Cognitive computing is fundamentally changing not only the customer experiences retailers are able to offer but it is also revolutionising our daily working environment. It’s only by combining artificial intelligence and advanced analytics that we are able to provide our teams with the tools they need to enable a seamless customer experience. Using case studies and real-world retail examples attendees will learn how the use of cognitive technologies are being used today to deliver a differentiated customer experience through inspirational customer journeys while enabling the merchandisers, marketers to be more effective in their day to day work.
In this session, Martin will explain with the audience the state of AI and where it is today, and share practical examples on what IBM customers are doing with AI. At the end of the session, Jeremy will live-demo Watson Marketing Assistant, to get the audience a taste of the “AI magic” in real-time.
Ecommerce continues to grow and change at a staggering pace. How is customer behaviour changing? What are the next disruptive trends? What can organisations do to keep up with their customers? How can brands flourish in this fast evolving environment?
Consider whether science fiction films have been accurate in portraying the development of artificial intelligence (AI) as humanity’s undoing. Contemplate if life will imitate art or if we are bound for a different destiny. Evaluate the role that machine learning is playing today, and poised to play tomorrow, in the field of customer engagement and commerce.
Fireside chat with CX leaders. Hosted by David Hicks, CEO, TribeCX
As Artificial Intelligence or Augmented Intelligence top Gartner’s hype cycle, we question how profound AI will change the dynamics in marketing, and more importantly, how can we prepare ourselves for the foreseeable impact?
Moderator: Dr Dave Chaffey, CEO & Co-founder of Marketing Strategy Advice Site, Smart Insights
Sit down with experts across different industries to look into the usability of data and what they have achieved using the data insights.
Moderator: Steve Lok, The Ecominist
In light of the recent events, this session will set the scene for the importance of staying aware of potential cyber threats, and how you can prevent your business from being compromised by going thought the most common online threats, and understanding how to keep data safe as well as finding out how to deal with a security break.
Is your email marketing not everything you want it to be? Do you suffer from a leaky bucket? Do your emails go unopened? Has your conversion rate hit rock bottom?
Join Skip in this rapid fire presentation where he will give you 20 things to make your email marketing better. These practical tips are easy to implement and can be part of your email strategy within days.
Act-On recently commissioned a research study with Econsultancy to examine the State of B2B Marketing Automation and look at how companies use and value marketing automation (MA) technology including: Adoption, sophistication of use cases, and overall effectiveness across B2B companies.
In today’s ever-changing, crowded vendor landscape – with fast-multiplying channels – marketers face even bigger challenges to successfully reach, engage with, and nurture buyers, stewarding their journey across the entire lifecycle – from building brand, to driving demand, and expanding customer relationships. During the session, you’ll learn:
- Information that will help you rethink your current marketing strategies and successfully respond to today’s digitally disrupted world
- Highlights from our research with Econsultancy including how companies who’ve adopted MA are seeing positive impact on their bottom line and what their expectations vs. reality were.
- How our customer, Microlise uses MA, the positive results they’ve seen, and we’ll also share actionable tips you can start implementing with your MA right now.
In this talk Kristoffer will explain the key challenges we're still looking to solve in Customer Journeys - missing data points from e.g. instore, and how that cross device is finally being fixed, how in home is the new battlefront. Kristoffer will also be showing how easy it is to build a Bot (using Actions on Google Home) to show an insurance quote process as an example of how inhome consumer interactions will take off, especially now that Actions support account creation and transactions.
Would you get married after your first meeting with somebody? Probably not. Most people establish a relationship before they take such a big step. They do this by learning what they have in common, what the other person has to offer - by building trust. Historically lead nurturing was the sole domain of the B2B marketer. However, in The Age of the Customer, the ability to do widespread research about any product, topic or brand has changed the game. In this session Ashley will take you through some best practice examples that demonstrate how to stay in the consideration race with your prospects, without pushing them straight to the purchase.
