MARKETING CONFERENCE
Planning for Growth is the theme of our July conference. We’re not just asking speakers to consider the issues associated with extending their businesses online. We’re asking how brands can evolve into fully integrated, responsive organisations for whom digital is the natural environment. We caught up with some of our presenters and asked them for a few takeaways in advance.
EMMA WATKINS, SENIOR MARKETING EXECUTIVE AT IOP PUBLISHING
THINK YOU’RE TOO BORING FOR TWITTER? THINK AGAIN
Think service, not product. Focus your conversations on helping people do what they need or want to do, not on your product’s features. That’s boring. And trust me, outside your marketing offi ce, no one cares! Twitter is not an extension of your showroom or store. It’s part of people’s social lives. You wouldn’t crash a party with a mini- banner and a catalogue, would you? Don’t do it on Twitter either.
SANJEEVAN BALA, HEAD OF DATA PLANNING & ANALYTICS AT CHANNEL 4
FROM BROADCAST TO ONE-TO-ONE DIGITAL RELATIONSHIPS
Focus on developing a compelling value exchange with your consumers and develop a relationship based on transparency (be open and honest about what you are doing with consumer data) and controls (let consumers control what you are doing with their data).
ANDERS RAVE, DIRECTOR OF ANALYTICS EMEA AT ESSENCE
PROGRAMMATIC OPTIMISATION OF THE CONVERSION FUNNEL
Programmatic is the future, and when we can move to analytically-driven
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programmatic buying it makes all the difference. Upper funnel signals from consumers play a big part in how they will behave later.
ALAN WALSH, GLOBAL MARKETING DIRECTOR, AMERICAN EXPRESS, ATM TEAM
THE AMERICAN EXPRESS ATM LOCATOR
Showcasing a solid business case is hugely important and having buy-in from the right people is imperative in getting a project off the ground. Using the mantra ‘build once, for many’ helps strengthen the business case and confi rm buy-in. Scalability is very important in our business so allowing for easy changes such as translation is important. You also need a mix of the correct expertise - business, marketing and technical. And you need to use those in an agile manner.
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