EVENTS
A
fter an exciting year in the world of marketing, the 6 December 2017 saw industry professionals
from across the country descend upon the Royal College of Physicians to attend one of the top events in the digital marketing calendar: the Figaro Digital Marketing Conference. With an audience of 350 senior marketers and 19 speakers from the brands, agencies and technology providers who are shaping the UK’s digital landscape, the conference covered some of the top marketing trends and lessons that have dominated 2017. After a full day and jam-packed agenda of speakers, presentations, and networking, delegates leave feeling inspired and we take a look at some of the day’s key takeaways.
Five Trends In B2B Marketing
Programmatic Lead at LinkedIn, Bruna Gil set out the top five trends in B2B marketing in order to capitalise on the complex processes and decisions involved when purchasing B2B services. By focussing on the relationship between brand trust and thought- leadership; using smart targeting that doesn’t over-generalise; and balancing long and short-term objectives brands are guaranteed success. Gil illustrated this by drawing from examples of some of the world’s most successful B2B brands, and reflected on how brands can dig into B2B marketing practices and take advantage of these common behaviours to drive growth.
The Best And Worst Of Social Media
David Levin, Co-Founder and Social Media Guru at That Lot, has seen the good, the bad and the ugly of social content. He shared some of the tips (and more humorous examples) of brands who are winning, or sometimes missing the mark at communicating with their audience online. A focus on relevance is the real clincher here – brands who either try ‘too hard’, or are
guilty of ‘brandjacking’ social trends that aren’t relevant to their purpose are likely to end up being laughed at more than with. But with some careful planning and clearly defined brand guidelines, a social media marketing team can quickly and agilely respond to their audience’s sense of humour, with content that can send your brand from vapid to viral.
Innovating To Respond To Changing Expectations
The process of donating to a charity is one which has remained relatively unchanged for a long time, but at Oxfam, this is changing. Matt Jerwood, Head of Digital Fundraising at Oxfam, explained how the charity is utilising
Customer Engagement, discussed the potential futures available to brands who implement cognitive computing systems into their business strategies. While the press reporting of AI has been apocalyptic to say the least, Tavener demonstrated how cognitive decision making can be differentiated from the intrinsic human qualities that encourage creativity, while saving time on complex processes.
Remaining Visible After Voice Search
digital platforms to give donors a never-before-seen glimpse into the real use of their donation. Investing heavily, but efficiently in digital innovation, consumers are able to get closer than ever before to the causes they support, resulting in a new and unique consumer-brand relationship.
Creating A Truly Differentiated Customer Experience With Cognitive Computing
The relationship between humans and technology is in a key period of transformation, and by understanding how this connection works, marketers will be able to use it to better serve, and understand their consumers’ needs. Martin Tavener, CTO of IBM Watson
A year ago technology began to understand voice searches with around 70 to 80 per cent accuracy, and the industry was jolted into action. John Brasington, Head of Search at Pi Datametrics, showed how many brands are actually more prepared than they realise, and outlined how others can prepare their SEO strategy so as not to be left behind. A key area of focus is the anatomy of the keyword. Human behaviour is changing, to the point where natural language search queries will once again become the norm, in an ironic parallel to the very earliest days of internet search. While the industry might have come a long way from Ask Jeeves, marketers should look to consumer habits to understand exactly what their search needs will require.
Cutting Through The Noise Of Influencer Marketing
Influencer marketing is having a ripple affect across industries, especially beauty, as brands look to their loyal customers to become the ultimate brand ambassadors for their products. With an impressive product range, Thomas Dawes, Creative and Digital Director at Godrej, knows how the power of influencers can be both challenging and rewarding. Dawes shared how the brand has worked with a cohort of inspiring influencers, and explained how to make an influencer partnership work for your brand.
51 issue 31 spring 2018
Words: Caity Dalby
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67
