Five hundred and eighty-eight. The number of days since our last in-person event. But after more than a year of presenting to an inanimate screen, business-on-top-pyjamas-on-bottom, and endless meetings consisting of the phrase “you’re on mute”, on 21 October 2021 we were finally reunited with peers from the world of digital marketing at the London Marriott Hotel Regents Park. It was so lovely to be in a room with everyone again for a day full of thought provoking presentations, valuable 1-2-1 meetings, and the star of the show – lunchtime fajitas!
Part One of our Summit Roundup provides an insight to the first half of the day’s presentation. Read on for a summary of presentations, with topics covering content hubs, entering broader culture, email deliverability, performance marketing, and Google automation.
In Praise of Content Hubs
Jon Mowat, Managing Director of Hurricane, reflects on how you structure video content that’s currently in your funnel, and explores a structure you might not already be thinking about – content hubs. He explores what they are, why you need one, and how to do them properly. Jon will also share some easy wins to help improve your performance, how to sweat those assets that you’ve paid all that money for, how to drive up key metrics and take on the biggest players in your space.
How To Escape the Brand Bubble and Enter Broader Culture with Impact
2021 was the year that “culture” overthrew “content” as the most overused word in advertising. However, most people have a skewed view of what culture actually is. In her presentation, Charlotte Willcocks, Head of Strategy at Impero, debunks three myths that are holding brands back and gives a few effective models to add to your next deck, as well as an easy-to-use cultural roadmap to get you going.
How to Improve Email Deliverability
Email deliverability seems like a really basic subject, but it’s actually a lot more complicated than we think, and a more important matter than we realise. In his talk, Adam Oldfield, CEO at Force24, breaks down a few barriers, and encourages us to think a little bit differently to improve email deliverability and ensure inbox placement.
Looking into the Performance Marketing Crystal Ball
Chris Liversidge, CEO of QueryClick, gives some valuable takeaways about what to expect over the next year in performance marketing. He digs into some of the big changes that happened in 2021 and what they mean for 2022. The areas he covers include: the increased focus on eCommerce; Apple’s iOS14 update; and the impending removal of cookies.
Google Automation: Good or Evil?
Has Google has gone against its mantra of not being evil? Google is trying to black box everything it can, taking away all of our controls one by one in terms of the levers we have to optimise our campaigns. Claire Stanley-Manock, Paid Media Director at connective3, discusses how to maintain control of Google while it’s trying to take away all of those controls.