Andy Marshall, Head of User Experience at Rufus Leonard, is among the speakers at the Figaro Digital Marketing Conference in London on 26 November 2015. He tells us about UX, subconscious decision-making and a brilliantly cheeky bit of marketing from Netflix
Hi Andy. Can you give us a quick introduction to what you’ll be discussing at the Figaro Digital Marketing Conference and explain why this is something that matters to marketers now?
I’ll share some insights from the world of UX that you can start applying immediately to enhance your online marketing.
We’re impatient! Can you give us one quick takeaway from the presentation?
What attracts us is beyond our control. Our subconscious brain takes decision-making out of our hands and chooses for us. Learning how to appeal to the subconscious is the secret sauce.
What do you anticipate being the most significant issue facing marketers in your sector in 2016, and where would you suggest marketers invest next year?
The most significant issue is keeping up with the ever-changing shift towards mobile. Mobile continues to overtake desktop for most digital interactions with brands. We now have far more mobile-only customers than ever with the clients we work with, and marketers have to be smarter in how they integrate marketing into the mobile experience.
If money and technology were no object, what one capability would most improve your life as a digital marketer?
I would love complete, no-holds-barred technology that would provide real-time ethnographic feedback from customers as they use an app or website. How did it engage them emotionally?
What has been your favourite digital marketing campaign of 2015 so far and why?
Netflix Watch. Not only was it clever, and funny, but it managed to steal some of the limelight from the long anticipated Apple Watch. A lovely, simple example of agile marketing.
The Figaro Digital Marketing Conference takes place at the Royal Institute of British Architects (RIBA) in London on 26 November 2015. You can register for your place here.