Targeting Your Mobile Audience with Aggregate Data

Mobile Targeting Presentation #SESCHIOver a billion smartphones enter the market every year. They’re everywhere, and users are finding new ways to leverage them every day. Mine is rarely more than 3 feet away from me, and I use it for everything from research, social “creeping”, and shopping to email, an alarm clock, and my camera. One of my biggest pet peeves is when things aren’t mobile compatible. As it turns out, I’m far from alone.

When it comes to websites, 61% of users won’t return to a site if they have a negative experience and 40% will go to a competitor’s site instead. Add on to that the statistic that 90% of all purchasing decisions begin with online research, and it’s understandable why appealing to mobile audiences has become so important. But doing so is very different than appealing to traditional web users.

How IBM Turned B2B Social into a Lead Gen Machine & How You Can Too

B2B Lead Generation

IBM is famous—there’s no doubt about that. They’ve been known for everything from innovative products to impressive profits. But at SES Chicago, they’re known for their ability to generate leads from social—something B2B companies don’t necessarily always do well.

90% of brands say they measure social engagement, but only 15% of CMOs say they can quantify social ROI. Clearly, there’s some sort of disconnect that needs to be addressed. Michelle Killebrew and John Lee bridged the gap in their presentation with an IBM case study on how B2B companies can leverage social media for lead gen.

What IBM Did

Killebrew shared a case study that serves as a powerful example of how IBM used social to take their website and social to the next level:

Navigating a Website Migration like Indiana Jones: Ensuring a Smooth SEO Transition

Website Migration Presentation #SESCHILet’s face it— at one point in your life you’ve probably wanted to be James Bond, Indiana Jones, Wonder Woman, or any other number of superheroes. Personally, I’ve wanted to be all of them…more than once. For some odd, and inexplicable, reason Indiana Jones was always my favorite.

If you’re like me, you gave up that life of dodging sink holes and escaping life-threatening situations in creatively unrealistic ways to work in digital marketing. But, Simon Heseltine from AOL and Dave Rohrer from Covario are giving us the chance to be channel our inner superhero again—by navigating the sinkholes created by website migrations.

In their SES session (moderated by Jim Hedger who couldn’t resist a photo-op with the speakers) these two experts addressed the sinkholes created by different migrations, as well as the ways to avoid the potential traffic decreases and reduced ROIs.

What You Need to Know about Enhanced Adwords Campaigns

Enhanced Adwords Campaigns Session at #SESCHIIf there’s one thing I’ve heard non-stop lately it’s that digital marketing is becoming more customized and tailored to the wants and needs of consumers. Those creepy Eye See You Mannequins, facial monitoring at gas stations, and those social ads that somehow know that I was shopping for a watch yesterday are all proof that brands are able to cater their advertisements to appeal to something we’re actually going to be motivated to buy.

This has created a unique opportunity for marketers: enhanced Google AdWords campaigns which were launched on July 22nd of this year.

In their SES Chicago session, Michael Griffin and Lisa Raehsler reviewed what those campaigns are and how to design, segment, and optimize one. Here are some of the key takeaways from their session:

7 Tips and Tools to Craft a Killer Content Marketing Strategy

#SESCHI Content Marketing SessionHave you ever created content that sucks? Or worked really hard on something, dedicating a ton of resources, only to have it under-perform or not earn the reach and impact you wanted? You’re not alone.

Despite the fact that content marketing has becoming increasingly popular among B2B companies this year, only 44% of them have a documented content strategy. This creates marketing silos that limit the benefits of creative and shareable content, which basically results in crappy content.

A diverse, creative, and strategic content plan can break down silos and help create content that resonates with your target audience while increasing social shares, network size and engagement.

Online Marketing News: Psychology Behind Viral Content, Artsy iPhone App, YouTube Charging, Instagram Ads, Foursquare Analytics

What Makes Content Go Viral?

What Makes Content Go Viral? The book, Contagious: Why Things Catch On, by Malcolm Gladwell has some pretty fantastic research on how content goes viral. See what compels people to click and share content. Content consumption is relatively static compared to content generation, so there is only so much attention to go around. [Infographic] Leaderswest

Easier Recovery for Hacked Sites – Google adds new features to Webmaster Tools “Security Issues” to enable faster recovery if you’re hacked. Google Blog

Artsy Launches Innovative iPhone App for Art Lovers – Artsy have announced the launch of the Artsy App for iPhone and iPod touch that will give users access to more than 50,000 images from more than 600 of the world’s leading galleries art fairs, museums, private collections, foundations, and artists’ estates in 50 countries. Art Market Blog

