20:20 Digital Marketing Summit
Mar 14-15 2016

20:20 Digital Marketing Summit

Learn from the best: how to build the perfect marketing strategy for today’s world

Marriott Grosvenor Square, London

Documentation

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Featuring two days of insight, strategic discussion and expert case-studies, the 20:20 Digital Marketing Summit brings together a cross-sector audience to share best practice in the rapidly changing world of digital marketing.

As digital marketing has become increasingly central to every organisation's strategy, there has never been a more important time to get it right. Exploring the biggest challenges marketers face today - including mobile, social media, personalisation, big data and content marketing - this conference gives you the opportunity to learn how to improve your marketing strategy. Don’t miss out on the chance to join over 200 of your peers and get that all-important edge over your competitors.

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Highlights from March 2016:

  • Got inspiration from executive level speakers at the forefront of some of the UK’s biggest marketing operations
  • Found out how peers across different industries are driving change in digital marketing
  • Took away strategies with practical case studies from Ryanair, Unilever and more
  • Personalised experiences through a programme with multiple streams
  • Peered into the future of digital marketing through the eyes of industry frontrunners

Testimonial Gordon Rutherford, AXA Group - “In terms of events, this was possibly the best I have attended in a long time.  The quality and diversity of the speakers, allied with genuinely enlightening content make this a must-attend event.”

Speakers

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Programme

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Monday, 14th March 2016

09:10
Welcome address by Juliet Knight, Director, Marketforce
09:15
Chairman’s opening remarks
John Berry

Chief Executive Officer

Customer Buyology

Session One: Digital Marketing Leaders’ Forum

09:20
It’s all digital marketing now
  • Why is digital now fundamental to marketing?  
  • Can you treat all your marketing as digital by default?
  • The importance of an integrated omnichannel approach
Simon Sproule

Director of Global Marketing Communications

Aston Martin

09:40
The importance of digital for a physical business
  • Recognising that digital does not affect the importance of the physical business
  • Exploring how technology can improve the success of your stores
  • Understanding why consistency across offline and online is crucial
  • Using location technology to personalise the in-store experience
Toby Horry

Digital Marketing Director

Tesco

10:00
Individualised marketing: creating a seamless dialog in today digital disjointed world
Holly Mander

Digital Strategy Director

Teradata Marketing Applications

10:20
Mankind Meets Machine: Employees as Digital Brand Ambassadors
  • How a big brand idea can orchestrate an organisation and all of its employees
  • How empowered employees can drive engaging, real-time marketing
  • Understanding what skills and training employees need
Mark Evans

Marketing Director

Direct Line Group

10:40
Panel Discussion

Towards digital marketing best practice

  • Should marketing have control of overall digital strategy?
  • The symbiosis between sales and marketing: how can data-sharing be optimised?
  • Where does each marketing channel deliver the greatest value?
  • Is personalisation now a prerequisite of successful marketing?
  • Digital marketing best practice – what lessons do different sector experiences provide?
  • How can B2B and B2C learn from each other?
Mark Evans

Marketing Director

Direct Line Group

Katy Taylor

Group Director of Customer Experience and Marketing

Go-Ahead Group

Simon Sproule

Director of Global Marketing Communications

Aston Martin

Toby Horry

Digital Marketing Director

Tesco

11:10
Refreshments

Session Two: Personalisation: the move to a market of one

11:40
Marketing in real-time: towards the ultimate customer engagement
  • Recognising the opportunities for real-time data capture  
  • Using data to drive personalisation and improve responsiveness
  • Understanding what kind of personalisation works for your customer
Martin Greenbank

Head of Advertising Research & Development

Channel 4

12:00
eBay’s journey to personalisation and omni-channel at global scale: 5 learnings
  • Standing out from the crowd: when marketing doesn’t feel like selling
  • Increasing interaction with your marketing and its effect on conversion
  • Creating a bond: treating each customer as a market of one
James Moore

