We held our sixth annual Marin Masters San Francisco on Thursday, October 15th. Marin Masters is unique in that it allows us to bring together our customers and partners in one room to share ideas, talk about the latest digital marketing trends, and network.
Beyond the food and drinks, there was a lot on offer. Here are my top three takeaways from the event and some of my favorite tweets.
1. Build audiences of new users who behave like
your converted customers
One of the new features we were excited to preview at Masters is our version of lookalike targeting. For those of you unfamiliar with Facebook’s Lookalike Audiences, it allows advertisers to find new customers by uploading their own customer data, and having Facebook identify other people who might be similar to your customers.
Marin’s version of lookalike targeting will act much in the same way, but will let you develop these lookalikes using data across search, social, and display. Maximizing the data from your first-party audiences is key to expanding your audiences and, in turn, seeing a high ROI.
2. The forward thinking marketer is blending the
old and new to drive results with audience-
It’s easy enough to understand that not everyone is the same, but in this data-driven day and age the keyword has in many ways replaced the customer. Cameron Urry, a customer and speaker from Partner Fusion, suggested we continually ask ourselves the question, “Am I truly customer focused?” Though the days of Mad Men are long behind us, we still need copy and content to resonate at an individual level. Campaigns should be set appropriately to target or reengage, and the customer must be supported in their buying process across search, social, email, website optimization, content, and SEO.
3. In digital advertising, the biggest opportunities
are in the smallest moments
Joseph Corral from Google shared five key moment types digital advertisers need to worry about when addressing consumers:
- I-want-to-watch-what-I’m-into moments: the moment when someone is looking to explore their passions and be entertained through engaging content.
- I-want-to-know-moments: this is the moment when someone is exploring or researching, but not yet in purchase mode.
- I-want-to-go-moments: this is the moment when people are looking for a local business or are considering buying a product at a local store. Being a contender means getting your physical business into their consideration in that moment.
- I-want-to-do-moments: These moments may come before or after the purchase. Either way, these are “how to” moments when people want help getting things done or trying something new. Making the right content available is key.
- I-want-to-buy-moments: Someone is ready to make a purchase and may need help deciding what or how to buy. You can’t assume they’ll seek you out; you have to be there with the right information to seal the deal.
We had some great tweets happening during the event, and here are a few of my favorite.
— Marin Software (@MarinSoftware) October 15, 2015
— Rachel Eastwood (@EsteMadera32) October 16, 2015
— Michael Louie (@mikelouie) October 16, 2015
— Rachel Lim (@aralim) October 15, 2015
— gia (@nottinbutaig) October 16, 2015
At #marinmasters feeling underdressed. Everyone is in button ups and I'm in a dashboard confessional t shirt oops
— Michael Louie (@mikelouie) October 15, 2015
(Hands down, Dashboard Confessional t-shirts are always welcome at any Marin event.)