More than 1,300 people attended the Digital Marketing conference at the Palacio Municipal de Congresos in Madrid on April 25 and 26. The Inbounder Global Conference, with the participation of the best experts in the sector, confirmed itself as the most important European event on Digital Marketing and Digital Transformation.
“The Inbounder is not intended to
be, like other conferences and events, an opportunity to find inspiration, but a concrete event,” said Gianluca Fiorelli, SEO expert and WAM contributor, who kicked off The Inbounder Global Conference 2018.
The event was attended by people from 40 countries , including Spain, Italy, Portugal, the United Kingdom and Germany. The professional profiles of the participants varied: CEOs and executives, such as Marketing and Sales Directors in the world of SEO, e-commerce, social media and branding . But many, among the public, also people who work in Digital Marketing agencies (60% of the total).
Spectators at The Inbounder 2018
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SEO and Search Marketing: Pièce de Résistance
Protagonists Gianluca Fiorelli , SEO consultant and Web Strategist; Aleyda Solis , founder of Orainti (SEO consultancy firm), Marcus Tandler , founder of Ryte.
The three speakers addressed the библиотека базы данных рекламы challenges of the moment, starting from those that visual search – through images – poses to content and explaining the best positioning strategies, the role of artificial intelligence and machine learning , in order to make searches increasingly precise.
Gianluca Fiorelli’s talk at The Inbounder 2018
Fiorelli’s speech focused on the bi lists future of search engines and how our world will evolve as artificial intelligence grows. “ Everything, absolutely everything, can be searched on a search engine like Google, Facebook or iTunes .”
Aleyda Solis showed an effective method to analyze the needs of an SEO strategy. “If your SEO strategy is not good, you have to stop and think about the digital resources of your company. From there, you just need to follow a series of steps, of good practices, and the results will come”.
Aleyda Solis’s talk at The Inbounder 2018
Marcus Tandler, on the other hand, presented a more technical masterclass, focusing on how to position your pages among the first results on Google.
Search Marketing was another topic addressed during the conference.
Purna Virji , Senior Manager, Global Engagement
at Microsoft, is the most influential figure in the PPC world according to PPC Hero.Search Marketing, the speaker claims, will make a great leap forward withartificial intelligence: “It will no longer be necessary to type the keyword we want to search for, because it will know in advance what we are looking for and we will be provided with the ads we want”.
Renowned SEO expert Jono Alderson , who currently
works at Yoast, was one of the most anticipated speakers, partly due to (or blame) the title of his talk: “ Digital Marketing is Dead ”. According to Alderson, content consumption on aggregator platforms has surpassed that of brand websites. “To compete effectively in this new environment we need to change the way we think about the relationship between marketing and audiences . The goal can no longer be to attract consumers to our website, with the hope of convincing a small percentage of them to take action or buy. Knowing that consumers make purchase decisions in other contexts, the role of content and brand websites must instead positively influence consumer preferences and brand equity”.
Cindy Krum , CEO of MobileMoxie, talked aboutmobile-first indexing and the future of search, especially regarding Google Actions, voice search, and cross-device interactions.
Cindy Krum’s talk at The Inbounder 2018
Certainly among the most anticipated speakers of the two days, Rand Fishkin , founder of MOZ and Spark Toro, closed the two days of the conference. With his speech he analyzed the main changes that search engines have experienced in their short, but intense, history. According to Fishkin, ” the alteration of a simple algorithm in a search engine translates into structural changes for the entire strategy of a company .”
Rand Fishkin’s talk at The Inbounder 2018
Rand Fishkin also signed copies of his new book, Lost and Founder .
Giorgio Ascolese and Rand Fishkin at The Inbounder 2018
Content Marketing: The Essence of Digital Transformation
Creating online content was another highlight of the event.
Bas van den Beld , founder of Stateofdigital.com and Speak With Persuasion, has generated a debate on the ubiquity offake newsand the problems that can arise in communication strategies. Bas van den Beld explained the phenomenon offake newswith a ‘historical’ approach: “It is not a recent phenomenon, they have always existed and we must learn to live with them”.
Branded Content Consultant Melanie Deziel focused her talk on the characteristics that a good brand content strategy, such as native advertising, must have in order to work and be convincing. “For it to really work , content marketing must be built with the same terms that the audience uses to think and express themselves . If younger users are on WhatsApp or SnapChat all day, what do we gain by sending them emails or investing in Facebook Ads?” Deziel asked.
Conversion Rate Optimization
It is one of the most significant challenges of Digital Transformation. And it is also one of the most complex due to the differences between data privacy legislation in different countries.
“We should learn to use Big Data to model and create experiences that make users fall in love and buy our product,” observed Getuplift founder and CRO expert Talia Wolf .
Ricardo Tayar , founding partner of Flat 101 and one of the leading experts in this field, described some of the possible techniques to be used in the retail, insurance and banking sectors to improve conversions. Although these markets are very different from each other, they have the same needs and use the same conversion drivers.
Regarding the challenges posed in the purchasing process by bots and artificial intelligence, Tayar noted that: “users, whatever their level of expertise, want to be treated like customers. So even with the most expert user you have to use friendly ways and know them thoroughly to be able to provide them with the best possible customer experience .”
Oli Gardner , founder of Unbounce, also analyzed the importance of CRO. Gardner focused on using the navigation experience to create possible behavioral profiles of visitors, along with innovative formulas to get the most out of the technology.
ConversionXL founder Peep Laja stressed the importance of imitating the best: “Many times we spend time trying to think of something new when the key to success is to replicate what works. Everything we want to do, has already been done by someone else. Much better to be humble and copy it to repeat its success”. In this sense, adapting technology to the characteristics of a site is essential for it to be functional.
Process analysis and management
Krista Seiden , Analytics Advocate at Google, spoke about the importance of analytics in growing a business. “A lot of marketers use analytics as an excuse to procrastinate. It’s the opposite: you have to be quick to make decisions based on real facts.”
Alba Vargas , Head of Scalability at We Are Marketing, and Daryn Smith , CMO at We Are Marketing and co-founder of MPULL, spoke about execution strategies based on customer needs: “You have to go beyond digital marketing if you want to grow your business.” The experts explained the path a company must take to drive growth, aligning all employees on the same strategy.
Alba Vargas and Daryn Smith’s talk at The Inbounder 2018
A new marketing paradigm?
Joanna Lord , CMO of Class Pass, focused on describing a successful model for building a winning team of professionals and how to hire new people, train them and develop them. She then analyzed success stories of large companies that have used this formula.
El Corte Inglés’s new director of social media, Mauro A. Fuentes , gave a masterclass on how to bypass algorithms to position brand content on social media. Fuentes emphasized that “organic traffic on social media is becoming increasingly complicated. Changes in the algorithm do not benefit companies; but effort and novelty are rewarded.” This is the way to reach brands’ audiences without having to pay for ads.
Virtual Reality: the big surprise
The Inbounder Global Conference also offered a virtual reality experience with the VR glasses that were part of the Welcome Pack. It was a surprise for everyone!
VR experience at The Inbounder 2018
At the end of the speeches, Giorgio Ascolese , founder and CEO of We Are Marketing and Gianluca Fiorelli , co-founder of The Inbounder, thanked the speakers, the participants and the entire We Are Marketing team for the fantastic organization of the event.
Giorgio Ascolese and Gianluca Fiorelli’s thanks to The Inbounder 2018
The Inbounder Global Conference 2018 concluded with an afterwork open to all participants, a unique opportunity to share what was said during the event and to exchange ideas with the speakers and other professionals present.
