Session Previews 2024

The digital world has become a zero-click world. Traffic referrals from every major network have fallen precipitously. Searchers and browsers expect native content and instant answers. Brands, especially those looking to gain a foothold in the ruthless competition for web traffic, are left struggling for scraps. A mindset shift is needed—marketers can’t be stuck optimizing for clicks, measuring impact based on referral traffic and single-visit conversion rates. The old tactics are dying. To survive, marketers must prioritize earning engagement and growing audiences on the platforms themselves. We have to conform to new algorithmic rules and new user expectations—that’s where Zero-Click Marketing comes in. In this presentation, Rand will show how it works, why it’s needed, and how to apply this tactical shift to every channel and campaign.

With every new product announcement, it feels like Google Ads has forgotten about lead generation accounts. New products and features are often designed for eCommerce, and with less data and creative control over campaigns, B2B advertisers must adapt to thrive in the new AI-powered digital landscape. This session will cover innovative Google Ads strategies specifically tailored for lead generation accounts, including:

Setting the right goals
Data and budget requirements
Bidding considerations
Asset group & creative strategies
Accounts structure
Search campaigns for lead gen accounts
Performance Max strategies for lead gen

As the saying goes, necessity is the mother of invention.

In this case, there wasn’t so much necessity as there was desperation. And we know, you can already relate. Times are challenging, budget cuts are real and many marketers know that new strategies are needed. So back to Purna:

There she was, brand new job. A dauntingly massive remit at one of the world’s largest companies. And as for resources? Practically nothing. In fact, far less than she ever had, even working at the smallest of start-ups.

How to rub two quarters together and make them look like a million bucks? She leaned on her background in Instructional Design, to create and globally scale a scaled customer education program.

In this personal and actionable case-study based keynote, Purna will share her stories and learnings, from why more marketers need to think like instructional designers to how to make the case and measure success.

Why do you always buy the same brand of laundry detergent? Why can you never cancel Amazon Prime and why do you own so many pairs of trainers? It’s because effective marketing doesn’t stop after the first purchase. And particularly for FMCG brands with tight margins, driving net new customers can become very expensive very quickly. In this session, Kathryn will explore how marketers can employ direct marketing tactics coupled with emotional connection to stay top of mind throughout the purchase lifecycle and build a loyal community of repeat customers. She will use case studies from leading brands coupled with her own (vast) experience to unpack what keeps customers coming back, leaving you with actionable tips to boost lifetime value across your own customer base.

Are you wasting your valuable time on tedious data labelling and classification tasks? Join the queue – OR, come to this session and learn how to automate these tasks by utilising state-of-the-art models and machine learning techniques. Dan will give you a gentle introduction to all the emerging concepts and jargon that a modern SEO now needs to be familiar with. His automation pipelines include predictive CTR analytics, search query intent classification, link spam detection, organic link integration and internal link optimisation, and he is here to share them with you.

SEO is not dead, but it is certainly changing fast. So how do we make sure our traffic goals are still met and maintained when we don’t know what Google’s next steps are? The answer is in the user, and specifically what they are implicitly telling us when they search and when they consume (or when they don’t) the content on our website. In this talk, Giulia will show you the behavioural data that is crucial to develop a future-proof SEO strategy that converts. You will learn how to measure what counts and what actions to prioritise to make sure your brand remains successful and provides the value, that will convert a casual user into a customer.

You, your message, your brand must stand out if you want to win the hearts, and wallets, of customers – this is not news. Except now, you need to cut through even more noise, a significant part of it, created by AI. Frederic Schaub has been working many years for and with brands that we all know and that have managed to create emotions and lasting impressions. In his session, he will show you how you can create content that resonates on a human level, leveraging the strengths of AI without losing the authenticity that customers crave. If you want to lift your message above the automated chatter, ensuring it not only reaches your audience but leaves a lasting impression, then this is the session to attend.

Juliana shows how she created a Small Language Model top determine if search queries are linked to real visitor issues or purchase objections. By applying natural language processing and textual entailment (if the meaning of one text can be inferred from another) her model can improve landing pages, product detail pages, and category pages based on the content visitors search for. Learn practical strategies to apply these insights in your workflows.…almost immediately. Spoiler alert: not using commercial Large Language Models!

Learn more: https://searchmarketingexpo.co.uk/agenda/