Tag Archives: world

6 Reasons Your Mobile Ranking on Google Sucks

drinking straws

2017 will forever be known as the year Google adopted a mobile-first strategy. Some people will think of that way, at least. Probably not too many, actually, but that doesn’t lessen the significance of the shift. Your mobile web strategy is now, simply, your web strategy. Why is this so important? By late 2016, more than half of all Google searches were conducted from mobile devices, and over 77% of web searches are through Google. So when the company announced this year it would prioritize mobile sites over desktop to determine relevance and ranking, it was kind of a big…

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How To Increase Website Conversions With The Right Messaging

 Note: This is a guest article written by Josh Mendelsohn, VP of Marketing at Privy. Any and all opinions expressed in the post are Josh’s.

Let’s cut right to it. We all suck at conversion. According to E-marketer, 98% of online traffic leaves a site without filling out a form or completing a purchase. That means you have missed a chance to start building a relationship with potential customers. While it’s easy to shrug off a low on-site conversion rate, imagine if you owned a physical store and 100 people walked in… and 98 walked out without interacting with a represented or making a purchase. You’d be pretty sad, right? Yet, that’s what most of us are doing in our online stores and are not able to increase website conversions.

Why Do We Do This To Ourselves?

For starters, most organizations are thinking their product far more than they are thinking about conversion. If you’re a publisher, that might be the articles you are producing. If you’re an online store, it’s literally the products you are sourcing, merchandising, and selling. If you’re a non-profit, it’s the services you are providing to the world.

They are also likely thinking about how to drive site traffic. Whether that is through building a social media presence, paid search, radio, or even print ads.

And they may have even hired someone to think about the customer or member experience and how to keep those people engaged and generating word of mouth. But they often forget the middle, critical piece of the funnel, which is on-site conversion.

For the (much) smaller group of organizations who are actively trying to drive conversion, most fall into one of two camps. They either take a very passive approach because they don’t want to be too salesy. Or they take an overly aggressive approach with forms coming at a visitor from all angles, blocking a site’s core content.  But that’s not what good salespeople do. They take what they know about a prospect (in this case, a site visitor) and they use that to craft a message.

What We Know About Site Visitors

Through the magic of digital marketing, we know a lot about a site visitor without having to ask. While some people may find this creepy, for marketers it is an untapped goldmine of messaging opportunity.  For example, we can usually answer the question:

  • Where did they come from?
  • Is this their first visit?
  • What page are they on?
  • How many pages have they looked at?
  • What language do they speak?
  • What device are they on?
  • How much is in their cart?

What Do You Do With That Information?

While most organizations who have started thinking about conversion might have a simple opt-in form pop-up for visitors to their site, those who are focused on it can use the information we know to their advantage to create a more targeted experience for visitors to their site by crafting different messages based on who they are and what they have done. For the example below, I am going to imagine an E-Commerce company selling women’s clothing and I want to offer a 10% discount to new customers who sign up for my email list. While you probably wouldn’t want to hit someone with ALL of these messages, you can see how your core message might change based on what you know about a visitor.

Question What we know Messaging Strategy
Where did they come from? The visitor clicked on an Instagram ad featuring a specific blue swimsuit . Try featuring the product that they already expressed interest in within your message. “Looking for a new swimsuit? Get 10% off your first purchase by entering your email below.”
Is this their first visit? They have visited before but have never bought anything from you. Don’t treat them like a stranger! “Welcome back to my store! We’ve just launched a new product line. Sign up below to get 10% off your first purchase.”
What page are they on? They are on the “About” page of your site and not actually shopping. Try a “stay in touch” message over a discount. “Sign up to hear about new products and special offers.”
How many pages have they looked at?

AND

How much is in their cart?

They have looked at 7 different pages in your store without adding anything to their cart, which means they are browsing but are not yet sold. “Having trouble finding what you are looking for? Sign up and we’ll let you know when we launch new products and give you a 10% discount for your first purchase.”
What language do they speak? The visitor’s primary language on their browser is spanish. “¡Bienvenidos a mi tienda! Regístrese abajo para obtener un 10% de descuento en su primera compra.”
What device category are they on? The visitor is on a mobile device, which is a great cue to slim down your text. “Sign up today for 10% off your first purchase.”