With only 28% of companies implementing lifecycle programmes, 26% dynamic content and 24% behavioural targeting, the need for companies to go beyond basic segmentation and a batch and blast mentality still exists.
In this seminar, email marketing expert Kate Barrett will show you 3 ways to increase engagement with your email campaigns, including actionable tips and techniques you can implement immediately and increase your sales.
We’re all under pressure to move away from batch & blast towards an ideal of 1:1 digital marketing. Organisations are increasing their ability to respond to consumers at scale, but many are still hesitant about where to start, how much to commit and how to make this approach work for their business. Suzy Carter-Kent, Customer Success Manager at Adestra will set out 5 ways in which you can begin to have that 1:1 conversation.
A multitude of new technologies and touch-points has created a sea of change in how and when people interact with each other and with brands. Your customer is more informed, more particular, and more connected than ever before, ushering in a new normal – the Engagement Economy – where companies survive and thrive by delivering meaningful personal experiences.
How can marketing lead the way forward, fundamentally shifting the way the brand (and the organisation!) interacts with customers? Embracing the right technology is certainly a key part of achieving success.
Join Marketo’s Peter Bell, Senior Director Product Marketing and Caroline Barr, Director Marketing Operations at FIS Global, to learn:
• What exactly is the Engagement Economy
• Why Marketers need to own customer experience
• Why marketers need to think beyond individual technologies and look to a technology stack
• What are the key trends in marketing technology now and in the next 3-5 years
• How you can ready your organisation for the engagement economy today
Digital marketing has revolutionised marketing efficiency at the top of the sales funnel. Account based marketing has added yet further levels of marketing efficiency and reduced marketing wastage – again at the top of the sales funnel. But what happens when a prospect wants to engage with you more in the mid funnel. Is another white paper, direct message or email good enough? Is it time to pick up the phone or knock on a door? When is the right moment to move from digital engagement to human engagement and what data insights do you need? This session uses case studies to illustrate how to make that move and maximise your marketing spend across all channels – online and offline.
Find out how the world’s top brands are using competitions as a low cost way to engage customers and create viral content.
As a marketer, you spend a lot of time focussed on generating leads, creating brand buzz and keeping customers happy and engaged with relevant content.
Getting people to look your way can be tough.
Competitions have found new life on social platforms because they speak to our competitive drive, the possibility of winning, and can be shared as viral content.
For marketers, they provide the opportunity to tick every box for measurable relevancy: increase brand awareness, create engagement, generate leads, and reward customers. They’re also an amazingly low cost way to get customers to do the marketing for you.
In this session Traction Digital martech expert Sly Yuen, will take you through how some of the biggest brands in the world have run successful competitions for strategic growth.
During this session, Chris will talk about how voice search, conversational UI and AI are the biggest marketing disrupters since mobile, what to consider and how to prepare for them.
Over the last few decades, marketers have started utilising the art of storytelling to create their brand promise and product communication which distinct themselves in the market and to customers. This session helps you to identify the objective and outcome setting from the storytelling exercise, as well as look into the areas that are often overlooked yet extremely essential during the process of storytelling.
Innovation and new technologies can drive exceptional digital marketing ROI.
We experience the power of AI every day and wish to share key learnings to inspire digital marketers.
Learn from social media expert Joel Davis how you can prepare your brand for the next wave of digital advertising. We'll encourage you to push the boundaries of digital marketing by illustrating the opportunities AI offers to marketers:
• What are the key trends and innovations: now and in the future
• How can you enhance social ad targeting with the power of AI
• What are the practical steps you can test and implement for your brand
• What is the future of marketing jobs in AI?
Without a doubt, the media landscape has witnessed more digital disruption than almost any other area of the economy. Gone are the days where interruptive techniques and poorly targeted display ads dominate: technology has enabled many different marketing techniques to proliferate and this means that to remain competitive marketers need to embrace a broad range of tools to reach new audiences.
