Direct, Digital 2015: What You Need to Know For Marketing Success [Event Recap]

Posted 3 years ago, on the category: Blog by Nicholas Scalice

On January 22nd, 2015, FDMA hosted a one-of-a-kind event, featuring an all-star cast of six speakers who shared their most valuable tips and tricks for marketing success in the year ahead and beyond.

If you are an FDMA regular, you know that events are usually scheduled around a single speaker. Well, not this time. This event was a multi-speaker panel, featuring some of the best marketing experts in South Florida.

Here’s a recap of the lineup and some great takeaways from each presenter:

Karen Talavera of Synchronicity Marketing

First up was Karen Talavera of Synchronicity Marketing. Karen explained how to make the most of email marketing via email automation, behavioral targeting and dynamic display advertising in email, web and social.

One point she made was that email marketing in 2015 needs to be agile. In other words, are you using email automation to dynamically change your content? If not, now is the time to start!

Michelle Carroll of 1 Stop Marketing Solutions

Next was Michelle Carroll of 1 Stop Marketing Solutions. Michelle shared some valuable insights into Search Engine Optimization (SEO) and Search Engine Marketing (SEM) for 2015.

After covering some of the major algorithm updates from Google, Michelle remarked on how mobile devices have influenced SEO. For instance, when doing keyword research, keep mobile users in mind. Keywords are now looked at as keyword phrases.

John Irving of Direct Etc.

Following our first two speakers was John Irving of Direct Etc. His high-energy presentation focused on how to turn snail mail into SuperMail!

His coverage on the personalization that can be done with direct mail was very interesting. One statistic he shared was that personalized direct mail improved response rates by as much as 25% over non-personalized direct mail. Pretty impressive, no?

Joshua Feinberg of SP Home Run

Next was Joshua Feinberg of SP Home Run. Joshua showed the audience why the old marketing playbook is broken and how to fix it. He hit on creating and implementing buyer personas, optimizing the full sales funnel, and how selective consumption, mobile, search, social, and cloud mandates a new buyer-centric approach.

Joshua also shared the four actions of the inbound marketing methodology, which are: Attract, Convert, Close, and Delight. Very useful stuff, especially if you’re not already using an inbound marketing strategy.

Joe Palko of

Afterwards, Joe Palko of shared some industry trends and best practices for web design and development in 2015. Responsive web design was a familiar touch point throughout his presentation.

Joe reminded us that web design is constantly changing, and if we don’t keep up with the trends, we’re bound to get left in the dust by our competitors. For instance, if you’re still using slideshows on your website homepage, it’s time to consider replacing them with more trendy “hero banners” instead.

Alex de Carvalho, Knight Innovator in Residence at FIU

Last but not least, was Alex de Carvalho, who currently serves as Knight Innovator in Residence at Florida International University. Alex discussed the power of dark posts within social media, some of the top active social platforms, and the future of work.

On the topic of the future of work in particular, Alex mentioned that he believes it will consist of significant changes in sharing, making, connecting, learning, and location independence.

The event concluded with some great questions from the audience for the panel of experts.

Altogether, this was a great way to kick off 2015, with a unique presentation on a variety of marketing topics.

As stated before by FDMA President Jim Gilbert, Florida Direct Marketing Association is about a lot more than direct marketing. The organization is committed to helping marketers in all areas, whether it be direct, digital, traditional, inbound, etc.

This event was just the beginning of what will follow later in the year and FDMA hopes to see you next time!

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