For your daily dose of news, trends and updates related to the SEO, digital marketing, content marketing, PPC platforms and popular social networking sites.
Day 2 – Artificial Intelligence Ain’t Art
Speakers:
1. Elizabeth Clark (@dreamagility)
2. Annie Cushing (@AnnieCushing)
3. Merry Morud (@MerryMorud)
Moderator:
1. Michelle Robbins (@MichelleRobbins)
With artificial intelligence, machine learning, data science, business automation, creative scripting, chatbots and other cutting-edge technologies, the role of the modern search marketer changes as rapidly as the advancements in marketing technology happen.
Day 2 – Marketing Partners: Essential Allies or Necessary Frenemies?
Speakers:
1. Julie Collins (@jknob8)
2. Kevin Mullett (@kmullett)
3. Amy Shipman (@amykayaks)
Moderator:
1. Chris Sherman (@CJSherman)
Collins explains that as VP of Integrated Brand Marketing at financial giant Morgan Stanley, her team is less interested in brand building and more interested in lead generation for a network of 15,000 local financial advisors – essentially franchisees – working out of regional Morgan Stanley offices.
Day 1 – Shopping Strategies That Never Go Out of Style
Speakers:
1. Jake Favaro (@3QDigital)
2. Jared DeSisto (@merkleCRM)
3. Cady Condyles (@cadycondyles)
Moderator:
1. Ginny Marvin (@ginnymarvin)
Google Shopping merchants should have largely consistent key performance indicators (KPIs), including cutting CPCs, increasing CVR and increasing average order value (AOV)
Day 1 Keynote – Google Unveils New Online-To-Offline Ads Innovations
Speaker: Kishore Kanakamedala (@Google)
The director of product management for online-to-offline (o2o) solutions, Kishore Kanakamedala, livestreamed at 8:15 a.m. from SMX East in New York on Tuesday morning by discussing some of the changing trends for retailers and then highlighted some of the new and upcoming tools that will be available for local search marketing.
Kanakamedala said “mobile is now the anchor of the customer journey” and cited Google research showing that mobile ads generate 160% more incremental store visits compared to desktop and tablet.
With the introduction of Reserve with Google, fitness, beauty and wellness businesses in the US could let customers book their services through their Google Business listing. Google is now letting business owners sign up with one of the scheduling partners directly from their Google My Business account and add a booking button to the listing.
In March 2017 Google AdWords announced redesigning the AdWords for marketing in a mobile first world. Now the new AdWords experience is available to all advertisers.
Faster Load Time
The account pages will now load around 20% faster. The navigation is a breeze, now that all the clutter has been removed. You can now add multiple ad extensions in one single step. Not just this, you now have quick access to insights about your customers, like visualization of the days and hours they are engaged with your business.
Bing Ads has announced about expanding Dynamic Search Ads to all advertisers in the UK and USA. This new campaign type will dramatically reduce the costs of initial setup and daily management, along with identifying and capitalizing on new queries and sources of revenue for the business.
DSA leverages organic crawling of Bing and machine learning algorithms. It automatically matches the most relevant web page to a given search query. After the identifying the page, Bing Ads generates an ad to match the implied search intent, or any available additional real-time signals and show the ad on Bing.
Google has announced several updates to AMP. This new “New in AMP” format aims at actionable updates like flexible and scroll-bound animations, video analytics, and fluid ads.
Here are the details:
Scrolling animations can be used for parallax effect, subtle zoom/fade of images, stopping or starting images as pass through the viewport.
Google has announced the end of First Click Free, replacing it with a Flexible Sampling model. With this model, publishers will be able to decide about the number of free articles they want to provide to potential subscribers, after considering their business strategy. This decision has been taken after experimenting with the New York Times and Financial Times. Both publications have successful subscription services.
Kinsey Wilson from New York Times said, “Google’s decision to let publishers determine how much content readers can sample from search is a positive development,”. He further added, “We’re encouraged as well by Google’s willingness to consider other ways of supporting subscription business models and we are looking forward to continuing to work with them to craft smart solutions.”
Webmasters can now export data from Google Search Console’s Index Coverage report. This was first noticed by G-Squared Interactive.
