#GoTech 2019: What’s next in digital? Day one highlights

GoTech World 2019, the largest event that puts digital transformation at the center of the interests of companies in Romania and in Central and Eastern Europe, brought together key industry players and provided a truly great experience that once again showed how dynamic the digital world is and how important it is for businesses to remain agile.

The digital consumption trends are changing and, in order for you to grow your business, it’s important to know which are the technological and digital communication innovations. Here are the learnings from the first day of the event, highlighted by some of the brightest digital minds:

Don’t forget to offer physical touchpoints in the digital journey

Digital touchpoints are the online interactions which allow the consumers to engage with a business/product through mobile interactions, desktop interactions, social media and search engines. But physical touchpoints for marketing purposes such as flyers, brochures, samples or personalised gifts are important too in the ecosystem of brand.

If you want a successful marketing strategy, you have to integrate physical touchpoints in the digital journey of the consumer. You have to pay attention to brand awareness, consideration, purchase, service and, of course, loyalty expansion.

  • A complete marketing plan should include:
  • PR
  • Radio/TV/print/outdoor
  • Online display
  • Paid content
  • Email
  • Landing pages/websites
  • Social media
  • 3rd party sites
  • direct mail
  • store
  • agent/broker
  • mobile app
  • web self-service
  • community
  • chat
  • call center
  • offers
  • survey
  • loyalty program

Of course, the marketers should always implement a personalized marketing strategy. In order to do that, it’s important to:

know the product/brand
know the target – gather as much customer data as possible
use a mix of digital and physical touchpoints
constantly improve the customer experience

The power trio for SEO performance

If you are still questioning about the importance of SEO in digital… give up :). For SEO performance these are the most relevant factors:

Site speed – you already know that, but the site speed it’s extremely important for the customer, especially on mobile. Do you know that people expect that a mobile site to load in less than 3 seconds? After that, their patience is gone and they could consider leaving. Well, the truth is that a lot of sites need at least 15 seconds to load and it can be to much.
Site structure – the site structure is the one that tells Google which pages are most important. Keep it simple :-)
High volume content – Google wants a lot of content. So you should give it. Quality content writing is an important part of SEO. You should have at least 600-700 word per page if you want to convince Google. Don’t forget about the low competition keyword if you want to compete with big brands.

How to find the right way of doing content marketing

When it comes to marketing, there are no secret formulas to guarantee success in today’s fastly changing landscape. But, like never before, there are a lot of factors that can guide you to the right direction: science, technology, research & case studies.

You have to know the facts in order to make a good marketing plan, you have to find out what you have to do, for whom and how to do it in the benefit of the audience. Then, use tehnology in your advantage. There are a lot of tools, just use the right ones. Research is always important. Use case studies and gather all the information you can and after that you can start to create an effective marketing plan.

Without facts and principles, data is useless

Marketing is not only about conversion. It’s much more that that. It’s about building a relationship between a business and it’s customers and it’s also about becoming and staying relevant for the clients.

To use data properly, you always have to combine it with facts, principles amd formulas for content that delivers good reach and engagement. Timing, targeting and creativity go together – this is an undoubted fact. Online marketing should be about delivering useful content at just the right moment that a buyer needs it. And, like Seth Godin said, marketing is no longer about the stuff that you make, but about the stories you tell. This is a great principle to remember.

Stay close, a lot of interesting news from GoTech World 2019 is coming next.