{"id":35602,"date":"2018-03-14T13:39:35","date_gmt":"2018-03-14T20:39:35","guid":{"rendered":"https:\/\/content26.com\/?p=35602"},"modified":"2018-10-07T16:17:33","modified_gmt":"2018-10-07T23:17:33","slug":"engage-conference-2018-round-up","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/engage-conference-2018-round-up\/","title":{"rendered":"Engage Conference 2018 Round-Up"},"content":{"rendered":"<p>My colleague, Julia Nelson, and I had the privilege of attending the <a href=\"https:\/\/www.sempdx.org\/engage\/\" target=\"_blank\" rel=\"noopener\">Engage Conference 2018<\/a> in Portland last week. Engage Conference is a one-day digital marketing and SEM conference that provides insight into the latest digital marketing strategies.<\/p>\n<p>The most noticeable thing about Engage 2018 was that there were so few mentions of Amazon\u2019s burgeoning advertising platform. One speaker noted last year that Amazon sold $1.6 billion in ads compared to Facebook and Google\u2019s $30-some billion and $80 billion respectively. THAT WILL CHANGE\u2014more brands will look at the different channels\u2019 ROIs and realize the potential of the Amazon ad platform. In any event, there were still a variety of educational, non-Amazon morsels to take away.<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-35607 size-large\" src=\"https:\/\/content26.com\/wp-content\/uploads\/engage2-1024x768.jpg\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/engage2-1024x768.jpg 1024w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/engage2-175x131.jpg 175w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/engage2-300x225.jpg 300w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/engage2-768x576.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>The opening keynote speaker may have been the best: Microsoft\/Bing\u2019s Purna Virji shared a humorous history of search tech, complete with 1990\u2019s video of wide-eyed actors wearing ill-fitting blazers talking to smart wastebaskets.<\/p>\n<p>Virji dedicated a good chunk of time to talk about innovations in image search\u2014meaning use of an image as a search term for when \u201cyou can\u2019t think of the word.\u201d She also said images are the most important factor in making the decision to purchase. Voice will soon make up the majority of all search, and within a few years, the average person will speak more to a robot AI than to their spouse (tough to compete with Alexa\u2019s infinite willingness to listen).<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">I predict this will be the favorite stat from <a href=\"https:\/\/twitter.com\/hashtag\/EngagePDX?src=hash&amp;ref_src=twsrc%5Etfw\">#EngagePDX<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/sempdx?src=hash&amp;ref_src=twsrc%5Etfw\">#sempdx<\/a> <a href=\"https:\/\/twitter.com\/purnavirji?ref_src=twsrc%5Etfw\">@purnavirji<\/a> <a href=\"https:\/\/t.co\/NyUxnpNqN2\">pic.twitter.com\/NyUxnpNqN2<\/a><\/p>\n<p>&mdash; Renea Eure (@ReneaEure) <a href=\"https:\/\/twitter.com\/ReneaEure\/status\/971792054811439105?ref_src=twsrc%5Etfw\">March 8, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Kane Jamison of <a href=\"https:\/\/www.contentharmony.com\/\" target=\"_blank\" rel=\"noopener\">Content Harmony<\/a> spoke to the crowd about the scale and state of marketing content on the internet these days. There\u2019s little question that content is being dumped on the web at an unprecedented rate, but <em>sharing<\/em> of that content is rapidly decreasing (down 50% since 2015; Facebook being the biggest source of shares).<\/p>\n<p>\u201cThe economic value of simply publishing content is zero\u2014unless it\u2019s shared,\u201d said Jamison. The big question is whether the content is becoming increasingly unworthy of being shared, or whether people are just getting sick of all this sharing. In the meantime, let\u2019s control what we can control\u2014and when it comes to selling products online, that means keeping your product detail page content top-notch so that any SEO\/SEM efforts driving eyeballs there will be optimally capitalized upon.<\/p>\n<p>About infographics and other visuals, Matt Siltala of <a href=\"https:\/\/avalaunchmedia.com\/\">Avalaunch Media<\/a> explained that many marketers slip up by sacrificing quality for quantity, and also by getting overly cute and\/or loud. He shared some very polished videos with no voice-over at all, comprised just of imagery, animations, and some light text. Certainly, this style of the video has a lot of appeal in our modern, over-noisy world. Siltala also promoted the repurposing of infographics in a variety of ways, e.g. snipping a banner for a blog or landing page, posting on social, sticking in white papers, etc.<\/p>\n<p>Marty Weintraub of <a href=\"http:\/\/www.aimclearblog.com\/\" target=\"_blank\" rel=\"noopener\">Aimclear<\/a> and Will Scott of <a href=\"https:\/\/www.searchinfluence.com\/\" target=\"_blank\" rel=\"noopener\">Search Influence<\/a> both shared a bunch of fun facts, opinions, and theories about Facebook marketing. Weintraub called it \u201cthe definitive research tool of humankind.\u201d<\/p>\n<p>\u201cPsychographic targeting,\u201d as these gentlemen called it, is the act of analyzing and sorting demographics by every personal detail found on Facebook\u2014so basically everything\u2014including age, sex, interests, behavior, job title, income, device used, life events (retirement, marriage, vacations) and so on. The prices of Facebook ads are also rapidly dropping, though that may well have something to do with their relative lack of performance.<\/p>\n<p>The sleeper hit presentation of the conference was Michelle Morgan of <a href=\"http:\/\/www.clixmarketing.com\/\" target=\"_blank\" rel=\"noopener\">Clix Media<\/a> enlightening the group about negative targeting and audience shaping for Google and Bing. Morgan gave a detailed, comprehensive rundown of how to logically and incrementally tag, monitor, and cull members of your audience.<\/p>\n<p>All in all, the Engage Conference was an upbeat and worthwhile event. I\u2019ll bet next year we\u2019ll see a lot more attention being paid to Amazon Advertising\u2014once it becomes common knowledge that Amazon is an in-marketplace ad platform with an impressive ROI.<\/p>\n<p><em>Editor\u2019s Note: <a href=\"https:\/\/content26.com\/blog\/amazon-prepares-for-growth-with-amazon-advertising-name-change\/\">On September 5, 2018, Amazon rebranded its advertising platform.<\/a> Amazon Marketing Services changed to Amazon Advertising and Amazon Advertising Platform changed to Amazon DSP, among other changes. This blog post was changed on October 5, <\/em>2018<em>\u00a0to reflect those changes.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>My colleague, Julia Nelson, and I had the privilege of attending the Engage Conference 2018 in Portland last week. Engage&#8230;<\/p>\n","protected":false},"author":4,"featured_media":35609,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789,1462],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Will Giersch and Julia Nelson of content26 attended Engage Conference 2018 in Portland to get some insights on digital marketing and SEM. Find out their main takeaways from the conference in our latest blog post.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/987654321.space\/c26_dev\/blog\/engage-conference-2018-round-up\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Engage Conference 2018 Round-Up | content26\" \/>\n<meta property=\"og:description\" content=\"Will Giersch and Julia Nelson of content26 attended Engage Conference 2018 in Portland to get some insights on digital marketing and SEM. 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