FIGARODIGITAL.CO.UK


Welcome to the New Normal


On 26 November we’ll be joined by some of the UK’s leading brands and agencies for a day dedicated to the latest developments in digital marketing. We catch up with some of our speakers for a preview of their presentations and consider the issues driving digital in 2015/16


The industrial revolution ran from around 1760 to 1840 and during those 80 years the experience of daily life changed for millions of people. Steam power, machine tools and new modes of transportation redrew the boundaries of what was possible. The digital revolution began for


most of us with the first mass produced home computers in the 1980s. The first smartphone appeared in 2007. In just eight years – the same time it took to build the Forth Bridge – smartphone ownership has reached nearly two billion: almost a quarter of the world’s population. The changes to our landscape may appear less dramatic than the laying of the rail network and the excavation of our canals, but they’re just as significant. At the Figaro Digital Marketing


Conference in November we’ll be joined by experts from some of the UK’s most forward thinking brands and agencies including Channel 4, Reed, Telefónica O2, Paddy Power and many more. They’ll be explaining how they’ve adapted to changes in business and communication technology and outlining the issues they face now.


WHO ARE YOU AND WHAT ARE YOU FOR? Marketing, as the saying goes, is what you do. A brand is who you are. But will new technologies mean that the distinction becomes less clear? Imagine you’re a sportswear brand branching out into fitness monitors. Are you a clothing manufacturer, or are you evolving into an analytics platform? As augmented reality, context engines, facial recognition, payment processes, digital wallets and personal clouds all gather on the horizon, brands may be forced to undertake a spot of self- examination and ask not only what they’re for, but who they’re for. And when. And why. And for how long.


ANYTHING AND EVERYONE Mass personalisation at scale is digital marketing’s great objective: relevant, contextual stuff for everyone, all the time. This isn’t a new idea, of course, but it’s one that’s rapidly becoming more


digital marketing’s great objective Mass personalisation at scale is


achievable. How brands execute the idea depends on their sector. Most consumers don’t want to interact with their online bank in the same way they might interact with a brewer. But whatever the sector, personalised products and services become, in part, advertisements for themselves. As Deloitte noted earlier this year, “In the era of all things digital, consumers have higher expectations: they want their interactions with businesses and the products and services they buy from them to be personalised.”


REALITY CHECK One of the lessons marketers have had to learn is that brands don’t have a right to their consumers’ attention. Gaining traction now is the notion that, on social media, brands are the guests, not the hosts. And if you’re a guest you better make sure you pay attention to what others are saying and that you’ve got something worth saying yourself. Sure, real-time marketing brings plenty of measurable benefits. But first the brand itself has to be real.


ARE YOU NORMAL? In the glittering 21st century, of course, we no longer think of steam power, machine tools or canals as revolutionary. From the perspective of history they look like logical developments born out of the era’s technology and culture. So will it be with digital. Perhaps the most revolutionary step brands and marketers can take now is to view digital as the new normal, and to relish the opportunities that being normal now brings.


View the agenda and register at fi garodigital.co.uk/conferences.aspx or call 020 7870 3380


30 issue 26 november 2015


JON FORTGANG


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