Our latest Digital Marketing Summit was held on 30 January 2020, and saw a variety of digital marketers descend upon the Emirates Stadium in London. The day was packed with informative presentations, 1-2-1 meetings, and networking opportunities, not to mention a mouth-watering lunch, and plenty of wine at the post-event networking – what more could you look for in a day out from the office? Catch up with the latest in a wide range of topics from creative and media to insights and analytics, in part one of our summit roundup. If you would like any of the slides shown in the presentations, please email slides@figarodigital.co.uk.
Creative and Media Planned Together to Generate Business Impact
In the first presentation of the day, Kate Ross, Co-Founder & Managing Director of eight&four, talks us through the hard lessons she learned over her 11-year career at eight&four. They are digital creatives and digital media buyers working side by side, and she explains how they make that work when media buyers are naturally interested in stats, numbers, and data, while creatives focus on visuals and aesthetics. She discusses the importance of board and senior alignment, agreeing on a purpose for the campaign, and integration between media and creative teams. Kate also gives us an insight into eight&four’s approach to a successful collaboration between creative media.
View Kate’s presentation here.
Know Your Customer
Businesses think they know their customers really well, and tend to have strong opinions based on customer databases. But are these strong opinions weakly held? Do we actually understand the difference between what the customer really cares about, and what we only think they care about? Ian Miller, CEO of Crafted, takes a look at the tools and techniques he uses to get data and insights about customers, and how we can use that data to make better business decisions. He covers where you can get data and insights, how to know what the customer is looking for, how changes in behaviour and lexicon can affect search results, and how to measure and track conversions.
View Ian’s presentation here.
How Customer Insights and Analytics Will Improve Your Marketing Results
“Segments” and “audiences” sound like simple terms that every marketer should understand, but they depend on a flawed aspect of marketing – human beings. We are constantly being influenced by what we read on social media, which makes it difficult for marketers to predict how customers will behave. They need to be sending the best message, at the best time, through the best channel, and there are many factors involved in making these decisions. Most of us rely on gut-feel when making half of our business decisions, but Mapp Digital’s Global Director of Solution Strategy, Ric, argues that we need track everything we do in marketing in order to make multiple improvements in our organisations, rather than make on major change. In this talk, Ric discusses what is stopping us doing better in marketing, what the ideal scenario should look like for customer insights and analytics, and why more people than ever before are investing in analytics.
View Ric’s presentation here.
How to Get More from Your Agency
Paul Honey, Managing Director at Strange, walks us through what we should be expecting as brands in terms of a good, strong agency relationship, and explains why that’s important for digital performance to move up. He gives us the low-down on what Strange have learned about the industry over the last 20 years, and gives advice and guidance on what you should do if you’re not getting everything you need from your agency.
View Paul’s presentation here.
Marketing That Matters
The marketing industry is under pressure from multiple different angles: we’re swamped with data, distracted by technology, overwhelmed by predictions, and we’re searching for a sense of “purpose.” In reality, it can be difficult for CMOs to focus on what really matters, and in this talk, Rob McGowan from Edit Agency Ltd explains that if we can cut out half of the “stuff” that really doesn’t matter, and focus on the things that will drive performance, we can create an environment which is hugely compelling to work in. He discusses some areas where we can make quick adjustments, covering some of the pressures that CMOs are under: short-termism, growth and accountability, complexity of data, and technology.
View Rob’s presentation here.
Lessons Learned in the Digital World
This year, The Spectator will publish its 10,000th edition and it also marks the start of a new digital era. Tom Morgan, Director of Digital, walks us through the publication’s whirlwind journey from its establishment in 1828 into the digital era. He guides us through his experience of bringing new and cutting-edge technology to a business whose product has been traditionally in print, and the lessons he learned along the way.
View Tom’s presentation here.
We will be continuing our roundup of the day’s presentations in part two, so keep your eyes peeled.