Jane Morrin, director of digital marketing, Corvil
Tech companies bringing new products to market need to make sure their content is serving both a machine and human audience.
So said Jane Morrin, director of digital marketing at Corvil. She said marketing has previously tailored its content so it resonates with the end-user once it gets into their hands, but that’s not effective in the online world.
“To get found in the digital world we need to satisfy the machine audience first,” Jane told the audience.
We need to play nicely with the algorithms, she added, to break down these machine barriers to reach the humans.
Jane’s team at Corvill has come up with a definition of what constitutes ‘good’ traffic.
“[It] is a visitor with a session time of three plus minutes on the site, as well as they have to have visited three plus pages – so that sets a really high bar for us. We look at that segmented traffic on its own, because we see that as the most beneficial,” Jane said.