On the 26 of April, digital marketers gathered at the Park Plaza Hotel for the Figaro Digital Marketing Summit to learn more about the hot topics in digital marketing today. Industry experts gave insightful and informative presentations on a huge range of subjects including; AI, performance marketing, email, GDPR and personalisation. Meanwhile, in our meeting rooms, more targeted and specific information was discussed between brand representatives and industry experts in 1-2-1 meetings. Here we take a look at the highlights and key takeaways of the #FigDigSummit (not forgetting the amazing food)!
House of Kaizen discusses the issues with the using different agencies and internal departments for different marketing channels that have limited coordination between them. The company is currently working on integrating departments to unite the company towards a common goal. Abandoning the siloed approach for a more collaborative one improves visibility and insights. This approach facilitates media budgeting conversations because thinking and planning for activities have become aligned. Veronika Starell from House of Kaizen shares the unique partnership with McAfee to demonstrate how true integrated digital marketing can drive significant and consistent end-to-end growth.
Find Veronkia’s presentation here.
The world of search is evolving faster than it ever has before. Malcom Slade, Head of Technical SEO at Epiphany, discussed in his presentation how your brand needs to change with it. Developments in areas such as AI, Machine Learning, mobile technology, and the evolution of a matured user base, mean that we can no long rely on proxy metric to drive online success. In a world of advert saturation, brands are the signal that content can be trusted. As it is becoming clear that brands dominate organic search, Malcolm suggests that the only future in ranking is to invest in branding. Previously companies have tackled SEO as a separate entity, but going forward we will need to look at it through a more integrated approach. Remember, Google may be powered by machines, but it’s validated by humans.
Find Malcom’s presentation here.
With 4.6 billion pieces of content produced daily – by consumers, brands, and everyone in between – it’s now essential to define what makes great content and how it can be done. In his presentation Coris Leachman, Business Director and Partner at Impero, explored the three fundamental points of making content that resonates with the respective audience, builds brand equity, and ultimately shifts the dial in terms of business sales.
Find Coris’ presentation here.
Would you unlock your phone and hand it to a stranger at a digital marketing event? No? We didn’t think we would either. But that is exactly what Ian Miller, CEO at Crafted, asked us to do to kick off his presentation at the Figaro Digital Summit and we complied. This, Ian suggested, is exactly what we are doing when we go online; we are giving up our data and allowing brands unrivalled access to our personal information – whether consciously or unconsciously. So should we really be fearing the post-GDPR era? Learn how to use the change in regulation to boost (rather than stunt) consumer engagement. In his enlightening presentation, Ian focused on the positives of GDPR and what it means for customer engagement and the future of digital marketing. Most advertising today is completely irrelevant to the recipient, so they block it out, either physically or mentally. Limitations on how we can target people will force brands to make content that the consumer really wants to see, ultimately having a positive impact on customer engagement and business. Ian provided the delegates with actionable takeaways and a breakdown of future trends, all amongst a refreshing take on GDPR legislation.
Find Ian’s presentation here.
Artificial intelligence can help businesses run quicker and more cost effectively, so why can’t we use AI alone? Jacqui Wallis, Managing Director at Addition+, revealed how artificial and human intelligence can be used in tandem. Too often we forget that there is a human behind the data – and that’s where AI can go wrong. With recent scandals such as Microsoft Tai and the Walkers tweet campaign, brands are more wary than ever of the potential limitations and risks of AI. So, with this in mind, the symbiotic use of machine learning with real people creates better campaigns built on richer insights – based on the emotion and human truths that AI can’t (yet) replicate.
Find Jacqui’s presentation here.