While at first glance this may seem intimidating, thanks to the proliferation of products and solutions now available it’s simple and straightforward for brands to build up a multifaceted strategy that is precisely tailored to their individual needs. Whether you want to build brand awareness and ensure you’re front of mind when potential customers are at the point of purchase, boost an audience’s affinity for your brand and become a trusted voice in your field or slice and segment an audience to target the promotion of specific elements of your offering, this session will help you navigate the ever-shifting digital domain and make the most of myriad different media.
One of search's biggest challenges is building content for ecommerce sites - building audience captivating marketing material, helpful resource information or even your product content while maintaining brand feel.
Charlie doesn't think it must be this way.
He will share how different resources, some in-house, and some online, can provide bags of material for content around your product or service. Join this session to learn how researching your audience?s needs and language, making use of your biggest offline assets and analysing the market makes content that delights your customers.
With native social media display ad spending to reach nearly $19 billion and non-social native to grow 35% in 2018, advertisers are finding value in ramping up their spend in non-social publishers that are adopting in-feed ads and video. Sharethrough’s Strategic Partner Director, Ben Putley and News UK's Director of DigitalStrategy & Partnerships, Oliver Lewis, will discuss how social media has paved the way for feeds to create a new norm for mobile advertising, the opportunity social media has given non-social platforms such as News UK to provide brands with the ability to reach their audiences through native advertising, the value of headlines and it’s impact on SEM results, and more.
Telling the story of your brand in an engaging way has become crucial for marketers across the globe but how do you convert that engagement in to genuine, tangible results?
Join adventure travel specialist, Exodus Travels, and social media agency, Digital Hybrid, for a case study on their award-winning social media campaign that combined high quality content and innovative social strategy to deliver over 3,000 per cent ROI. Jae Hopkins, Marketing Director - Exodus Travels, will explain the content-led strategy which provided the campaign with such high-quality assets, while Chris Barned, Managing Director - Digital Hybrid, will detail the use of Facebook Canvas and the full-funnel approach this enabled.
With a proven audience on Facebook, the challenge for Exodus was to convert engagement into bookings while increasing brand awareness. By showcasing the passion of their tour leaders, they were able to introduce people to new destinations through the eyes of a local. The campaign has subsequently won two awards at The Drum’s 2017 Marketing On Mobile Awards (MOMAs).
The biggest waste of time in content marketing is producing content that doesn't resonate, and that doesn't get viewed or shared by your audience. This session will explore the elements that drive reach, authority and ROI for your industry.
People don't want to spend hours of their time reading advertisements, and yet many company blogs are just that. This session will teach you how to turn your salesy blog into an editorial-led content marketing machine you can use to gain sticky readers and earned media. Using the Opus Energy Brighter Business site as the example, I'll share examples of our successes and failures, key learnings we've made along the way, and a transferable roadmap you can apply to your own business blog.
How music marketing can help with brand building.
Customer experience expectations have never been higher. We live in a ‘now society’ where consumers expect to get what they want in the moment. Therefore, organisations need to think about how they systemically orchestrate and manage customer journeys with every intention of satisfying this wave consumer immediacy.
In this presentation, you will learn:
1. How to reinvent the way you manage customer experiences
2. How to quench that consumer appetite for immediacy
3. Content: how to make it dynamic, personal and relevant in the moment
In today's every changing world where digital acceleration happens faster than ever resulting in progression of start ups and market disruption architecting a future proofed proposition or ecosystem is now more important than ever. This session explores the concepts and approaches to designing an ecosystem that provides a fluid framework for content marketing and syndication across all channels.
With the evolution of technology, solutions need to quickly adapt stay current with market needs and requirements. Staying organised is still crucial, but having your systems working efficiently and an integrated manner has taken centre stage too.
Digital Asset Management (DAM) solutions have been helping companies stay organised and keep track of ALL their assets for years, and the capabilities are evolving to add even more business value.
In this session, we will discuss how an innovative technology like Artificial Intelligence (A.I.) is adding value to DAM and what businesses are able to do as a result.
