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73% of marketers agree that integrating video into email marketing and newsletters increases the click-through rate of those emails. Read more about Video Newsletters.
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Sam Tomlinson
The Art & Science of PPC Account Structures
CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook & Microsoft are implementing more targeting options and automation while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that is will result in most marketers spending more and getting a LOT less.
Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, we’ll dive deep into the essential account and targeting structures + how they can be used to prevent automation from running wild.
Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each
Learn how to overlay new targeting data + options onto existing account structures to create robust, intent-driven campaigns
Understand how different account & targeting structures impact various automated strategies and learn how to use scripts and rules to enable your campaigns to evolve while not running wild.
Sam Tomlinson
WARSCHAWSKI
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40+ Actionable PPC Sessions You Can't See Anywhere Else
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Day 1
Day 2
CRO Workshop
Amazon Workshop
Registration & Breakfast
8:00 - 9:00
Welcome to Hero Conf London 2022 with Jeff Allen
9:00 - 9:15
Keynote | Brave Marketers
9:15 - 10:00
How to Increase Confidence, Take Risks and Get More Done
Creative risk is a central pillar to successful marketing campaigns and believing in yourself, and your ideas, is essential to this. As well as being able to confidently express yourself, your worth and your ideas. In this practical and inspiring talk you will learn:
How to regulate nerves before pitches, meetings and calls
Practical ways to believe in yourself and your skills
Increase buy-in and engagement when presenting to clients or stakeholders
Kirsty Hulse
ROAR TRAINING
Refreshment Break
10:00 – 10:15
Breakout Sessions
10:15 – 11:00
Porter Tun
The Art & Science of PPC Account Structures
Sam Tomlinson
WARSCHAWSKI
Upper Sugar
How to Use Technology to Combat the Dawn of Cookieless Advertising
Macy Edwards
CLICKTHROUGH MARKETING
Queen Charlotte
How to Build Team Relationships and Foster Confidence in a Hybrid Working Model
Sarah Clarke
CLICKTHROUGH MARKETING
Smeaton 2
Ad Fraud: Your Hidden Enemy & How to Beat It
Stewart Boutcher
BEACON
Exhibitor Break
11:00 – 11:30
Breakout Sessions
11:30 – 12:15
Porter Tun
Triumph Over Adversity: How to Achieve Growth and Success Through Your Challenges
Amy Hopper
AMY HOPPER
Upper Sugar
TikTok Ads vs Instagram Reels Ads - Who Takes It All?
Csilla Borsos
CREATOPY
Queen Charlotte
Demystifying Google Shopping: Uncover Buying Patterns and Optimize for Profit
Mike Ryan & Irene Ehrengruber
SMARTER ECOMMERCE
Smeaton 2
More Bang for Your Buck: Determining the Incrementality of Your Activity
Orla McQuaid
BRAINLABS DIGITAL
Lunch
12:15 – 13:15
Breakout Sessions
13:15 – 14:00
Porter Tun
GA, But Not As You Know It: How to Use GA4 to Get the Most Out of Your Paid Media Strategies
Jill Quick
THE COLORING IN DEPT.
Upper Sugar
How you can use Google to play Amazon ( and vice versa)
Dan Saunders
STANLEY BLACK AND DECKER
Queen Charlotte
Adtech & PPC tool adoption - how to bring order to chaos
Inderpaul Rai
UFURNISH.COM
Smeaton 2
How to Cheat Meta Into Giving you Cheaper CPMs
Claire Stanley-Manock
CONNECTIVE3
Refreshment Break
14:00 – 14:15
Breakout Sessions
14:15 – 15:00
Porter Tun
Proving the Value of PPC Into Your Overall Marketing Strategy
Azeem Ahmad
AZEEM DIGITAL
Upper Sugar
5 Google Tag Manager Must Have Chops for Advertisers
Jon Quinton
OVERDRIVE DIGITAL
Queen Charlotte
Google Shopping - There Must be Cheaper Ways to Acquire Customers?
Elizabeth Clark
DREAM AGILITY
Smeaton 2
How to Solve An Age Old SEO-SEA Issue: How Much Should We Invest In Our Branded Keywords?
Marcel Smal
ROOTS NETWORK
Exhibitor Break
15:00 – 15:30
Breakout Sessions
15:30 – 16:15
Porter Tun
How to Couple Data Science with Performance Creative to Transform Your Customer Acquisition
Paris Childress
HOP ONLINE
Upper Sugar
Google's Shiny New Object: Performance Max
Hillary Gillis
OUTSHINE
Queen Charlotte
Don't stop me now! Why will some e-commerce advertisers fail at paid media in the next year, and how can you capture their market share?
