SEM Trends from SMX East

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Last week, I covered the Search Marketing Expo in New York City. Search Marketing Expo has is a great event for SEO, SEM, and Digital Marketing professionals. SMX provides attendees with an opportunity to learn actionable techniques in conference sessions and training workshops. Google and Microsoft provided seminars on various SEM topics.

Here is a video of the event.

 

I enjoyed Moz founder Rand Fishkin’s keynote.

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The key insights of the presentation were:

  1. Organic traffic has reached its peak and will decline.
  2. To keep traffic coming to their sites, Marketers will need to find ways to nudge consumers as Zero click queries continue to grow.
  3. Organizations need to shift their investments in product, content, and brand. Decisions on how to redeploy these resources need to be a company-wide effort.
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Here is the link to the presentation.

Google in 2020: From Everyone’s Search Engine to Everyone’s Competitor | SparkToro
I’ve written a lot this year about the shifts we’re seeing from Google — moving from search engine to answer to engine…sparktoro.com

At the end of the keynote, I met Rand and received a signed copy of his new book entitled Lost and Found.

In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for eCommerce. Google is also allowing businesses to use location-based Ads in Google Maps.

The key insights of the presentation were:

1. According to Google most shopping visits start online.

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2.When diners search for a great place to eat the searches are probably happening on a smartphone.

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3.  When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.

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4. . 2/3 of shoppers say that online video has given them insight and inspiration to make purchases.

5. Shoppers use at least 3 channels or more when shopping.

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6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.

7.  Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.

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I want to thank the Search Engine Marketing Expo for having me as their guest. It was a great event.

Takeaways from Salesforce World Tour

Marketing is at the center of the organization; supporting Sales, Customer Success and the overall customer experience.

Kelly Miller Eliyahu of Salesforce outlines the Fifth Edition of The State of Marketing.

Customer Experience Marketing Data

  • 65 % of Consumers say their loyalty is influenced by companies sending personalized messages.
  • 52% of Customers are likely to switch from a brand if they do not make an effort to personalize communications to them.
  • Customers need a consistent experience with Brands across all touch points.

Retail Shoppers that click recommendations spend 5 times more per visit.

Sales, Bizdev:
79 % of Salespeople who use Social Media to sell outperform those that don’t.

Here is a Keynote from Salesforce CEO Mark Benioff.

Salesforce does a great job of providing information on industry trends. Everyone who attends Salesforce World Tour and/or Dreamforce is a Trailblaizer. The company brings people together and builds a community.

What insights do you use to make Sales and Marketing decisions?