Senior Director of Marketing: Global Transformation

eBay

12:20
The pathway to personalisation?
Anthony Letcher

Head of CX Strategy

SDL

12:40
Panel Discussion and Tweet Wall

Pushing the boundaries of personalised marketing

In this session, delegates’ comments and questions will appear on a Tweet Wall to influence a panel discussion. Suggested talking points follow below:

  • Why is personalisation so important to the modern customer? 
  • How do you identify how much of your existing data could help you personalise?
  • How can third-party data help improve your personalised marketing?
  • Is there a point where marketing can become too personal or even invasive?
  • How does the need for personalisation vary across sectors?
  • Wearables, geolocation data and the Internet of Things: understanding the potential
  • How could real-time personalisation affect the future of loyalty schemes?
  • What new levels of personalisation could we see in the next two years?
Martin Greenbank

Head of Advertising Research & Development

Channel 4

Mark Brayton

Interactive Marketing Director

Barclays

Paul Burrows

Customer Experience & Operations Director

AXA Group

James Moore

Senior Director of Marketing: Global Transformation

eBay

Anthony Letcher

Head of CX Strategy

SDL

13:20
Lunch

Session Three: Streams

Towards mobile marketing excellence
14:35
Chair’s opening remarks
Stan Maklan

Professor of Strategic Marketing

Cranfield University

14:40
Case Study

Ensuring your mobile app achieves your marketing goals

John Hurley

Chief Technology Officer

Ryanair

15:00
Mobile Voting and Panel Discussion

Making the most of mobile

In this session we are throwing open the debate on mobile marketing and the audience will answer a series of questions on their mobiles and tablets. The results will be displayed in real-time. Our panel will draw on their experience to provide insight and analysis.

Areas for discussion will include:

  • How do customers use apps and mobile websites differently?
  • How can app usage data can help improve your understanding of the customer?
  • What are the next steps for mobile web optimisation? How will changing customer behaviour drive change?
  • How can data from mobile web browsing be transformed into valuable customer insight?
  • How can mobile data be used to inform your overall marketing strategy?
  • How can marketers best use geolocation data?

Further panellists to be confirmed

John Hurley

Chief Technology Officer

Ryanair

Shashidhar Bhat

Head Digital Banking EMEA Consumer

Citi

Thomas Ableman

Commercial Director

Chiltern Railways

Finding value in social media
14:35
Chair’s opening remarks
John Berry

Chief Executive Officer

Customer Buyology

14:40
Developing and evaluating your social media strategy
  • Using social media to support your multi-channel strategy
  • How do platforms such as Pinterest and Instagram offer value as places for experimentation?
  • How do you measure the ROI of social media and how to evaluate success
Tania Seif

Head of Social Marketing

Coral

15:00
Case Study

Understanding social media’s place in the convergence between digital and ecommerce

Social media is often limited to solely being a customer service channel but Unilever’s marketing philosophy allows them to use social media to do much more than that. In this session, Carrie Timms will illustrate how Unilever is able to use social media as part of a wide range of tools to connect with the customer throughout the purchase process to ensure a connected journey from search to ecommerce.

Carrie Timms

Media Director, Strategic Projects

Unilever

15:20
Why does social matter?
  • Social listening: understanding what your customers really think of you
  • Driving constant engagement to encourage eventual purchase
  • Creating a community of brand advocates 
Paul Morris

Head of Digital & Social Media

The Co-operative Group

15:40
Refreshments

Session Four: Streams

Making personalisation a reality through data
16:10
Chair’s opening remarks
Will Francis

Co-Founder

Harkable

16:15
Taking advantage of your data: what do you already have?
  • Understanding the opportunities available from different kinds of data
  • How to ensure that your in-house data structures are in order 
  • To what extent could leveraging your existing data be more important than finding new data?
Rob Bloom

Group Head of Digital

McLaren

16:35
Panel Discussion

Improving marketing through analytics

  • How well do marketers need to know their customers? 
  • What problems could unstructured data solve?
  • What are the most useful data sources you can use to aid marketing automation?
  • How can third-party data complement your existing data to improve your personalisation?
  • How can customer journey mapping inform your marketing strategy?
  • What is the ROI of gathering data for personalisation?
  • What opportunities are available from geolocation and wearables data?
Rob Bloom

