Agenda

London | 16-17 October, 2019

The last four years have overturned many of the models that worked successfully in web marketing for years, and organizations of all kinds are feeling the pain. Organic reach on social is nearly dead. Content marketing isn’t producing the returns it once did. SEO is more competitive than ever, and often Google themselves are the ones taking your traffic opportunities. And paid ad costs and effectiveness, especially for new brands, makes ROI hard to achieve. In this presentation, Rand will pull back the curtain on why these changes have occurred, and expose new tactics and strategies that can put you ahead of the competition.

Join Martin Greif, President of SiteTuners, as he walks you through the three keys to achieving higher conversion rates.  In this fast-paced educational talk, Martin will provide step-by-step instructions so you can immediately take action on your website and landing pages.  

Booking.com is are running more than a 1000 concurrent experiments on the guest facing website. Less known is that Booking.com is also using large scale experimentation to improve the property owner side of the experience. This brings a set a different challenges and complexities. So what are the 5 unique challenges and advantages when running experiments behind a login? In this session you learn about:

– Creating new metrics for experimentation
– The tale of two hypothesis
– Using soft-stops
– How to use non-inferiority experiments to make sure you are not impacting
– What about the user? If you login everyday, do you not see all changes?

In this talk Laura will explain how breaking down the silos between internal teams and agencies can lead to increased growth and success. Naively, companies still tend to silo activity into organic/paid/PR etc as opposed to taking a full view. Laura will demonstrate the benefits of fully optimising campaigns across all channels to deliver more revenue overall. Your customers don’t view your brand in silos and channels, so why do you?

Jenna Tiffany, recognised as one of the top 100 female marketers to follow, also a Chartered Marketer and email consultant to brands worldwide, will share practical tips on how you can access whether AI is a good fit for your email marketing strategy and how you can implement this technology strategically into your business. 

From this session you’ll leave knowing how to:
• Strategically prepare your digital marketing activities for artificial intelligence,
• Use AI data to predict your customer’s future digital journeys and send contextual email marketing throughout the customer lifecycle,
• Successfully implement artificial intelligence in your organisation, featuring examples from international brands.

In this talk Russell will show you a bunch of issues you may have with your marketing performance data. Don’t worry, solutions are available and we will go through how to forecast, drive insight and revenue in a simple to understand way. Covering all marketing channels this talk will make sure you have something actionable to take back to the office and show off to your boss.

For many of us, a big part of our job is essentially to fix or improve things. We seek out marginal, incremental gains to make our platforms, brands and performance ‘good enough’, or at least, ‘less bad than our competitors’. What happens when all of this is no longer necessary? When everybody’s website, app or software is perfect? Google’s involvement with projects like AMP, Schema, and WordPress is changing the web. For better or worse, they’re standardising our ecosystem – and their momentum may now be unstoppable. Few of our brands are equipped to compete – or even to survive – in this new world. We need a radically different way of thinking, and for many, it may already be too late.

Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage will change –only– when they are ready to move to the next stage in the relationship. As a business, surely you’d want to be found for every stage of the journey? For all queries? In all circumstances?

Of course you would.

Now, how do you do it?

Aiden believes it’s a blend of the customer journey, keyword modifiers and a sprinkle of UX customer empathy mapping, but that’s a bit of a mouth full so he just called it – “The Consumer Cross Stitch” © – and this talk will walk you through it.

On top of that, since you can’t get away without measuring your work, wouldn’t it be dandy to show the person who signs the cheque – aka your budget, your agency, your job, the impact of the work –you– are doing? Nodding yes? Thought so. In this session Aiden will show you how to use your Google Analytics to correctly attribute your work across the customer journey. Very handy, considering most reports skew in favour of the last channel, campaign or page that scored the goal – thereby, getting all the credit. So, let’s even the decks so to speak, and play fair.

Bartosz Goralewicz’s JavaScript experiments and research have not only shaped JavaScript SEO as a whole but changed our understanding of how Google works. But his most recent research has revealed a widespread problem that goes beyond JS websites: there are hundreds of thousands of domains with unindexed HTML. With his cutting-edge data, Bartosz breaks down why this is happening, why rendering will be an important factor in the 2020 SEO landscape, and how this will have profound implications for large e-commerce websites, major news websites, and even your favorite little pizza shop’s website.

