DigiMarCon Dubai 2019 Roundup
DigiMarCon Dubai 2019, The Premier Digital Marketing Conference & Exhibition took place on October 22nd to 23rd, 2019 at the Hyatt Regency in Dubai, UAE.
The agenda for the event was set in a way that it would will help attendees enhance their marketing efforts whether their goal was to reinforce customer loyalty, improve lead generation, increase sales, or drive stronger consumer engagement.
Unlike other conferences, DigiMarCon Dubai was very market specific which made it unique. A point that was made time again was how we can make use of technology to “work smarter instead of working harder”.
The event had interesting master classes led by some of the foremost thought leaders and innovators in the industry, spread over 2 days. We have mentioned below a few takeaways from the conference.
Day 1 at DigiMarCon Dubai 2019
1. Social Media Marketing Master Class
While it was named social media master class, the presentation here mostly revolved around re-purposing content and the importance of doing so.
Content is no doubt a valuable part of any marketing strategy and businesses use it to convey their expertise, express brand voice, attract and keep website visitors, and much more.
Some of the benefits of re-purposing content that were discussed in this master class were – it is good for SEO, it maximizes multi-channel marketing, allows the opportunity to reach more prospects, increases retention and brand credibility, and the most important one, you can reduce pressure to produce new content.
Key take: You have a 434% higher chance of being ranked on search engines if you have a blog on your website that you actively update!
2. Digital Performance Master Class
This session covered the landscape of Digital Marketing and what benefits each channel has. It did help get an idea of which channel a brand should consider investing in depending on the objectives that they have set.
It discussed what each digital channel would be good for along with how soon you can expect results by running a campaign on any of them.
3. Facebook Advertising Master Class
Given that Facebook users make up 68 percent of adults who use the Internet, it without a doubt results in a vast advertising opportunity for businesses.
The FB advertising master class majorly covered how businesses and agencies should be careful and spend most of the time on choosing/defining the target audience. Understanding your audience as a brand is just as important as knowing what you want them to do. For example, brands can target audiences using things like location, interests and other demographic info. Or they can even target “custom” audiences by uploading a spreadsheet of their customers and prospects that they already know with the hope that they can be found on Facebook.
An interesting statistic shared: 52% of consumers were influenced by Facebook while making a buying decision both for online and offline purchases, this number is only rising!
Facebook advertising stats:
- Over 2bn people can be reached using FB advertising
- 73% of people say they use FB for professional purposes
- FB custom audience feature helps advertisers reduce new customer acquisition cost by as much as 73%
4. Video Marketing Master Class
Videography is one of the most powerful driving forces in today’s marketing arena. With YouTube being the second largest search engine on the web, the potential to spread the word about your business, products, and services through video is unparalleled. So, whether you’re a start-up or a recognized business, to remain competitive in today’s competitive marketplace, it’s essential you include videos in your marketing strategy.
The interesting part of this master class is that it highlighted the importance of video marketing but he also went a step ahead and shared how one should create videos, the minor nuances that should be taken care off while you are recording a video. With smartphones having cameras so good, all you need is a smartphone and a microphone before you start making a video.
5. Search Marketing Master Class
This session focused on SEO and how it is important for businesses to keep SEO in the marketing mix. This master class touched upon a very important aspect which often marketers/SEOs overlook i.e. Google’s vision “Organize the world’s information and make it universally accessible and useful”.
This makes it clear – Google will only rank your website if it satisfies/answers the user’s intent. It stressed on why the basics of search engine optimization should be taken into considerations and then further spoke on optimization techniques.
Day 2 at DigiMarCon Dubai 2019
1. Retargeting with Programmatic: Bring Back Potential Customers to Your Site
98% of visitors that come to your website are not ready to buy! This session touched upon this fact which is a reason enough for businesses to consider remarketing seriously.
The master class was all about how Programmatic Advertising and Remarketing helps businesses with increased transparency and control, real time measurement, greater efficiency, greater targeting capabilities and increased audience reach.
An important aspect is also to know which users should be retargeted. For example, there’s no point retargeting users who have already filled up a lead form or who have already made a purchase. Hence, while remarketing is an important aspect, at the same time, it is important to carefully segment users and target them accordingly.
2. International SEO and Beyond
Being a business in the Middle East, international targeting is of utmost importance because typically, your target audience is spread across in the GCC or more if you are a real estate developer, it further calls for targeting countries like UK, India, Russia etc.
The talk touched upon the basics of international SEO and why it is important. It covered all aspects from scratch i.e. should you look at developing multiple websites one for each target location or if you should consider having a sub-directory or a sub-domain to more advance discussions around the importance of implementing hreflang tags.
Keeping the technical setup aside, it also stressed the importance of content localization when it comes to targeting multiple countries. This is a factor that often gets overlooked by businesses because they would typically copy paste the same content for all countries they are targeting.
3. The Future of Search with Artificial Intelligence
This was an interesting master class that touched upon how AI is helping enhance search results. Here again there was a huge emphasis on Google’s vision “Organize the world’s information and make it universally accessible and useful”.
Users are no longer sticking to the conventional way of typing a search query, they have now moved to voice search as well. Over 45% of UAE internet population now uses voice search and voice commands.
4. How to Rank Higher Than No. 1 on Google
For ~13% of search queries, Google now returns a Position 0 result, and this number is only growing. Position 0 is the information Google offers at the very top of the search results and is also called the featured snippet.
The session shared data from an experiment ran by SEMRush on different types of search queries to get featured as a Position 0 result. It’s interesting to know how Google has been trying to answer the users query right on the SERP which drastically improves user experience.
The best part about achieving a position 0 is that you don’t necessarily have to rank on position 1 to be featured as position 0. ~80% of the answers (featured snippets) are picked up from the top 3 results.
Further, it emphasized the different types of Position 0 featured snippets and businesses should optimize to feature in them. Overall, SEMRush had put together a cheat sheet that would help businesses but at the end, given the frequency at which Google keeps changing their algorithms, you cannot cheat Google.
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