted more to individual behaviour. They’re some way off, Martin was saying it could be as close as 2 years before things change with significance.
The solution is itself simple but harder to implement, which is to build an audience and a brand where people can engage with you regularly. That is why companies should be focusing on ensuring they get their consumer base interacting with them on social media.
A secondary level would be to be well up on social trends and getting in on the act wherever possible. Again still tied into brands but a couple of example below were shared a huge amount on Twitter, and really it doesn't take long to come up with a nice image for social trending does it?
some examples of how brands got themselves around social media in the days around Halloween.
That is the key though, with all the lovely parties, food, drink and opportunities to do business, the presentations put flesh on the bones of my knowledge. No sales pitches (although I heard from my colleague a couple he went to did have elements of this which I don't like at all), new information, new insights and authoritative discussions from people with extensive experience. Without that there is no event for me, and they've delivered for the past 3 years I have attended.
They have done a great job in bringing this event to the industry and it certainly raises the profile of what it can do for advertisers.
I am amazed at the talent around in this industry now and there are some great people in it too. I hope I can be more involved with it over the next few years and beyond.