SMX East Roundup
Last week I had the pleasure of attending the Search Marketing Expo (SMX) East conference in NYC. This event was a great way to meet people in the search marketing industry and learn about upcoming trends or new services being offered.
The day started off with an awesome keynote from John Borthwick, Betaworks CEO. If you’ve spent any time in social media, there’s an excellent chance you’ve used a product that started with Betaworks. The company gave birth to Summize, which became Twitter Search. Twitter’s TweetDeck client is another Betaworks child. Millions shorten URLs with Bitly each month; SocialFlow helps managers send tweets and Facebook posts to their audiences; Chartbeat provides real-time analytics. Newest child? Digg, which was reborn in six weeks under Betawork’s parentage. SMX conference co-chair Danny Sullivan sat down with John Borthwick and covered how his company decides what to back in the rapidly evolving world of social media, as well as trends and his perspectives on the space.
The keynote ended with a word association game:
Google? Old.
Twitter? Troubled.
Facebook? Teenager.
LinkedIn? Professional.
Pinterest? Fashionable.
Yahoo? Finished.
Microsoft? Big, still relevant.
Apple? Over coupled
Google Plus? Google please make this into something...
There were several different sessions that took place after the keynote, the session I attended was titled "Richer Tools For Targeting: Search And Display"
In this session, Aitan Weinberg, Senior Product Manager at Google shared how remarketing can help brands extend beyond normal search, and help refine its messaging plus boost relevance for customers and potential customers – wherever they’re browsing – to see even higher returns. The session was framed as a class, allowing us (the audience) to learn how the product works. The "syllabus" was structured like so:
- Use display to fine-tune your message by audience segment
- Increase website traffic by combining search and display
- Drive site conversions with Remarketing
- Use Dynamic Remarketing to tailor personalized ads