Every day a huge amount of data was produced that is equivalent to the content of a staple of books that stretches 95% of the distance from the earth to the moon. At the same time, we have an average attention span of only 8 seconds, according to Canadian researchers. Welcome to the age of information overload!
How to use the 8 seconds most effectively is the pain point proven to be increasingly challenging to marketers. One format to overcome this is infographic, or similar forms of information design.
Working at one of the largest statistics and market data portals worldwide, and creating custom information design projects for companies on a global scale, this presentation aims to showcase the most interesting, viral and memorable cases and examples "out there"- what infographic made our server crash, why on earth an airline painted infographics on the aircrafts, and how to visualise Daniel Craig is the only James Bond who drank more Martini's than women he kissed.
The session will provide key takeaways on how infographics and custom information design can benefit SEO work, PR, brand management, social media success and the build-up of followers or communities.
Influencer marketing is rated as the fastest-growing online customer-acquisition channel, beating organic search, paid search and email marketing.
In addition to being one of the most cost-effective marketing channels, it also helps brands acquire higher yield customers. However, brands are quick to swipe left in an effort to find influencers with the highest numbers.
Join us as we discuss why the tinder technique is ineffective when it comes to choosing the right influencers to work with your brand, and why quality over quantity is the best approach.
Learn how to negotiate content creation and coverage of your brand.
Learn how to define the right KPIs that give you greater insights into your content and campaigns.
Thomas Cook Group works with thousands of holiday destinations and hotel brands around the world, all of them looking to source holiday bookings from its millions of online visitors and thousands of high street stores. Hear how Thomas Cook used data to create ‘Everywhere’ – a new cutting-edge, multi-channel marketing solution that drives innovative brand partnerships across online, social, in store and on route. Everywhere has taken our partners from single-channel promotion to the powerful world of customer-focused, multi-channel marketing - targeting the right people, in the right place, at the right time. Time and time again.
Selecting, deploying and evaluating the right marketing technology for your business is now essential to compete. But making the case for investment and reviewing the effectiveness of your Martech stack isn't straightforward given the range of different vendors. In this interactive talk, digital marketing guru Dave Chaffey will share techniques and examples of Martech to help you futureproof your Martech roadmap. Dave will cover:
- Mindtools to help you select the right Martech mix
- How to evaluate your deployments and their benefits across the customer lifecycle
- How to answer the Marketing Cloud vs Best-of-breed question
- How to maximize customer and campaign data integration
Iterative customer centric product development is a well-established methodology for delivering customer facing products and apps. But for internal products this is a relatively new discipline. Hear about how the Financial Times has put data at the centre of sales, marketing and customer services operations by adopting an interactive, product led approach to the development of its CRM tools.
In May 2018 the GDPR will modernise the way companies collect, share and use personal data. Every organisation will be affected, meaning every company must establish a culture of accountability and transparency under the legislation, ensuring they are customer-centric in their approach to data. Properly implementing the accountability principles in GDPR will go a long way towards maintaining customer trust in the data-driven economy. Those businesses that are transparent, accountable and trustworthy will reap the rewards of customer loyalty and be compliant at the same time. If they don’t they will lose sales and market share, not to mention risking the potential of very large fines.
Ever been struggling for something to say to your customers? You need to keep pushing out content to cut through the noise. But does it all feels a bit samey?
Anxious brands are pumping content onto the internet at an astonishing rate, filling new channels to try and stand out in a noisy environment. Now, more than ever, marketers are sensitive to the activity of competitors – getting share of voice has become more important than what you’re saying.
The problem is that, in most cases, brands are not putting their customers first. What she really wants to hear about is ‘what's in it for me?’.
Ben Christensen, a Cheetah Digital Consultant, will show you how your own data can make contact with your customer more relevant, more interesting, and stickier.
