Keynotes and takeaways from EEC15, MCECONF, SESLON, C2C15 February 2015

Did you miss the 2015 worldwide conferences that took place in February?  Catch up with our “brief” recap of highlights and keynotes from the events in email marketing, social media marketing we followed: Email Evolution Conference, Mobile with Human Touch, SES London, Content 2  Conversion Conference.

 Email Evolution Conference Keynotes [Twitter] (February 2-5)

• Send the email you would like to receive
• Remove inactive subscribers from your lists (stopping  mailing to people who don’t respond proves in the long run to be an efficient way of increasing email engagement rates)
• Before removing the inactive subscribers try to treat them differently, don’t just dump them
• Deliver personalized emails
• The more an individual opens your emails, the more likely it is for the emails to be placed in that subscriber’s inbox (Source)
• Read the email list hygiene and check out the sites that can help you check if you’re on a SPAM blacklist
• Read more advice from leaders on email engagement and deliverability
• Read more 25 highlights of the Email Evolution Conference from MailUp Blog

• For more information on this topic, read how deliverabity has become a personal matter and how you can understand deliverability from the perspective of the inbox providers

MCE 2015 Mobile with Human Touch Keynotes [Twitter] (February 4-6)

• All the talks from MCE 2015 are public (thanks to Polidea recordings)
• We liked Scott Goodson’s presentation on Effortless Responsiveness and the two advertising campaigns of Visa from Alex Shirazi’s presentation. Here are more keynotes on his presentation – Intuition factors of the UX Design process (Alex Shirazi) 

– personal instinct (what feels right to me as a designer)

– experience driven (what has been successful in the past)

– learned usability (what has become a standard within the software user base)

– perceived usability (what do I think the user will do in this scenario?)  should be confirmed with data: quantitative and qualitative statistics, user surveys, heat maps, bugs or software issues, A/B Testing etc

As a conclusion, design by intuition is risky but sometimes pays off.

Mixing Lean UX & Agile for Mobile – Courtney Hemphill

• Organize your ideas with Mapping: for user journeys (to optimize the conversion rates), run (sprint) experiments and planning
• Place your stories as a mechanism for prioritization – what are the features that need to be developed first
• Just in time design – optimized ways to have design be emerged (if you’re developing a new approach to something, it’s very hard to understand where that thing is going to go 3 months from now, particularly with a start-up)
• Testable releases – test early on the design: prototypes, bring customers all the way to be part of the product team and make qualitative testing (create a test narrative, schedule appropriate users for test) and quantitative analytics tests (set up funnel analytics, A /B splits, routing cohorts)
• We noticed their weekly schedule, flexible and pragmatic:

– Monday – reflect & plan (retrospectives, design & development thinking) Tool for taking notes: stikies.io

– Tuesday – define (narrowing the ideas & focusing on specific tasks)

– Wednesday – build & refine

– Thursday – build & refine

– Friday – analysis  

SES LONDON  Keynotes [Twitter] (February 9-11)

• Takeaways tips and important highlights from Days 1, 2 and 3
• Be there at every stage of the purchasing funnel using data to drive online marketing decisions and more on this topic you can read on stateofditigal.com
• Mobile is the future, says Google that might penalize sites that aren’t ‘mobile-friendly’ + 5 mobile tips to keep you at top of the rankings
• 2015 is the year of Measurability and the year in which  The ‘Internet Of Things’ will affect all commerce
• Consistency is key for optimising marketing
• Don’t forget to try Bing
• Timely social messages can boost your success with your audience. It worked for @Oreo at Superbowl with this tweet

Power out? No problem. pic.twitter.com/dnQ7pOgC

— Oreo Cookie (@Oreo) February 4, 2013

 Content 2 Conversion Conference Keynotes [Twitter] (February 16)

• 16 very interesting Content Marketing Formulas
• Demand for content is high; not just for more content, but for more meaningful content
• We found very insightful the ideas presented by Lee Odden and we would like to share them with you:

B2B marketing study: Only 26% have personas documented & aligned to content. 30% don’t have personas at all. @agaffney #c2c15 — Lee Odden (@leeodden) February 17, 2015

Top B2B buyer content preferences: bundled assets, benchmark data, checklists & succinctly packaged content. @agaffney #c2c15

— Lee Odden (@leeodden) February 17, 2015

Top B2B buyer content preferences: bundled assets, benchmark data, checklists & succinctly packaged content. @agaffney#c2c15

— Lee Odden (@leeodden) February 17, 2015

• There are 6 steps to creating awesome B2B Influencer content (according to Lee Odden):

1. Setup goals (identify and understand your audience needs)
2. Identify, Qualify & Recruit (influencers on the target market you have: Work with an influencer, they’re your friend for a day. Help someone become influential and they’re a friend for life.”
3. Content co-creation (produce together with the influencer mutually valued content)
4. Content amplification (influencers that can help companies reach their goals)
5. Influencer content performance (a keypoint)
6. Building valuable influencer relationships (create value for you, the influencer and the target market)

Storytelling in B2B content – Laura Ramos of Forrester Research

Campaigns are a company construct, not your buyer’s agenda – Ardath Albee, CEO of Marketing Interactions (keypoints of her presentation) about the indirect buyer’s journey

Which one of these conferences in online marketing caught the most of your attention? Stay tuned as there will follow very soon a post with keynotes and takeaways from the conferences from March.