Kicking Off the First Ever “Digital Marketing Summit” at SMX West 2014

By Tad Miller | Mar 11, 2014
More Articles by Tad


I honestly had to do a double-take when I got my handy-dandy SMX At-A-Glance card this morning.  Session one of the Digital Marketing Summit presented by Marketing Land packs 3 completely different topics into one hour and a half session.  But it’s a nice line-up.  It’s admittedly something new and as Matt McGee said “It’s all about the big picture.”

It’s also a podium-less session.  But not in a Tony Robbins headset kind of way.

Digital Marketing Summit

Session 1 Digital Marketing Summit

From Content Marketing to Media Company

This session essentially got one of the founding fathers of this whole idea of “Content Marketing” as being a thing.  Brian Clark is the founder of Copy Blogger (over 8 years ago).  It started as a blog…and now it’s a software company.

Brian’s Big Points:

We are on the cusp of change in what it means to be a media company.  Media first approach is the way to go moving forward.

“Great writing wins the day.”  Traditional media has had a really bad business model because they don’t consider media first.

Even Google’s Knowledge Graph is implementing content or media into SERPs.  They are trying to own the information.

Netflix is a disruptive company but no one thought they could produce its own media.  They can make big bets on media, because they have no middle man to share the profits with like an HBO does.

Proctor and Gamble came up with soap operas in the 1930s to reach consumers with their advertising.  By the 70s it was the most lucrative form of media.

“YOU SHOULD BE A MEDIA COMPANY” – you have to think about your marketing as a creation of entertainment or information that helps you sell stuff.

Marvel comics is an example of a company that focused on content (movies) as a method to sell merchandise.  They went from bankruptcy to being sold to Disney for $4.2 million.

Educate, engage and entertain first.  Then make the pitch to sell.  Give people what they want as a way to build your business.

Media First is not a chore, it’s an opportunity.

The Coming Paradigm Shift In Mobile Marketing

Mobile has always been Cindy Krum’s thing for a very long time. In fact, she wrote a book on it.  Her company is called Mobile Moxie.

Big Data is processing big data sets with only tools could do.  Mobile is growing exponentially with people having multiple mobile devices.  The internet of things is doing this as well.  We are on the precipice of having a huge amount of mobile data to utilize.

RFID chips (sensors) are already out there and they are getting cheaper.

This mobile data is out there and you need to:

  • Understand it
  • Mine it
  • Merge it (cross reference multiple sets of data)
  • Share it 
  • Sell it

Smart companies are utilizing the cloud to integrate all the mobile data across devices.  Having data isolated to individual devices is a problem with tracking.

Mobile apps can track more than mobile websites can.  You have to get permission from users to use this data.

Location is the easiest thing for an App to track.  It happens every time you use the mobile device.  Mobile use, data use, GPS, Wifi use all help apps figure out location.

Adding sensors or web-enabled devices are another stream to aggregate the mobile data with.  Even the Sleep Number bed has an app to see how well you are sleeping.

Your mobile data is an asset:

  • Understand it
  • Mine it
  • Merge it
  • Sell it
  • Share it

Revolutionizing Decision Making: How The Analyst Will Take Over Business

Natalie Kortum is the Director of Analytics and Consumer Insights for Humana and was formerly with Dell.

Big Data will change how analysis is done…forever.

Big data increases statistical relevance.  It started with web analytics.  Data reporting needs acceptance in order to get integrated into decision making.

KPI creation needs to happen for “Business Intelligence” to start developing.  Afterwards mathematical models can be developed.  As the modeling gets sound you can implement “machine learning” to automate decision making.

Getting acceptance of the data from business decision makers is the hardest part in integrating big data into the process.

There are a lot of politics in getting big data acceptance.  Getting started, even if it’s not perfect, is imperative.

Requirements for successful ongoing analytics

1. Meets a strategic business need

2. Explain it in a way the business (non-technicals) can understand (not just the analytics people).

3. Demonstrate ROI – Stronger results than tribal knowledge and worth the investment to build analysis.

Tips for Explaining for Non-Technicals

  • Take it from the audience perspective (walk a mile in their shoes)
  • Run your presentation past a non-technical supporter – pretend your audience is a 10-year-old
  • Explain your methodology in less than 2 minutes
  • Use analogies
  • Create proof points – point to someone else that’s already using the same approach
  • Lastly find the most respected PhD or tech person there to back the approach
  • Watch the assumptions – choose only two or three that might be suspect

You need to get to the point where decision makers say “You are the expert in this decision, I’ll give you the context you need.”

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