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DMFW Global 2019 is over, and it was a success - from attendees to speakers alike! The best thing about it was networking. 1200 attendees gathered from all over the world to share experiences and ideas about how digital technology is changing the way we use marketing today.
The conference sessions focused on different areas, from content and influencer marketing to eCommerce and digital transformation, and after two full days of great insight and information to take in, here are our key takeaways for content optimization and SEO.
Catherine Wignall, UK Digital Lead for Microsoft, spoke on how storytelling offers your business a great opportunity to emotionally connect with your audience. Catherine focused on four goals that fuel better conversation and resonate with the public:
Many speakers touched upon these four goals. For example, William Bonaddio, Director at Will B Social Ltd spoke on how the 2016 McDonald's campaign went viral by simply connecting and listening to their customers. McDonald's launched new flavors of milkshakes and rather than relying solely on internal ideas, the campaign focused on what flavor of milkshake consumers would like to dip fries in. We personally hope they came up with a salted caramel chocolate flavor!
With so many other businesses offering similar services, you have to make sure you stand out. A great way to achieve this is to build the trust of your community.
Marisa Thomas, Head of Brand at Bloom & Wild, touched on the subject of the importance of paying attention to your audience’s needs. On Mother’s Day, Bloom & Wild launched an email campaign and noticed that many recipients were unsubscribing, and realized that the holiday was a sensitive subject to a lot of people, for various reasons.
When it comes to justifying our marketing spend and proving results, it can be challenging to find ways to do more with less money.
Janis Thomas, B2C Marketing Director at Deltatre, shared a few easy-to-follow steps in that direction:
On the organic vs. paid search subject, all of the speakers agreed to disagree, underlining that everyone should find a balance of what works best for them by combining the two for the perfect recipe. They all agreed that when it comes to organic search, SEO has the biggest impact on lead generation.
Lukasz Zeleny, Director of Organic Performance at ZPG, discovered that HOW is the most often used word on the internet. Most questions start with HOW, then with WHAT and lastly, WHY, followed by millions of other words.
Based on Lukasz’ research, he redesigned Simon Sinek’s Golden Circle for SEO purposes:
He did a stellar job on exemplifying the use of the Keyword Magic Tool, a great way of setting up the right keywords for your website, based on keyword difficulty or ease of ranking. He also stressed the importance of tracking your brand mentions and links to your website, and how you can easily do it by using the right tools, like Talkwalker, Brand24, or Majestic.
Lastly, improving your page speed is crucial and Lukasz’s recommendation to do it efficiently is GTmetrix, an easy-to-use website speed and performance optimization tool that analyzes your page's speed performance and provides actionable recommendations on how to optimize it.
Among other things, the need for digital transformation can be a recognition for your business that you no longer have the ability to keep up with customer’s expectations and needs. So how can companies adjust to match this ever-evolving digital landscape?
Nupur Manchandam, COO at Future Learn, along with Ramzi Yakob, Head of Digital Strategy & Experience at Aviva, Tom Baker, Head of Digital at National Trust and Ben Glatz, Head of Digital Transformation at Shell offered an in-depth insight on what key priorities brands should focus on implementing and how to prepare their teams to adjust to new technologies in digital marketing:
As we all know there is no recipe for success, but keeping up with technology is key no matter what industry you find yourself working in. And no matter what, be genuine and build loyalty with customers.
To learn more about digital marketing and how you can add a personal touch to your social media strategy, check out this blog post where we discussed how big of a role social media plays in the marketing world.