How To Deliver The Message

There are two things that you need to think about when delivering the message to your site visitors: timing and format. Let’s look at the format first :

1- Targeted displays – There are three categories of display types that drive the most on-site conversions.

– Popups: Popups, also known as lightboxes, typically display in the center of the website, or sometimes as “fly outs” in the corner.

– Bars: A full width bar that typically sits either on top of your site, or at the bottom.

– Banners: A more subtle interaction that sits at the top or bottom of a site, but starts in a “hidden” state until triggered, then rolls into sight at the desired time.

Pop-Ups for Increasing Website Conversions
Pop-Up for Targeted Display


2-
Chat
More and more often, successful online stores are investing in automated and live chat to help reduce the anxiety that consumers feel before making a purchase from a new retailer. In fact, the availability of a “live” person on your site accomplishes two important goals:

– It allows people to ask any questions ahead of completing a purchase. Especially for larger ticket items, this inspires confidence that they are making the right decision

– It tells them that if something goes wrong with an order, there is a real person they can reach out to for help. The combination of those two factors makes shoppers more likely to hit the buy button.

Chat for Increasing Website Conversions
Engaging Visitors through Chat

3- Video
The third way of delivering the message that can have a huge impact on conversion is the use of video. Unlike static images and text, video helps bring your products to life and gives you the chance to both explain why someone should buy and put the product in a real life context. Or in some cases, lets you tell a broader story of how the product came to be in the first place.  Here’s an example of one I love (and am desperate to own.)

Product Videos for Increasing Website Conversions
Product Videos for Capturing Visitor Attention

Triggering Your Messages

The second consideration is deciding when to trigger each of your messages. There are four primary ways you can trigger a campaign to your desired audience.

  • Timer: The time trigger simply enables you to determine when to display your campaign, based on how long a visitor has been on your site. It could show immediately when a visitor lands, 10 seconds later, etc.
  • Exit intent: This trigger is growing in popularity. Exit intent tracks your visitors mouse movement, and if the visitor appears to be leaving or “exiting” your site, you can use that as a trigger for your campaign.
  • Scroll percentage: Show your campaign once a visitor has scrolled down your page a certain percentage.
  • Tabs: Tabs, or other visual calls to action can be customized to fit in with your site layout, and when clicked, trigger your campaign to display.

Which Converts Best?

Ultimately any combination of targeted messaging delivered through displays, videos, and chats will improve your conversion rate. We’ve looked at thousands of campaigns and found that each of the display types and triggers can be effective.  Because investing in video can take significant resources (time and money), I recommend starting with display and chat to deliver the right message at the right time. Once you have videos on hand, you can embed them on your product pages to level up your product content and add them into your displays to get them in front of shoppers as they navigate your site.

In terms of display types, banners are actually the highest converting format largely because they are less subtle than a simple “bar” but less frustrating to visitors than pop-ups that interrupt the browsing experience before a visitor has had a chance to consumer any of your content. In addition, we find that triggering a campaign in less than thirty seconds from the time a visitor lands on your site (or a specific page) is most effective in driving conversion.

Setting that data aside for a second, recent trends are showing that among the most impactful things you can do if you operate an online store is actually combining a pop-up with an exit intent trigger that serves as a “cart saver.” Simply put, if someone is visiting your store and attempts to leave by closing the browser tab or clicking the back button, you can show a message with a special offer that gets them to sign up and/or keep shopping while giving you permission to market to them in the future.

Exit Intent Pop-Ups to Increase Website Conversions
Exit Intent Pop-Ups

Walk. Jog. Run.

So, where do you get started? You don’t need to craft custom messages for every audience and every page on your site right out of the gate. We suggest thinking about one or two of your most common audiences and creating targeted offers and messages just for them that you can track, test, and adapt before rolling out a full on-site conversion program.

