Digital Marketing Conference 20 July 2017

Location: Wolfson Theatre

During this session Alex will dive into how GSK rocketed to 5th place in the rankings of the world’s best corporate digital communicators. Whilst sharing his secrets for success, he will whizz through how to break down silos and effectively reshape your team; a view into the editorial process to tell the stories which matter most; the restless, insights-driven process to evolve one of the best corporate websites in the world; as well as how GSK is using social data to influence the c-suite.

Location: Wolfson Theatre

We are customer centric! We work with data! We are digital! What do the buzzwords of marketing really mean for our business, and how do we go from words to action? Tess has been driving digital change management in the hospitality industry for the last five years, and will share her story, experience and advise on how to walk the talk in becoming the kind of company we say we want to become in the digital age.

Location: Seligman Theatre

With new, disruptive start-up brands appearing on the digital scene with impressive regularity, marketers have been discussing the routes and challenges of digital transformation with increasing urgency. But where to start? During this session Laurence will outline 5 ways brands can humanise their digital transformation.

Location: Wolfson Theatre

Beyond the hype, what does the role of the super intelligent marketer really look like? And where will the battle between man and machine end up? Just because many marketing tasks can be automated doesn’t mean that they should; so where can AI help and which marketing disciplines will become totally redundant? And when? In his presentation Jeremy will be using IBM Watson, the world’s most powerful marketing AI, to host a live demonstration of the capabilities of Watson, leaving you to decide what the world’s greatest marketer really looks like.

Location: Seligman Theatre

When your core business is not growing any more, doing nothing is not an option. Therefore, Michel will take you through what the vision around business transformation looks like. As well as outline how the leading magazine publisher in the UK has taken up the challenge of creating growth whilst reducing costs, and has started exploring adjacent markets to invest in and conquer. The convergence of content and commerce will be part of that journey.

Location: Wolfson Theatre

In this session Kurt will share lessons from the ambitious project that sought to establish a brand for Brentford FC, a club that not just achieved promotion from League 1 to the Championship but found itself facing the daunting prospect of promotion to the Premier League in that first season. After 2 years of careful consideration, planning and consolidation, Brentford went live with their new crest and a new website – the end of a project that was all about getting Premier League ready and enabling Brentford FC to claim its place as London’s Local Club.

Location: Seligman Theatre

Location: Osler Room

In this presentation, Ed will dissect the decisions leading to the creation of the world’s most advanced on-demand laundry and dry-cleaning platform. Find out about some of the challenges involved in developing one of the UK’s fastest growing startups and hear the Laundrapp story.

Location: Wolfson Theatre

Drop the scattergun, and start using Facebook’s advanced targeting to really get your content to those you want. We look at how relevant content really pays dividends to the audiences segments you might not even know you had.

Location: Seligman Theatre

The gap between the readiness of AI marketing solutions to execute on real-time B2C marketing campaigns, and the readiness of marketers and business leadership teams to adopt such technology is closing. Brands that wish to realize the significant benefits of this important area and differentiate themselves must clearly understand this gap, and then create their own AIM roadmap to compete in today’s crowded business landscape. Are you ready for AI? Join the presentation and find out more about Forrester`s most recent AI readiness study.

Location: Wolfson Theatre

Understanding the context within which your brand operates, and the behavior of your customers, is vital to success today. How does our customer-led planning framework shape marketing strategy, define focus, and identify opportunities to transform established marketing practices into modern, successful initiatives?

Location: Seligman Theatre

With 4.6 billion pieces of content produced daily - by consumers, brands, and everyone in between - it has become a necessity to understand what makes fundamentally great content, that lands with our respective audience, builds brand equity, and ultimately shifts the dial in terms of business sales. In his usual abrasive style, Michael will explore the three fundamental points of interactive content and what engages users online that so many brands miss.

Location: Wolfson Theatre

Discover why trust and relevance are essential to building a brand. During this session, Andy will unearth the trust marketing techniques of brands like Uber and Airbnb. Plus share case studies of brands who’ve used word of mouth to build brand engagement. You’re guaranteed to get practical tips and ideas you can take back to your own business.

Location: Seligman Theatre

Sometimes, the best social media innovation comes from just getting the basics right. Using Pret’s Veggie journey to illustrate this, Anthony will outline how getting the basics right can lead to increased engagement, advocacy, and innovation.