As a relatively small player, Mazda needs to do things smarter. In their view, big data is nice, but smart data will get you further. The good news is that leveraging smart data to orchestrate and personalise customer journeys in real-time can be done relatively easily by taking small steps. Join Robert Vonk, Manager of Online Marketing & Data at Mazda, and learn why he decided to use the Data Management Platform (DMP) from Relay42 to realise his ambitions to establish an engaging, seamless customer experience. Robert will also share how smart activation of data with a DMP reduced media budget waste through smarter bidding strategies and increased conversions through personalisation of multiple touchpoints.
In this talk Eitan, a Partner at Sheridans a leading London based media law firm that specialises in data protection and eprivacy, will discuss the initial practical impact of GDPR and how it may evolve with guidance around related legislation. Cognism has worked with Sheridans to codify GDPR checks into its data cleaning and compliance engine to ensure actionable sales and marketing data in the post GDPR world.
Comparing your customers to apes isn’t flattering but the truth is the way we all act is a product of evolution. We’re hardwired to take the path of least resistance and that’s evident in our online behavior. In this session, you’ll find out about the ‘spectrum of struggle’ that your customers encounter and see how frustration differs across 20 different industry sectors. You’ll also discover how giffgaff radically changed its checkout process to deliver a 300% increase in ROIs.
This panel session will look at the commercial impacts that changes to data protection rules will have on business, and the opportunities that this presents. Senior managers need to understand how the new rules will impact their marcomms strategy, including profiling; building marketing strategies around rapidly changing technology such as IOT and the positive way in which GDPR can be built into the companies culture; it’s not just about consent!
Reaching audiences needs to become smarter for digital trailblazers hoping to cut through the clutter in an increasingly competitive market. Understanding the series of interactions customers have with brands are helping to reap significant benefits. Why is it necessary to understand and manage the entire customer experience? How can journey mapping increase loyalty, ROI and customer satisfaction? What is the relationship between online and offline?
In this lively Q&A Session Ben Irons will share recent insights into the following: How to make your Brand relevant to both fans/customers and also prospective fans/customers on Social Media? What Social channels/platforms are most effective and why? How to ensure consistency of Brand values and tone of voice, across all the Social platforms? How do NOTHS ensure their Social media strategy adapts to new platforms as they start and grow? How to measure success for breaking through the noise on Social Media? Does everything NOTHS do in Social Media work or is a success? What do NOTHS see as the main challenges as we move into the Xmas period?
Mobile is now at the forefront of many brands strategies and is driving growth in sales volumes for companies of all sizes. But what if it could do more? What if mobile could be a gateway to higher profits, a deeper understanding of the customer and an increase in ‘customer mindshare”? Could this be the real unlocked mobile ROI?
Understanding how your business compares to the rest of the UK market is crucial to knowing where you’re strong and where you can improve. Using IMRGs unique data sets, this keynote will highlight some key insights into what’s happening in the market and provide data to help you benchmark your performance. Discussion topics:
The customer funnel is one of the most important areas of focus for a retailers website- but what is a good or bad performance? Find out the market benchmark to help understand your results.
- Want to know how different market tiers are performing? How have budget/low end retailers faired against the mid-market and premium retailers…Is one particular group doing better than the others?
- Discounting: How often are retailers discounting? How does it affect revenue and have industry events such as prime day had an effect on the market?
Brands keen to gain the competitive edge are going to be forced to think more like tech companies! With consumers increasingly demanding fast, slick and user-friendly online and mobile experiences brands to rethink strategies for packaging and showcasing offerings to delight and engage the consumer anytime, anyplace, anywhere!
The younger generation is fast becoming a key focus for marketing as a valued - yet difficult to reach - customer base. Hear how a leading UK retailer is harnessing insight to better understand the millennial market to reach, engage and manage this digitally connected, fickle yet lucrative customer base!
Email marketing is one of the best channels to market your business. Running email marketing programmes as part of your digital marketing strategy can bring a whole series of unique challenges. Even the simplest of campaigns can take forever to execute.
As digital marketing becomes more reliant on sophisticated technologies, so should your email programmes to make sure you take advantage of all the different kinds of devices.
