Putting the M back in SEM

Speaker: Steve Hammer

We have a tendency as an industry to focus on the mechanics of what we do, and can often lose sight of the basics of marketing.  With automation ever encroaching on paid channels, and an increasingly complex SEO landscape that will have more machine learning for ranking we’ll need to move past mechanics.  Steve will be covering some key marketing concepts that will allow us to add the greatest value possible now, and in the AI dominated future. Key takeaways include:

  1. Some Key marketing frameworks that allow better messaging.  Jobs to be Done, Customer Journey, and how to structure a positioning statement.
  2. The holistic view of branding – that every interaction we have is part of a consumers view of our brand.  Either we manage it, or it’s going to take over.
  3. Not to fear automation.  It’s going to take the boring parts of our jobs away, and leave us to be creative.