Minutes from WSI Digital Summit in Boca Raton, Florida. Paid Search & Conversion Strategist Armin Tüll had a chance to participate world largest Digital Marketing network’s Digital Summit that took place at the end of September this year. Here are the minutes and quotes from the sessions attended:

1. Minutes from WSI Digital Summit
in Boca Raton, September 2014
By: YourDigitalStory

2. Overview
• Introduction
• Dan Monaghan (Co-founder of WSI)
• Francois-Xavier Magnin
(WSI Consultant, France)
• Alec Humes - Branding in the Digital Age
(Google)
• Eric Cook - Mobile Marketing
(WSI Consultant, USA)
• Francoise Muscat - Social Selling
(WSI Consultant, South Africa)
• Peter Caputa (HubSpot)
• Ron Cates (Constant Contact)
• Summary

3. Introduction
Minutes from WSI Digital Summit in Boca
Raton, Florida.
Paid Search & Conversion Strategist Armin
Tüll had a chance to participate world
largest Digital Marketing network’s Digital
Summit that took place at the end of
September this year.
Here are the minutes and quotes from the
sessions attended:

4. Dan Monaghan (Co-founder of WSI)
● Business leaders often choose Action
before Strategy
● “Lot of people think remarketing is for
marketing only, but is for
communication as well”
● 68% of web developers never tested
anything
● Ray Kurzweil: “The internet will grow
more in the next 5 years than it has in
the last 25 years combined”

5. Francois-Xavier Magnin (WSI
Consultant, France)
● You have to know who is your
audience? B2B B2C
● How do I build relationship with my
audience?
● Where does my revenue come from?
● www.businessmodelgeneration.com
○ Business Model Canvas
○ Empathy Map - BUYER
PERSONA!

6. Alec Humes - Branding in the Digital
Age (Google)
● Legendary Coca-Cola ad in 1971: more
than 100 000 letters sent to Coca Cola,
song in TOP 10
● Times have changed: Digital 1735
min/week vs TV - 1728 min/week
● The audience is in control
● A Golden Age
○ real INSIGHTS in Real Time
■ Use Google Trends
■ Use Audience Targeting
(AdWords)
■ Use Google Consumer
Service

7. Alec Humes - Branding in the Digital
Age (Google)
● the right AUDIENCE
○ Content can reach the WRONG
people..
○ Demographics can miss your
biggest FANS..
○ FIND your audience with DATA (I
Followed, I Visited, I Searched, I
Clicked, I Bought, I Learned, I
Subscribed, I Watched)
○ Find people through CHOICE
○ Maximise coverage of “in-market”
before “out of market”
audience
● immersive STORYTELLING
○ No restrictions on TIME
■ Pepsi: Play video
○ True PARTICIPATION
■ Burberry: Play video
○ Layered STORYTELLING
○ ENGAGEMENT ADS
○ First, create the best story or
experience for your audience.
Then select the right media to
deliver it.
○ The WILDERNESS DOWNTOWN,
Acrade Fire

8. Alec Humes - Branding in the Digital
Age (Google)
● meaningful METRICS
○ Famous Old Spice ads Play video
they launched the campaign in
small audiences 1 year before
the BIG launch. They knew it will
be a killer ad before the launch.
○ Measure more that reach.
Measure what people see, think,
and do. (Analytics, pay-per
engagement)
○ Measurement STARTS WITH
ENGAGEMENT
○ SportChek
○ DOVE, Real Beauty: Play video

9. Eric Cook and Francoise Muscat
Eric Cook - Mobile Marketing (WSI
Consultant, USA)
● Value of Desktop click - 3,26 USD
● Value of Mobile click - 6,5 USD
● ASO - App Search Optimization
Francoise Muscat - Social Selling (WSI
Consultant, South Africa)
● 48% of sales people never follow up
with a prospect

10. Peter Caputa and Ron Cates
Peter Caputa - Leveraging Inbound
marketing to unlock a river of quality leads
and new customers (HubSpot)
● View slides:
http://www.slideshare.net/pc4media
● Blog and get more leads and sales.
● Create ebooks, webinars. Conversion
up to 6-7% if good free stuff.
● See when your email is opened:
http://sidekick.com/
Ron Cates - Confessions of an Email
Marketer: The Science Behind Boosting
Conversions (Constant Contact)
● ROI (USD)
○ Email - 39.40
○ Search - 22.38
○ Display - 19.71
○ Social -12.90

11. v
Summary
This Digital Summit was definitely a great
event.
If it will happen in your home town I
suggest to attend.
Next Digital Summit already in London in
November 2014:
http://wsidigitalsummit.com/city/london/

12. Contact us!
YourDigitalStory
Kristiina 15
Tallinn, Estonia, 10131
www.yourdigitalstory.com
info@yourdigitalstory.com
skype: yourdigitalstory