Marketing in 2015 isn’t just about telling people who you are and what you do. It’s intimately bound up with your brand’s identity, its relationships with consumers and the experiences it provides. The Figaro Digital Marketing Conference is a day dedicated to the issues reshaping brands, and business itself. Join us to make more of your marketing—and for marketing that makes more for you.
Drinks & networking
The full agenda will be announced shortly. Confirmed speakers include:
Tariq Slim – Head of Telco & Tech, Twitter
Your Phone is Changing the World
Mobile devices are changing the world. Tariq will discuss some of the key trends driven by mobile and share examples of how brands have embraced these trends to evolve the way they connect with their audiences.
Jim Mason – Executive Director of Strategy & Insights, Razorfish UK
Sebastian Dreyfus – Managing Partner, Razorfish UK and Partner/Managing Director, Rosetta Europe
Driving Online Sales via Social Proof
The retail industry is being disrupted by digital channels that have changed the way we shop and make purchase decisions. However, the ecommerce experiences we offer shoppers today don’t perform any better than they did 10 years ago, and the experiences we offer to 94 per cent of in-store shoppers haven’t changed at all. Jim and Sebastian will share trends and best practices in digital commerce, including the data-driven infrastructure required for meaningful customer engagement and the shifting value exchange between brands and consumers. They'll also discuss how retailers should utilise bricks-and-mortar stores within digital experiences. Find out why social proof is the primary driver of sales online and how the best ecommerce sites are using it.
Peter Shea – Formerly Amazon Prime, Amazon Kindle, Sony & Tesco
Yo Mama's a Liar
We know that everyone lies, from those closest to us to perfect strangers, so why are we so trusting of what our customers tell us? Drawing on some extraordinary research into welfare applications by economists Martinelli and Parker, Peter will look at when people lie, even against their own best interest, and explore how businesses can manage this to make sound decisions.
Kath Hipwell – Head of Content Strategy, Red Bee
Cracking Social Video: How to Create a Great Story and Engage Your Audience
Kath will present the case for social video–a crucial new weapon in any brand's armoury–and then outline seven lessons on how to get the best from it. She'll showcase best practice from the worlds of broadcasting and brand marketing, demonstrating how brands can use social video to build storyworlds that activate audiences and amplify wider marketing initiatives.
Zaid Al-Zaidy – CEO, McCann London
Sailesh Jani – Global Business Director, M:United (McCann’s dedicated Microsoft team)
Talking UP – Engaging a Fanbase That’s Probably Smarter Than You
The latest campaign for the record-breaking Halo game franchise brought fans something bigger than they’d ever seen before. Fans were given a highly intricate, interactive teaser six months ahead of the next installment—in the form of a worldwide hidden challenge. Almost 10,000 teams (of four people each) across the globe signed up to participate in cracking over 100 hidden clues placed both online and offline, developed by McCann London and the creators of Halo, 343 industries.
Mark Rhodes – Marketing Director, Reed.co.uk
Building Brand Reach and Performance Across Multiple Platforms
TV ads drive awareness and help make brands famous. But what does it take for a successful brand campaign on TV to translate into a winning direct response campaign across multiple channels and amongst multiple audiences? Mark will explain how reed.co.uk has innovated across multiple channels to drive awareness and response for its successful 'Love Mondays' campaigns.
Ollie Lloyd – CEO, Great British Chefs
Digital Partnership Marketing
Publishers and brands can create real impact if they work together and go beyond traditional paid-for campaigns. Great British Chefs and Celebrity Cruises will share how they have worked together for the last two years to create innovative digital marketing campaigns and deliver effective results. They have worked together to produce beautiful content that consumers love, events that sell out in minutes and mounted cross-platform campaigns that have generated great engagement. "We are also bringing cakes inspired by one of Celebrity's destinations for those that attend our session - and our cake is GREAT!"
Tim Page – VP Revenue, Adaptly
Noel Eves – Head of Customer Acquisitions, graze
Leveraging and Evaluating Paid Social's Contribution to Bottomline ROI
Tim will discuss the opportunities and pitfalls that paid social presents and explain how a continuous, structured approach to testing and refinement is the foundation of success. He'll share considerations on how to establish the right balance between people and technology and talk through how the deployment tactics and strategy evolve in order to maintain success for graze. Noel will discuss how graze runs its acquisition activity in the UK and US and how it attributes the long-term value each channel drives for the business. He'll explain how this approach applies to their paid social media activity, addressing one of the main challenges in this context: the benefits and limitations of 'last click' attribution. He will then talk about the work graze have done with Adaptly and Facebook to understand the impact beyond last click. Find out what was learned and how they now think about and use paid social.
Jennifer Jacobs - Customer Marketing Manager, Freesat
Tamta Gamezardashvili - Relationship Manager, Silverpop, an IBM Company
The Creation of a Connected Customer
Freesat believes that integrating and harmonising data into a single customer view will deliver powerful, data-driven insight that will allow Freesat to analyse a customer’s past behaviour and present activity to deliver tailored and personalised emails. Through the launch of Freesat ID and the overhaul of its customer marketing programme Freesat has gathered significant data about customers and prospects. This year Freesat are integrating a plethora of data sources to create connected customers. Jennifer will share the story of Freesat’s data challenges to date and their plans for the future.
