Digital Marketing Conference 11 July 2019

What do the best business professionals have in common with the world's top DJ's? And what if our approach to creating original content has been wrong all along? In this fast and loud session, Jeremy will look at the art of storytelling and what it really means when when we say "good artists copy but great artists steal".

In this case study, Curated will showcase how goal focused digital marketing became a game-changer for Trint. By using a combination of paid and organic search strategies and sharing learnings between each channel, Curated were better able to understand Trint's most profitable themes to deliver record breaking ROI.

We surveyed consumers and marketers and found that although they agree on the importance of authenticity and the value of visual content, their opinions significantly diverge when it comes to which types of content are most authentic and influential. How can marketers bridge that gap and truly deliver the authentic and visually-engaging brand experiences that consumers demand? In this session, we’ll dive into these survey results, what they mean for modern marketers, and how you can effectively leverage the user-generated visuals that consumers create and crave to bridge the content gap to drive sales and engagement.

Research shows that most organisations undergo major change about once every three years. But, as well as the big transformation projects, there’s also a constant churn of many smaller changes taking place that require the sharing of information. No matter where you sit within your organisation, defining and articulating the vision that will transform your business can be challenging. We all know that communication is vital, but what’s the secret to doing it well? How do you communicate transparently and in real-time, whilst celebrating successes and accepting and discussing our failures? How do you get stakeholders across multiple business units to unite behind a single idea? How do you translate abstract ideas into tangible projects to get buy-in? Even more importantly, how can we recruit change and transformation ambassadors to help us spread a positive message both internally and externally?

“Revoke Brexit” is trending alongside “Brexit Betrayal”. Gym goers are more likely to search for cookies, cake, and wine. Environmentally-conscious shoppers are buying on fast fashion sites, like H&M and Zara. It’s human nature to aspire, oppose, and contradict ourselves. But this makes the job of a marketer that much harder. How can marketers differentiate fad from trend or aspiration from truth, and capture fragmented, or even contradictory, consumers? Emma Moorman, from Hitwise, will discuss how audience-based data can debunk fads. She’ll outline quick and simple tactics to attract online consumers direct, and convert browsers into buyers.

2019 saw the launch of MoneySuperMarket’s new brand positioning – Get Money Calm. But this was not just an advertising idea and a new TV campaign, Lloyd Page and Matt Rhodes will tell the story of the brand refresh and how the idea needed to go beyond just a new advertising campaign, but also to impact the product and customer experience. For a digital product, and in a changing communications landscape, the divisions between communications activity and product experience are less relevant. they’ll explain how the whole organisation, from brand and product to data and tech needed to pivot to make the brand relaunch a success.

atom42 will take you through a step by step process using an existing brand as an example. They will show you their favourite tools, how to analyse specific reports, and reveal how they put all of this together into a strategy which guides their activity. They will offer a rare insight into their pitching technique, onboarding process and strategic thinking.

There are thousands of articles and content pieces across the industry citing case studies and best practices to help you succeed in Conversion Rate Optimisation (CRO). Unless taken with a pinch of salt, these can be fools gold. Every website is different. Every audience is different. And if there were a set of hard and fast rules for guaranteed CRO success every website would look the same. There is only one guaranteed trick to help you win at CRO – and that is applying a robust methodology to your testing plans.

TRIBE has run over 12,000 influencer marketing campaigns and receives over 30,000 submissions of branded content through their marketplace each month. They've got a whole lot of data to answer the 21 most burning questions from marketers - you'll never believe what they are!

Whilst there’s lots of information available about how to start this task there’s less evidence as to what people have learnt along the way. Tom will therefore share some tips gained from delivering digital transformation at two iconic British brands; the BBC and the National Trust.

POPS’ Marketing Manager, Ellie Leek, will be sharing her insights into how the reactive and flexible nature of start-up brands enables the creation of authentic content which consumers are able to engage with.

Sam Ineson, Business Development Director at CDS, will change the way you think about delivering digital transformation in your organisation, and potentially save you a fortune.

The impact of data-driven marketing has never been in sharper focus. But what does this really mean for marketers? Richard will share how the combination of data science, behavioural analytics and AI are transforming the way that organisations are engaging with audiences, enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.

2 billion messages are sent between people and businesses each month. With marketing becoming more and more about personalisation and brands craving attention on social media, Rhodri looks into why brands are focussing on driving users to Facebook messenger, the advantages it carries and how it can help grow better relationships with customers.