Group Head of Digital

McLaren

Lennert de Jong

Commercial Director

citizenM hotels

Howard Barber

Head of CRM and Analytics

Standard Life Group

Digital advertising today and tomorrow
16:10
Chair’s opening remarks
John Berry

Chief Executive Officer

Customer Buyology

16:15
Programmatic buying: optimising your ROI
  • Tracking your ad placement across the Internet’s one billion web pages
  • Monitoring ROI to avoid paying for an invisible or ineffective ad
  • Understanding the charging structure: how can you ensure you only pay for ads that influence a purchase decision? 
David Collins

Group Marketing Director

Great National Hotels & Resorts

16:35
Panel Discussion

The future of digital advertising

  • How are the metrics for measuring digital advertising changing?
  • What are the next steps when considering pay-per-click advertising?
  • What can you do to ensure you react to changes in digital advertising automation?
  • How should your paid and organic marketing teams be collaborating to ensure success?
  • How soon will the growth of online streaming mean broadcast advertising becomes programmatic?

Further panellists to be confirmed

David Collins

Group Marketing Director

Great National Hotels & Resorts

Christopher Burke

Head, Digital Strategy

RBC Wealth Management

Alun Williams

Marketing Planning Manager

Asda

17:05
End of Day One followed by Drinks Reception

Tuesday, 15th March 2016

Session Five: Maintaining consistency across customer touchpoints

09:00
Chairman’s opening remarks
Chris Combemale

Group CEO

DMA

09:05
Ensuring a balanced multi-channel digital marketing strategy
  • Selecting the right channels to meet your marketing goals
  • Encouraging collaboration between teams to ensure cross-fertilisation of ideas
  • Creating agility in execution to react to changing consumer behaviour
Ken Daly

Chief Executive Officer

JML

09:25
Integrating indoors and outdoors: a consistent marketing experience
  • Why do customers value a consistent brand experience across online and offline? 
  • Understanding how digital can be integrated with traditional techniques
  • Using location technology to personalise the outdoor experience
David McEvoy

Marketing Director

JCDecaux

09:45
Marketing in a multi-channel digital world
  • What is integrated marketing in an omni-channel environment? 
  • Where does marketing end and retailing begin?
  • What impact does this have on how we work?
Chris Hulse

Digital Director

Old Mutual Wealth

10:05
Converting interest into purchases: creating a seamless customer journey
  • Understanding the triggers and barriers to customers taking that extra step
  • Making payments frictionless
  • Avoiding abandonment: the importance of multi-channel integration
  • Recovering from abandonment: where personalisation makes all the difference
Gordon Rutherford

Head of Marketing and Ecommerce, Commercial Direct & Partnerships

AXA Group

10:25
Panel Discussion

Delivering a successful omnichannel strategy

  • To what extent has anyone achieved fully integrated omnichannel marketing? 
  • How can different types of data from a range of channels be brought together?
  • How can you track customers as they move between channels?
  • How do you overcome the technological barriers to an effective omnichannel strategy?
  • How can online data to inform offline strategy?
  • What can your organisation do to ensure collaboration between channel teams?
  • Is it possible to personalise effectively without omnichannel?
Georgios Kolovos

Marketing Director, EMEA & APAC

GE Capital International

Ken Daly

Chief Executive Officer

JML

David McEvoy

Marketing Director

JCDecaux

Chris Hulse

Digital Director

Old Mutual Wealth

Gordon Rutherford

Head of Marketing and Ecommerce, Commercial Direct & Partnerships

AXA Group

10:55
Refreshments

Session Six: The power of content marketing

11:25
Why content matters
  • Improving your SEO by creating shareable and engaging content
  • Marketing to your customers in a way they don’t notice 
  • Engaging customers on your platform to foster an emotional attachment
Robert Wint

