Real-time Marketing Strategy
One of the first presentations I found interesting was on Real-time Marketing Strategy. It said being good at marketing now doesn’t mean you need a big, concrete plan. Instead, companies need to have a playbook filled options of things to do. You can then adapt to any set of criteria instead of doing only a few specific things.
We learned we need to produce content at lightning speed and be completely nimble about getting it out there in all the different mediums. Of all the communication channels, email is STILL the most important and valuable wayto share information. Facebook is second and Twitter third.
Another session was on startups and it gave some valuable advice. The main message was to find a way to keep momentum, and always have something new and exciting to say, even if it’s small. They said to isolate the minimum viable product and go to market with that; nobody ever became big by being comprehensive.
Figure out what it is people want, and create a story around that. It will make it so much easier for customers and press to understand. The absolute highest priority should be customer
acquisition. Find a way to get people passionate about your product and to build a community around it.
Still another session focused on metrics-driven design. It talked about how the most important thing to measure is daily active users, followed by time on site and frequency. What is considered least important may surprise you since it used to be considered most important, and that is page views and visits.
It’s all about engagement, not just number of people looking at your site. Conversion isn’t just visitors to purchasers, but also tryers to buyers (if you have a product that will allow a trial).
And of course a fan favorite, Guy Kawasaki, did a great presentation on Enchantment: Becoming likeable and trustworthy. While some of his pointers could be considered common-sense, like smiling and perfecting your handshake, others really gave us something to think about. Our hope is to continue to show our customers that we are trustworthy and provide work above and beyond what they expect.