EpikOne and Champlain College’s 3rd Online Marketing Bootcamp opened eyes and provided both the strategy and tactical guidance for interactive marketing pros – all here in our backyard of Burlington, Vermont
This is a key piece of a bigger story about a rapidly growing industry and one that is finding a perfect home here in Vermont. That story, I’ll hold for another post, and instead hit on the key themes and take-aways from this 4-day conference.
Having now had a few days to digest and after numerous internal discussion here at Propeller, the big takeaways for me included:
- Of Avinash’s many words of wisdom, “analytics in aggregate is crap” was particularly meaningful. He spoke to the need to segment and put the numbers into context, in order to provide any hope for meaningful insight.
- Segmentation applied to almost every aspect of online marketing. From the strategic level of segmenting markets and profiles to the tactical level of segmenting the goals and filters in analytics or for geography, purpose or profile in Adwords.
- Media Investment vs Buying was a particularly strong point Dave Winslow focused on. This is ever more relevant when looking at Google’s huge step into the media marketplace (radio, newspaper, television). This is a game-changer – Hello traditional media buyers….
- Social Marketing. Its huge, but still darn tough to put a business case with direct ROI against. This is where people are interacting though in massive numbers. Average age is climbing and currently 34. Very strong opportunities for direct interaction, feedback, concept testing, SEO, branding and loyalty building.
- Mobile & Local. GPS enabled phones and the next version of iPhone.
- Usability and user profiling. Dani spoke well of segmentation and applying personas which you use to drive design and usability decisions. Usability is a balance.
Event Keywords:
> Google Google Google
> Mobile
> Local
> Social
> Segmentation
> Surveys
> Profiling/Personas
> Relevancy
> Bounce Rate
> Data visualization
> Usability
> Test Test Test
> F Pattern
> Ethnography
> Informavors