Liam Wade
IMPRESSION
Smeaton 2
The Art and Science of Creative Persuasion
Pete Watson-Wailes
TOUGH & COMPETENT
Refreshment Break
16:15 – 16:30
Keynote | Fireside Chat
16:30 – 17:15
Join Daniel Gilbert and Timothy Armoo for an inspiring fireside discussion.
The pair will share their experiences running successful agencies, their thoughts on mindset, their goals and aspirations, their thoughts on career development and finally their predictions for the future of digital marketing.
Dan Gilbert
BRAINLABS
Timothy Armoo
FANBYTES BY BRAINLABS
Networking Party - Bounce!
17:45 - Late
Bounce is the ultimate ping pong experience in London! This venues has classic ping pong to shuffleboard. Join us for a fun night out with your fellow Hero Conf attendees! The event is open to conference attendees only.
Breakfast*
8:00am-9:00am
*Workshop pass required
CRO Workshop
9:00am-12:00pm
Importance of being wrong – 45 min
We make assumptions, and prove/disprove them
Being wrong is exciting and where you make biggest gains
Site needs to be unique, but scientific
Case studies of contrasting tests
Tee up Boots case study – different stakeholders with different opinions
Quick Activity – 15 min
Formula for Success – 30 min
Case Study Results
Formula for prioritising optimisations
Group Task – 45 min
Similar challenge
Stakeholders have different arguements
Roleplay as stakeholders
Apply formula to design solutions
Closing – 15 min
Lunch
12:00pm-12:30pm
Meet your Presenter: Kevin Robinson
Graphic
Kevin leads data and analytics for CRO services at Brainlabs. His team unlocks knowledge on how people use our clients’ sites – and applies insight to drive actionable learnings and recommendations. To enable this, he’s building a culture where our clients are empowered through data that’s both accessible and actionable. He joined User Conversion in 2020 – and Brainlabs through their 2021 acquisition – adding to 10 years experience in digital, where he’s worked both agency-side and in-house, across acquisition and user experience.
Breakfast*
8:00am-9:00am
*Workshop pass required
Amazon DSP for Non-Endemic Brands
9:00am-12:00pm
Unlocking Amazon DSP for non-endemic brands – 1hour
Overview of Amazon DSP capabilities and USPs
Growth of Amazon advertising over the years
How this tool is used to achieve results for all types of businesses
Activity – 20mins
Mindmap ideas on how to use Amazon advertising for their business needs etc
Case studies – 30mins
How Amazon advertising can support your existing marketing efforts – 30min
Why adding Amazon to your marketing efforts can bolster results
How to make Amazon DSP work best for your business
Closing – 15mins
Lunch
12:00pm-12:30pm
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Questions? We've got answers.
Content marketers and PR thought leaders at the PR Summit shared their thoughts on what makes bad content.
Watch the video:
Insiders' Guide to Creating Bad Content
---------------
In this photo:
Richard David Titus, Prompt.ly, @RichardTitus
Full quote: "Retweeting your Foursquare checkins with extra hashtags or perhaps retweeting yesterday’s news."
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5th Annual PR Summit Conference
June 17, 2014
The Old Mint, San Francisco
#SFPRSummit
inagorillacostume.com/2011/royalty-free-music-websites-gu...
Music breaks the language barrier and often can be appreciated by people from many different languages. With that being said, royalty free music sites are great resources for guerrilla marketers, especially when producing online, radio and/or video campaigns to support their guerrilla marketing causes.
Here are 10 royalty free music sites for your guerrilla marketing pleasure. Enjoy!
Incompetech
Incompetech is one of my go-to places for great royalty free music. The site was created by composer Kevin MacLeod and has tons of music, categorized by genre and feel. In the site’s FAQ you’ll see that the music on the site is free to use for your video soundtrack. Kevin just asks that you place a credit within the video. My favorite music on this particular site are the tracks in the Silent Film Score section, but you can find all sorts of great stuff from horror soundtracks to polka, rock, pop and everything in between.
DanoSongs
Dan-O is a composer that offers his original songs for free download at DanoSongs.com. You can use his songs for free in your project provided you link to his site or credit him in your video.
Moby Gratis
If you want to use music by a well-known artist without paying licensing fees then check out Moby Gratis. At MobyGratis.com, Moby provides doe of his music for free download and use. The music is free to use, provided your film is non-commercial or non-profit.
Free Soundtrack Music
FreeSoundtrackMusic.com provides exactly what it advertises – royalty-free tracks for use in films, YouTube videos, games or other multimedia productions. Some of the music on the site does cost money. However, a lot of it is labeled as “FREE” and can be easily downloaded and added to your video production.
ccMixter
ccMixter is a community music site where you can find tons of music that falls under the Creative Commons license. The site lets you listen to music, sample music, create mashups and more. Just keep in mind that some creative commons licenses may require that you give credit to the source within your video.
