Paid Search, Display & SEO Seminar 8 August 2019

Join Becky Simms for a first-hand account of how you can use the proven technique of gamification in your content marketing strategy to take link building to the next level. You may already be an awesome SEO but are you are looking for a certain... je ne sais quoi? To take things up a notch, Becky will explore how gamification can deliver not just links, but a whole host of other marketing KPIs making it a campaign you cannot afford not to put in place.

How can you start to improve your paid search performance with AI and automation? In this session, Steve will uncover the opportunities available to brands to process key datasets with automation to maximise performance and drive better commercial results within paid search, as well as automation techniques within marketing to free up more of your time. But what shouldn't be automated and where should you be spending the time you've saved with automation? Steve looks into where human intervention and a strategic mind can set you apart from your competitors.

The impact of data-driven marketing has never been in sharper focus. But what does this really mean for marketers? Richard will share how the combination of data science, behavioural analytics and AI are transforming the way that organisations are engaging with audiences, enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.

Search engines are becoming increasingly smarter and as the algorithm becomes more sophisticated, traditional SEO techniques just won’t cut the mustard. Adam will discuss how in 2019, SEO and Content teams need to move away from the traditional but restrictive n-gram method of keyword clustering, and instead embrace topic clustering to improve results for a much wider range of keywords and topics.

Successful marketing strategies are built from complex elements which come together harmoniously to form solid campaigns. Building and executing a successful digital marketing strategy for e-commerce brands isn’t black or white. It isn’t a matter of choosing binarily between any two rigid options. The exact same thing can be said when deciding whether to work with agencies or build an in-house team. Join Luca as he provides answers to the question using information collated by researching and interviewing global e-commerce brands and top agencies.

For several years, Google has been offering more opportunities for marketers to make use of the power of machine learning. From Smart Bidding to Responsive Search Ads, it’s become trivial to use far more data sources than would be possible manually to deliver results. However, the price for this is handing more and more control over to Google. Alasdair will discuss some recent developments in Google Ads, and what you can do to ensure you achieve the best performance from your paid search campaign.