Location: Wolfson Theatre

There’s no doubt about the potential afforded by the technical capability of programmatic marketing. However, the route to getting to spend from the advertiser to the publisher isn’t necessarily made any easier. This talk is a personal view of how to pick the right partners, avoid the wrong ones and ensure that publishers make money while marketers achieve ROI.

Location: Seligman Theatre

Location: Osler Room

Learn how the science behind viral epidemics can influence the way you plan and execute your own viral marketing campaigns. Dan will provide a guide to identifying catalyst publications that will maximise your reach, using a data study from LinkLab, Search Laboratory’s in-house relationship management tool, which holds over 100,000 sites that his team have contacted. He will also present practical case studies of previous viral PR and content campaigns, with actionable takeaways that you can implement to maximise your own success.

Location: Wolfson Theatre

Everyone's talking about the future of AI... but no one seems to talk about how you can use AI right now. In this presentation, Phrasee CEO Parry Malm will debunk all the apocalyptic (and unrealistic) chatter about AI, and tell you what it actually is. Then, he'll go through real world use cases. You'll leave with a list of business challenges that AI can solve - today - and a checklist of how you can implement the solutions.

Location: Seligman Theatre

With increased choice and disruptive brands raising the bar of expectations constantly, many consumers are happy to simply cut ties with a brand following disappointment. Others proactively look to take advantage by deliberately abandoning their shopping carts in order to receive discounts. So, when consumers are dictating terms so thoroughly, how can marketers create meaningful engagement? What cultural and technological steps can we take to create a new marketing strategy that pleases the impossible to please? Christopher will uncover some insight from Selligent commissioned research with the CMO Club to show how leaders are dealing with the change.

Location: Wolfson Theatre

In 2014 then-Google CEO Eric Schmidt said ‘our biggest search competitor is Amazon’. What does Amazon do that has Google on the back foot? Why aren’t you doing that?

Location: Seligman Theatre

Location: Wolfson Theatre

You want more conversions. Your customers want more relevant & engaging content. How do you achieve both without turbo-changed 1:1 communications or a state-of-the-art CRM tool?

Location: Wolfson Theatre

Pollyanna will share how belVita launched it’s latest ad spot using dynamic personalisation at scale; proving that it’s not just small brands that can deliver a personalised, and disruptive experience.

Location: Wolfson Theatre

Luca will take you on a journey into the strategies they build to grow online revenue for great global household brands.

Location: Wolfson Theatre

Learn how implementing email strategies focussed on customer-centric dynamic content can deliver long-term impact. Examples from Naked Wines, Fenwick and Serious Sport will arm you with the right tools and ideas to deliver hyper-personalised, time sensitive and on-brand communications.

Location: Seligman Theatre

Location: Osler Room

Location: Wolfson Theatre

Location: Seligman Theatre

This presentation will take a look at how a content strategy was implemented through a 6 stage framework with examples and takeaways to consider for other organisations and also a look at how the Met Office looks to make aware the opportunities of digital communications across the organisation through the creation of a digital academy.

Location: Wolfson Theatre

What does the next stage of organisational transformation look like? To understand where we’re heading, we’ll review how organisations have evolved over the past 10,000 years, from early tribes to today’s most progressive companies. Ian will then share the results of 15 months of experimentation with evolutionary management, distinguishing powerful practices you can implement today.

Location: Seligman Theatre

Launching in 2010 with a ‘Try, Learn, Buy’ model, Birchbox has been attracting brands and subscribers who connect instantly with their content-driven discovery experience and seamless path to purchase online. Birchbox’s dramatically different approach to targeting under-served beauty consumers – the Beauty Majority – means they are uniquely able to reach this less engaged consumer by giving her a more relevant, efficient and approachable experience. During this session Savannah will dive into this approach to share tangible learnings for driving rapid growth.

Location: Wolfson Theatre

TrustedHousesitters is the world’s largest house and pet sitting site. It’s great to be number one, but tricky when you are having to educate a market while also converting them. The Brighton-based sharing economy start-up is at the beginning of a process to make the site experience work better for every visitor, from the first touch to the retention at the end of the member journey. Jess Stephens, CMO at TrustedHousesitters will talk about recent wins and future plans and will share insights about the brand including what happens when Mr Sulu from Star Trek shares your story with 10 million followers.

Location: Seligman Theatre

Tom will explore the underlying driving forces that influence the technology that we all use every day and share his thoughts on where they'll take us in the future. He'll outline the pressures that the industry will face and possible ways to rise to them.

Location: Wolfson Theatre

Location: Platt Room And Garden