The morning of this second conference day started with a presentation of Microsoft/Bing email marketing. Yet another good example that highly personalized email marketing can be very effective. All Bing emails are personalized on the fly adding a large variety of messages in the email based on previous implicit and explicit data, all that done in 20 milli seconds after receiving the email. My only concern is that there are a lot of images in play. So I hope Microsoft managed to get a way to render them automatically.
The first session was followed by a panel discussion on how to use social media to engage your customers. We got it all: likes, FB fan pages, Twitter feeds, social monitoring… Some smart ideas like, why not post a Twitter post to promote the drop of the new newsletter and a very useful tool to connect your email database with their social activity (www.socialinbox.com) What is was missing is that we spoke about how to use email to boost social, but what about using social to boost email subscription?
The first part of the day ended with a very impressive presentation of David Meerman Scott
talking about real-time marketing. Today it’s all about brand journalism and this is not copywriting. It's storytelling. You’ve got to be aware that sometimes buyer personas are different than the people that actually buy the products. Benefit from the moment to launch your next smart storytelling idea. One of the best examples was the Wynn hotel banning Paris after getting arrested in Vegas and creating some buzz about it in the media.
David gave us some guidelines to set-up effective real-time marketing and PR:
1. Appoint a real-time officer
2. Develop some real-time guidelines
3. Implement real-time (automated) systems
4. And last but not least, develop a real-time mindset
A very good start of the day. Stay tuned for part 2.
Kenny Van Beeck