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Top 10 Takeaways from IRCE 2012

IRCE 2012 Top 10 Takeaways from the show

IRCE has now come and gone. It was bigger and broader than ever. With so many vendors and presentations to sift through, I thought I’d save you some time and give my top 10 takeaways from the conference. If you want an in depth play by play of the sessions I attended, you can find those notes on my seo4anyone Twitter account.

  1. It’s a black/white world at Google with Panda and Penguin drastically changing the SEO landscape. I can write 100’s of blog posts about this subject, but a few key things are: site architecture is now very important, on-site content is king, link building is out, and long-tail keyword discovery and exposition tools are the new SEO.
  2. Google tells Product Search feed users to pay up. It’s no longer free. Now you have to pay for Google Products as ad extensions in your Adwords account. They are re-branding this now as Google Shopping.
  3. Did you know there are 2 types of Retargeting tools? Most of us know about Site Retargeting. But did you know that there is also Search Retargeting (SRT) as well? Check out this tweet to get the ball rolling and then you can research more yourself by reviewing the top 3 vendors: Chango, Simpli.fi, and Magnetic.
  4. Google is now using your site’s analytics for it’s ranking formula. You know they have visibility to the click thru rates, time spent on site, bounce rates, etc and they want to promote sites that are more engaging for users
  5. Google+…. Don’t hate.. aggregate! Make sure you configure your Adwords account correctly so that whenever Google serves up the count of +1’s on your ads, search results, etc, it will aggregate all the +1’s for your domain in that count. Looks much better to users to see 1200 +1’s compared to 15 for one specific URL related to that ad/search. Here are the steps:
    1. Setup Google +page
    2. Add the +1 button to every page of site
    3. In the ad extensions tab in Adwords chose social extensions then apply it to all campaigns
    4. Finally enter your Google + business page URL
  6. When selecting a new E-Commerce platform, too much time is spent on functionality of the system and not enough time understanding your own company’s strategy, future growth plans, needs for integration with 3rd party systems and most importantly, selecting an integration partner who can guide you through the process of tying all the systems together for a seamless user experience.
  7. The CEO of Buy.com said something that very few of us think about. He said that people buy from other people, not from websites. That means that our websites need to be inter-personal and not so cold. He showed examples of how each of their individual stores greets website visitors with personal introductions to the store owner, his background, hobbies, and favorite products he loves. Nice personal touch!
  8. Companies need to study Walmart.com’s mobile strategy. Their CMO showed how mobile apps are being deployed that fully integrate with brick and mortar store locations for a unified shopping experience. They use geo-fences in the stores to help users find products, alert them of coupons/sales, and even order different sizes if that size item is not in stock. Looked like the Jetson’s version of shopping.
  9. There are some amazing advancements in social media commerce. There are now vendors who incentivize users to share, tweet, even buy products. Then they get rewarded for it. There are also ways now to add commerce directly to a user’s Facebook Wall !! Check out my top 8 vendors below and you’ll see what I mean.
  10. 8 top vendors that blew me away:
    1. MoonToast – this will blow you away. You can have Facebook users browse and buy products directly from your Wall. Not a tab page. You wall!! You have to see it to believe it.
    2. SLI Systems – site search tool that learns and adjusts results based on past searches and click behavior. Also have SEO friendly generated pages based on frequently searched on-site phrases.
    3. 500 Friends – a social media loyalty program that allows users to earn points/$ for sharing across different social media sites
    4. BrightTag – with so many .js files to add to your site for social, analytics, ad networks, affiliates, etc this tool manages all the tags and gives you 1 single .js file to add to your site. Great for performance and management by developers.
    5. Clicktale – View recorded sessions of website visitors moving from page to page of your site. Find out why they abandoned their cart, why they didn’t click on your call to action. Amazing tool for website optimization and testing!
    6. MyBuys – The leader in cross channel personalization. Product recommendations, ad display, email marketing predictive recommendations. All cool stuff!
    7. ExactTarget, Silverpop & Responsys – leaders in customer engagement and nurturing solutions that integrate across email, social, mobile, landing pages and more. Not just email segmentation companies any longer.
    8. Steelhouse – real time offers and retargeting solution that is amazingly elegant and easy to use. The reporting and configuration tools are so easy yet powerful, any marketing manager can use it 😉

I’d love to hear what you took away from IRCE2012. Reply to my tweets or add your Facebook comments below. For more information on our social media marketing ideas, click around the site or contact us now.

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