If there’s one thing that marketers are constantly craving for, it’s new stats and facts to sink their teeth into. Knowledge is indeed power and with new developments, research and products happening regularly it can be difficult to keep up with them. One good place to keep up with this is at the major conferences and events held around the world, where agencies, brands and companies will always provide stats and figures. The Dublin Web Summit last week was no exception so here are the major points to take away from the digital marketing stage, with key facts presented as images.
Mark Dewings – Brand Communications At Soundcloud
Talking about the importance of sound and how its under-utilised as a medium, Dewings mentioned that there is a discrepancy between how we consume and create mediums. While creating images was popular thanks to the popularity of Instagram and Camera+, others like sound and video recording was much lower, sharing similar levels of creation and consumption
His main reasons for embracing sound were that it’s everywhere, it’s inherently practical as it requires less digital memory, it’s less intrusive in comparison to other mediums as it requires less effort to process as video requires more than one sense.
Alan Coleman – Founder & CEO of Wolfgang Digital
On a talk about at the three most important innovations for marketing – retargeting (promoting what the user already likes), analytics (finding out how many times people visit your site before a sale is made) and interest (developing interest in consumers through advanced ad targeting) – Coleman spoke about the wealth of options that brands have to help amplify their marketing efforts.
One of which looking at the process between first visiting a site and purchasing a good or product. Using some of the status gathered from Wolfgang Digital’s work, Coleman showed how you could get specific details to help your retargeting campaign such as average site visits per purchase and the number of different sites visited per purchase.
Jan Rezab – Founder Of SocialBakers
Considering that stats are SocialBaker’s bread and butter, Jan Rezab based his talk on understanding fans and the importance of engagement and consumer feedback. Elaborating on Socialbakers’ ‘Socially Devoted’ concept that it introduced at Le Web London, Rezab showed that while more brands were beginning to respond to consumer queries, they were still a long way from achieving satisfactory levels (less than 50% of questions on social media were responded to). However, in comparison to 2011 where only 5% of questions were answered, it’s has improved immensely
Hubert Grealish – Global Head of Brand Communications At Diageo
Talking about how the relationship between brands and customers has reversed, Grealish talked about how consumers want a greater input into how brands work and the power of getting them involved. Mentioning that 2/3 of people are influenced by personal recommendations, he revealed that in a recent survey, 55% wanted to have ongoing conversations with brands and 89% would feel more loyal if they were invited to take part in a group.
What was particularly interesting was that out of the 89%, 41% wanted companies to seek feedback from them and 37% said that they would like newer ways to interact with brands via social media.
Dharmesh Shah – Co-founder and CTO of HubSpot
Concentrating on how Google’s search engine works, Dharmesh Shah talked about how PPC ads aren’t as good an investment as you think saying “you’re not buying attention, you’re renting it.” Instead, what you should focus on is creating useful content, clean design and fast websites as that’s what Google is actually looking for.
What you want to focus on is results and not rankings, as measuring how many leads you get for your site is more important. He also stressed the importance of Google+, saying that the important part is the part before the ‘+’ and how it’s playing a major part for writers and journalists, highlighting their Google+ profile, the number of circles they’re in and allowing you to see articles they’ve written.
Omid Ashtari – Director Of Business Development At Foursquare
Although the major status Ashtari provided aren’t anything new, they’re still significant enough to be repeated again. With over 25 million users globally and one million businesses registered, the service has registered over 2.5 billion check-ins at 40 million venues.
However, Ashtari’s talk focused on case studies where Foursquare was used in an innovative manner such as the London 2012 olympics where Foursquare became an unofficial events guide, showing visitors where to visit, where all the events were being held and ran badge competitions to encourage checkins. Another example was the weather channel where your first check-in of the day triggered a weather report filled with images and global news.
Mobile – It’s 1999 All Over Again
Our very own Niall Harbison decided to speak about mobile for his presentation. He showed how the transition from desktop and personal computers to mobile devices is having an effect on the biggest companies like Google and Facebook as well as hurting traditional media companies.
It is no longer good enough just to have a mobile version of your website and big companies like Nokia and Blackberry have been caught out and will probably die because of the emergence of iOS and Android. The companies and brands who are going to win big are those who bet big on mobile and who start embracing while others are still asleep.