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Webinar: Understanding Intent: Stop Selling, Start Helping
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When: 12:00 PM
United States
Presenter: Acronym

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Understanding Intent: Stop Selling, Start Helping

Brand-building occurs through emotional connections, not persuasion. Most advertising assumes its purpose is persuasion, and therefore assumes it has to attract a high level of attention to deliver its persuasive message. The best advertising actually works through emotional processing, not persuasion, and emotional content is processed most efficiently at low levels of attention, not high. So using search to connect much earlier with potential customers and build stronger brand affinity seems so obvious. Yet so much more attention is paid to developing content online designed to sell, not to help and create that emotional connection. Find out more about how AI and Machine Learning techniques play a huge role in mapping content to intent on the customer journey.


Meet the Speakers


Mike Grehan - CMO and Managing Director, Acronym


SEO pioneer, author, world-traveler and keynote speaker, Champagne connoisseur and consummate drinking partner to the global digital marketing community. Former publisher of and, and producer of the industry’s largest search and social marketing event, SES Conference & Expo. Proud to be Chairman of SEMPO the largest global trade association for search marketers. And equally proud to be CMO & Managing Director of the darned finest search marketing agency in the known universe. Fun fact: Used to be a popular radio DJ in the UK… Before finding a proper job.



Jim Sterne - Founder, eMetrics Summit Co-Founder Digital Analytics Association

Jim Sterne focuses his thirty-five years in sales and marketing on creating and strengthening customer relationships through digital communications. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990’s, and founded a conference and a professional association around digital analytics in the 2000’s. Following his humorous Devil's Data Dictionary, Sterne has just published his twelfth book, Artificial Intelligence for Marketing: Practical Applications.” Since 2002, Sterne has remained active producing the eMetrics Summit and since 2004 as cofounder and Board Chair of the Digital Analytics Association. 

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