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How To Increase Website Conversions With The Right Messaging

The Traditional Sales Funnel is Broken (And How Smart Businesses Nurture their Leads)

broken sales funnel

Paid Ads > Webinar > Email Nurture > Push for the Sale Traffic Generation > Lead Magnet > Nurture > Grab the Sale Exit Intent > Lead Capture > Reengagement Series > SELL Funnels. Everywhere I turn in the world of internet marketing all I see is advice on how to create the most basic yet aggressive sales funnel. We’re told to push users toward the end goal. An end goal which is collecting their email address or increasing sales. And often, there’s little or no talk about how to progress from the funnel’s end goal. And that presents a…

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The Traditional Sales Funnel is Broken (And How Smart Businesses Nurture their Leads)

Learn From The Best: An Interview With Product Designer Michael Wong

mizko portrait

Here at Crazy Egg, we’re infatuated with design. Graphic design, product design, UX, UI – all of it. And of course, there are a handful of designers that we really admire. Michael Wong is one of them. You can see Michael’s skill right away when you come face-to-face with his work. And since Michael is a product designer, you can bet your you-know-what he’s released some of his own products. Check out bukketapp.com We decided to reach out to Michael to ask him a few questions. What’s the best skill to have as a UX designer in today’s world? How…

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Learn From The Best: An Interview With Product Designer Michael Wong

Web Development Reading List #176: Safari 10.1, Prompt()-Deprecation, And Professional Pride

What a busy week! To stay on top of things, let’s review what happened in the web development world the last few days — from browser vendors pushing new updates and building new JavaScript guidelines and security standards to why we as web professionals need to review our professional pride. How can we properly revoke certificates in browsers, for example? And how can we build accessibility into a style guide? Let’s take a look.

Web Development Reading List 176

Safari 10.1 was announced a while ago already, and this week it finally came to Macs and iOS devices around the world. The new Safari version ships CSS Grid Layouts, fetch(), IndexedDB2.0, Custom Elements, Form Validation, Media Capture, and much more.

The post Web Development Reading List #176: Safari 10.1, Prompt()-Deprecation, And Professional Pride appeared first on Smashing Magazine.

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Web Development Reading List #176: Safari 10.1, Prompt()-Deprecation, And Professional Pride

The Road To Resilient Web Design

Editor’s Note: In the world of web design, we tend to become preoccupied with the here and now. In “Resilient Web Design“, Jeremy Keith emphasizes the importance of learning from the past in order to better prepare ourselves for the future. So, perhaps we should stop and think more beyond our present moment? The following is an excerpt from Jeremy’s web book.

Design adds clarity. Using colour, typography, hierarchy, contrast, and all the other tools at their disposal, designers can take an unordered jumble of information and turn it into something that’s easy to use and pleasurable to behold. Like life itself, design can win a small victory against the entropy of the universe, creating pockets of order from the raw materials of chaos.

The Road To Resilient Web Design

The Book of Kells is a beautifully illustrated manuscript created over 1200 years ago. It’s tempting to call it a work of art, but it is a work of design. The purpose of the book is to communicate a message; the gospels of the Christian religion. Through the use of illustration and calligraphy, that message is conveyed in an inviting context, making it pleasing to behold.

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The Road To Resilient Web Design

How To Develop An Interactive Command Line Application Using Node.js

Over the last five years, Node.js has helped to bring uniformity to software development. You can do anything in Node.js, whether it be front-end development, server-side scripting, cross-platform desktop applications, cross-platform mobile applications, Internet of Things, you name it. Writing command line tools has also become easier than ever before because of Node.js — not just any command line tools, but tools that are interactive, useful and less time-consuming to develop.

How To Develop An Interactive Command Line Application Using Node.js

If you are a front-end developer, then you must have heard of or worked on Gulp, Angular CLI, Cordova, Yeoman and others. Have you ever wondered how they work?

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Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017

If you could get in a room with digital marketing experts from Google, AdRoll and LinkedIn, what would you ask them? Better yet, what if you could rub shoulders with them without having to leave your desk?

We’re not trying to torture you with hypotheticals. For the second year in a row, Unbounce and HubSpot have teamed up to cregisurate Digital Agency Day: a full day of virtual and in-person events dedicated to the digital agency professional.

And it’s happening very soon: on March 16th, 2017. Completely free.

Register for Digital Agency Day here.

