August 12, 2022

Figaro Digital Marketing Summit Roundup: 7 July 2022 (Part Two)

As summer is coming to an end and our next Digital Marketing Summit approaches on 20th October 2022, we reflect on our previous summit, which occurred on the 7th of July. Click here for Part One of the Roundup.

Hyper-personalised Content is the Future

Remember in 2019, when you could go out to the pub and hug your mates? Well, the pandemic changed everything, including the future of shopping. Brands and business know more about you than you think: they note every time you buy something, which loyalty cards you have, your interactions with their brands, and many more. Nicola Murphy, Chief Executive Officer at The River Group explains the future of shopping in her presentation. She shows us how the future will change, starting with multisensory storytelling – brands will be connected to consumers like never before with sensory touch, voice, and emotive storytelling due to digital products.

 



How we used Innovative Marketing to Grow 7-figures in 5-months

Peter Watson, Managing Director at Distract, shares his five simple steps to effectively market your product. 1. Brand. 2. Disrupt. 3. Find a Brand Ambassador. 4. Convince. 5. Sweep Up. Using this technique, Distract found a 52% reduction in cost per action, a 52% direct increase in new customers, increased scaling ability, and most importantly, a happy client!

 



Top Insights for your Website in 2023

The current state of play is that there are approximately 1.9 billion websites on the internet. A big change in website design is voice search. The use of voice search and voice notes is growing, which suggests the importance of AI for the future. Sean Giles, WebBox‘s Growth Director, highlights the important factors to consider for the future of web design and the changes to be expected in the future. He explains how site content will need to be written with voice search in mind, using long-tail keywords, conversational tone, FAQs and schema markup. AI technology is already in use and is only going to improve, especially through Chatbots – 80% of internet users have used or plan to use a Chatbot. The Chatbot market is expected to grow by 25% year by year, so it is important to consider the integration of AI across tools in all aspects of your business. One of these aspects is changing website design, which Sean delves into in his presentation.

 



Meeting Client Challenges Through Outcome-based Planning

The Met Office has been running campaigns to improve the public’s perception of the accuracy of their forecasts for a number of years with mixed successes. Strategy and Insight Director Marc Michaels explains Paragon‘s campaign model that was used to understand the context of activity and create engaging and persuasive messaging. They undertook a complete strategic review of factors such as competitor analysis, the reasons for gap in perceptions and their previous activity back to 2015, in order improve reach and frequency for the Met Office. Watch this talk if you want to know how this Met Office campaign did so well!