Adapting to the New World of Digital Marketing—Refocusing from Links to Answers
In this session, we’ll look at a comprehensive view of what it takes to build a full digital program for a business today, how the pieces interconnect and how changing consumer and search engine’s focus means a singular approach to marketing is a dead end. We’re now seeing companies realign around goals such as user experience, engagement, conversions, and reevaluate where SEO, PPC and social marketing fit. Being successful today means more than just having “an SEO plan”, it means having answers. Answers to every question a consumer might think of.
After this session, you’ll be able to:
- Understand the factors that fit into a modern digital marketing plan
- Create a map of where your programs fit, and which programs need to start or grow
- Begin the creation of your own internal knowledge graph to help content planning, creation and execution
- Understand what it means to shift your focus from Links to Answers, and what this looks like in real life