We’d all like to think we know exactly what to do when it comes to optimising a website. We’ve grown up brazenly finessing our SEO tactics, haven’t really flinched at the impact of the meteoric rise of voice search or the now frequent occurrence of answer boxes in the SERP. But, come on, be honest, there’s a lot we still don’t understand. We also know that position zero in the SERP isn’t based on pure SEO tactics so there’s got to be more to SEO than the traditional methods we’ve used.

During this revealing session, Hannah will take a deep dive into this behind the scenes working. With an insightful overview of into what a pure relevancy-focused algorithm would look like, she’ll also lift the lid on how rankings really work in Google Search for answer boxes and position 0. She’ll provide tips on how to ride the wave as Google constantly searches for any rich result that will provide a ‘better’ solution for users whilst at the same time explore its in-built capacity to organically expand and adapt changes in result/answer delivery.

In his time at PayPal, Matt got to see data from 10 million merchants around the world. He could see who was growing and shrinking, fraud rates, retention rates, hotter and colder verticals, more and less competitive ones, regional trends… And he found a handful of consistent patterns among the most successful companies. Later, as the European Partner with the VC 500 Startups, Matt was able to apply those patterns to find some very good early-stage investments. In this session he’ll share those insights with you, because getting them right can give your business a strong tailwind.

Voice is one of the hottest topics in digital marketing right now, however with the vertical still in its infancy, it can be hard for marketeers to understand what the opportunity in voice actually is.

· How many people are searching via voice?
· What do people use smart speakers for beyond asking for music, setting timers and checking the weather?
· How many people use Google Actions and Alexa skills?
· Which sectors does voice offer the most opportunity for?
· What is the best starting point for brands to get ahead in voice?

To answer the above, and wider questions around how to incorporate voice into your digital strategy, John will be unveiling data from new research studies into voice usage, categorised by vertical. Using this data, John will introduce brands to key steps to building a voice strategy, including how to decide where to prioritise your efforts and how to define use cases for voice.

Stuart has worked at schuh for seven years, in that time they have gone from having a slow website to having the fastest in the industry. Stuart will be sharing his big lessons from that journey, to help you make your site faster and convert better.

Did you know that 52% of the Fortune 500 companies of 2000 don’t exist anymore? And that digital disruption will wipe out another 40% in the next decade? AI, voice & personalisation are conquering the world. Once again, technology completely changes the way we do business and communicate with prospects and clients. How can you keep on winning the hearts of your customers in this new era? How to make sure you will survive? After 18 years of successes and defeats as a digital consultant for companies as TUI, Carglass and Yoast, Karl thinks he has found the answer. And he’ll share it with you.

meet your fellow attendees.
See the registration desk for more information

Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

World-class user research is the driver behind every successful optimisation program. And when it comes to qualitative user research, that means getting up close and personal with your users. Talking to them. Asking them questions. The right timing, wording and tone of voice of your question can make all the difference. In this talk, Els helps you reconnect with this key element of qualitative research: the lost art of asking questions.

SEO for eCommerce is completely different from traditional SEO. It requires skills across multiple disciplines. As an eCommerce SEO, you need an in-depth understanding of human psychology for a mass of customer profiles, which is essential for conversion rate optimisation, analytics, social media, and selling. To top it off, you also need to understand the economy, usability and user experience, technical SEO, as well as PPC. The best eCommerce SEO specialists also have deep insight and understanding of the digital and retail world and know how to bring them together. If it sounds like a lot, that’s because it is. But don’t despair – Daniel has broken it all down for you here, covering everything you need to know to improve your eCommerce SEO.

In this session we focus on a topic that is not strictly online marketing but it is relevant to every company in this world. Stress and stress-related illnesses are hugely on the increase. So, to start this talk, we will take a brief look at why and the impact our challenging and ever-changing world is having on our companies and our people. However, Cate believes that talking about stress just breeds more, well… stress. So, let’s focus on how you can overcome that. By supporting the four basic human needs, we will look at how you can build your resilience, motivation and happiness; putting yourself first and empowering you to genuinely live better. Our engaging, energising and highly practical talk will take you through some incredibly easy tools to shift you into a positive mind-set and help improve your energy levels. They will improve your mindset and leave you inspired and buzzing with positivity, as you make your future work better for you. And this will ultimately help your business.

