Figaro Digital Summer Marketing Conference Roundup 11 July (Part One)

by Shannon Lynn, Content Manager Figaro Digital

On 11 July 2019, we welcomed digital marketers from across the UK to the Emirates for our Figaro Digital Summer Marketing Conference. With an audience of over a 100 senior digital marketers and 16 speakers from the brands, agencies, and technology providers that are spearheading innovation within the industry, the conference covered trending topics from AI and behavioural targeting to CRO and digital transformation. After a full day and jam-packed agenda of presentations, meetings and networking, delegates left feeling inspired.

Here we take a look at some of the day’s key takeaways.

Why Goal Focused Digital Marketing Is An ROI Game-Changer

A blended approach to digital marketing is becoming increasingly popular. Simon Douglass, Founder of Curated presented with Mike Gluckman, Head of Marketing at Trint, to demonstrate just how lucrative and productive a goal focused strategy can be. The pair have been working together to balance Trint’s B2C acquisition channels. Trint, a SaaS transcription service, wanted to wean themselves off their reliance on paid search (which took up 40 per cent of their budget) and focus on developing organic search. Their aim was to reduce their CPA by over 50 per cent, from £80 to £30. Alongside this, Mike’s personal goal was to connect the top down strategy with the short term tactics on the ground.

Curated helped them achieve this by creating a detailed report, marrying data from Google Search Console and PPC. However, categorisation was the game changer, enabling them to report on all data by theme, not just keyword. Despite the slightly laborious task of manually sorting through all the keyword phrases, the additional layer of reporting it unlocked was invaluable. From here, Simon explained, you can use this data to identify competitors, improve search ROI and exploit organic opportunities. The report helped connect on the ground tactics with long term strategy. A year on, Trint have been surpassing their goal and have reduced CPA by 109 per cent.

 Watch Simon and Mike’s presentation here. 

The Start-Up Perspective

POPS sell alcoholic popsicles and sorbets and are dedicated to making goodies for grown ups that get people talking. In a fast-paced Figaro Digital 21s style presentation, Ellie Leek, Marketing Manager at POPS, demonstrated how they weave their brand mission into all of their marketing efforts. They have created a product which thrives on social media and their recent re-brand tapped into this and amplified its instagrammable quality. As a result of this, Ellie explains, Instagram is their primary platform for engaging with their customers and 21k followers.

Threaded throughout their marketing is the notion that POPS don’t take themselves too seriously and like to play on the lighter side of life. This is reflected in their playful tone of voice and colourful visual content. The nature of them being a start-up allows them to get more personal, meaning that they can communicate authentically and in real time with their audience; all comments on their social media are replied to by a person, not a bot. POPS’ high level of customer engagment enables them to build a community and utilise user generated content. Authenticity, always being on and their desire for excitement are all aspects which Ellie believes separates the start-up mentality from that of bigger businesses. She ends her presentation by highlighting the importance of ownership and reactivity and how it is possible to gain digital relevancy with smaller budgets.

 Watch Ellie’s presentation here. 

Myths And Reality In Conversion Rate Optimisation

Conversion rate optimisation (CRO) can be undertaken on a global level, or focused on one specific channel. There are two key ways that you can increase your online performance: increasing qualified traffic, or increasing your conversion rate. The latter is often easier to achieve and makes your whole marketing budget work harder. John Wilkes, Co-Founder at Somebody Digital, explored potentially the only guaranteed ways of boosting your CRO. But first, he started off by busting three popular myths, including whether green really is the most enticing colour for a CTA.

John explains that “like it or not, the number of blanket rules and guaranteed wins in our field are limited…the real trick is to be data driven, methodical and systematic.” Considering this, a robust planning and testing strategy is imperative for achieving CRO success. The purpose of mapping out CRO processes is to help identify the biggest areas of opportunity quickly and then plot out how they can be acted upon in the most efficient way. John shares why the use of scroll and click maps, session recordings and form drop off analysis can help pinpoint your website’s areas of weakness. Eye tracking and user testing are also helpful for this. Essentially, testing is key. However, once you’ve completed all your testing, you have to formulate a hypothesis that will help drive the changes needed to improve your CRO. As John says, “Your test is only as good as your hypothesis.”