Partners In Rhyme
Partners In Rhyme has got all sorts of great stuff, from free music loops to sound effects, midi files and more. Some of the royalty free music on Partners In Rhyme costs money, but they’ve got a selection of free music loops and full-length tracks for free download as well.
PacDV
PacDV offers free music and sound effects. The tracks are free to use in your video, film, audio and multimedia projects. All they ask is that if you use their tracks you link back to their site or list them in your credits.
Public Domain 4U
When content falls into the public domain it means that there are no longer any intellectual property rights attached to them, either because the rights have expired or been forfeited. Public domain music, video and other content can be used in any way, including in your online videos. Public Domain 4U is a great site for finding public domain music downloads. A lot of the music is old (music from the early 1900s is now in the public domain if copyright was never renewed), but there is also more modern music that is free with artist permission.
Musopen
Musopen is another free site that, like Public Domain 4U, provides music that has the copyright expired. On the site’s about page they say, “We provide recordings, sheet music, and textbooks to the public for free, without copyright restrictions.” At Musopen you can browse music by composer, performer, instrument, period or form. Musopen is great, especially if you are looking for classical music for your video.
Beatpick
Finally, Beatpick offers a great selection of licensed music and if you are using it in a non-commercial or non-profit production it’s free. Once you’ve chosen a song that you want to use, click on “License Song” and choose “Non Commercial projects.”
Have you used any of these services to find music for your online videos? If not, what services do you recommend?
When we talk about voice search, many would start thinking about local web searches and #B2C #SEO. Nevertheless, the voice search is now being used beyond searches for restaurants or hearing the cooking recipes. The fact is that B2B now seems to give provide a SEO opportunity to B2B businesses.
To better understand how B2B marketing is going to be influenced by voice search, it would be important to look at voice search’s usage from the perspective of three W’s (who, why and where).
Who are using voice search?
According to a report in 2014, about 55% of teens and 41% of adults were using voice searches. Among adults, the usage of this tool is due to their desire in avoiding using type pad while creating text messages. On the other hand, teens use voice search to get help in #homework.
There are some stats which illustrate how voice search is stepping into our lives.
• #Personal-Assistant is now being installed as a default feature in #smartphones.
• During 2016 holiday season, Amazon Echo was the best selling product on Amazon.
• It is estimated that sales of Amazon Echo and Google Home will rise exceeding 24 million this year.
The increase in adoption of personal assistant devices shows that people like to get accustomed to get things done using voice commands. Hence, one can foresee the use of voice searches in organic searches and, eventually, B2B marketing in the near future.
Why voice searches are being used?
Although familiarity with voice search is seen as one of the most prominent reasons for its usage, convenience in getting things done is also the equally big reason.
Because voice search is faster and more #user-friendly, the usage is increasing with every passing day. The people, who find it difficult to type on small devices in order to search anything, find using voice search as the most convenient alternative. Another reason is that it is pretty much faster than searching by text, given the accuracy of device and software in translating #voice-commands.
According to Google, voice searches are now 95% accurate. It is 20% more accurate than what it was in 2013. The average speed of speaking is usually 3-times faster than what can be typed per minute. Hence, if the accuracy level gets equal to that of typing text, there is no reason for the people to delay adoption of voice search as the primary option to search over internet.
Again, this situation is leading to the adoption of voice searches by #B2B marketers in order to perform SEO and other digital marketing tasks.
Where it is being used?
While we may assume that voice search is used while driving the car or cooking in kitchen, research shows that 50% of the voice search users are business persons who use this feature while working in their offices. This is one of the most convincing reasons, perhaps a signal, that B2B SEO and marketing are going to be greatly influenced by voice search.
YAHOO! AND TNS RELEASE FIRST-EVER
INTERNET HABITS STUDY FOR VIETNAM
The “Net Index” Gives Marketers Insights into Online Media Habits of Consumers in the Vietnam; Helps Advertisers Plan Integrated Campaigns using Online Marketing
Ho Chi Minh, April 2, 2009 - Yahoo! and TNS today announced the results of the first-ever in-depth media habits study to provide marketers and media planners with insights into urban Vietnamese internet user habits. The Net Index will provide a rigorous and strategic ‘big picture’ overview of consumer online activities that includes cross-media usage habits, lifestyles, psychographics and brand preferences. The study also addresses a current knowledge gap in Vietnam on this medium and will help brands unravel the advertising opportunities to reach and engage online target audiences.
Some of the research’s key findings include:
•42% of the population in Vietnam’s four biggest cities – Ho Chi Minh City, Hanoi, Da Nang and Can Tho -- has accessed the internet in the past week.
•Average daily time spent on the internet has nearly doubled from 22 minutes in 2006 to 43 minutes in 2008. On the other hand, daily time spent on watching TV has declined by 21% to 233 minutes in 2008.
