What ad:tech SF Attendees Think About Relevant Content and What You Can Learn From Them

April 12, 2012 at 4:37 pm | Posted in Uncategorized | Leave a comment
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In case you haven’t heard, we had the honor and privilege of hosting the workshop, Content Personalization: Increasing Engagement through Relevant Content this past week at ad:tech San Francisco. Brian Baker from Three Ships Media, Geoff Knight from TheOfferMachine.com & AtomicLeads.com, Matt Peters from Pandemic Labs, and myself had an amazing time discussing the current demand for relevant content and the implications of this demand on multi-channel communication. Our very own Jeff Swisher, Sales and Marketing Consultant for Relevantor LLC and  Pres. & Chief Sales Officer for Swisher Sales Inc. did an incredible job moderating the discussion, and workshop attendees responded with plenty of enthusiasm and innovative ideas of their own. A good time was had by all!

While at the conference, we couldn’t help but notice the overwhelming number of exhibitors, panelists, and even keynote speakers who either highlighted or touched on the importance of relevant content. Apparently, we’re not the only ones who realize that content optimization and personalization stands to alter the web as we know it. In a way, we felt like ambassadors of a very important message this past week: either hop on the relevant content bandwagon or move out of the way lest your competitors trample you on their way to the top. Relevant content truly has become that important to web marketing, and as such, it was a recurring theme at the Moscone Center this past week. In case you missed it, here are just a few of the ways relevant content was showcased during the event:

  • Keynote Presentation: Amazon—It’s Day 1 for Advertisers

Lisa Utzschneider, VP of Global Advertising Sales for Amazon.com kicked off the first day of ad:tech with a presentation emphasizing the importance of content personalization. According to Lisa, the CEO of Amazon, Jeff Bezos, predicted in 1997 that content personalization would drive the process of discovery for online commerce. Since then, the visionaries at Amazon have remained focused on their customers and attribute their success to this intense focus. She cites Amazon’s personalization engine as the backbone of their company and reveals that the company is currently focused on predicting their customers’ wants and needs before they even realize what they are themselves. What an inspiring look at what personalized, relevant content is capable of!

  • Breakout Session: Google—Driving Response: Making the Web Work for You

Google’s Director of Agency Development, John Nicoletti had a thing or two to say about relevant content as well. Among many pearls of wisdom, Nicoletti stressed the importance of finding and delivering the type of content different types of online visitors respond to. To give a bit of credibility to his argument, Nicolleti pointed audience members to the guys at Orabrush who increased online sales by a whopping 500 percent by serving up video content on their site. The Google director also suggested an integrated marketing approach, advising that the key to increasing sales is to reach your audience where they are with the content they crave. We agree!

  • Breakout Session—Behavioral Targeting: Still Here and Here’s Why

Wednesday’s breakout session immediately preceding our own featured Charles Duhigg, a reporter from the New York Times, Dave Hills, CEO of Twelvefold Media, Tim Jenkins, CEO of 4Info, and Tim Waddell, Director of Product Marketing at Adobe as they discussed how behavioral targeting can help consumers cut through the digital clutter and get to exactly what they’re looking for. Of course, the upside for businesses is increased conversions and a better return on investment. They were definitely speaking our language.

What were your takeaways from ad:tech? Did you hear any other buzz about relevant content that we missed? We’d love to hear your insight!

Efi Rodik
Co-Founder & CEO
Relevantor LLC

Ready to heighten your relevancy? Learn more about how a content optimization service can funnel your content to the right audience at the right time, or request a demo to see it in action.

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