Summer Digital Marketing Summit 11 July 2024

Social moves fast, and it’s just getting faster. But don’t worry we are here to help. In this light hearted talk, Jon distills everything you need to know into one place. Get the inside line on Social Commerce & Tik Tok, see why short form content isn’t everything it’s cracked up to be, and even learn some sexy new metrics… because everyone likes metrics.

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How can we invest the benefits our teams are experiencing in the brave new world of AI? How can you automate your lifecycle to allow you to turn your attention to the things you've always wanted to do with your time at work? In this talk we'll cover the benefits for our teams using AI, and how can we take the parts that are being guided and re-designed by AI and invest for the long term, finally completing your lifecycle.

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With marketers facing challenges around a cookieless future, the need for personalisation and the growing importance of advocacy and loyalty, we explore the world of gamification. By harnessing zero-party and first-party data marketers can engage users early in the journey, and build out more personalised customer experiences that drive loyalty all while gathering the information required to really turn the dial on post-purchase interactions.

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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.

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With the rise of AI, increasing competition in and from Google, and rapid changes in user behaviour, succeeding with your digital marketing strategy is becoming more and more difficult. We can be, as an industry, overly obsessed with the short term, but Google is moving in the other direction. That's why focusing just on SEO belongs in the past, and Organic strategy is the real long-term solution to always be one step ahead of Google. And I'm going to show you how to do it.

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The path to purchase is no longer a simple, linear funnel. Today's digital landscape has made the customer journey much more complex. We'll dive into groundbreaking research by Google that analysed over 300,000 shoppers to understand what influences brand preference and purchase decisions in this critical middle stage. You'll learn how digital touchpoints impact consumers in the exploration and evaluation phases, the cognitive biases that are most effective at swaying brand preference (with up to 94% of consumers switching their preferred brand) and practical tips for “supercharging” your business by leveraging these biases across channels and throughout the customer journey.

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Brands who only deploy marketing tactics based on guesswork and assumptions are at risk of failing to meet their customers’ evolving expectations and are missing out on the huge growth opportunities Conversion Rate Optimisation can drive. This session explores how brands can elevate their CRO efforts to drive an uplift in revenue and/or leads; adopt an ‘experiment-first’ mindset; maximise the performance of their digital products and martech investments; and rapidly navigate changing customer expectations and market unpredictability.

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Join Chloe for a dynamic session focused on what’s currently shaking the foundations of paid social media. From the implications of third-party cookie depreciation and the unstoppable rise of AI and automation to the surge of paid subscriptions, Chloe will explore how these game-changing shifts are rewriting the playbook for digital marketers and paid social specialists. Walk away with actionable insights for 2025 and creative strategies to stay ahead and make a lasting impact.

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In this talk, we’ll explore how you can harness Google’s digital maturity benchmark to pilot your data-driven marketing strategy and unearth a deeper understanding of the customer journey. Examining the behaviours, attributes, and actions of a user allows us to assign value across their entire user journey, predict a future value, and leverage this data to your advantage.

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Swagat will take us through the journey of digital commerce from backstage to centre stage. Understand how easy it is to learn, execute and optimize, with AI being your true mate in setting e-commerce.

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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.

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Our speakers power through their points against the clock. 21 slides, 21 seconds per slide. Hold onto your hats.

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Generative AI is no longer a concept of the future; it's a current reality that is about to revolutionise search. Understanding the current challenges for brands and businesses but also embracing its capabilities both from a paid and non-paid is essential for competitive success. Our aim is for people to leave with actionable advice on how best to optimise for the new search landscape.

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Discover the strategic steps behind launching an impactful Affiliate Influencer Marketing Program. Join us as we delve into the fusion of affiliate marketing and influencer collaborations, exploring the relationship between brands and influencers. Learn how to navigate this evolving landscape, from identifying the right influencers to crafting compelling partnerships that drive results. Gain insights into optimizing affiliate programs for influencer engagement, harnessing the power of authentic storytelling and audience connection.

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Location: CInemas' Foyer, Studio 1 and Studio 2

Embrace the power of personalization and drive ROI by transforming your website into the ultimate home of your brand, tailored to each user's needs. Elevate your email marketing with advanced personalization and integrate SMS into your channel mix for maximum impact. Discover the most effective touchpoints along the customer journey in our insights on cross-channel tactics, accompanied by real-life examples that inspire and resonate with marketers. Unlock your team's potential and delight your audience with a customer experience that transcends expectations

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There are only a few points in your life when a purchase choice is shared. For an increasing % of the population with caring responsibilites they are not only thinking about the challenges of working, caring for children but also helping or caring for their parents. How can marketers communicate a product or service that benefits more than one audience, what channels would they use and how should the buying experience be managed. Daniel will explore this and more, as well as considering how to cut through to an audience who is being bombarded with marketing messages for three audiences.

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Justin will cover off how one of the biggest trends over lockdown is now being used to create the best creativity and results on Tripadvisor.

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Over the years, affiliate marketing has gone from being a marketing channel focused on driving as many last click sales as possible to becoming a cross functional marketing machine. Many companies are still stuck in the old days though and because of their unwillingness to budge, there's a rumour going around that affiliate marketing is dead which simply isn't true. In this presentation, I'll unpack some tips & techniques you can use to bring your affiliate program out of the stone age and into the 21st century.

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The role of a marketer is set to change dramatically due to stricter legislation, increased regulation and greater use of technology, such as generative AI. We are living in a 'super-VUCA' world. What is this you may say? In this presentation, VUCA will be explained and we will explore everything from mitigating cookie losses, enabling effective personalisation strategies and ensuring your teams are set up for success.

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Karen and the ASOS Media Group Creatives will discuss and share examples of how the ASOS brand identity, TOV and aesthetic, holds huge appeal to partner brands. The talk will focus on examples of marketing campaigns that AMG have executed, where partner brands have leveraged the ASOS brand DNA in order to access a new customer or shift their perception.

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In a post-covid world where e-com sales are declining, how can we navigate uncertainty and drive growth? We'll dive into the challenges of figuring out what works in marketing when things are uncertain and unlock growth through advanced measurement solutions

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These 21 slides will unravel the crucial link between digital marketing and web accessibility, in the light of the upcoming European Accessibility Act (EAA) set for June 2025. This dangerously overlooked legislation reveals the urgent imperative for digital platforms to conform to new accessibility standards, ensuring digital inclusivity and avoiding fines and reputation negative effects.

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