Digital Content and Publishing Director

Barclays

11:45
Duplicate content: SEO's biggest nightmare
  • Avoiding barriers to effective search engine positioning t hrough eliminating duplicate content
  • Understanding the four types of duplicate content to get to the root of the problem
  • Starting from a blank sheet of paper: how can you use data to fix your SEO?
Jon Earnshaw

CTO and Co-Founder

Pi Datametrics

12:05
Panel Discussion

Content marketing: the next digital frontier

  • Why is content marketing becoming so important?
  • When is making content viral the right marketing goal?
  • How relevant to your business does content have to be to be effective?
  • How can you use bloggers and vloggers as part of your content marketing strategy?
  • Where are the opportunities in social publishing?
  • Should you outsource your content marketing or do it in-house?
  • How can you measure ROI on content marketing?
  • To what extent can content be used to generate sales leads?
Robert Wint

Digital Content and Publishing Director

Barclays

Kate Bremner

Head of Commercial Development & Marketing

Business Stream

Martin Jaskolowski

Global Digital & Content Marketing Lead

Aston Martin

Session Seven: The future of personal data

12:35
The EU General Data Protection Regulation: how will your marketing be affected?

The EU General Data Protection Regulation is due to be finalised by the Council of Ministers, the European Parliament and European Commission by early 2016. It will give customers more control over their data and force marketers to be much more specific about how personal data will be used. Marketers must focus early on how to adapt their strategies to reflect these changes. In this session, Charles Lowe will explore how you can prepare for these changes, and how other businesses can do the same.

Charles Lowe

Managing Director

Digital Health and Care Alliance

12:55
Panel Discussion

Charting the future of personal data

  • To what extent are customers aware of how much data they are giving up?
  • How aggressively are people trying to protect their personal data?
  • What methods are customers using to restrict access to their data and how should marketers respond?
  • Where does the right balance lie between collecting useful data and invading personal privacy?
  • What is the future of personal data stores?
  • How is the market in personal data likely to evolve?
  • How do you convince customers of the benefits available from sharing their data?
Jonathan Mansley

Head of Data, Analytics and Insight

Aviva

Stjohn Deakins

Founder & CEO

CitizenMe

Liz Coll

Digital Policy Manager

Citizens Advice Bureau

Charles Lowe

Managing Director

Digital Health and Care Alliance

13:25
Lunch

Session Eight: Cultivating a unique brand image

14:25
Using your own social network to create an emotional attachment to your brand
  • Understanding the advantages of creating a social network on your own platform
  • Creating the right rules and culture to achieve your specific marketing goals
  • Fostering a community of people who identify themselves as fans of your brand
Manila McLean

Head of Digital Marketing

Tesco Bank

14:45
Implementing a brand strategy: moving from concept to execution
  • How do you decide what your brand stands for?
  • Executing your strategy: creating a plan for success
  • Sticking to the plan: how to maintain the same message amidst brand challenges
Annabel Venner

Global Brand Director

Hiscox

Session Nine – Digital marketing in 2020

What does the future hold?

As marketers look to the future, a number of new technologies present opportunities to change the way that we conduct marketing. In four short presentations, our speakers will explore the potential of different technologies to revolutionise marketing. There will then be a question and answer session focussing on key themes such as:

  • How new technology will enable ever more targeted personalisation
  • The opportunities available for gathering new types of data on customers
  • Understanding how each technology is useful for marketers
  • Deciding how and when to invest your budget in disruptive technology
15:05
Virtual reality: The future of marketing?
James Dearsley

Founder

The Digital Marketing Bureau

15:20
How the Internet of Things will revolutionise marketing
Fayssal Loussaief

Chief Design Officer

KiTTi

15:35
Keynote closing address: Envisioning the future of social media
Carolina Vicente

Director of Digital Marketing

Google

15:50
Q&A
16:00
Chair's closing remarks and close of the conference
Chris Combemale

Group CEO

DMA

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Companies that attended in 2016 include:

