Searching for the Next Big Thing: MN Search Summit Recap

At L&S, we love to learn. So what could be better than spending a day in my motherland with a group of like-minded search engine marketing specialists? The MN Search Summit was an eye-opening event that I’m thrilled to have attended. Here are four reasons why:

Last-click attribution is dead. 

With marketers’ ability to track customers in more detailed ways has come a vital question: who gets credit for a sale? For years, we have allowed Google to just tell us it’s the last click. But even Google is calling their own bluff and moving away from the traditional last click attribution model. Unfortunately, there is not a clean answer for what to replace it with. The best solution is to let your data speak to you. My attribution model will be different from yours because my customer journey is different from yours. Now is the time to think more strategically. Analyze how the first click, the last click and every click in between affects your conversion metrics. Come up with the model that will reveal the data that matters most to you.

The new dawn of video.  

It’s no secret that the emergence of mobile tech has transformed the way we consume content, but the extent to which it has is truly surprising: More than 100 million videos have already been viewed on mobile, and Facebook estimates that video will account for 75% of mobile devices’ data consumption by 2020. With this shift toward smaller screens, we need to be sure to design our video content for mobile consumption.  Capture attention quickly. Design for sound off. Frame your visual story. 

Rosie the Robot Maid might be coming.

We already interact with artificial intelligence (AI) every day through video games, virtual personal assistants, companies like Netflix and Amazon, and in many more areas. Cognitive marketing is going to change the way we do our jobs, but it is not going to take them away. AI will create efficiencies with automation and will help with discoveries as it can mine and classify data faster and more effectively than humans. See for yourself with Albert and Persado. Crazy, right?! But there’s a catch: AI does not have a gut feeling and cannot account for logic and emotion, so our jobs appear to be safe. I would take a Rosie any day, though.

We are all hearing voices. 

Voice search is another tech feature exploding at a rapid rate: 50% of search is estimated to come from images and voice by 2020. That’s AI, by the way. Interestingly, voice search is additive, not subtractive - meaning the quantity of desktop searches is not decreasing, but rather mobile, voice and image searches are just piling on top. Because of this, our marketing also needs to be additive. Optimize for images with ALT texts, file names and shipping feeds. Start writing websites with conversational language to rank better for SEO. Use featured snippets in search.

By staying in the know about what is coming, we can provide a better user experience for our potential customers. We can ensure we get the right people the right content at the right time. And as marketers, we need to evolve with the changes and make sure we know how and where to attribute our efforts, giving credit where credit is due.

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