Integr8 at Fresh Egg: An Overview of our Integrated Digital Marketing Conference
Last Thursday (25 July 2013), we opened our doors for Integr8: a day of integrated digital-marketing-focused presentations and discussions with some of our top consultants available exclusively to clients and friends of Fresh Egg. With breakfast pastries, a buffet lunch and even a cheeky tipple later in the day, our guests of honour were well provided for, but what were the key takeaways of the day?
Advanced Google Analytics
Dara Fitzgerald | @darafitzgerald
Fresh Egg head of insight Dara Fitzgerald presented an overview of some of the more advanced features of Google Analytics (GA). Dara focused on those features that allow marketers and business owners to better understand customer conversion paths and segment analytics data for greater insight, and also encouraged them to shift focus from visits to visitors. In addition to this, he covered the benefits of measuring microconversions, lifetime value and how GA is evolving to allow better synchronisation of online and offline data.
Dara #freshegg's insight maestro on the future of Google analytics. #interg8 pic.twitter.com/Wa9O4TtYr0
— Tim LeRoy (@Timleroyis) July 25, 2013
Integration – the real power of social media
David Somerville | @southcoastdavid
Head of social media David Somerville spoke about how social media integrates with a complete marketing strategy. He also covered exciting new trends in social media, and discussed why and how to use publisher and authorship markups. The session finished with top social media measurement techniques and explanation of the value of this insight to businesses.
Great tip @southcoastdavid - use social media topics and latest trends to create your content #freshegg #Integr8
— AdrianaNemirovsky (@AdrianaNem) July 25, 2013
"Social media is bigger than sex". Some great stats from the social talk at #Integr8 today. # freshegg
— Jamie Gibbs (@mithrilwisdom) July 25, 2013
Paid display and the future of advertising
Nathan Wood | @natewood
Global digital advertising spending broke $100 billion for the first time last year and is expected to grow another 15.1% this year. Nate Wood, our head of international search, presented on the size of the paid search and online display markets in his overview of advertising integration. He also discussed the new ways advertising will become more personalised through increases in data held by our everyday devices. With advancements in targeting and ad delivery occurring on a monthly basis, marketers need to keep up-to-date with everything that is going on. This session also covered the important role advertising plays in the overall digital mix, specifically assessing how the two biggest advertising channels – PPC and display – can complement and enhance other channels as part of an integrated marketing strategy.
The afternoon saw a search panel discussion featuring our SEO consultants David Sewell (@seoeditors) and Tony Goldstone (@tonyboney) as well as director of search strategy Duncan Heath (@duncan_heath) and head of international search Nate Wood (@natewood). Questions from the audience that were covered included “Does Google dance exist?” and “Are external links still required to rank a page?”
Eight ways to get integrated now
Lee Branch, one of Fresh Egg’s business development managers, gave our final presentation of the day, sharing eight simple steps that can help all companies integrate their marketing and reach more customers. These were:
- Focus on the audience, then channels
- Tell stories
- Don’t ask permission, earn attention
- Be remarkable
- Get into video
- Tag your campaigns
- Diversify traffic sources
- Just do it
We will elaborate further on these points in the near future.
Here’s what some of our attendees had to say about Integr8:
At #freshegg for #integr8 nicely boiled, stylish egg cup and expert soldiers unscrambling the complexity of digital media!
— David Downing (@downing66) July 25, 2013
#integr8 de-bunking the myths & getting expert insight into the digital world? Don't mind if we do! With the good eggs from #freshegg
— TBS Foundation (@TBSFoundation) July 25, 2013
Had a blast at #Integr8 today, thanks to @freshegg for hosting. And remember kids; no balls = no buns (channel diversity FTW) #freshegg
— Jamie Gibbs (@mithrilwisdom) July 25, 2013
Great #digitalinsights @freshegg #integr8 event today. Social, Search, Display - fab new Jedi-esque tricks learnt + a free stick of rock!
— Dan Brooksbank (@DanBrooksbank) July 25, 2013