Digital Marketing Summit 17 April 2024

Huge changes are coming to digital marketing this year. Delve into key trends set to shape the industry, the strategies and technologies that marketers need to stay ahead. Explore AI-driven content creation, influencer marketing, and B2B content development. Should you overhaul your PPC strategy to take advantage of the latest technology, and Improving SEO with technical audits and Google’s Search Generative Experience.

Understanding the customer journey and how and why they make a decision is integral to any marketing strategy. Alex explains how these three distinct areas - Awareness/Consideration/Conversion are key to the success of your marketing campaigns.

How many times have you heard that AI is only good at the beginning and the end of a project, and that AI is good for ideation and storyboards. These opinions are 12 months out of date. GenAI is right now replacing significant parts of twenty year old creative production processes, and it’s only set to eat up more. Extinction level threat? Absolutely. But in parallel, a complete game-changer for marketeers. So often locked out of the boardroom, CMO’s have a once in a generation opportunity to play a leadership role in seismic business transformation.

With 74% of Gen-Z users preferring TikTok search over Google and video snippets becoming more popular and dominant in results search-wide - it’s no surprise that businesses need to create a video strategy to keep up with the future of search. Gary will be discussing everything you need to know about adding video to your marketing strategy. Whether you’re thinking about video and not sure where to start, struggling with stakeholder buy-in, or you’ve already begun your video journey but looking to elevate your approach then this talk is for you.

TikTok is a social media platform that has gained immense popularity in recent years. With over 2 billion monthly active users and an average of 52 minutes per day spent on the app, TikTok presents a great opportunity for brands to reach a large and engaged audience. The question is, is it relevant to you and your brand? Even more so, is there a way you can make it relatable and make the most from the platform’s range of advertising and targeting options? We’ll be answering these questions and more.

Is your website on its last legs? Need to convince your boss it's time to put the current one out of its misery and invest in a shiny new one? In this talk, Andy draws upon his 20 years' experience working on web projects to provide insights on how marketers can identify when a new website is needed - and how best to budget for it.

To succeed in today's complex marketplace, brands need to stand out from the competition, capture people's attention and inspire them to take action. Creativity is the key to making our marketing more effective. In this session, we'll look at how we can use creativity to better connect with our customers, tell compelling stories and create content that works for the channels we're publishing across.

AI and AIGC (AI generative content) have been hot topics for a number of months. With uncertainty around how AI is impacting users and brands, Google are now starting to make considerable strides in introducing AI products and other new ways to for users to search within their Search product. As well as targeting specific sectors such as fashion, travel, and general online retail, they have a number of other new Search tools that are being introduced to users at scale and evolving how people interact with and “Google things”. In this keynote Dan will breakdown a number of new Search tools and what they can mean for businesses who rely on Google Search (organic) for revenue, as well as how they can start to adapt their SEO programs and channel mindsets. Google a year from now, will not be the same.

Over 50% of consumers are now invisible online, thanks to the deprecating third-party cookie. This huge addressability gap is growing and poses a threat to digital advertising performance. The next evolution of digital marketing needs to solve this - and the answer lies in AI. Alex shares how the powerful discerning force of AI can help sort and decipher the vast wealth of data online to spot audience signals. Learn how to surface the detailed consumer trends and behaviours your brand needs to tap into to nurture your marketing funnel.

Marketers know the value of long-term brand building, but are under pressure to deliver against short-term business goals. We’ll share our formula for how to do both, by integrating rational messaging with emotional creative, and then optimising across a campaign for people at different parts of the funnel.