by Daniela Araujo, Senior Editor
Last week the TMMPDX team had the pleasure of attending the Internet Marketing Conference, at Portland State University. IMC’s keynotes focused on current digital marketing trends including Social Media, SEO, Mobile Web and Web Analytics. There was also a Website Lab session where attendees could enroll their website to be reviewed by experts from SEMpdx.
The conference kicked off with presentations by Portland’s interactive experts, including keynote speaker, Renny Gleeson, Global Director of Interactive Strategies from Wieden+Kennedy, and Bryan Rhoads, Intel’s Digital Strategist. Following the keynote presentations, attendees had four tracks to choose from: Fundamentals, Keeping Current, On the Edge and Digital Mix.
I attended two sessions: “Essentials of Social Media Marketing & Measuring ROI” and “Diverging Analytics Solution Landscape”.
“Facebook. Twitter. LinkedIn. You’ve heard the buzz. Social Media is growing every day and marketers are connecting with their customers in varied ways and profiting enormously. Learn about the various social media and how you should use them as an essential component of your online marketing strategy.” Aaron Kahlow (OMS)
According to Aaron, before your brand embraces Social Media it is essential to understand: 1) The customer’s preferences and behaviors; 2) Brand challenges; 3) How to solve problems.
As an example, Aaron pointed to the the boomer generation as not being the best target for Social Media, because most of people from this generation are not tech savvy. He suggests you would benefit more from traditional media such as radio, TV and newspaper. In contrast, if your audience is the “Y” generation, dive into the most modern social networking platforms and from there find your specific audience; put yourself in their shoes; learn their slang, their favorite store, brand, game, food, movie, age, sex etc. Become one of them.
Aaron discussed a blog as being the central channel for all other SoMe tools, because you can syndicate its content all over social media sites via various RSS feeds. Blogging is also a great way to generate fresh content on your website, keeping the search engines happy.
Aaron’s Twitter Tool Pick: www.twittedeck.com
“Digital marketers and managers face an expanding range of choices when deciding on an analytics solution to measure, optimize, and manage online marketing activity. While the historic market leaders are good choices for “enterprise”-level need, a range of niche solutions, which often do it better than the enterprise players, has emerged to address specific needs. In this session we discuss how to navigate the range of solutions and how to determine which solutions are right for you.” Aaron Gray (Greater Returns)
Gray started off his presentation saying that Web Analytics is a psychology game. Web Marketers must analyze target audience’s behavior with a solution that best fit company’s goals. Example of specialized solutions:
- Google Analytics: optimal for Adwords analytics;
- Woopra: analytics for WordPress and other applications;
- Crazyegg: for a visual analytics experience;
- Quantacast (Free): assess audience of any website;
- Click Tale: eye-tracking and mouse-tracking;
- Kissmetrics: in closed beta, looking for next beta customer;
- Mixpanel: If you have a Facebook game, it tracks user behavior and tells which ones are the most popular;
- Ominuture: web analytics and optimization tool;
- Unica: centralized marketing platform, cross channel execution;
- Webtrends; PPC tracking and optimization, Social Media monitoring.
Tips for data driven marketing professionals:
- Start with a free application
- Measure only a few key metrics that can impact your overall marketing strategy
- Create a process and rigorously use the process.
I hope these tips help as a guide for a successful Social Media campaign and Web Analytics strategy. Look for a report by our TMMPDX Roving Reporter, Arwa Jumkawala, who will be posting more tips from IMC focused on strategies for small business owners.