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Serge De MunckSenior Consultant, Dun & Bradstreet Europe
You think you're on top of what’s happening in marketing? You think you know what's cooking in the digital marketing world? Then don't come to Fusion Marketing Experience. I go there to listen & learn from great people that are DOING it. I know a lot, but I keep learning at Fusion Marketing Experience, every time.
Erwin Jansen Chairman - CEO at Y&R Brands Benelux
The Fusion Marketing Experience conference is what it says: a real experience with probably the strongest program of all marketing events in Belgium. I am a big fan and will be there again. Top speakers, top content, a special atmosphere and excellent networking, Fusion Marketing Experience has it all. After just two events, Fusion Marketing Experience became the place to be.
Gert-Jan Schoppert Marketing Manager Capgemini Netherlands
Marketing conferences are usually more of the same: the usual suspects as keynotes, the obligatory panel discussion and more of that. Fusion Marketing Experience was a relief: knowledgeable speakers with real content at an unusual location. And what attracted me most was the atmosphere, the feeling that participants were not present just for a chat and a drink, but actually wanted to use the insights into their daily business.
Hans SmellinckxMarketing Manager Direct & Digital Thomas Cook
Fusion Marketing Experience is the only event in Belgium that really joins the channels together. A perfect fusion between top notch speakers, great networking opportunities and possibilities to share ideas with other peers in your industry or expertise. An event not to miss... I like! (or + or pin....).
Ronny KenensOwner / Director at BI-Consult International
The Fusion Marketing Experience events are a great opportunity to listen to and learn from subject-matter experts, no commercial pitches, only top speakers with top content. In a fast-changing business environment, my challenge is to keep learning and sharing with other peers in our industry …..that's exactly what the "Fusion Marketing Experience platform" helps me with.
Stefaan VuylstekeCustomer Segment Manager Benelux at Amadeus IT Group
When I saw Olivier Blanchard was giving a two-day workshop in Belgium in May 2012, I didn’t have to hesitate to enroll. As you can assume, I already knew Olivier. I have read his book Social Media ROI, and I found it to be one of the best Social Media books. When I noticed it was organized by J-P De Clerck, I knew the workshop would be good value since I already attended several seminars and events, organized by J-P and the Fusion Marketing Experience he launched. And I always came home with valuable insights and inspiration. Why Olivier? He is really focused on how to integrate social media into business. He starts from within the organization, not from the social media. It all comes down to grow your business. Don’t start building a social media program before you find an answer to “What will social media do for my company?”. As I’m working into B2B, understanding the business value of social media, the ROI is a real must. Once you’ve got that straight, once you have got your targets, you can share it within your company. Than the process starts of sharing, listening and educating. Olivier really helped me during the workshops how to sell the social media program to my management and how to start the process. I will never forget his story about the ‘culture of dudes’. If you look for inspiration on how to overcome objections, he is the man. During the 2 days many key topics on how to set up and execute a social media program were discussed. The organization of the workshop was - as usual - flawless. The location and the infrastructure were very good. I had a pleasant and inspiring two days.
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Bryan Eisenberg: Succeeding with PPC Ads on Search and Social
At the Fusion Marketing Experience Antwerp 2012 conference, Bryan Eisenberg gave a hands-on workshop the second day, on optimizing PPC (Pay Per Click) ads. Most examples concerned Google but what @thegrok explained is valid for PPC ads on, for instance, Facebook, as well.
Furthermore, the lessons he shared were meant to improve digital marketing in general and get attendees in a mindset of improvement and optimization.
Bryan Eisenberg started by pointing out that PPC is not easy, even if it used to be. The perception that it is easy probably explains partially why so many of us fail at it.
In PPC, you get what you put in. To do it well, Bryan said, you have to work on it every single week. So it requires a continuous effort, just as marketing optimization does. But then again, why put money in building traffic if it results in close to zero?
Understanding what people want to become relevant (again)
What does it take to improve your PPC ads? A lot, even things most of us probably never think about such as the intent and psychology of the searcher. We look at the messages we want to put in the ads and the keywords but certainly not enough at the people who ultimately decide whether they will work or not.
The untapped potential of optimizing PPC ads is huge and tiny details can make amazing differences. Again, it’s the same in marketing optimization in general.
In the beginning of the workshop, Bryan said that in (online) marketing, it’s all about relevance.
Relevance is in the eye of the beholder and thus requires a thorough understanding of the people who, for instance, use search engines. An example: do you look at them as personas and make sure you understand the intent and psychology of each one? Yes, that’s how far it stretches. If it’s not relevant for the people, you try to attract and persuade, it doesn’t work. Simple.
It’s not surprising the must of relevance lives everywhere: in PPC, in email and in social media, as the program of the Brian Solis Social Business Sessions proves.
Reversing the PPC and marketing process
In PPC, we often tend to focus on keywords first. Bryan advises to reverse that process: first, you create relevant landing pages, next you create ads people will want to click upon to get to that page, and only then you start worrying about keywords.
Setting up goals, testing and continuously tweaking is key. However, many businesses don’t check their PPC ads, several don’t track conversions and many don’t even have clear goals. So, they are basically throwing away money. The same goes for testing websites and other ‘channels,’ resulting in ineffective conversion paths.
Bryan emphasized the role of people and their search goals when explaining the essence of the search process. That’s where many of his PPC optimization tips start.
It’s again proof how important it is to look from the perspective of the ‘other’: the – prospective – customer and another call to reverse not only the PPC process (starting with the landing pages) but the marketing process as a whole. Indeed, customer first.
Watch the presentation below and stand by for a post with some of the tips Bryan shared and a video. You can also read some tips and key takeaways in this post on the workshop by Bas van den Beld (State of Search).View more presentations from J-P De Clerck