Digital Marketing Conference 14 July 2016

Registration and Network Breakfast

Chair Welcome

Location: Wolfson Theatre

Content runs in THE OUTNET’s DNA, and since conception has guaranteed the customer's journey is a smooth experience from the moment they land on site. Following a careful segmentation and targeting process, THE OUTNET launched its FRONT ROW program in May 2015 to reward and nurture its top customer segment. However every customer deserves attention, not just THE OUTNET’s top spending segment and this is why THE OUTNET is implementing new strategies to engage all customer segments. Discover how they are achieving this through content strategies and geo-targeted initiatives.

Location: Wolfson Theatre - Keynote

Track Chairperson

Location: Seligman Theatre

INTERVIEW - Under the bonnet of Birchbox: The beauty solution for the beauty majority

Location: Seligman Theatre - Keynote

There is a dramatic shift underway from brand-initiated marketing to customer-driven marketing. This session will help marketers manage and plan strategically for this new age of B2C marketing automation by sharing insights into: - The key differences between a brand-initiated and customer-driven marketing approach - The components of a powerful customer-driven campaign - The simplification of complex data, interactions, context and behaviour to create personalised communications

Location: Wolfson Theatre - Email Marketing Track

Conversion rate is often the decisive lever which helps companies win the customer acquisition game. Ian will share how trainline used the latest psychological techniques to optimise it’s booking flow for conversion.

Location: Seligman Theatre - Customer Experience Track

Using real life examples from Communicator customers such as West Ham United and John Smedley, Jenna Tiffany discusses the importance of email strategy and the key themes which underpin achieving an optimum email performance.

Location: Wolfson Theatre - Email Marketing Track

Consistency. It simplifies our lives. It lets us create mental shortcuts to cope with thousands of everyday decisions. Without consistency our lives would be very different. In this talk Andy will look at consistency through the lens of UX, answering the questions, why is consistency so important, and how can brands use consistency to create better customer experiences?

Location: Seligman Theatre - Customer Experience Track

Reflecting on real life examples from brands such as Elemis, Science in Sport, Barbour and Fred Perry, come away with the power to: - Utilise both upstream and downstream automation to make your campaign creation process more efficient as well as driving incremental revenue - Identify which communications are suitable for automation and which are not - Integrate the cross channel data needed to drive the seamless customer experience across multiple channels - Use automation to have real human conversations at scale

Location: Wolfson Theatre - Email Marketing Track

‘Digital’ isn’t just a tagline to include in your Corporate Strategy, it’s a way of being. Customers don’t operate ‘digital’ in seclusion to their day to day – so why should we? Digital transformation doesn’t just impact a single business unit, it affects the entire organisation. Learn how Travelex has evolved its internal structures to focus on the customer and set itself up for success.

Location: Seligman Theatre - Customer Experience Track

Networking and Refreshment Break

Video is everywhere, and for good reason, as companies using video require 37% fewer unique site visits to generate a marketing response. Nick will show how video is being used as a powerful marketing tool across a broad range of industries and highlight some of the common pitfalls to avoid with your own video strategy.

Location: Wolfson Theatre - Content and Search Track

Uncover how The Economist developed a multi-platform and distributed content strategy as Denise explores how they’ve achieved +61% increase in engagement, +25% in followers and many more enviable stats.

Location: Seligman Theatre - Social Media & Customer Dialogue Track

Taking the form of an open discussion, Winnie will work with peers to discuss the most salient point affecting B2B marketers; whilst exploring the group’s experiences with digital transformation and the shifting dynamic in DMU. With a focus on practical takeaways, participants will share ideas and lessons learnt on challenges they face in B2B digital marketing and media, including social, content, and performance marketing.

Location: Roundtable Track

Content marketing is an essential part of today’s digital mix. Research by Contently recently found 73 per cent of marketers were doing more content than ever, yet 46 per cent say it’s ineffective or distinctly average in performance. Many companies are producing content for content’s sake. So how do you create content that will improve your rankings, engage with your prospects or get mass-media attention? Ian will share his experiences in PR and digital, along with agency insights that will help you keep your content marketing on track and delivering tangible results.

Location: Wolfson Theatre - Content and Search Track

The sheer size and scale of Vodafone, one of the world’s largest telecoms companies, understandably presents challenges to support their customers in the ever changing digital world, whilst internally managing the brand image and ensuring that everything behind the scenes is working like clockwork! Aneta will take us through how Vodafone are creating one seamless connected customer experience, through the delivery of digital products that can both work really well on their own but which truly have a much larger objective: enabling the multichannel experience of the future. One Channel. One Organisation.

Location: Seligman Theatre - Social Media & Customer Dialogue Track

In the old days of SEO, companies hired specialists who sat in the basement/corner and carried out a mixture of weird and wonderful techy stuff and black magic to increase ranking and search visibility. But Google had other ideas and has changed the landscape of SEO so that those old and trusted techniques are simply less, or even not at all, effective. Franco will share with you a new approach Red Hot Penny uses with clients that has proven incredibly effective and has delivered amazing results.

Location: Wolfson Theatre - Content and Search Track

Data offers so much insight on our consumers but we need to always remember we are dealing with real people in the real world buying real services or products. From practical tips on how to start attribution on a shoe-string to what annoys consumers, the session will be a look at how brands can make the most of their data without losing touch with humanity.

Location: Seligman Theatre - Social Media & Customer Dialogue Track

B2C Roundtable - The proof is in the pudding: Sharing successful results and lessons learnt from email marketing campaigns aimed at nurturing existing leads

Location: Roundtable Track

Gareth will look at the latest developments in pay-per-click, including RLSA, Gmail Sponsored Promotions and Google Shopping, and explain how to increase AdWords ROI.

