BACK TO THE SEMPO EVENT IN JUNE 2015
The last SEMPO conference taught us that the digital marketing industry is changing at a faster pace than it seems! Before we dive into the details of the conference, let me introduce you to the speakers who offered impressive presentations: Brendan Sera-Shriar from Day & Champ Unbounce, Chris Emergui from Bam Strategy and Eric Cholette Dufour from Media Planning.
UNBOUNCE - CONVERSION RATE OPTIMIZATION
Brendan from Unbounce started the presentation with his 7 rules on CRO (Conversion Rate Optimization). The 7 rules to properly manage your CRO were surrounded with tips, tricks, and how to use them in the industry. The best concept I took away from the presentation was that you need to keep your message clear, concise, and to the point for your CRO to be effective and get great results for your customers. Keeping your conversion goal at the center of your landing page design is key to its success, followed by consistent repetition across all advertising channels.
BAMSTRATEGY - GOOGLE'S MICRO MOMENTS
Next, Chris from BAM Strategy talked about Google's new ''Micro Moments''. The most fascinating part of this customer journey is understanding how customers interact across different devices for different reasons. He also mentioned that users have indeed increased their pre-purchase research and want to compare other products before making a purchase. What does this mean for us as a campaign manager? Well, it simply means that the door is now open for us to reach different devices faster with increased frequency.
PLANNING MEDIA - PERSPECTIVES AND REMARKETING THROUGH DIFFERENT DEVICES
Finally, Eric from Planning Media concluded the conference with a case study of an advertising performance campaign in the condo sector. Surprisingly, this presentation had a lot of similarities with the previous presentation. The customer journey for his case study was much more complex than, for example, buying a USB stick on Amazon. The main challenges to overcome were time and understanding how users were using their different devices for their different tasks.
Eric solved his case brilliantly using a mix of remarketing ideas and strategies. The important takeaways from Eric, are to always ask customers for their information on how they store and use a good remarketing strategy. The last part of his speech was to use a dedicated tracking code for people who have already converted for the remarketing strategy, mainly to avoid spending money unnecessarily on a user who has already purchased and is not likely to repurchase in the near future.
In summary, the conference was a great success and is a must-attend event for people in the digital industry!