Join expert speakers from the world’s top agencies and agency partners as they share actionable, agency-tailored advice on analytics, reporting, growing retainers, new business strategy, content marketing, conversion rate optimization and much more.

Here’s just a taste of some of the presentations you can expect:

  • Rethinking Retainers & Other Pricing Issues
  • What Your Agency Needs to Execute Content Marketing the Right Way
  • Grow Your Agency With LinkedIn Sponsored Content
  • Extreme Growth with Google AdWords: For Agencies
  • Unifying your Customer Journey: Unlocking the Power of Cross-Device Marketing

Here’s what some of our attendees from last year had to say:

See you then? Click here to register.

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Wow Your Clients, Grow Your Agency – Register for Digital Agency Day 2017

The 7 Best Ways to Unlock Your ‘Not Provided’ Keywords in Google Analytics

7 best ways to unlock your not provided keywords

Everyone loves a good intrigue. We like to think there is a hidden agenda behind regular, day to day events. This is particularly true in the case with SEOs, many of whom worry that Google is constantly scheming to control the SERPs. Case in point: the ‘Not Provided’ debate, raging since 2013. For the conspiracy theorist in you, the advent of Google Analytics ‘Not Provided’ keywords has likely lead you to assume that the wonder twins are gearing up for a Dr. Evil-esque scheme to destroy the world of online marketing. After all, over the past two years, there has…

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The 17 Best Digital Marketing Conferences of 2017

conference-attendees-best-marketing-conference-feature

Does the word conference bring up memories of suited professionals droning on about… well, you can’t quite remember what? Awkward socializing, shameless sales pitching, lined paper and branded pens — some conferences can be very beige indeed.

But not all conferences are made equal. In fact, some can lead you to completely change your marketing game for the better by giving you the opportunity to learn firsthand the tricks of the trade from the smartest minds in digital marketing — from SEO royalty Rand Fishkin to Unbounce co-founder Oli Gardner.

We worked our way through the colossal number of upcoming digital marketing conferences to uncover the gems and roundup what we think are the 17 best digital marketing conferences in 2017.

Warning: what you see and learn at these events may totally transform the way you do your digital marketing.

Conference Date Location
SearchLove February 23-24; June 5-6; October 16-17 San Diego; Boston; London, UK
Domopalooza March 21-24 Salt Lake City
ConversionXL Live April 5-7 San Antonio
Hero Conf April 18-20; October 23-25 Los Angeles; London, UK
Marketing United April 19-21 Nashville
Marketing Nation April 23-26 San Francisco
C2 Montreal May 24-26 Montreal, QC
WistiaFest June 11-13 Boston
Unbounce Call To Action Conference June 25-27 Vancouver, BC
MozCon July 17-19 Seattle
Content Marketing World September 5-8 Cleveland
Dmexco Conference September 13-14 Cologne, DE
INBOUND September 25-28 Boston
B2B Forum October 3-6 Boston
RD Summit November 2017 Brazil
Dreamforce November 6-9 San Francisco
Internet Summit November 15-16 Raleigh
Advocamp December 6-8 San Francisco

1. SearchLove: February 23-24 (San Diego) | June 5-6 (Boston) | October 16-17 (London)

searchlove

SearchLove is the creation of online marketing agency Distilled. As the name implies, this conference is all about search marketing; topics covered span from SEO to PPC and content creation. Over two days, learn actionable tactics to get your website ranking higher. Sessions run one after the other, so you won’t have to miss out on anything.

2. Domopalooza: March 21-24 (Salt Lake City)

domopalooza

This one made its way onto our list, as the content is worth more than gold to any marketer who wants to step up their data game. The organizers, Domo, are business intelligence wizards and creators of a data-driven business management platform.

If you fancy going deep into business analytics and learning how to get data insights to inform your marketing activities and your business as a whole, check Domopalooza out. Plus, with performances from Flo Rida, T.I. and Nelly last year, the entertainment bar is set dang high for 2017.

3. ConversionXL Live: April 5-7 (San Antonio)

conversionxl

CXL Live promises to help marketers achieve their ultimate goals: drive more conversions, grow their businesses faster and make more dough. How? Attendees get the opportunity not only to watch “hardcore practitioners” wax lyrical about conversion marketing, they can also chat to the pros in person.