  • 3 Colours Rule
  • Abanka
  • Abellio
  • Aberdeen Asset Management
  • Addicted Digital
  • Affinity Water
  • Age UK
  • Airbus
  • ANZ Banking Group Limited
  • Arcadis
  • Arqiva
  • Arthur J. Gallagher
  • Arthur J. Gallagher International
  • Asda Group
  • Aston Martin Lagonda
  • Atos
  • Aviva
  • Avvio.com
  • AXA Group
  • AXA PPP Healthcare
  • BAE Systems
  • Bangor University
  • Barclays Bank
  • Basware
  • BGL Group
  • Black Tomato
  • Blenheim Palace
  • BRD - Groupe Societe Generale
  • British Friendly Society
  • British Gas
  • British Red Cross
  • BT
  • Business Stream
  • Business Systems UK
  • c2c Rail
  • Cambridge University Press
  • Canada Life
  • Capgemini
  • censhare
  • Channel 4
  • Chiltern Railways
  • Citibank
  • citizenM hotels
  • CitizenMe
  • Citizens Advice Bureau
  • Citywire
  • Close Motor Finance
  • Collect+
  • Cranfield School of Management
  • Creative Skillset
  • Customer Buyology
  • Deepbridge Capital
  • Digital Health and Care Alliance
  • Diligenta
  • Direct Line Group
  • Direct Marketing Association
  • DMG Media
  • DPD Polska
  • Dr. Martens
  • Ebay
  • eFinancialCareers.com
  • eg Solutions
  • Egnida
  • ESG
  • Essex County Council
  • EY
  • FICO
  • Fidelity Worldwide Investment
  • FINEOS
  • FinTek
  • Fitbug
  • Flow Energy
  • Flybe
  • Foresight Group
  • ForNova
  • Gala Coral Group
  • GE Capital
  • Go Ahead Group
  • Google
  • Great national Hotels & Resorts
  • GTR
  • Hawes & Curtis
  • Hiscox
  • Homeserve
  • Hult International Business Shcool
  • Hurtigruten
  • Iceland Foods
  • If P&C Insurance
  • Innovation Group
  • Instinct
  • Jam Recruitment
  • JCDecaux UK
  • JM Finn
  • JML
  • Keystone Law
  • Kwik Fit Insurance Services
  • Le Manoir
  • Lexonn
  • Lloyd's Register Rail
  • London Business School
  • London Midland
  • LV=
  • Lycamobile
  • Macmillan Cancer Support
  • Magnuson Hotels
  • Maxima
  • McLaren Group
  • Mercer
  • MindTree
  • Odeon
  • Old Mutual
  • Oliver James Associates
  • Openwork
  • P&MM
  • PA Consulting Group
  • Paymentshield
  • Pegasystems
  • Perform Group
  • Pi - Datametrics
  • Practical Action Consulting
  • Pret A Manger
  • Propeller Group
  • Quest Computing Ltd.
  • RBC Wealth Management
  • Rentokil Initial
  • Rightmove.co.uk
  • Ryanair
  • SABMiller
  • Santander
  • Schillings
  • SDL
  • Siltbuster Group
  • Simon Kucher and Partners
  • Soho Gyms
  • Squiz
  • SSR
  • St. Austell Brewery Company
  • Standard Life Group
  • Stickyeyes.com
  • TAP Air Portugal
  • Telefonica
  • Tesco Bank
  • Tesco Stores
  • Thalys International
  • The AA
  • The All England Lawn Tennis Club (Championships) Limited
  • The Caravan Club
  • The Co-operative Banking Group
  • The Digital Marketing Bureau
  • The National Trust for Scotland
  • The Prince's Trust
  • Thomson Reuters
  • TIBCO Software
  • Triumph Motorcycles
  • TSB Bank
  • UK Trade & Investment
  • Unilever
  • Upfront Business Development
  • UTS:INSEARCH
  • Vodafone Group
  • WebPlunder
  • Westfield Health Scheme
  • Withers
  • Wood MacKenzie
  • World First

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