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.
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
Monday, 14th March 2016
Session One: Digital Marketing Leaders’ Forum
- Why is digital now fundamental to marketing?
- Can you treat all your marketing as digital by default?
- The importance of an integrated omnichannel approach
- 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
- 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
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?
Session Two: Personalisation: the move to a market of one
- 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
- 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
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?
Session Three: Streams
Ensuring your mobile app achieves your marketing goals
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
- 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
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.
- Social listening: understanding what your customers really think of you
- Driving constant engagement to encourage eventual purchase
- Creating a community of brand advocates
Session Four: Streams
- 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?
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?
- 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?
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
Tuesday, 15th March 2016
Session Five: Maintaining consistency across customer touchpoints
- 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
- 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
- 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?
- 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
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?
Session Six: The power of content marketing
- 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
- 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?
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?
Session Seven: The future of personal data
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.
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?
Session Eight: Cultivating a unique brand image
- 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
- 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
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
Companies that attended in 2016 include:
- 3 Colours Rule
- Aberdeen Asset Management
- Addicted Digital
- Affinity Water
- Age UK
- ANZ Banking Group Limited
- Arthur J. Gallagher
- Arthur J. Gallagher International
- Asda Group
- Aston Martin Lagonda
- AXA Group
- AXA PPP Healthcare
- BAE Systems
- Bangor University
- Barclays Bank
- BGL Group
- Black Tomato
- Blenheim Palace
- BRD - Groupe Societe Generale
- British Friendly Society
- British Gas
- British Red Cross
- Business Stream
- Business Systems UK
- c2c Rail
- Cambridge University Press
- Canada Life
- Channel 4
- Chiltern Railways
- citizenM hotels
- Citizens Advice Bureau
- Close Motor Finance
- Cranfield School of Management
- Creative Skillset
- Customer Buyology
- Deepbridge Capital
- Digital Health and Care Alliance
- Direct Line Group
- Direct Marketing Association
- DMG Media
- DPD Polska
- Dr. Martens
- eg Solutions
- Essex County Council
- Fidelity Worldwide Investment
- Flow Energy
- Foresight Group
- Gala Coral Group
- GE Capital
- Go Ahead Group
- Great national Hotels & Resorts
- Hawes & Curtis
- Hult International Business Shcool
- Iceland Foods
- If P&C Insurance
- Innovation Group
- Jam Recruitment
- JCDecaux UK
- JM Finn
- Keystone Law
- Kwik Fit Insurance Services
- Le Manoir
- Lloyd's Register Rail
- London Business School
- London Midland
- Macmillan Cancer Support
- Magnuson Hotels
- McLaren Group
- Old Mutual
- Oliver James Associates
- PA Consulting Group
- Perform Group
- Pi - Datametrics
- Practical Action Consulting
- Pret A Manger
- Propeller Group
- Quest Computing Ltd.
- RBC Wealth Management
- Rentokil Initial
- Siltbuster Group
- Simon Kucher and Partners
- Soho Gyms
- St. Austell Brewery Company
- Standard Life Group
- TAP Air Portugal
- 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
- Upfront Business Development
- Vodafone Group
- Westfield Health Scheme
- Wood MacKenzie
- World First