The event lasts three whole days — plenty of time to get as much advice as you need from your favorite conversion marketing experts and start racking up leads like a true conversion pro.

4. Hero Conf: April 18-20 (Los Angeles)  | October 23-25 (London)

heroconf

Not to be confused with a gathering for superheroes of the comic book kind, Hero Conf is “the world’s largest all-PPC event”.

If you’re a pay-per-click fanatic, this one’s for you. Make connections with the best in the PPC business and learn how to optimize your PPC campaigns; for example, which strategies and trends can help you drive more conversions. Besides, when else could you chat about your favorite subject over some nosh with PPC industry experts?

5. Marketing United: April 19-21 (Nashville)

marketingunited

Marketing United is a digital marketing showdown hosted by email marketing connoisseurs Emma. This will be Emma’s third event and, like its previous events, it promises to be full of “ah-hah” moments spanning all areas of digital marketing such as marketing psychology, customer experience and brand building.

Attendees can expect to marvel at inspiring presentations from a killer lineup including speakers from Netflix and Pixar. They will also get the chance to discover the vibrant and unique city of Nashville, renowned for live country music and an iconic food scene (bring on the fried chicken!).

6. Marketing Nation: April 23-26 (San Francisco)

marketingnation

Marketo’s four-day event will equip you with the knowledge you need to improve the way you interact with customers and help you get better results from your marketing efforts. You can also improve your knowledge of Marketo and get Marketo certified by attending University Day, where you’ll learn about the market-leading marketing automation tool through a series of workshops and presentations.

Some big names will be there (previous years’ speakers included Arianna Huffington and Will Smith), as will 6k+ marketers, so you won’t want to miss out!

7. C2 Montreal: May 24-26 (Montreal, QC)

c2montreal

Much like its host city, C2 Montreal is a fusion of creativity and commerce. This three-day international business conference, dubbed the most innovative of its kind, focuses on exploring the impact of current digital trends on business. It will get you thinking outside of the box to reignite your creativity and change the way you do business for the better.

Expect to be challenged and connect with your peers in innovative ways. Expect to come away with a new way of thinking and plenty of inspiration. Expect to discover how marketers will adapt as digital evolves.

8. WistiaFest: June 11-13, (Boston)

wistiafest

This Boston-based event, run by Wistia, is a coming together of the great minds in video marketing. Why should you care? Video marketing is recognized to be one of the most effective marketing tools out there, and WistiaFest will teach you all you need to know about this medium including future trends and, most importantly, how to create ludicrously effective videos for your business. And going by what last year’s attendees tweeted, you’re in for a visual spectacle and an all-round cracking time.

9. Unbounce Call To Action Conference: June 25-27 (Vancouver, BC)

ctaconf_blogpost2

Familiar with the Unbounce blog? Then you’ll know that Unbounce is all about giving marketers actionable advice across the hottest topics in marketing and — just as importantly — providing a truly delightful experience.

CTAConf is like the Unbounce blog on steroids, featuring some of the best people in the business to give 100% fluff-free, practical tips that attendees can bring into play the next day. And you can be assured there will be a LOT of laughs throughout the day. Prepare to walk away from the day with a shedload of invaluable notes and some hilarious anecdotes.

Thinking of attending CTAConf 2017?

Subscribe to Unbounce Events and get exclusive discounts and the latest conference updates delivered to your inbox.

10. MozCon: July 17-19 (Seattle)

mozcon

MozCon is hosted by search engine marketing powerhouse Moz. (If you’re a marketer who doesn’t know Moz, it’s time to crawl out from that rock you’ve been hiding under.)

Get on top of your search marketing game and learn what’s hot in the world of SEO, social media and community building, straight from the mouths of industry leaders. This is a three-day conference that promises tons of actionable takeaways and socializing opportunities including MozCon’s very own pub crawl, #Mozcrawl. Hop on for some free drinks and great banter.

11. Content Marketing World: September 5-8 (Cleveland)

cmw2017

Content writers far and wide, this is your cue get excited. The biggest gathering of content marketing front runners, CMWorld will give you an overview of upcoming content marketing trends and plenty of ideas for rolling out an effective content strategy. Over the two days, you’ll have a ton of opportunities to network with the industry leaders and your fellow content peers.

