Seminars were held all day on May 16, 2014 at the Interactive Day San Diego presented by the San Diego Ad Club, by top players in the online marketing field.
At the Optimization in the Emerging Content Ecosystem (Native Advertising) seminar Chris Rooke of Nativo, Darren Stordahl of Eset and Ryan Reid of Petco voiced their opinions on content marketing. They said that you should think of your online messages as telling a story, that consumers are in control and you have to convert them to a purchase.
They said that brands need to be good at telling their stories and you need to find new ways to tell stories and figure out what to tell.
Things to consider when putting your marketing stories together.
•What are people already looking for?
•One of the most important things is research.
•Most evangelists don’t sell they just observe and make recommendations.
•Produce high quality content.
•Consider that everything is content-events, videos, user generated content–and repurpose that information.
•In the online world, advertising and editorial are now an aligned strategy.
At the Smart Data with Google’s Universal Analytics seminar, Adrian Vender of eFusion talked about how an inherent problem with web analytics is that people interact with multiple devices and so depending on what their device they’re using (work computer, mobile, ipad, home computer) they could be counted as four different people. With their new Universal Analytics the fundamental changes are in how they’re processing and collecting and tracking user data across all the devices they’re using. Vender emphasized that correct data is good data.
User ID’s Track Customers Wherever They Go
They’ve figured out how to attach a user ID, a unique row id in your Customer Relationship Management (CRM) system, to track that individual’s media use throughout different devices without collecting specific information about that person like name or email address. And, if retail stores purchase small computers for their doorways and cash registers, they can even track the user inside their store.
