Making it happen since 1988

Turing Festival 2016

By IMA on Sep 02, 2016

1

The intermarketing Search Team attended Turing Festival 2016, a two-day technology and marketing conference, held in Edinburgh on 18 and 19 August for its second year. The event was held whilst the Fringe Festival was in full flow, and the city was vibrant, buzzing with creativity; especially when we got into town.

We went along to the Friday session, entitled Full Stack Marketing, and the toast of the marketing world were there, congregating on Scotland’s capital, with several big hitters speaking throughout the day, and the moustachioed Moz magnet Rand Fishkin bringing the curtain down.

The kilt-wearing Mike McGrail got the ball rolling by offering insight into the formula for perfecting the modern marketing world, discussing not only the importance of quality content, and how to maximise CRO, but also just how many marketing technology tools are out there (for the record it was 3874), and not to get swamped by them.

2

Paid Media insight came from Samantha Noble, who suggested that closer attention needs to be applied throughout the marketplace, not just focusing on the end game, but improving the whole customer journey.

Entrepreneur expert, Andy Young, popped in to talk growth, analytics and product. His spiel was most centred around data-drive growth, and aimed at maximising tools to ensure that no-one drowns in data.

We had some insight into the psyche of users and how to create persuasive copy from web psychologist Nathalie Nahai. While Oli Gardner sated our appetite for conversions before lunch, talking about the importance of computer algorithms being very much the future of the game.

After a somewhat gluttonous selection of midday refreshments and some much needed fresh air, it was back in for round two. We encountered Wil Reynolds chatting SEO, and in particular the personal side of that world – you’ve got to remember that users are people, after all, and your approach needs to reflect this. This was followed up by Depesh Mandalia’s attempt to solve the Acquisition Marketing Puzzle Most Fail To Complete.

Tidbits about producing content that gets picked up were given by creative connoisseur Hannah Smith, while marketing and comms hotshot Lexi Mills filled us in on the PR formula for content marketing.

3

Then it was time for the headline act. With Moz the major sponsor of the show, it was up to Rand Fishkin to send us home happy, and with his place as a revered SEO speaker there was a buzz around Central Hall as he bounded onto the stage. With a presentation entitled The Worst Advice Content Ever Gave to Marketing, it was a light-hearted affair, but one that offered valuable myth-busting tips on how to make content a success in relation to not just the instant gratification of sales, but also overall growth.

His parting crumb of advice was to remember ‘Our job is not to make great content… Our job is to make content that accomplishes our organisation’s goals.’ Something to definitely bear in mind when approaching a campaign – focusing on the other elements as well as just producing immaculate content; not a bad take home message from a whirlwind tour of the marketing world.