Marketing AI: Separating hype from reality

The popular belief is that GenAI and marketing cannot coexist, but this Tim Hussain, Co-Founder of Signal42 argues is far from the truth. The biggest challenge is proving the ROI of AI and confusion of how AI can work for them. Tim argues that AI implementation is a human not tech problem, therefore, there is lots of control over this. And rigorous training of the staff is needed. This insight shows how to lead from the front with AI and scale it for a real impact in 2025.

View Tim’s presentation here

What Really Gets Emails Opened: Dirty tricks and honest wins

Email is still one of the most popular and used channels for digital marketing with a growth of 5% each year. In order for brands to utilize this, Simon Moss, Marketing Director at Spotler lays out some tricks. Diversifying names so the email is sent from an individual shows a 2.8% rise in clicks. Furthermore including words like most, VS and secret in the subject line have been shown to improve click rates. Even sending an email in the summer holidays, especially with B2B have increased responses, even just to say this person is on holiday. Therefore, email is not dead, but these tips can help improve cart conversions and checkouts.                                          

View Simon’s presentation here

Rethink Partnerships: The evolution of client-agency collaboration

The landscape of marketing is changing and the traditional client-agency partnerships no longer fit the need for pace and complexity especially with the introduction of AI. Andrew Turner, Managing Director at Incubeta argues that hybrids are now needed instead of just in-house or just agency. He argues the key for getting these kinds of partnership right is defining lines early, committing to transparency and creating a space for challenge. Thus agencies need to adapt to hybrid models to keep up with the changing landscape of marketing.                                                                                                                                                                                                

View Andrew’s presentation here

Mobile search is taking over – Here’s how to win

The traditional SEO is changing and fragmenting with a huge rise in zero clicks due to the rise of AI. This reflects consumers moving away from traditional sear engines like google and moving to social media where their channels are integrating search into their platform. Mick Rigby, Founder of Yodel Mobile argued mobile cannot be ignored and the need for brand is becoming more important. The model should be central to brands search strategy through exploration, evaluation and conversion.                                                

View Mick’s presentation here

Is email only a retention tool and for offers?

Email’s role needs to be rethought and reworked in the marketing funnel in order to drive brand awareness and sales without the need of vouchers and offers. Suzanna Chaplin, CEO & Co-Founder of esbConnect says this relationship needs to be rethought by checking rates. The younger generations’ norm is not actively clicking therefore we need to embrace emojis and puns to engage this audience. Email is not just a push tool. You can also use it in more creative spaces by incorporating things like video, inbox gif, inbox interact and inbox personality, all useful tools to engage the new generation.

View Suzanna’s presentation here

10 tools to make your B2B marketing easier

Jon Quinton, Founder of Overdrive Digital describes ways to make B2B marketing easier. He describes utilising tools such as Cognition, Lusha, Ahrefs and descript and utilising their AI features for content. This content repurposing needs to be front of mind. By connecting data from multiple sources and build reports with blended data this can show the influence on actual sales data. Therefore, making B2B marketing easier and saving time.  

View Jon’s presentation here

Unlocking the full potential of Email Automation

Hannah Spicer, founder of Hannah Spicer Consulting emphasises how much email automation matters now more than ever. She says ideally a brand needs both newsletters and automation but email automation matters now more than ever due to high ROI, market reality and smart solution, through these brands can build lasting relationships. Automated emails can generate up to 30 times more revenue per recipient. Brands need to understand that they need to make the first impression count by building trust and setting expectations. Hannah describes some quick wins through reviewing the performance of the last 3 months and comparing that to industry peers, reviewing the post purchase journey and integrating other channels. But most importantly it needs to be understood that automation is the bridge by sending the right message at the right time.

View Hannah’s presentation here