We have recently introduced the upcoming Marketing Festival in Brno taking place on November 22 and 23. The biggest digital marketing conference in Central Europe, Marketing Festival, will feature 23 world-class speakers in the city’s Opera House (Janáček Theatre) where 1060 visitors will have the opportunity to enjoy this mix of professional conference and festival atmosphere, fun, concerts, DJs and much more.
Jindřich Fáborský, the organizer of the Marketing Festival explained a bit more about the whole idea behind the festival, as well as the importance of SEO, web analytics and marketing. Having attended more than 30 marketing conferences in the last three years, most of which have left him uninspired, Jindřich has decided to get things done properly..
Conference organizers often don’t focus on on the main goal, which is the rather valuable know-how, inspiration and ideas for people, It is a place where they can educate, meet, get new ideas and feel comfortable, and the primary goal should not be profit. I want to broaden the horizons of those who attend.
Key components for a good conference
Jindřich carefully chose the speakers for his festival. He knows all the lecturers personally and has collaborated with them in the past, so he is quite confident that they will deliver great speeches. He also believes that a conference featuring high-end speakers guaranteed to succeed:
I believe that the success of the conference is based on the quality of the speakers and their lectures. This is something I spend hours working on. I made a deep analysis, and believe this to be to my advantage.
Before organizing the Marketing Festival, Jindřich took his time and researched what motivates conference-goers. In January he sent 150 emails asking people what motivates them to go to conferences and conducted 28 face-to-face interviews over a cup of coffee.
While organizing a conference, he also used retargeting methods, which he finds very effective when it comes to local events, concerts and festivals. He used remarketing banners in all European countries to promote his festival and then studied their CP, CTR and general effect in every country.
Web analytics is the future of marketing
As a marketing expert, Jindřich believes the future of this profession lies in data. Better web analytics, resolving the problem of multiple device and multiple channel tracking, understanding the intrinsic values of every marketing channel, better use of user data and remarketing data are just some of the topics which will prove to be very important in the near future.
It is true that SEO is very important, but I personally consider web analytics as the main discipline in online marketing. Someone whose business is entwined with social networks must be familiar with web analytics and marketing, or they will prove to be incompetent for that particular job.
When talking about important subjects that will be addressed in the conference, Jindřich mentioned that highly qualified experts will talk about UX-u and Conversion Rate Optimization (CRO), which he considers to be very important for the „big players“. There will also be two Googlers at the conference, who will talk about advanced use of Google AdWords.
Everyone uses social networks, but not a lot of people know what they are doing
As a lecturer on the Palacký University, Jindřich teaches marketing, science and technology and introduces student to the world of digital marketing, Google AdWords and Facebook remarketing strategies.
My role is to teach students the basics of digital marketing. I also work with startups and people starting their own business related to science or technology. I thoroughly enjoy working with diverse people, their experience and ideas.
He also works with NGOs. When he teaches, he does come over some obstacles- he is always trying to pass on his knowledge of the trade, the newest trends and advanced strategies, but people are mostly only interested in the very basic know-how. He also mentioned social networks, noting that although everybody uses them, not many understand how to use them correctly. Marketing on social media differs from the more traditional forms, he notes, adding that not a lot of people in Czech Republic are well versed in these things.
One of his favorite methods is promoting other people’s posts to get a „credible reference“:
Let’s say that a magazine publishes a Facebook post on you and your activities, products or services. You can offer to pay them to boost that post where you are mentioned. That way you get a third party talking about you- that is a credible reference.
You can find Jindřich on the upcoming Marketing Festival and talk to him about the future oft his profession. Of course, only if you got the ticket! Since the festival is sold out, you can listen to the lectures which will be available on-line.