Inbound - Report From the Field Day Two

By the afternoon of Day 2, Inbound becomes an exercise in mental stamina.  So. Much. Marketing.  

Whereas the first day was full of big concepts and big ideas, day two seemed more about getting down to business.  The first session of the day had some prep work on the screen when we walked in:

Hopped up on coffee and adrenaline, we followed along as the speaker used generative AI to map a data-driven customer journey.  He followed it up by building target customer personas and drafting new ads meant to plug holes in the customer journey.  Our notes are a fever dream of multi-modal AI prompts.  

For lunch, we enjoyed a bite-sized discussion with Kara Swisher talking about the dangers and promises of emerging technology.  Kara is a scion in the technology industry and her trademark combination of wit and insight were as advertised.  

Then it was back to the heavy content, as speakers tackled everything from SEO to attribution modeling.  

Of particular interest to us and our clients was the impact of AI on SEO.  It is clear that AI is eroding search traffic.  When potential guests search for content relevant to a hotel, the in-browser AI often provides effective answers, eliminating the need for the user to visit the property website.  We attended several sessions from industry leaders on how to break through the paradigm and rank within the AI answers.  This is the new frontier of SEO, and one thing is clear; entirely new tactics will be required to achieve relevance in an AI-driven world.

We learned about the new buyer journey, how to more effectively use creative in LinkedIn, how to integrate emerging technology responsibly and how to balance media across social advertising channels.  Our collective notes have reached 47 pages, and we still have a day to go.  Inbound is bountiful.

*No AI was harmed in the composition of this blog post.