Digital Marketing Summit Roundup
From the deciphering of marketing jargon to the latest trends shaping influencer marketing, we bring you the top takeaways from our Summer Digital Marketing Summit.
The Four ‘Buzzwords’ Of Digital Marketing
T
The 18 May 2017 saw digital marketers from across the country arrive at the Emirates
Stadium for what is arguably the most productive day out in digital marketing: the Figaro Digital
Marketing Summit. Spanning a whole day, the summit sees the coming together of an impressive assortment of digital marketing expertise, covering a diverse and valuable set of sectors, tactics and inspiring case studies to help brand
marketers take their strategy to the next level. As the delegates return to their teams armed with the latest techniques and insight, we take a look at some of the day’s key takeaways.
Damien Bennett, NMPi’s Director of Business Strategy, dug into some of the buzzwords of digital marketing: engagement, ROI, big data, and transparency, in an attempt to shed some light on their obscurities. He stated that although engagement can be measured through brand uplift, such as searching for a term/brand after having seen an ad, marketers still can’t assess understanding. “ROI, when misused, is the biggest barrier that advertisers face when implementing a great marketing strategy” argues Bennett. Approximately 70 per cent of companies still rely on basic attribution models, having therefore, at best, a distorted image of their campaigns’ effectiveness. In terms of big data, Bennett explains that companies need to be extra careful when collecting their data, as they have to make sure that it’s accurate, obtained legally, and is stored in a safe but accessible way. Brands must train their teams in big data best practice, in order to keep the whole team on the same page throughout the newly changing legislation. Bennett encourages companies to ask their agencies for details about campaign audience profiles, ‘viewability’, and placement, as well as
their budget breakdown. “Today, transparency is needed everywhere”.
46 issue 30 summer 2017
Words: Petros Kipouropoulos
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