FIGARODIGITAL.CO.UK
PETE MARKEY, CHIEF MARKETING OFFICER, POST OFFICE
THE POST OFFICE IN THE DIGITAL AGE
Think omnichannel customer experience and aim for a seamless delivery.
SOCIAL LISTENING
Data from social listening is typically used for engaging customers and for marketing products. However, with the right tools it becomes much more powerful. Social data provides meaningful insights that can help companies understand offl ine behaviour and in turn tailor their activities across the business.
SEAN SMITH, HEAD OF ACCOUNT MANAGEMENT AT BRANDWATCH
JENNIFER WATKISS, HEAD OF MARKETING COMMUNICATIONS AT ADESTRA
15 EASY THINGS TO TEST FOR BETTER EMAIL MARKETING RESULTS
We face the paradox of choice. We have too many channels to choose from. We have too many HiPPOs (that’s the ‘highest paid person’s opinion’ to you and me) telling us to throw all our effort (without slowing down on existing channels, natch) behind the latest trendy and totally unproven network. And too many of us don’t have the data to push back and back up our plans with proven results. The only method that matters is the scientifi c method. Test everything.
RAKESH PATEL, DIGITAL SALES DIRECTOR AT AUTO TRADER
AUTOTRADER’S JOURNEY TO BECOMING A FULLY DIGITAL BUSINESS
Bringing back control of our display offering has been at the heart of our current success. From articulation of our core strength to harnessing the power of our data assets, a multi- faceted approach has been critical. Reaching audiences in a manner which best helps our advertisers achieve their business goals is fundamental to our approach. One key take-away from my presentation? Never lose sight of the end goal. Easy to say and hard to stay true to plan. However, it’s important to have a measured approach with achievable milestones along the way.
GARETH MORGAN, MANAGING DIRECTOR, LIBERTY MARKETING
20 TIPS TO BOOST SEARCH ENGINE ROI
My presentation focuses on troubleshooting your SEO and PPC. It’s all about using the data within various tools to check for issues and fi nd areas for improvement. This info is often tucked away if you don’t know where to look, so I’ll be showing marketers where it is and what it means. Lots of marketers are wasting budget or missing opportunities because they don’t have access to the right data. I’ll take a look at how free software like AdWords, Analytics and WebmasterTools can give real insight into where money is best spent.
JAMES KIRKHAM, GLOBAL HEAD OF MOBILE AND SOCIAL AT LEO BURNETT WORLDWIDE
HOW TO REMAIN CREATIVE IN A POST ‘ALWAYS ON’ WORLD
Nothing else truly matters. Every marketer is looking at the best way to react, to respond and to create the most noise. But rightly, nobody wants to compromise creativity. I also believe brands can learn a lesson from stand- up comedy and respond to hecklers. Seriously. What do I think is the biggest issue facing people in my sector at the moment? A lack of appreciation of mobile and an unwillingness to embrace its potential quickly enough, despite knowing its importance.
32 issue 21 july 2014
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