Google pushes the boundaries of fair data use. Whenever it changes its algorithms, it creates tidal waves of changes across the media industry, and directly impacts every single business with an Internet presence.
Happy April Fool’s Day! We now resume our regular programming…
Five weeks ago at xPotomac, nine speakers and one emcee delivered speeches and conversation starters that sparked 25-30 minutes of questions and answers each. The following nine videos are listed in the order of presentation.
Special thanks to my client Vocus for providing videography services. Vocus is hosting the Demand Success 2013 conference in Washington, DC this June 20-21. The event focuses on marketing best practices for converging media, and includes speakers like Arianna Huffington, Content Marketing Institute Founder Joe Pulizzi, digital journalism expert Jay Rosen, and many more. Check it out.
Please feel free to leave comments and feedback about the conference here. We’re listening!
xPotomac Introduced: BlogPotomac Legacy and Future Vision
DC’s very own Shana Glickfield (Beekeeper Group) provides the introduction to very first xPotomac. xPotomac is where the digital media future meets businesses. This groundbreaking conference features seven media technologies most likely to impact businesses and marketers in the immediate future.
This smaller intimate conference features limited attendance to ensure maximum learning and networking. Speakers will present in a tight setting with the stage centered in the round or in a horseshoe formation. Each session features a gladiator like format with 15 minutes dedicated to speaking and 30 minutes of question and answer from the audience.
Opening Keynote: Voice Search Changes the Game
The opening keynote at xPotomac was provided by Vanessa Fox. Given how much of the current web — social and content marketing included — revolves around search, voice search represents a game changer, especially given mobile use with Siri and Google Voice Search.
Read More »9 Videos on the Digital Future
So much for social ROI. Yesterday, the New York Times ran an op-ed debating social media marketing’s ability to deliver sales in comparison to other forms of advertising (for example, traditional search or email marketing).
A recent Forrester report stated paid search matters most for new customers, email matters most for repeat customers, and social tactics are not meaningful sales drivers. Correlating this data, ExactTarget surveyed more than 700 consumers (ages 15+) in its 2012 Channel Preferences study, and 77% responded that email was preferred over social media for communications for promotion offers.
Opt-in email and click throughs driven by paid search represent private acts of engagement that occur deeper in an online sales cycle.
While the linear sales cycle has been disrupted by online media in the past ten years, buying still represents a process.
Marketers need to harness media convergence and integrate to maximize the impact of their various communications, on and offline.
Convergence has been brought about by the arrival of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.
The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.
Convergence creates the need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.
A recent CMO Council study showed that only 9% of respondents believe their interactive marketing efforts are highly evolved and integrated. This online integration issue doesn’t even consider integrating marketers’ efforts in the traditional advertising, public relations and direct marketing disciplines.
Read More »4 Reasons to Integrate Marketing Now
When you see a strong, social visual interface like Pinterest or Instagram, or even the revitalized Facebook and YouTube interfaces, you realize how far social search has to come. Search engines are generally not visual, don’t port well for sharing to networks, and are closed to commenting.
Google, Bing and Yahoo! index a blend of news and social conversations, but this early concept of social search is pretty stale.
The content presentation and simple link interaction is very 1.0 with text links, and a complete lack of dynamic commenting and sharing.
BlogPotomac, my old social media conference, returns on February 25, 2013 under the new name xPotomac.
The opening salvo in the xPotomac series features seven new media technologies impacting businesses and marketers now and in the immediate future, hand-picked by myself and conference partner Patrick Ashamalla. We’ve already got our keynotes and emcee lined up, too!
To distinguish xPotomac, the event will feature a “gladiator” presentation format with conversations only and no powerpoints.
Speakers will present in a tight setting with the stage centered in the round or in a horseshoe formation. Each session speaker has 15 minutes dedicated to their topic, followed by 30 minutes of question and answer from the audience.
More on the revised conference after the raison d’être for the post, the seven must watch media trends for the first xPotomac:
Read More »xPotomac: 7 Tech Trends Changing Media
Meet Vanessa Fox, one of the most brilliant minds in the interactive marketing space. I was first introduced to her at an event a couple of years ago here in DC.
In addition to running her own interactive agency Nine By Blue, Vanessa literally created Google’s portal for site owners, Webmaster Central. She just released the second edition of her book, Marketing in the Age of Google, one of the best resources you can buy to understand how search impacts business outcomes, as well as content creation and social media marketing.
Rather than wax poetic about Vanessa’s strengths, I asked her some questions about voice search, semantic data, social networking and more. Her answers are just amazing. And with that, here we go…
Will Voice Search Change Everything?
Geoff: How big of a disruptor does voice based search represent?
Vanessa: For the near term, voice search will likely not be all that disruptive but we’re in early days. The biggest initial change will likely be for searchers.
Read More »Vanessa Fox Discusses Search, Siri and Social