Digital Marketing Conference 16 July 2015

Location: Wolfson Theatre

Sophie will discuss the most common mistakes in video marketing. She'll outline best practice and offer guidance with real-life examples from B2B and B2C organisations around the world.

Location: Wolfson Theatre

Gareth will 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.

Location: Seligman Theatre

Caroline will discuss moving ratings and reviews beyond the product page and giving the consumers a voice within your brand.

Location: Wolfson Theatre

Micro-targeting. Micro-segments. Micro-moments. Segment of one. The world is changing and potential customer bases are increasing. But delivering these concepts is difficult to do at scale without a proper strategy. Alex will discuss building a strategy that enables marketers to deliver micro-experiences that increase ROI.

Location: Seligman Theatre

Darren Sher, Head of Product, and Grant Maskell, Head of User Experience and Design at Trinity Mirror, discuss lead product development.

Location: Wolfson Theatre

Claire McArthur, Head of Communications & Digital at MND Association, explains the Ice Bucket Challenge.

Location: Seligman Theatre

Danielle Woolley, Customer Success Manager at Adestra, runs through 5 must-have email automations.

Location: Wolfson Theatre

Luca Senatore, Director at Genie Goals, goes through vital advanced PPC strategies.

Location: Seligman Theatre

Kath will present the case for social video and 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.

Location: Wolfson Theatre

Contextual email marketing allows you to go further than traditional personalisation by tailoring your content on the basis of device, location, time and other factors. Jenna will present examples in which contextual email marketing has delivered success with case studies on The Co-operative Electrical and other high street brands.

Location: Seligman Theatre

The experience a customer has with your brand in today’s digitally-enabled world is what matters: we’ve moved from an age of advertising into an age of experience. Chris will explain how, as a brand, you can understand the customer experience, how to design for it and how to prioritise your efforts.

Location: Wolfson Theatre

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.

Location: Seligman Theatre

If you crunch data from billions of user interactions, scan brains with the latest imaging scanners and integrate the latest science into your thinking you come to a single conclusion: to succeed in engaging the consumer we need to get playful. Richard will explain how data has unlocked surprising insights into consumer behaviour. Find out how those insights can drive ROI across the breadth of online activity at any scale of organisation.

Location: Wolfson Theatre

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.

Location: Seligman Theatre

Bruno Berthezene, Country Manager at Solocal Group UK, discusses how to sophisticate your local brand engagement.

Location: Wolfson Theatre

Tim Chalklen, MD at Unified Solutions, talks about digital print.

Location: Seligman Theatre

The retail industry is being disrupted by digital channels. But the ecommerce experiences we offer shoppers today don’t perform any better than they did 10 years ago, and 94 per cent of the experiences we offer 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 customer engagement and the shifting value exchange between brands and consumers.

Location: Wolfson Theatre: ‘Marketing Beyond Marketing’ track, hosted in partnership with Adobe - chaired by Jamie Brighton, Strategic Marketing EMEA at Adobe

Google’s guidelines have barely changed in 10 years, so how has SEO changed so much? Staying ahead of the curve is difficult because it only takes one announcement to force businesses to change their strategies. Stephen will discuss 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 future. After all, SEO is the only 20-year-old marketing channel where you can still be an early adopter.

Location: Seligman Theatre

Matthew will take as his theme a DJ’s connection with an audience. A DJ gauges that audience and experiments to see what works. He takes account of the fact that audiences change over time and according to where they’re from. Most importantly, a DJ has the tools and the skill to do all this himself. Matthew will discuss the benefits that moving towards a test and learn culture have delivered to RBS.

Location: Wolfson Theatre

Freesat believes that integrating data into a single customer view will deliver insight that allows brands to analyse a customer’s past behaviour and present activity to deliver tailored, personalised emails. Through the launch of Freesat ID and the overhaul of its customer marketing programme, Freesat has gathered data about customers and prospects. This year Freesat are integrating data sources to create connected customers. Jennifer will tell the story of Freesat’s data challenges and share their plans for the future.

Location: Seligman Theatre

Donal will outline the social listening and analysis techniques used by GE Healthcare to discover conversations and interpret meaning. Find out how the business uncovered trends and relationships across its data to deliver the right content in the right place at the right time.

Location: Wolfson Theatre

Tim at Adaptly will discuss the opportunities and pitfalls that paid social presents and explain how a continuous, structured approach to testing is the foundation of success. 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.

Location: Seligman Theatre

Invented in the 1950s, LYCRA was the original brand of elastane fibre – the magic ingredient that allowed garments to move and stretch. Cheaper generic products followed, confusing consumers and applying competitive pressure. SapientNitro was tasked with creating an advertising campaign that would re-establish the brand and reaffirm LYCRA's premium brand positioning. Victoria will discuss the strategy that resulted in the Global LYCRA Moves You campaign shot by Rankin and directed by award-winning Philippe André.

Location: Wolfson Theatre

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 explain how they’ve worked together for the last two years to create innovative digital campaigns and deliver results. They’ve produced content that consumers love, events that sell out in minutes and mounted cross-platform campaigns that generate real engagement.

Location: Seligman Theatre

In his 1980 book The Third Wave, futurist Alvin Toffler described how society evolves in waves. The world of digital marketing is experiencing a similar transformation. Michael will 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.

Location: Wolfson Theatre

Paul will discuss the biggest growth area for marketers: conversion optimisation. 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 discuss the elements needed to grow your brand and revenue through data-driven optimisation.

Location: Seligman Theatre

We know we all tell lies, so why are we so trusting of what our customers tell us? Drawing on research into welfare applications by economists Martinelli and Parker, Peter will look at why people lie, even when it’s against their own best interest, and explain how businesses can still make sound decisions.

Location: Wolfson Theatre

In the latest campaign for the Halo game franchise fans were given an interactive teaser in the form of a worldwide hidden challenge. Almost 10,000 teams across the globe signed up to crack over 100 clues online and offline, developed by McCann London and the creators of Halo, 343 industries.

Location: Seligman Theatre

Tariq will discuss some of the key trends driven by mobile and share examples of how brands have embraced those trends to evolve the way they connect with their audiences.

Location: Wolfson Theatre