FIGARODIGITAL.CO.UK
Speaker Spotlight: Andy Iddon, Co-founder at Building Blocks
What will you be discussing at the Figaro Digital Marketing Conference? ANDY IDDON: There’s
a lot of noise out there about digital transformation. If you strip out all the buzzwords, fundamentally, it’s a foundational change of operations, infrastructure and culture. It focuses on the adoption of digital technology and automation in order to gain competitive advantage and gain differentiation in a market segment. It refers to the streamlining of business process through digital technology adoption to achieve enhanced collaboration and interaction between partners, employees and customers. In order to achieve
transformation and develop into an organisation with a digital DNA, there are five key foundational pillars that need to be considered: people, process, performance, platform and prospects. Underpinning all of these is a need for a robust digital governance framework.
Why does this matter to marketers right now? AI: The current digital marketing landscape is at a major crossroads. We are moving towards a place where everything is connected and delivered through an optimised, omnichannel customer experience that yields tangible, predictable results to the
customer and the enterprise. As a result of this shift in
market focus, the demand in the market will move from the ‘art of possible’ to ‘enablement’ – the implementation and integration of comprehensive and capable marketing ideas, strategies and technologies. To remain competitive and successful, organisations must move towards this enablement, and transform into an organisation with a digital DNA.
What issues do you see driving digital in 2016? AI: Achieving an omni-channel, personalised customer experience will become more of a reality, as organisations equip themselves with the right technology and the right capabilities.
building-blocks.com
Speaker Spotlight: Gareth Morgan, Managing Director at Liberty Marketing
What will you be discussing at the Figaro Digital Marketing Conference? GARETH MORGAN: I will be talking about the latest and greatest in pay-per-click advertising and how brands can use more advanced techniques and the
latest features to really stand out and generate great ROI. PPC has been getting a lot more expensive and in many markets, if you aren’t adopting the right strategies and tactics you have no hope of competing.
Can you give us one takeaway from your presentation now? GM: Remarketing still isn’t being used by most advertisers, yet people on remarketing lists convert at nearly double the rate of those that haven’t been on your site before.
If money and technology were no object, what one thing would most improve your life as a digital marketer? GM: Solid attribution of offline sales so we can see where/when they were influenced by online activity. Many clients offering services or B2B products struggle to see the whole impact of search and social campaigns, as when someone leaves their laptop and calls their sales teams, it’s hard to track properly all the time.
Any other thoughts on the issues likely to drive your digital sector in 2016? GM: Bing look to be putting quite a bit of time and effort into improving their PPC ads, so expect to see more Bing users buying your products next year.
liberty-marketing.co.uk
32 issue 26 november 2015
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