Online content creation was another of the event's highlights. In this regard, Bas van den Beld , founder of Stateofdigital.com and Speak With Persuasion, generated a debate on the omnipresence of fake news and the problems they create in many communication strategies. This expert in Social Media and Search Engine Marketing tried to demystify the ghost of fake news by placing it in the context of human history. "It is not a recent phenomenon, but rather it has always existed and we must learn to deal with it," he stressed.
For her part, Melanie Deziel , Brand Content consultant, spoke about the characteristics that good branded content must have in order to work as native advertising and be convincing . “For content marketing to be effective, it has to be presented in the same terms in which audiences think and express themselves. If young people are on WhatsApp or Snapchat all day, what good is it to send them emails or ads on Facebook?” Deziel asked attendees at The Inbounder Global Conference 2018.
Conversion rate optimization
Another of the great challenges of digital transformation is to convert the huge amounts of data that companies have access to into business opportunities . At the same time, all of this must be done without violating the privacy of personal data, which is an increasingly greater challenge for the legislation of different countries.
“We need to use Big Data to create experiences that make sri-lanka phone number data users fall in love and lead them to buy our product,” said Talia Wolf , CRO expert and founder of Getuplift.
Ricardo Tayar, founding partner of Flat 101 and one of the most internationally recognized experts in the field, described some of the main conversion improvement techniques that they have used in recent months in fashion projects in the retail , insurance and banking sectors, among others. Three very different markets that share some needs and conversion drivers .
“Customers, no matter how expert they are, want to be treated like customers. Even if a user is the ultimate expert in any field, they need to be treated in a personal way and understand that behind the machines they interact with there are people who have put themselves in their shoes before designing a customer experience,” said Tayar regarding the challenge that bots and Artificial Intelligence pose in any purchasing process.
The importance of CRO (Conversion Rate Optimization) was also discussed at the event , led by experts such as Oli Gardner , founder of Unbounce. The expert spoke about how to use browsing experiences to create visitor behavior profiles, as well as innovative formulas to get the most out of technology.
For his part, Peep Laja , founder of ConversionXL, spoke about the art of imitating the best: “Many times we spend hours thinking of something new, when the key is simply to replicate what works. Whatever we want to do, there has already been someone before who has done it much better. Let us be humble and imitate them to replicate their success, not just their method.” In this sense, adapting the technology to the characteristics of the site is vital for it to work on its own.