I attended the fantastic Inbound Marketing Conference in Liverpool last week, organised by PH Creative as part of the International Festival of Business. Here are my notes from the event:
Dom Burch (ASDA) @domburch
The old rules don’t apply anymore
We’re a media owner
We’re a connector not a collector
Listen first, engage second, influence third
Customers expect instant response on all social channels
Pay to play
Engaging content will continue to be rewarded
We are living through the age of advocacy
Millenials are fuelling ever more video sharing
Key influencers are content creators & can now monetise their position
Marketing in 2014 – you need a blended approach, people follow people. Need to find the key influencers in your niche and pay them to product place, mention their videos on your YouTube channel.
Vlogger phenomenon: It’s PR on steroids
Video content is a tsunami on its way
Andy Barke (Google) @Barkie13
The internet population is 3 bn (7 bn in the world). There is a big global opportunity for businesses online.
Tools for global expansion research:
Google Global Market Finder
Google Consumer Barometer
Google Think Insights
Kieran Flanagan (Hubspot) @searchbrat
27 million pieces of content are shared everyday.
Photos massively affect shares of blog posts
Downloads (e.g. ebook) – added the tweet of someone who liked it, resulted in 27% increase in CTR
People feel safe in numbers
Tracy Chong (Muse) @MusewithTracy
Presented wearable technology brainwave tracker called Muse – a brain fitness tool with exercises to build focused attention, self-assessment, helps autism and early detection of alzheimers, detecting when focus reduces, detecting music mood etc.
See more at: http://www.choosemuse.com
John Watton(Adobe) @jwatton
In the digital space no-one can hear you scream
We are marketing into a gaping void. No-one cares about your marketing as much as you do.
There are 30,000 marketing messages a day that the average consumer is exposed to.
A social post only has an 18-minute half life.
In the time it takes you to read this sentence 20 million emails have been sent.
Segmentation is dead, now behaviour-based marketing
Conversation marketing doesn’t need big budgets
To be heard you need Maths
Digital = Data
4 Actionable Things:
1) Buy wearable technology
2) Write a blog
3) Share like hell
4) Do the opposite
Dave Hazlehurst (PH Creative) @googledave
The Chimp Paradox:
• The emotional drivers of action i.e. happy, sad, fear, anger and anticipation.
• When we feel fear we have a desire to bond.
• When we tell stories our brains are programmed to want to connect
• Be memorable
I’m going to become a Jedi Knight at last
Stuart Fowkes (Oxfam) @stuartfowkes
24% of people would engage with or follow a charity on social media.
But people find it vulgar to share donations on social media
The more directive a social post, the less it works. What works is emotional, intellectual, usefulness, news or social good.
The half a second mobile post test – do you understand, are you moved and do you want to share within half a second
Is it memorable?
Is it unique?
Does it sound from a real person?
Does it reassure or fill a need?
Steven Woodgate (Microsoft) @StevenWoodgate
60% of the workforce are millenials i.e. not motivated by money and want to make a difference
We’ll be known for our opinions but remembered for our joy
Bryan Adams (PH Creative) @bryan_phc
It’s getting harder to be contagious and controversial
We are competing against anything that takes your eyeballs (e.g. films on your mobile)
The six great stories:
The fish out of water
The run for love
Is it good enough to give me goosebumps?
Gary Vaynerchuk (VaynerMedia) @garyvee
We don’t have the time, patience and attention to be interrupted
Nobody has time anymore – so it’s dictating my marketing, how I sell (e.g. Uber app)
We now live in a 24/7, 365 days a year world
Everyone is obsessed by width, but depth is how you win
The culture shift – when we become creators not consumers we experience a paradigm shift.
There is no entitlement to customers, you have to earn every single one
Are you proud of what you’re selling?
There is ROI in anything you pay attention to
B2B marketing – you need to build affinity with your potential customers
Tactitional surgical marketing – the craft of storytelling contextually
EQ is so important – self-awareness and empathy are the skills he looks for when recruiting.
Are we marketing for 2014 / today?
I spend my whole time reverse engineering the context of the room that I’m in
If you’re interested to see and hear more, check out the videos on IMUK’s website: http://www.inbounduk.org/history/imuk14-highlights/