The four-day event hosted experts on search marketing professionals who optimize digital content to be found and ranked by search engines from some of the industry's biggest names: Google, Bing, Adobe, and many more. The Summit offered a mixture of panels, presentations, and activities hosted around Park City.
One keynote speaker, Eli Goodman from ComScore covered "The Future of Digital Media Measurement," and how to integrate big data into marketing strategies. Goodman said that it is important for marketers to standardize the data they can deliver to clients across all forms of media television, mobile and online. "You need to be able to find common ground," said Goodman. He suggests that marketers start with Gross Rating Points (GRPs) and Target Rating Points (TRPs). GRPs are designed to measure the overall audience reached by a piece of media; TRPs measure a specific, targeted audience. Goodman also emphasized the importance of looking at real-time analytics to measure the effectiveness of advertising or marketing efforts as audiences are reacting to them.
Other keynote speakers at the event were: Mark Jeffery from the Kellogg School of Management, Heather Dougherty from Hitwise, Evan Greene from The Recording Academy, and Jennifer Tan from Experian. Panels covered a variety of topics including integrating mobile technologies into marketing strategy, how to measure the effectiveness of marketing initiatives, and the future of digital advertising.
One panel, "How Site and Mobile App Search Changes Everything," featured panelists from 360i, Adchemy, Zagg, Intent Media, and Google. Among other topics, the panelists discussed the broader implications of a recent Forrester study that found that 30 percent of online consumers begin to research a product on Amazon.com before purchasing it, versus 13 percent that research on Google first. The panelists talked about a variety of ways to track consumer behavior to better target ads, coupons, and more. Jason Hartley from 360i, talked about Walmart's mobile app the app can tell when a consumer is in a store and deliver messaging based on that consumer's previous shopping habits. Apps might deliver a coupon based on products a person has looked at or purchased before. Jon Venverloh from Google Shopping, said that his company is currently working to learn to use this "context" to "turn intent into action." Each panelist seemed to agree that using apps and other digital technology to better analyze customer's habits will allow marketers better assist individuals and improve shopping experiences.
Most of the attendees at the Search Insider Summit seemed to be enjoying the intimate atmosphere at the Summit, poking jokes at one another during presentations. However, the excitement was more palpable when it came to the Summit's scheduled activities around Park City. Attendees were invited to ski or snowboard at area resorts, snowmobile, dine at High West, tube at Gorgoza and enjoy some of Park City's other attractions.