Internet Summit 2012 on November 6 to 8 marks the fourth year that I’ve attend the event held each year in downtown Raleigh, NC. Internet Summit draws approximately 2,000 attendees from disciplines such as design and development, sales and marketing, and technology.
This year proved to be a challenge as several speakers were unable to travel from the northeast due to super storm Sandy. However, with the addition of several social events, the pre-conference and Startup Summit, the event again provided stimulating conversations, thought leadership and networking opportunities galore.
My favorite sessions covered advanced SEO and analytics. The sessions included a traditional review of best practices as well as some good nuggets of wisdom including:
- When using video, create playlists to group content around a specific topic.
- Focus on one measure so you can focus the analysis on what you just did. Actions inform analysis.
- Try to fail and take risks on a small scale. Then implement small wins systemically.
- For landing pages, start with relevancy and message matching (match the message to your landing page content).
- Create unique experiences that are super relevant to the visitor to convince them that they ended up where they need to be.
- Thank you pages offer additional conversion opportunities.
One of the key themes centered on content marketing and the importance of curation. It’s not so much the challenge of offering original content as offering relevant content. Some of the case studies that I saw illustrated huge increases in email open and click rates simply by providing content that’s relevant to subscribers.
I also attended the Triangle AMA/Triangle Interactive Marketing Association (TIMA) Internet Summit Afterparty on Wednesday night, November 7, at Spy Raleigh. This is the second year that Triangle AMA has co-sponsored the event with TIMA. This time, several Triangle AMA members got their photos in front of downtown Raleigh and a giant T-Rex !
All in all, Internet Summit 2012 was a great event and a good time to catch up with friends, former co-workers and colleagues to discuss trends, challenges and fun ideas. Thank you to Scott Hendricks, Joanna Wolfe and everyone at Internet Summit for their partnership with Triangle AMA over the past several years and congratulations on a great show.