On the 2nd of December the second edition of Fusion Marketing Experience (#fusionmex) took place in Antwerp. With a strong focus on conversion and optimisation the programme promised to be a healthy mix of useful tips and practical insights, rather than unbridled social media enthusiasm of which we had enough in the past 11 months. As a result, the public mostly consisted of seasoned marketers, allowing a lively discussion and an active twitterwall.
I arrived just on time to see the first speaker: Gerry McGovern. In his first presentation “A new way of measuring success- completing customer top tasks”, Gerry was stressing the importance of making it easy for your visitors to do what they came for on your website, fast. In his witty and humorous presentation style he made it clear how marketers are often stupidly measuring volume, seniors still talk ‘hits’, don’t they?, instead of looking at conversions and completion of the so called top tasks. “The best sites are ugly, but they work” he stated, with examples such as Amazon or YouTube. On whatever page you land, you’ll quickly find what you’re looking for. If you are not offering quickly what the visitor came for, you lose. People see trough marketing blabla very quickly these days. Don’t waste their time with cheesy greetings or updates on how great your company is doing. He also coined the term ‘installation guide marketing”, because online, people skip the marketing and go straight to the practical stuff that shows them how something works or that offers at least practical objective information.
Location based marketing becomes more important as the number of mobile phones with GPS and data connections is on the rise. People look for businesses situated close to them, wherever they are and at the moment they need them the most. In addition people increasingly share their whereabouts for fun or because of some self-gratifying gaming mechanism. So no doubt about it, putting your business on the digital map is a must. It can help you attract new customers, retain loyal ones and fuel the online conversation. But how? Well,for that I compiled the list below, it will help you on the good way.
Managing content becomes a more complex task as companies and brands slowly turn into publishers. To be found and talked about online, one does need extraordinary, relevant content. An additional challenge lies in the integration of webcontent with product catalogues and unstructured information such as user generated comments and reviews. Choosing a CMS is therefore a decision that needs to be thought trough. The abundant choice of CMS solutions will not make the job easier, but to narrow down your options and guide you through the process, some important aspects to consider are dicussed in this post.
It looks like a daunting task to try and resume 2 days of social media knowledge at the Enterprise Social 2.0 conference in Brussels (#es20), but I’ve done it before, and the appreciation I got from the organisers is just irresistible. I therefore already abandon my intention to only blog in Dutch here, just for everybody to enjoy the laurels this conference deserves.
Several presentations from a variety of speakers, mostly practitioners and no guru’s, contained similar insights. It’s therefore useful to work around the main problems companies struggle with to truly implement social media in their daily marketing, customer service, PR and HR activities.
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