In a little less than two weeks, SMX West will kick off. For those interested in local SEO, mobile search (40 percent local) and offline attribution (everyone should be) there are a number of main-conference sessions:
But for those who want to go further and deeper, sign up for the Local Search Advantage workshop on February 29. It features a roster of local search veterans on a diverse array of local topics — from SEO and PPC to social and video:
All of these sessions will be tip-heavy and tactical. John Busby’s presentation also has some great data about the comparative performance of different channels (display, search, video) in driving offline conversations.
My biased view is that all marketers should be interested in these topics because they’re reflective of how most people research and buy: online to offline. In contrast to billions in e-commerce, the data argue that trillions of dollars in offline spending are now being impacted by the internet.
We’re in a transitional time, not just because of the shift to a mobile-first market but also because brands and agencies are gaining more visibility into consumers’ real world behaviors. Offline attribution is now a reality and will become increasingly mainstream. Very soon digital marketers will be optimizing campaigns not against clicks or engagement but against store visits and offline sales.
The Local Search Advantage workshop is the day before SMX starts. I would encourage all those doing local SEO or local+ mobile PPC to come.
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