Location: Wolfson Theatre - Content and Search Track

In this session, David will focus on using social media platforms creatively - with numerous examples of brands and broadcasters getting it right (and a few getting it wrong). Many of the examples will be from Twitter, the platform which David knows best, but most of the tips will apply to social as a whole, focusing mainly on tone of voice, topicality, engagement and social video. Expect helpful tips, creative inspiration and some lols.

Location: Seligman Theatre - Social Media & Customer Dialogue Track

Networking Lunch

The internet is now all about content creation, not just consumption, and everyone has the capability to be a publisher. This session will look at : - What is influence and how can influencers boost your campaign? - The perfect formula for finding the right influencer - How to build a relationship with an influencer - A day in the life of an influencer

Location: Wolfson Theatre - Boosting Marketing Efficiency Track

Retail is all about empowering consumers: providing them personalised experiences that delight at the critical moments of truth to drive loyalty for repeat business. With that power comes responsibility. Argos, a leading digital retailer, has made this vital connection by introducing Predictive Sales and Service Chat experiences across their online channels. Join James as he discusses the power of conversation. Learn how best-in-breed conversational technology anticipates customers’ needs and simplifies purchase and customer service journeys.

Location: Seligman Theatre - Digital Marketing Innovation Track

The session will begin with a brief overview of the Women’s Aid Look at Me campaign, which the charity developed on no budget, and went on to win a number of digital marketing awards. The group will then discuss the ingredients needed for success with tight budgets; biggest achievements on a limited budget and learnings the group have from building digital campaigns with a restricted budget.

Location: Roundtable Track

Email is special because, like a letter, it’s personal. But what do we do with this privileged access to our customer’s inbox? … Send them the same email as everybody else. With today’s email technology there’s no excuse for one-size-fits-all marketing. Even employing the latest marketing automation capabilities, we can still make our customers feel special. Dani shares examples showing how you can personalise the email experience, build relationships and ultimately increase conversions and customer lifetime value.

Location: Wolfson Theatre - Boosting Marketing Efficiency Track

Millions of anonymous consumers swarm through our brand spaces leaving us distant from our customers. Big data isn’t helping as knowing what someone clicked on or tweeted doesn’t mean you know them. Richard shows you how to get inside your customers head, to understand how they think & feel, so you can really influence them.

Location: Seligman Theatre - Digital Marketing Innovation Track

We spend more time on screens than we do sleeping, and our attention is rarely exclusive to any one. How can brands cut through to people in this screen-based world informed by algorithm, data and robots?

Location: Wolfson Theatre - Boosting Marketing Efficiency Track

Enhancing the customer experience at every touch point has never been more important. With the buyer journey continuing to evolve, new challenges and opportunities have arisen. Learn about the key trends that are shaping digital marketing today and discover how you can approach these areas from a strategic perspective to help ensure success.

Location: Seligman Theatre - Digital Marketing Innovation Theatre

Hold onto your seat and notebook! Figaro Digital's 21s: Fast Learning

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! Snapchat is the hottest platform around right now, so why should brands pay attention to it?

Location: Wolfson Theatre - Figaro 21s

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! Video is central to the Museum of London’s consumer and corporate communications. Andrew Marcus will share highlights from the Museum of London’s strategy.

Location: Seligman Theatre - Figaro 21s

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! How do you become a digital genius? The answer is to not be afraid of trying out new ideas and accept that at times you will fail. We take a light hearted look at some major brand flops questioning why it happened and how they could have been prevented.

Location: Wolfson Theatre - Figaro 21s

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! Using a mix of creativity and technology 'Yes&Pepper' have helped brands unleash their creativity from within. Here Andy shares some of the ‘gold’ you need to know if you want your company to add more creativity to its thinking.

Location: Seligman Theatre - Figaro 21s

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! Discover how to simplify the overall Mobile Marketing thought process, by uncovering how to influence mobile growth and share better approaches to mobile user acquisition.

Location: Wolfson Theatre - Figaro 21s

Figaro Digital 21s – Maximize your takeaways as our speaker powers through 21 slides against the clock; just 21 seconds per slide! Even though it’s still in its very early stages, you can bet that Artificial Intelligence is the buzzword that defies all other buzzwords for 2016. And if you’re talking about AI, then you’ve got to talk about IBM Watson. What’s the best examples of it being used today? Here e3 share the absolute coolest things people are doing with Watson right now. Get ready to enter the future now.

Location: Seligman Theatre - Figaro 21s

Networking and Refreshment Break

A lead innovator in the media industry, the Guardian has been first-to-market with a range of products and services - from Apple News to Instant articles; Android Wear to AMP; and from Smartphone apps to Apple Watch. But the world we all find ourselves today is very different from the monolithic destination website of a few years ago. Using the Guardian's experience as a springboard, Tom will explore the impact and opportunities of today's multi-platform work, and pan-platform user, and look forward to what the next big technical changes may be.

Location: Wolfson Theatre - Trend Watch Track

Closing the day's jam-packed learnings our expert speakers will explore the key question: What’s next for the digitally enabled consumer? Using their joint wealth of experience in breaking the boundaries of digital marketing and commerce, they will assess the market and discuss how brands can navigate the fast paced track of innovation to maximize opportunities…whilst avoiding technology red herrings. This session is a must-attend!

Location: Wolfson Theatre - Trend Watch Track

Whether kicking back with your existing contacts or reflecting on the days learnings whilst making some new ones, come join us for drinks and music.