Online Marketing News: Google Banner Ads, 50 Tech Megatrends, Oracle Buys Compendium, The AP Sells Out

50 Powerful Statistics About Tech Mega Trends Affecting Every Business – There are five mega trends impacting the IT departments of every company: Mobile, Social, Cloud, Apps and Big Data. In this presentation, Vala Afshar reveals ten startling stats for each mega trend. @ValaAfshar

Oracle Buys Compendium, A Content Marketing Startup, To Build Up Its Arsenal Against Salesforce – Congratulations to Chris Baggott, founder of Compendium (and Exact Target) on the aquisition by Oracle, which also aquired Eloqua late 2012. The cloud markting space is heating up! TechCrunch

2014 B2C Content Marketing Research – 60% of B2C marketers expect their company’s content marketing budget to increase over the next 12 months. Learn about more trends here. Content Marketing Institute

Online Marketing News: Forbes Cashing in on Native Ads, Google Ads Starring You, Top Tech Trends for 2014

Birthday Emails Infographic

Birthday Emails #Infographic –This email client solution provider conducted research involving more than 180 B2C brands—including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits—shows that there’s plenty of opportunity for brands to delight subscribers with best wishes on their special day. Check out the stats and tactics below to learn the who, what, when, why and how of birthday emails. Exact Target

Can Cameo Make Two-minute Movies as Addictive as Vines? – With Cameo, your movies can be two minutes long, but no shot can last for longer than six seconds. The principle is inspired by Vine, and the lessons it learned early on: that the attention span of the average person is pretty short. The Verge

Content Marketing Tactics That Work: eBooks

eBook Content MarketingAs a content marketing tactic, eBooks fit the bill for those businesses that need to communicate complex information but in a striking, easily digestible way. Infotaining eBooks raise the bar on “interesting” combined with practical, useful and even inspiring messages that align with the brand.

Compared to many other content marketing tactics, eBooks represent a longer form of content that can educate prospective buyers about topics important to buyers and the brand. It’s a great way to demonstrate expertise in a creative way and is much more visually appealing than a white paper, yet more serious than an infographic.

This longer form content marketing tactic is inching its way into popularity, especially among B2B marketers. According to the 2014 B2B Content Marketing Benchmarks Report, 34% are using eBooks as a content marketing tactic while 57% of B2B users consider eBooks to be an effective tactic.

Online Marketing News: Scary Good Creative, Email Beats Social, B2B Twitter, Wasted PPC

Scary Good Creative Video: ‘Carrie’ Promo Spooks New Yorkers – It may be a little early for trick or treating, but a new campaign rolled out of the proverbial pumpkin patch this week and tricked one of the most cynical consumer groups, New Yorkers. The video reached 25+ million+ views in just a few days. With the creative juice of Stephen King and Hollywood behind it, the Sony promo for the upcoming Carrie remake is the biggest thing to scare up that many views since The Blair Witch Project. CommPro

More Sharing on E-mail Than Facebook, Twitter – Email beats social networks Facebook and Twitter combined as the top medium for sharing online coupons and other offers, according to new research from SocialTwist, a company that specializes in giving consumers incentives to share deals online. AdAge

Online Marketing News: Social Tools, Instagram Ads, Apple Tops Coca-Cola, Marketing Automation Trends

Social Media Analytic Tools

25 Awesome Social Media Tools (Your Brand Should Be Using) – When you’re managing your business on social media, it’s essential that you equip yourself with the right tools to do the job. Having the platforms and apps in place to effectively measure your ROI and maximize your social strategy will ramp up your results. This infographic from The Social Media Strategies Summit takes a closer look at 25 free and paid social media tools your brand should be using. MediaBistro

Explore Pinterest Boards with Bing – Back in April, Bing introduced the Pin to Pinterest feature, allowing visitors to pin and save results directly from Bing image search. This week they announce Image Collections for Bing image search, which brings together curated collections of images from around the web. Now, when you search for an image on Bing, you’ll notice related boards on Pinterest right alongside regular search results. Bing Blog

Online Marketing News: Google Dumps Keywords & Adds Hummingbird, Social Commerce Boom, Fake Reviews Spanked, Apple’s Big Bite


Building An Online Community That Begs For More – If you like to hobnob with rock stars like we do, then you’ll be happy to read through this Slideshare that was presented at the Social Media Rockstars event a few weeks ago in TopRank’s home state of Minnesota. Discover core engagement principles and how they can be translated across multiple platforms. Acknowledging and nurturing your online community members provide ample opportunities for authentic conversations. That’s the first step toward extending your online reach and creating ‘real life’ customer conversations. By Mykl Roventine