Watch John’s presentation here.

Communication Is Key To Effective Digital Transformation

Communication is beneficial in most areas of life, with digital transformation being no exception. Good communication can help companies steer through one of the most challenging change processes that they we will have to go through. Shelley Hoppe, Agency Director at Spoon London, believes that change offers the chance for growth and renewal, but she is aware that for the people going through it, it can be difficult to see this. The Change Communication Cycle can help you to predict the responses of your team and react accordingly. There are four main emotional stages that people work through when going through periods of change, Shelley shares her tips for handling each of these steps.

During the shock/anger/denial stage it is best to provide factual, relevant information and genuinely listen to feedback. The bargaining/apathy stage is fairly similar, it’s all about hearing people out even if you know it’s useless and maintaining engagment with stakeholders. Next we have explore/understand, which is moving into much more positive territory and optimism should be duly rewarded. It’s time to start focusing on the end goal, whilst celebrating successful milestones along the way. Finally, we journey into the accept and integrate stage. However, the job of communicating is not over and it’s important to thank everyone who’s been a positive influence during the transition. Shelley concludes her presentation with a few more helpful tips for making digital transformation as stress-free as possible.

Watch Shelley’s presentation here.

AI And Behavioural Economics: A New Paradigm For Marketing

Richard Robinson, Chief Commercial Officer at DPL, started his presentation by declaring that marketers are united by the common goal to “reach customers at the moments that most influence their decisions.” Marketing is no longer about who can shout about their brand the loudest, but rather, who can target their audience the most accurately. Whilst lots of companies are still using data in a way which isn’t quite the right side of regulation, it’s important to view your customers as more than just data; they are people with a unique set of behavioural habits. Richard uses the example of how the demographic similarities shared by him and his colleague often lead marketers to group them together. However, this is not beneficial as besides from core demographic twinning, they are behaviourally very different and thus, need to be marketed to in different ways. Messaging tactics, as well as tone, imagery and language are all factors to be adapted based on the individual behaviour of your customer.

Curation is a powerful way of leveraging existing data sources, including CRM, email, analytics and campaign performance. This can then be enriched by behavioural research and (responsibly sourced) third party data. The next stage is “utilising data science and machine learning to deliver unique audience segmentation.” Richard shared how the combination of data science, behavioural analytics and AI are transforming the way that organisations are engaging with audiences, enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.

Watch Richard’s presentation here. 

How Marketers Can Bridge The Content Gap To Meet Consumer Needs In The Era Of Visual Content

Stackla surveyed 1590 consumers and 150 marketers across the UK, US and Australia about branded content. They found that both agree on the importance of authenticity and the value of visual content. In this session, Dan Almond, Senior Digital Marketing Consultant at Stackla, dove into these survey results, analysing what they mean for modern marketers, and how you can effectively leverage the user-generated visuals that consumers create and crave to bridge the content gap to drive sales and engagement. 90 per cent of respondents said that authenticity is important when deciding which brands they like and support, so this is a clear indicator that authentic content should be made a priority. In addition, 83 per cent of marketers agree, saying authenticity is very important to their brands.

Dan shared an example of their work with Leading Hotels of the World, demonstrating how user generated can be leveraged across all stages of the customer journey. When reflecting on these stats and the case study shared by Dan, it is absolutely evident that the importance of authenticity is at an all-time high. However, whilst both consumers and marketers agree on the necessity of authenticity their opinions significantly diverge when it comes to which types of content are most authentic and influential. How can marketers bridge that gap and truly deliver the authentic and visually-engaging brand experiences that consumers demand? Dan answers this question and shares best practice examples, so make sure you watch his presentation to find out more.

Watch Dan’s presentation here.