Digital Marketing Summit 30 January 2020

Anyone who’s ever worked in brand or marketing for more than a handful of campaigns will know the stress that can quickly arise when creative and media teams work in isolation. Kate explains why working together is the way forward.

Understanding your customer is one thing, but how do you use that to drive better marketing? In this talk, Ian will show how brands are using data and insight to deliver moments of delight for their customers. As marketers, Crafted have access to a wealth of information, and Ian will explain how to turn that into your most powerful marketing tool for 2020.

In the future, as technology and human behaviour continue to evolve at high speed, digital teams are likely to be structured very differently, with radically different practices and cultures from those we see today. And while no-one can predict the future, we can make important predictions from recent trends and the latest data that enable us to plan for tomorrow. This interactive talk is about the types of changes our digital teams are likely to face, drawing on the views of attendees, and comparing them with the results and views of a number of external reference points.

Many companies base at least half of their regular business decisions on gut-feel rather than data. But this is changing rapidly - brands are looking to spend more on analytics in the next three years. To provide relevant and personalised marketing, companies must focus on insight-led customer engagement. Ric will outline the variety of insights that marketing organisations should have at their disposal and how these should form part of a brand’s marketing performance optimisation strategy.

There are so many digital advertising platforms to choose from, and a plethora of different techniques to reach new customers, but can your website get the job done and convince them to buy? Simon Douglass explains how Curated's customer and content methodologies have been built to better engage and nurture new customers, and make your media budget work harder.

Video is the most effective way to meet marketing objectives, from raising awareness to increasing engagement. But how do you harness the emotional power of video storytelling? Jon, one of the UK’s leading video strategy experts, will provide practical steps for delivering better results with video content. Discover how to develop your own brand story that engages your audience emotionally and gets results.

Drawing on client case studies and results, Stuart will be highlighting four ways to make sure you make big in roads into your customer marketing objectives in 2020. He’ll be talking through how you can embrace key trends in a pragmatic way (such as AI, tech evolution, and predictive customer management), and avoid the usual pitfalls that impact momentum.

Blending the understanding of neuroscience and digital, Beatrice explains how marketers can read the minds of customers to give them exactly what they want. She will also discuss how we can decode their deep psychological drivers for a highly relevant digital message and strategy.

Better digital performance has never been more critical, and it often hinges on your relationship with your agency, agencies, or internal teams. But it’s not always clear what a "good" relationship looks like. What should you expect or demand? After 20 years in digital marketing, we’ve identified the 10 most important aspects of this pivotal relationship to make sure it works for you.

In this talk, Shaun will be discussing why you should think of your website as a product, and will be giving advice on how you can help transform your business by building digital products and tools. He will also cover topics such as how to secure more budget for your digital initiatives, how the web is eating up manual and offline processes in organisations across all industries, and how your organisation will be left behind if your website is only being used to convert customers.

A rapid tour of some of the frustrations and pressures we all feel as marketers, both brand and agency side. Rob will discuss why ensuring a focus on what matters most is critical in ensuring that marketing remains a respected, valuable, and enjoyable discipline to work in. He will run through some of the key questions to ask and areas to focus on, as well as providing some practical takeaways that we can act on immediately.

As one of the most innovative music companies in the world, Kobalt Music Group works with clients such as Childish Gambino, Marshmello, Beck, Wolf Alice, Max Martin, and Bob Dylan. Thriving in an industry built on content consumption, Kobalt's own strategy has to reflect the contrasting audiences it speaks to; from the songwriters, artists, managers, and labels that form it's client base, to the fans consuming the music. In this session, UK & European Marketing Director, Gareth Mellor, will discuss how Kobalt and its unique alternative to a record label, AWAL, are creating content that has grown the brand whilst connecting its clients with an unlimited and ever-changing audience of music lovers. Gain insight into how the business embodies an agile test-and-learn mindset to content creation, and why considering the needs of your customers' customer can help invigorate and drive your content strategy.

This fast-paced talk will provide insights into how even the oldest of legacy publishers can grapple with digital and re-invent themselves to become leaders in under a year.