Last week leaders in digital marketing descended upon PDX for Digital Summit Portland. Covering a wide spectrum of topics including digital strategies, content marketing, SEO, search, analytics, content marketing, email marketing and UX, Digital Summit Portland offered attendees valuable information to improve their digital marketing strategies. TMMPDX’s leading reporters were in attendance covering a variety of sessions. Below are some of our key takeaways from the 2016 Digital Summit Portland conference.
James C. Smith’s insights include:
· blogging continues to be a prerequisite for successful SEO , increasing web traffic by 55% for brands;
· for every $1 spent on email marketing the average return is $44.25;
· Google is aiming to match user intent in search rather than old school keyword matching – so marketers should too;
· stop thinking about marketing through channels and silos and focus on customer life cycles – all of them;
· marketing and IT can be BFFs by setting shared criteria when choosing tech, even when each team has different priorities.
Wendy Hwang’s takeaways are:
· be an early adopter of Https (security) and even better Http/2 (speed);
· don’t use View Source when checking elements for SEO because it won’t show you all the code;
· start using Developer Tools via Inspect Element to get the full view;
· earn your ranking position by looking at metrics such as CTR and time on page to develop the best user experience;
· mobile email open rates have increased from 3-5% only a few years ago to 50% (60% for retailers);
· use your data when making UX/Design edits;
· the free site www.getraised.com is helping to close the gender wage gap by educating about the issue and providing the tools to help with the ask.
Heather English’s conference highlights include:
· get the most miles out of your content marketing by structuring your content to rank across multiple search engines;
· use multiple tools for keyword research including search suggest, people also search for, similar pages rank for, semantically connected terms, topically-related searches and questions containing keywords;
· make UX a key component of SEO to serve search intent and not keyword ranking factors;
· these stats show why Facebook could be headed to becoming a video only platform:
-616% growth in mobile video views 2012-2015;
-45% of global video views are now on mobile devices;
· email conversion still lags on mobile which presents a huge opportunity to optimize the user experience;
· consider asking your customers to write email headlines for you;
· small efforts that put the customer first can go a long way to creating a memorable brand experience and strong brand reputation.
Looking for more highlights from Digital Summit Portland? Follow the conference hashtag #DSPDX16 on Twitter for complete coverage from this event. TMMPDX had a great time at Digital Summit Portland. We hope to see you there next year!