12. Dmexco Conference: Sept 13-14 (Cologne, DE)

dmexco

Taking place in the historical German city of Cologne, Dmexco Conference is a two-day event defined as the “global meeting point for the digital economy”. A truly global conference, Dmexco is an outstanding opportunity to meet some digital economy big dogs from some leading global companies (think Bloomberg and Google). Keynotes, seminars and work labs that cover diverse themes in digital are offered in English or German.

13. INBOUND: September 25-28 (Boston)

inbound

Inbound is a mammoth-sized four-day event with over 19,000 attendees and a star-studded list of speakers (last year’s line-up included Anna Kendrick, Alec Baldwin and Serena Williams). It’s an opportunity for sales and marketing pros to rub shoulders with some of the biggest names in the industry and get tips and inspo on taking a business to the next level.

Four days jam-packed with talks, keynotes, workshops, some serious networking and partying. This year’s event promises to be bigger and better than ever.

14. B2B Forum: October 3-6 (Boston)

b2bforum

MarketingProf’s B2B Forum promises to give you the knowledge you need to build a sustainable marketing strategy. Headed up by Ann Handley, it’s also a unique opportunity to network with B2B businesses from across the globe and learn from their successes.

This event is pretty unique as it offers full-day workshops on one of four marketing topics (to be confirmed). So if you want to learn a lot and fast, come along for a marketing crash course.

15. RD Summit: November 2017 (Brazil)

rdsummit

RD Summit in Brazil is the biggest marketing and sales event in Latin America. With more than 5,000 attendees, 50 exhibitors and 120 presentations, this is a large-scale event, yet organized to the finest detail.

If you’re looking to get solid advice on your inbound marketing and sales strategy and network with a large community of marketers, why not head to Brazil in November? Plus, you can sample the delights of the vibrant Brazilian culture, including its iconic food and long beaches.

16. Dreamforce: November 6-9 (San Francisco)

dreamforce

Dreamforce is a behemoth of a conference that attracted nearly 200,000 attendees from over 83 countries last year. We simply couldn’t leave it off the list for its sheer size!

Run by Salesforce, Dreamforce promises to adorn you with the knowledge you need to significantly increase your ROI. Marketers will learn ways to create amazing brand experiences and better connect with customers. They’ll also discover how to make the most of Salesforce in their marketing strategy. With over 2,000 sessions, there’s something for everyone, whether you’re an SMB or a Fortune 500 company. Just make sure you check out the agenda beforehand to select the content that’s relevant to you.

17. Internet Summit: November 15-16 (Raleigh)

internetsummit

Internet Summit is a forum that brings together a whole host of thought leaders in the field of digital commerce.

If you’re looking for practical solutions to apply to your marketing, analytics and user experience strategies and to learn about the latest trends in digital technology, this event has got your covered. And get ready to network with some of the world’s leading brands including Facebook, AOL and The Onion.

BONUS! Advocamp: December 6-8 (San Francisco)

advocamp

You know the old adage: it can cost 5x more acquiring a new customer than retaining an existing one. This is why we recommend Advocamp — a conference that’s all about the customer experience.

Although not strictly a marketing event, Advocamp will give you some great ideas on engaging your current following and fostering a loyal customer base. After all, your marketing efforts will become even more valuable if your leads become happy, long-term customers and advocates of your brand.

There were some top-notch speakers from leading global companies last year including world-class author Daniel Pink and “The most re-tweeted person in the world among digital marketers” Jay Baer. Expect the same in 2017.

Over to you

Whether you’re a content writer, SEO buff or PPC manager, 2017 has got a standout marketing event that can give you the knowledge and contacts you need to be an even better marketer.

So if you’re set on making 2017 your most successful year yet, we encourage you to bite the bullet and sign up for the most relevant event for you. You’ve got nothing to lose and a whole notebook’s worth of valuable insider industry information to gain.

Is a certain awesome marketing conference missing from this list? Don’t be shy. Share it with us in the comments section below.

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The 17 Best Digital Marketing Conferences of 2017