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PPC Masters Berlin 2016 Recap

February 2016 saw the third PPC Masters conference in Berlin, with 350 PPC professionals attending, including two crealytees. The venue at Spreegalerie was original, a defunct factory with great atmosphere in the heart of the city, giving real energy to the conference.

Two channels, in English and German, with speakers from 14 countries meant there was always a choice of talks. Though the conference might not be worthwhile for real veterans of PPC, it provided some great insights.

Key Points:

  • Strategies need to be cross-channel, and include organic considerations
  • The context of mobile needs to be understood more than ever as mobile traffic continues to increase
  • Market contexts are often overlooked, each have peculiarities beyond language

 

The conference warmed up with talks on more basic topics, the second talk on the English track focused on the different behaviours in device and shopping across markets. It also touched on the need to understand how mobile traffic behaves in each market. Some markets see extremely low mobile conversion rates such as Germany, which needs to be understood as part of the buying process and not necessarily a failed area. This theme of understanding how different devices and channels relate to each other underlined all following talks, as well as taking into account offline and organic traffic, and turning this into one coherent strategy.

 

Whether one is analysing mobile data, or setting up new remarketing strategies, the effects of other channels should be taken into account. Steen Rasmussen and Mads Bøgh stressed how remarketing strategies need to have the same goal across all channels, in Youtube, Facebook, Search and shopping, in order to be as effective as possible. They explained their model of the buying process not being a funnel as commonly described, as different people are doing different activities. Martin Loss from Google stressed the need for and, developments in cross-device tracking, due to increasing use of mobile for browsing. He demonstrated that due to reduced overall click-depth and visit duration on desktop from those who had already been on mobile, we can prove that they were using the mobile device to browse, then finished the process on their computer. More than one speaker touched on the fact that mobile searches are markedly different to desktop and evolving, becoming increasingly conversational, such as “where can I buy…”. Not only do mobile queries led to desktop purchases, they also lead to in-store purchases. Others use their phones in-store to check prices or product reviews, and in this way mobile queries in search indirectly contribute to offline sales.

 

So what were the takeaways?

Firstly, a need to understand the actions and targets of all channels, which could lead to increased inter-agency communication, or more likely clients reducing the number of agencies they use. The need for PPC agencies to handle multiple channels is increasing.

Secondly, mobile needs to be understood in context and developments are being made in the tracking end to help with this. Google rolled out a beta test recently.

Thirdly, market context is also important. What works in the UK may not work in Germany or Italy. Their behaviours are not always what one might expect; their device usage and activities by day, their responses to promotions are all unique to them.


OMCap 2015 – Recap

On October 7th and 8th the Online Marketing Capital conference took place in Berlin and was hosted at the Kulturbrauerei. On the first day there were seminars offering subjects such as Content Marketing, SEO, AdWords, Tracking & Analytics, and Mobile. On the second day there was a conference with three different tracks, covering all current important topics in the online marketing industry which this recap will cover.

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SMX East: Recap

Header

SMX East hosted in New York, at the Jacob Javits Convention Center, is the world’s largest Search Marketing Conference and Exposition. This year, there was a huge selection of talks across all search disciplines, ranging from Ad Copy Testing to Mobile Call Tracking to Re-Targeting.

Here, I will write a quick roundup for a couple of interesting, PPC focused topics:

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dmexco 2015 Recap – Another Successful Year in Connecting the Global Digital Economy

dmexco Logo(Source: dmexco.de)

With over 43K visitors, this year’s dmexco broke another record and successfully mastered the bridge leading to the “Digiconomy”. We also attended dmexco, eager to listen to and discuss the hottest news, strategies and trends.

Here are some of what turned out to be for us, the highlights of this year’s event:

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Event Review: Performance Marketing Insights

PMI

From 23 to 24 June, Performance Marketing Insights was hosted for a second consecutive time at the Estrel Hotel in Berlin. The event welcomed almost 700 international visitors, the majority of which were publishers, affiliate networks, tool providers, and agencies.

Both days were packed with diverse topics: there were three continuous tracks of talks, panel discussions and best-practice examples. Discussions focused largely on creating and targeting content, while different panel discussions provided insights about the activities and priorities of the scene’s heavyweights.

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Event-Rückblick: Performance Marketing Insights

Performance Marketing Insights

Die Performance Marketing Insights machte dieses Jahr zum zweiten Male Station im Berliner Hotel Estrel, das ein gutes Ambiente für die knapp 700 Besucher bot. Publisher, Affiliate-Netzwerke, Tool-Provider und Agenturen stellten den größten Teil der insgesamt sehr internationalen Besucher.

Die zwei Tage dauernde Veranstaltung war vollgepackt mit diversen Themen, es gab durchgängig drei Tracks mit Vorträgen, Panel-Diskussionen sowie Best-Practice-Beispielen. Inhaltlich wurde viel über die Erstellung und das Targeting von Content gesprochen, die zahlreichen Panel-Diskussionen gaben Einblicke in die Aktivitäten und Schwerpunkte der Großgewichte der Szene. 

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Event Review: Retail@Google

retail@googleFrom June 17 to 18, we were invited to the Retail@Google event 2015 in Dublin. The two days were tightly packed with many interesting sessions about the retail business in general, about the future of Shopping, a general outlook on how the world economy might look like in 2030, upcoming challenges and of course about useful Google tools that will support retailers in their daily business. We would like to share the key takeaways from the most interesting sessions with you. 

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Event Review: Think with Google

Think with Google
Source: Google

On 18 June 2015, Google hosted its second “Think with Google” conference in Hamburg. More than 500 marketing experts attended the annual conference under the motto “Turn Data into Growth” in the Fish Auction Hall. “Think with Google” was the fastest booked-out event ever hosted by Google Germany. This year’s agenda included exciting talks on topics such as “Choosing the Correct KPIs”, “An Integrated Analysis of the Customer Journey”, and “Efficient Growth Accelerators”. Mitch Joel, author and marketing mastermind, was also among the speakers. In the following, I will briefly summarise the (in my opinion) most important aspects of the conference.

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Event-Rückblick: Think with Google

Think with Google
Quelle: Google

Am 18.06.2015 fand zum zweiten Mal Googles jährliche Konferenz Think with Google statt. Unter dem Motto “Turn Data into Growth” fanden sich über 500 Marketing-Experten – die bis dato am schnellsten ausgebuchte Veranstaltung dieser Größe, die Google Deutschland jemals veranstaltet hat – in der Fischauktionshalle in Hamburg ein. Zu hören gab es interessante Vorträge von spannenden Referenten zu den Themen “KPIs richtig wählen”, “Ganzheitliche Analyse des Customer Journey” und “Effiziente Wachstumsbeschleunigung”, unter anderem von Mitch Joel, Autor und Marketing-Vordenken. Ich habe die aus meiner Sicht wichtigsten Punkte kurz zusammengefasst.

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