EVENTS
Join the movers and shakers of the food world as our experts explore the innovation and consumer insights navigating the industry. This full day of presentations - tackling the complete spectrum of digital marketing opportunities - will leave you feeling inspired, empowered, and ready to drive your brand’s growth.
Speakers Include: M&S, Ella’s Kitchen, The Restaurant Group, Peter’s Yard, Great British Chefs, Meantime Brewing Company, Spinnaker, Celebrity Cruises, and Naked Wines.
In partnership with
BOOK BEFORE 19TH AUGUST – SAVE £100!
Ticket costs: Brands & not-for-profi t organisations: £295+VAT Agencies, technology companies, consultants and recruiters: £495+VAT Why not bring your team? Buy 2 tickets and receive a 3rd at half price
How to register: fi
garodigital.co.uk/event/food-drink-conference/ 020 7870 3380
paul.nichols@fi
garodigital.co.uk
digital communication works for that.
How can user-generated content enhance content marketing strategies? KG: UGC is a key element of our content strategy as it allows our consumers to create amazing brand content with us. It’s super engaging and demonstrates that our consumers resonate with our brand and products, so much so that they’re telling their friends and online communities about us. Sharing UGC and incorporating it into our content strategy shows that we really value our consumers.
TS: UGC is good for lots of diff erent reasons. But being UGC doesn’t make it automatically good content. People are more likely to trust people like them, so getting good, relevant consumers talking positively about your brand is never a bad idea. What is key is to make sure that content has a role in the consumer journey. UGC, like content, for its own sake won’t deliver against expectations.
What are the most important trends developing in food and drinks digital marketing? KG: It’s important to recognise how parents interact diff erently online to
KIM GELLING Ella’s Kitchen
#FigDigFoodDrink @Figaro_Digital
the rest of the population and the fact that they are also in a huge period of transition which refl ects in their behaviour as well. Therefore the biggest trend we are guided by is the evolving nature of how parents seek and receive advice and how individual moments contribute to an overall path to purchase. WW: One trend that just keeps going is sharing great shots of food. There is something rewarding about preparing a meal or selecting one at a nice restaurant and sharing it with your followers that remains massively popular. #FoodPorn isn’t going anywhere soon.
41 issue 28 summer 2016
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