Ad:Tech Sydney: http://www.ad-tech.com/sydney
Host: Matt Bateman, Viva9 (far right)
Panel: Alex Crompton, Aussie; Vaughn Davis, Y&R NZ; Alastair Simpson, Hotfrog; Jay Stephens, The Rubicon Project
There was some useful content in this session but I did find it a bit confused – it talked about funnels then some bad tech ideas then design patterns and then a bit of a sales pitch. The best bits are below.
Key takeouts
- Measurement tools aren’t up to speed with communication/interaction trends
- There’s still opportunity in email and SMS marketing
Alex Crompton, Aussie
- We do social stuff because that is where our customers are
- We need new measurement approaches and tools
- The last click wins model is dead but we haven’t created an alternative
- People are too used to ROI being a financial measure vs a more subtle measure
- Amazing but slightly dangerous that people will trust other people online instead of a professional when it comes to financial decisions
- WOM is incredibly powerful for us
- Next year probably will be the year of mobile – eventhough the agencies have been saying this for 12 years
- You have to earn the right to be there when they’re doing their research, having conversations
- If you force a customer to do something your way you lose them
Alex showed a funnel that – generally speaking – fits into the structure below:
- Brand awareness: Twitter Blog YouTube Facebook TV & Radio
- Product awareness: SEM SEO Push Content Online Display EDM
- Offer awareness: some of the above
- Consideration and comparison: Product review sites, Comparison sites
- Conversion: Mobile site, WWW site
Vaughn Davis
- Make stuff that’s worth people’s time and effort
- Why should you do Twitter? Because Twitter’s already doing you
- Vodafone NZ mostly use Twitter to respond – not push
Alastair Simpson
Three-pronged approach to website design pattern – showed www.freshbooks.com
1. I know I want to sign up, get out of my way – get them in quicker
2. Is this for me? – re-iterate your proposition
3. I’m sceptical – give them proof points
- Use ‘social influence’ – testimonials from real users
- Create fun interfaces to get data
My point of view
It was a bit hard to grasp onto any new, big thinking here. Alex from Aussie came across as one of the smarter, digitally inclined marketers I’ve heard talk. I agree with his perspective that measurement approaches are lagging well behind the changes in how we are communicating.
The Twitter stream: #atsyd1
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- Social media campaign vs commitment: short-term or long-term? Ad:tech Sydney
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