Chris Mellish - Managing Partner, Black Book London
Transforming Your Brand for Today's Digitally Enabled Customer
The experience a customer has with your brand in today’s digitally enabled world is what matters: we have moved from an age of advertising into an age of experience. This change has been fuelled by the way digital technology and its application continues to evolve and disrupt almost every aspect of the way brands have traditionally gone to market. Chris will explain how, as a brand, you can understand the customer experience, how to design for it and how you can prioritise your efforts.
Suzanne Jiggens-Johnson - Managing Director (UK), Stream:20
How the Merging of Customer Acquisition and Retention is Impacting the Whole Multichannel Mix
Stream:20 are seeing the customer acquisition and customer retention teams becoming integrated in their planning and delivery. Whichever team you sit in, this mergence can have a significant impact on your multichannel marketing strategy and, if planned correctly, can help the business reap substantial rewards.
Gareth Morgan – Managing Director, Liberty Marketing
Advanced AdWords Strategies
Gareth will take a look at some of the latest and most interesting developments in pay-per-click and the ways brands are using features like RLSA, Gmail Sponsored Promotions and Google Shopping to increase their AdWords ROI.
Alex Simonson – VP SDL Campaign Management & Analytics EMEA, SDL
Think Global, Target Local: the Micro World of Marketing
Micro-targeting. Micro-segments. Micro-moments. Segment of one. These are only some of the terms that have become part of the modern technology vocabulary. The world is changing and potential customer bases are increasing. But actually delivering these concepts is very difficult to do at scale without a proper strategy. Alex will lead a discussion on building a marketing strategy that enables marketers to deliver micro-experiences that increase ROI.
Paul Rouke – Founder & Director of Optimisation, PRWD
Forget About Conversion Rates, It’s all About Growth
Paul will discuss the biggest growth area for marketers: conversion optimisation. He’ll explain why this is so often misunderstood and how it can impact on and grow businesses. He’ll provide practical takeaways and strategies for digital marketers about to start A/B testing to ensure you get the greatest ROI from your activity. Paul will also share the fundamental elements needed to grow your brand and revenue online through data-driven optimisation.
Stefanie Hess - European CRM Manager, TUI Travel PLC
Personalised and Automated Email Campaigns that Deliver Business Results
Stefanie will explain how TUI Group has set up behaviour-driven, personalised and automated email campaigns that convert customers to make holiday bookings. Find out at what point in the customer journey automated campaigns create the best results and how testing can further optimise performance.
Jenna Tiffany – Digital Marketing Strategist, Communicator
Context is the Future of Email
Contextual email marketing allows you to go one step further than traditional personalisation by tailoring your email’s content on the basis of device, location, time and many other factors, creating a truly tailored customer experience. Jenna will present practical examples of where effective contextual email marketing has delivered success with case studies on The Co-operative Electrical and other high street brands.
Donal Phipps - Digital Analyst, GE Healthcare
Social Listening for Scientists
Donal will outline the social listening and analysis techniques used by GE Healthcare to discover conversations, interpret meaning and create better content for its customers. As a B2B company serving researchers, pharmaceutical companies and clinicians, the task of finding customers' social conversations couldn't be solved with the more widely-known social listening tools. Working with listening partner Bottom Line Analytics, GE Healthcare created a new process to capture relevant conversations, categorise the discussions into meaningful subject hierarchies, then uncover trends and relationships between the data which helped to create the right content, in the right place, at the right time.
Jamie Brighton - Strategic Marketing EMEA, Adobe Marketing Cloud
Adobe 'Marketing Beyond Marketing' Track: The Third Wave of Digital Transformation
In his seminal 1980 book The Third Wave, futurist Alvin Toffler described how society evolves in waves: each new wave builds on and puts aside the previous societal wave. The world of digital marketing is experiencing a similar transformation, though it's not taking centuries to change. Jamie will kick off the Adobe 'Marketing Beyond Marketing' track with a look at the current state of digital marketing. He'll present a way of thinking about digital maturity and discuss the lessons we’ve learned on the journey so far.
Stephen Kenwright - Head of Search, Branded3
What is the Future of SEO?
Google’s guidelines have barely changed in 10 years so how has SEO changed so much? Staying ahead of the curve is incredibly difficult because it only takes one announcement to force businesses to completely change their strategies. Stephen will talk about the tactics that many businesses still utilise but should probably stop (before they’re told to stop) and the tactics that very few businesses are using but which will be big in the coming years. After all, SEO is the only 20 year old marketing channel where you can still be an early adopter.
Figaro Digital 21s: Seven minutes and 21 seconds of condensed insight: our speakers power through their points against the clock
Tim Chalklen – Managing Director, Unified Solutions
Digital Print to Make You Think
Claire McArthur – Digital Media Manager, MND Association
Ice Bucket Challenge – How to Fan the Flames
Darren Sher – Senior Product Manager, Trinity Mirror
Grant Maskell – Head of User Experience and Design, Trinity Mirror
Lean Product Development: A Mirror App Case Study
Bruno Berthezene – Group UK Country Manager, SoLocal Group UK
Sophisticating Your Local Brand Engagement
Brands and not-for-profit organisations: £195+VAT. Please contact firstname.lastname@example.org to book.
Agencies, technology companies, consultants and recruiters: £495+VAT. Please book online here or email email@example.com.
Buy two tickets and receive a third at half price.
Call 0207 870 3380 for group discounts, direct bookings and any questions regarding the conference.
Social Media / Content Marketing / Customer Experience / New Tech / Mobile Marketing / More