3 key takeaways from AllWeb Conference

“One storyworld, many stories, many forms, many channels” — Mark Deuze, 18 November, 2016, allweb conference.

They say, marketing is all about storytelling today. But, is it enough?

The above statement gives us only a glimpse of how complex and competitive the digital field of marketing has become. These trends are no longer enough. We need to initiate action, provoke change, evoke proactivity.

That is exactly what allwebmk has been trying for the past 5 years by bringing together individuals from across the globe with proven success in the field to share their forward-looking ideas. This year was no different.

The conference that took place on November 18 in Skopje, Macedonia, generated insight on WHY we must engage our digital audience, HOW we can do that, WHAT we need to tackle in our analytics for constant improvement of our marketing efforts and other contemporary ideas.

Here, I share with you the three key takeaways that, in my opinion, “stole the show” at the conference.

1. Content is the currency of social

Content seemed to be prevailing in every presentation at the conference whether it was about content creation, its distribution, promotion or measurement of its effect through analytics.

Blagica Bottigliero, from Zlato, captured the audience attention from the very start of the conference with her engaging talk on Social Media Tactics. She highlighted the importance of quality content for driving traffic to your websites and capturing leads.

Ivan Brezak Brkan, the content guru of Netokracija, the Techcrunch od South Eastern Europe (SEE), talked about Native Advertising, the biggest trend of digital marketing in 2016.

For those less familiar with the term, read the article “What You Need To Know About Native Advertising” by Ivan Brezak Brkan himself.

Ljiljana Pavlovicova, from Socialbakers, went on the other side of the rope and talked about bad content and the high cost for its promotion. How high?

According to Socialbakers’ thorough research of 10 billion content pieces in their database, monitored profiles, API requests and servers; promoted bad content has 39.3% lower performance, and its CPCs are 100% costlier.

Although, content is the currency of social, don’t promote content right away, let it breath. — advised Ljiljana Pavlovicova

2. Targeting is no longer about demographics

It is actually the SCL group, UK, who has truly implemented and taken advantage of the possibilities that data analysis has opened for high quality content creation. Dr. Alexander Tayler explained how they use the OCEAN method, also known as the five factors model, for targeting customers.

You can take the test HERE: outofservice.com/bigfive

This model focuses on customer’s personality traits such as: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism, in contrast to the traditional profiling in terms of age, gender, income or employment status.

Dr. Alexander Tayler, SCL Group, Source: AllWeb 2016

After the profiling, each content created is adapted for the different audience group, both copy and visuals are tweaked to appeal to the targeted customers’ personalities. By adapting and fine-tuning the personality of a brand to the personality of preferred target groups, brand managers can achieve a stronger and longer lasting relationship between the brand and the client.

I would dare to say that this method takes it a step further in the direction of shaping opinions and perceptions.

Still not convinced? And, if I tell you that they worked on Donald Trump’s campaign, would you believe it?

3. Black Mirror is not just a TV show

The last, but definitely not the least, Radosław Brzuska from Dentsu Aegis Network, Poland, left us all in awe by presenting products beyond our expectations. He started off with virtual reality products from off-road car experience at a car show to virtual skateboarding and windsurfing bringing customer experience and engagement to a whole new level.

However, he truly threw us off our seats when introduced innovations produced by the blend of neuroscience and technology. Namely, at Dentsu Aegis Network, they have invented a device that records all of your day-to-day activities, but also registers the brain waves detecting the level of satisfaction, happiness, love or sadness each activity evokes. You simple place the device on you head, similar to wearing a headband. Later, you can replay your memories for yourself or for others.

Samuel Zeller

Why telling someone what happened, or how excited it made you feel, when you can show them.

Not impressed?

Watch the episode 3 from the first season of Black Mirror “The Entire History of You”, it will give you something to think about. Even, Radosław used it as a reference during his presentation.

The time, when having a “grain” implanted behind your ear that records everything you do, see, or hear, may not be so far away.

It makes me wonder, how feasible are other ideas too presented in Black Mirror?

I have to admit, they freak me out a little bit.

Thank you Allweb for bringing us closer to what is happening in the world of digital marketing on a global scale!



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