SEO and web performance are becoming more and more aligned and that is not set to change. This means that “doing SEO” requires more technical knowledge and greater involvement from in-house developer teams. However these teams already have their own roles and responsibilities and their targets and objectives may not always match (or have any overlap) with yours. Nichola is MD and founder of Erudite, which is a technical-only SEO agency. In this talk Nichola will be sharing working processes used by Erudite to ensure that their developer relations are as amicable as possible to align the goals of the agency, client-marketing and development teams, so that all parties win.

How to avoid losing organic search traffic when you do a redesign, rebranding, merge or launch a new international Website for a large Website? In this session Aleyda will share how to make the most out of complex Web migrations scenarios to grow your organic search traffic.

Assuming an understanding of SEO already, this session will cover 3D keyword analysis for content and on-site optimisation, technical auditing and what really matters (ignore what those tools say), Is AMP worth it and the importance of Schema, SEMRush and how to best utilise it for your competitor analysis (cheaters really do prosper), blogger outreach including what to pay bloggers for their stats, and resources for you to use. This session will finish off with a top 12 hit list of advanced elements to target. 

Anyone using your site search is a driven user – they are actively looking for something to buy or a service they think you offer – but how often are these users driving into effectively brick walls, are these users finding the results they want – Gerry talks through some of the aspects of search, the lifetime of a query and the future that is happening in search results. From a background of working on site search for the BBC, Government and e-commerce sites – he will look at the way you can quickly start to review and improve with just Google Analytics, tag management and presenting the results. 

People are aware of cognitive biases – but do we know what to do about them?  In this session, Anna will show how you can identify which cognitive biases are affecting your visitors’ behaviour and how you can exploit these behaviours to create a better customer experience.

In an incredibly busy online market place, where your message is so easily lost in the noise – understanding how to get your customer’s attention, keep it and convert it into action is essential. It’s why, in this entertaining and insightful talk, best-selling author and direct-response copywriter, Glenn Fisher, will outline a simple framework anyone can follow to attract, keep and convert more customers. Whether you’re a business owner, marketer or developer – you’ll be able to use Glenn’s ideas to instantly improve your results. 

Nudge theory was developed formally in the mid-90s by social scientists looking to alter people’s ‘unhealthy’ behaviours. Now more than 80 countries have dedicated government units specialising in the practice of nudging and are seeing massive social impact. This talk discusses why nudge theory is so attractive and how it can be applied to the commercial world for financial gain (especially within CRO). Case studies covered include how a bank saved $20mil by simply adding a personal touch to their letters. The ethics of using nudge will also be looked at and where this can sometimes intersect with UX dark patterns.

In our content-crazy digital landscape, there’s a lot of advice out there about how to create great marketing content. But do you want to go beyond simply writing generically ‘good’ landing pages, blogs, ad campaigns, and sales emails? Are you ready to learn how to use language in a more unique and compelling way, showcasing your organisation’s specific brand and personality and allowing you to connect emotionally with potential customers? If so, this session is for you, as together we look at exactly what a brand voice is (and isn’t), why it’s important, and how your business can go about getting one, so that more people are inspired by your content and compelled to buy into what you’re offering.

Especially in a mobile-first world, fast loading websites are of outmost importance. Unfortunately, it has become really hard to measure performance as it also depends on your mobile device’s CPU amongst other factors. Also, Google has been very vocal about anything web performance in the last years and is pushing hard to innovate repeatedly. But performance is so much more! User satisfaction should be the main goal because expectations are clear: You’ve got two seconds maximum to deliver, so make it count. During his talk Bastian will be walking you through various advanced topics and strategies around web performance optimisation going way beyond Accelerated Mobile Pages (and other short-term solutions) to make any website really, really fast.

Many digital marketers think marketing is about the latest tech, or advertising hack or way to game Google. But it’s not. At its heart, marketing is about people. This presentation is about the bad decisions people make, why they make them and how you can use this to make better marketing decisions. Andi will delve into academic research to find studies about how people behave, outline the implications and give examples of best practice from companies making the most of this knowledge.

A.I. is no longer something reserved for extensively qualified data scientists. The world of marketing and growth has already begun to be influenced by machine learning and artificial intelligence, with the companies who want to stay ahead taking advantage of this new competitive advantage. Bernardo has spent the last year teaching non-coders to use machine learning for marketing and growth. In this talk, we’ll test your skills, expose you to the real-life applications of A.I., as well as show you how you can learn to leverage it!

This is where the rubber meets the road and we find out if we came through on our promise. What was your most important learning? Did you make new valuable contacts? What will you tell your colleagues, your friends, your family when you get home?