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RECAP: Bryan's Top Takeaways from the Online Marketing Summit
By: Bryan Olshock, Digital Analyst, Red Door Interactive
This past week I attended the Online Marketing Summit at the San Diego Convention Center for the first time. The Keynotes included: Eloqua’s CMO, Heidi Melin; Sony Electronics eCommerce VP, Aleks Reljic; Motivity Marketing CEO, Kevin Ryan; Shutterfly Senior VP and CMO, John Boris. While the topics ranged from the art of modern marketing to making sense of multi-channel madness, there was a main focus that was evident across all verticals: The struggle of getting the right message, to the right customers, at the right time. This ongoing struggle has not changed for marketers for quite some time, however, what has changed and continues to change rapidly every day, are the technologies we use to connect with our customers, and the technologies our customers use to interact with us. In an attempt to tackle these struggles, I have listed my 4 main takeaways from the OMS:
I was pleasantly surprised with the wide range of topics that were covered. This event shed light on important trends and provided marketing professionals with useful insights.
- Stop making data your enemy. The term big data is still tossed around and feared by marketers the way Voldemort’s name is feared at Hogwarts. There were a few companies that shared my view on this- they have already invested in the people, the frameworks, and the technologies to keep up with the ever-changing data streams that we have access to. My opinion was also supported by John Boris, Shutterfly’s CMO, saying that he is always more inclined to invest in the improvement of his data rather than the improvement of advertising campaigns.
- Social measurement has come a long way but is still in need of new technologies. New technologies are needed that will gather the data that marketers need to truly optimize this valuable channel. I heard a lot of talk about how marketers are now able to appease c-level executives with measures like sentiment and share of voice. While these metrics help us understand the success of the channel specifically and get us closer to understanding the return from that channel, we are still not able to use the metrics to truly optimize our media mix as they are too far removed from any bottom line measures.
- Content. Now that search engines are getting better at punishing the fakes and consumers are adopting the web as their main source of information, marketers are making a huge push to get great content out to their customers on a massive scale.
- Email is here to stay and traditional email service providers are out. Email marketers have stopped focusing on trying to prove that their channel is still effective. Instead, email marketers are now focusing on leveraging the new technologies and gathering the actionable data that they have of their subscribers. With almost every internet user having more than one email address, we have to move beyond just compiling a list of email addresses. This means marketers now have to integrate all email data into their marketing automations platforms and start using all that data to build vivid customer profiles.