Friday, June 12, 2009
Even in a down economy, or perhaps because of it, companies are investing more than ever in performance-based digital marketing. So it's perhaps no surprise that the SES Toronto conference turned in another strong performance this week. I was delighted that so many of the top speakers (too many to name here, really... ok... Mark Evans, Keith Boswell...Miriam Warren... ok I'm stopping...) we invited were able to make it. And if I do say so myself, the tracks (Nuts & Bolts, Corporateville, and Geek) seemed to be working well in getting folks connected with the type of knowledge they need in this fast-moving field.
The demands on marketers have begun to change more rapidly as reputation management, social media, and universal, personalized, blended, local, and mobile search have created a much wider array of relevancy signals and visibility channels. While introducing newcomers to the basics, the theme of the show was intended to expose us to data and debates about what's new in the field. I feel that companies that opt not to show up to these events - especially those constructing digital marketing plans from scratch - may be failing to ask the right questions in planning. It's too easy to fall into the trap of micromanaging tactics based on 2002 assumptions, on one hand, or to concoct hip-sounding but amateurish attempts to bust into social media (the Meatball Sundae syndrome).
For a quick flavor of how the conference went for some, we offer for your consideration a list of tweets about SES Toronto 2009; some of the SES Toronto interviews posted on YouTube; and a selection of the pictorial evidence on Flickr.
Our keynote speakers, Tara Hunt and Emanuel Rosen (who just tweeted that Toronto is now his favorite city in North America!), deserve special thanks for helping us "anchor" digital marketing in real-world reality. Search engines measure relationships and relevance, but in the past have done a poor job of it. Marketers who only focus on the tactics suited to imperfect search technology from the past fail to see the need to create a variety of connections and authentic social capital upon which strong referrals are built.
The opening night party at The Drake Hotel (Acquisio sponsoring, with co-sponsors Page Zero and NVI Solutions) must have been good, too. MJ Lepage of Acquisio (pictured here) convinced me to speak French. I was shy at first, but those Acquisio t-shirts have amazing powers of persuasion.
Labels: ses, ses toronto, ses toronto 2009
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