•Average personal expenditure on the internet (including subscription fee) is about VND174,000 or about USD10 per month.
•Home internet access is becoming more prevalent than internet café access. 66% has accessed the internet from home in the past three months. In comparison, 53% has accessed the web from internet cafes and WiFi hotspots in the past three months. However, the teens and users from the lower socio-economic classes still continue to spend a significant part of their internet time in the icafes.
•Information and other search-related activities are popular online activities. In the past month, 82% has used search engines and nearly 90% has read news on internet portals and other news sites.
•Instant messaging is more popular than email use. 73% has used instant messengers in the past month compared to 58% for web-based email. More than 95% of internet users use Yahoo! instant messenger and email in Vietnam.
“This study reveals the opportunity for marketers and media planners in the Vietnam to re-examine advertising strategies and utilize the internet as an effective way to reach and engage with target consumers,” said Tri Minh Vu, general director, Yahoo! Vietnam. “The opportunity that now exists is one of the key reasons that Yahoo! has stepped up its direct sales model in the Vietnam, giving brands and advertisers access to reach the millions people in the country that are on Yahoo! every month,” Tri added.
Vietnam is witnessing rapid growth of digital media. With an estimated 18 million internet users, Vietnam will see more users going online to communicate with family and friends, to engage in entertainment, and to obtain information as the internet becomes increasingly accessible around the country. As a result, businesses will need to keep up and understand the new opportunities the internet medium and their online consumers bring.
"Digital media's success in today's advertising landscape is dependent on its accountability to the advertiser, the media agency and its stakeholders. TNS is proud to be partnering with Yahoo! to provide the Advertising and Media industry in Vietnam with the most comprehensive and geographically extensive study on the online Vietnamese, his profile, his online activities, his attitudes and how he consumes digital media in the context of other media", said Trần Thị Thanh Mai, Managing Director TNS Media Vietnam
With a generation of young Vietnamese growing up as digital natives, understanding their media habits is critical to understanding the future. The Net Index study not only provides findings on popular online activities from email, search to instant messaging, but also sheds light on internet usage trends (e.g. from social networking to most visited websites), channels of web access (e.g. from internet cafes to mobile phones) and makes recommendations on how businesses can leverage the research to grow their businesses.
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Content marketers and PR thought leaders at the PR Summit shared their thoughts on what makes bad content.
Watch the video:
Insiders' Guide to Creating Bad Content
---------------
In this photo:
Jason Miller, LinkedIn, @JasonMillerCA
Full quote: "It is going to be a 150 page ebook all about myself, starting with how great I am, and finishing off with how much better I am than anybody else out there. Then I’m going to repurpose that into an infographic about how great I am, and then how great the product is or the company that I’m working for is. That’s it in a nutshell."
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5th Annual PR Summit Conference
June 17, 2014
The Old Mint, San Francisco
#SFPRSummit
Cabela's Inc. is a direct marketer and specialty retailer of hunting, fishing, boating, camping, shooting, and related outdoor recreation merchandise, based in Sidney, Nebraska. The company was founded by Richard N. Cabela in 1961 and went public in 2004, with that fiscal year's revenue reaching $1.56 billion, a 50% growth since 2001. As of December 2013, the company has performed strongly in the $646 billion outdoor recreation sector with a stock price gain of close to 50% and consolidated revenue moved up 14.8% year-over-year to $850.8 million. Earnings per share came in at $0.70 which was higher than 2012's earnings of $0.60 per share.
It also has "Trophy Properties LLC" (a real estate market), "Outdoor Adventures" (hunting and fishing trips), the "Gun Library" (for buying and selling new, used, and collectible firearms), and World's Foremost Bank (the issuer of Cabela's Club Visa credit cards). The largest Cabela's is also known for the biggest indoor habitat. They are known for their many taxidermies, but what the Cabela's is best known for in Ohio are the live squirrels on their two-story mountain habitat. Its direct marketing operation is one of the largest in the United States. Cabela's mail-order catalogs are shipped to 50 states and 120 countries. More than 120 million catalogs were mailed in its first year as a public company.
en.wikipedia.org/wiki/Cabela%27s
en.wikipedia.org/wiki/Wikipedia:Text_of_Creative_Commons_...
Marketers and comms professionals are always looking out for the next big trend, but are emojis here to stay?
A recent study by Emogi asked viewers to give their opinion on adverts by using just emojis, revealing that the pictorial language gave people a more nuanced way of expressing their feelings than words alone.
Some other interesting findings include how different demographic groups use emojis: nearly two thirds of people aged 35+ use emojis frequently, while almost 60% of women are emoji fans - all stats to help marketers create relevant, targeted campaigns.
Read more of the research here and tell us if you think emojis are the future of marketing,