Whether online marketing is beneficial to companies is no longer debatable. They must learn to do it and do it well to raise revenue, communicate with clientele and survive in modern business.
These were the facts at the South Florida Interactive Marketing Association’s fourth annual PubCon marketing summit Tuesday.
E-commerce experts and novices and professionals in marketing, information technology and other such fields gathered at Nova Southeastern University in Davie to learn and discuss the latest tools and best practices for marketing on the Internet.
Nearly 205 attendees walked back and forth from an auditorium in the Miniaci Performing Arts Center to two lecture rooms in the adjacent Huizenga Sales Institute at the daylong summit.
Attendance cost between $199 to $349, and The Palm Beach Post was the title sponsor.
The 36 speakers’ presentations ranged among three concepts: marketing on social media, such as Facebook and Twitter; marketing through search engines, chiefly Google; and optimizing a website’s presence on search engines.
Lin Grosman decided to go to the summit when she found out the morning keynote speaker was Rob Snell, author of the “Starting a Yahoo! Business for Dummies” reference book.
Grosman, marketing director at GoDataFeed.com, a 10-member marketing software provider based in Sunrise, said she enjoyed Snell’s presentation on how the Internet helped improve his hunting dog supply retailer’s profits and brand.
She was already familiar with some of the speakers’ information through her job, Grosman said. But the importance of using the Internet to maximize business couldn’t be stressed enough.
“You need to be out there to be found, and the Internet is the way to do that,” she said.
Snell, the first of two keynote speakers at the summit, was only the first speaker to advise publishing honest, quality content for online customers and cut outdated spamming practices.
The managing partner at Gun Dog Supply, based in Starkville, Miss., reminded attendees of the human element remaining in business even with summit’s focus on technology.
He told how Gun Dog received more attention and boosted revenue after he made his brother Steve, the retailer’s president, into a relatable, likeable company mascot through social networks, e-mails and the company website.
“People don’t buy from web pages,” he said. “People buy from people.”