You may have been searching for ways to do this, or tried to design and develop your own responsive HTML email templates. This is not as easy as it seems and many problems can occur, making the non tech users hesitant to create their own HTML email templates.
Taxi for email allows marketers, designers and developers to do what they do best and reduce deployment time. Whilst also giving clients the large amount of flexibility they need to produce high quality emails at scale with the best possible tools available.
“Quiet on the set. Lights, Camera, Action!” The script is done, the scene is set, now you just need the perfect cast and crew. When it comes to producing Oscar-winning work, Hollywood has it right. The future of work isn’t going to be a monolithic slog, but rather a Hollywood-style where knowledge workers (actors) come together and perform their part and then move on to do the next film. Why? Recent research shows that in the next few years, the millennial generation of rising stars will be the majority of the workforce. These digital natives require a different style of working, one that’s flexible and rewarding. They want to be stars!
This new way of working not only requires a different approach, it requires that each individual be a personal innovator – a Star. This session will help you learn first-hand examples of how to use marketing tech and other approaches as well as tips and tricks on how you can be a star of your next project and take your walk down the red carpet. “That’s a wrap.”
According to Forrester, “Early Predictive Marketing Analytics (PMA) adopters are seeing their efforts turn into real, measurable results. Improved ability to identify new ready-to buy prospects, enhance segmentation precision, and better prioritise sales-ready leads are among the efficiency enhancements that marketing and sales teams experience after deploying predictive analytics.”
In this presentation, we go beyond the hype surrounding Artificial Intelligence (AI), predictive analytics and machine learning to explain how it works and why it is perfect for B2B.
We explore the four most popular use cases having the biggest impact on B2B sales and marketing effectiveness and ROI, supported by case studies and performance metrics.
As a successful business, you know how important it is to make your website as profitable as possible. But with most ecommerce websites failing to monetise online traffic, how can you make your business stand out from the crowd and prepare for the future.
Join Mark Edwards from Barclaycard to understand why sites fail and how you can avoid the main pitfalls, including how to:
• Build your consumers’ trust and apply rigorous security measures
• Track your customers’ buying habits
• And create the best buying experience for your customers
Find out how BBC Media Action are making use of Imagen’s cutting edge media centre platform to distribute content across the world fast in order to transform lives in third world countries and war-torn locations.
The trust produce over 200 hours of video per year and reach over 200 million people in Africa, Asia, Europe and the Caucasus, the Middle East and North America. In order to inspire content makers and encourage collaboration, the project with Imagen implemented an online multimedia archive to share educational content around the developing world. This large library of media content, aimed at bringing lasting change to people’s lives, is distributed through a dedicated Imagen video portal which is branded and customised for BBC Media Action. The fantastically useful tool makes it possible for staff in different regions to access information and media that otherwise would be unknown to them.
The Imagen web platform solves a growing problem of managing video and a wealth of media assets in a secure and elegant way. The easy-to-use, branded, media centre helps businesses to adapt to the accelerated use of video communications and solve all media storage, access, metadata management, content search and distribution inefficiencies locally and globally.
Since the beginning, Sales and Marketing have been at odds. Rarely do Marketing Departments and Sales Departments see eye-to-eye. Like sibling rivalries, these two are in a constant battle for attention and praise. Yet the truth of the matter is, neither can be successful without the other. The most successful organisations understand this dynamic and deploy strategies that hold both departments accountable as an interdependent unit.
In this session, Marc Ramos, CMO of SplashBI, will discuss how organisations should go beyond policy and leverage integrated analytics and dashboards throughout the entire sales cycle to fill the rift between sales and marketing. He will illustrate how this process has changed / matured through the years and how today’s most successful Sales/Marketing departments win by filling the gap between sales & marketing with integrated data and analytics.
The end result? A unified team that is accountable at all levels with laser focus on the organisation’s revenue goals.
Daan Reijnders, Co-founder and CEO of Instant Magazine, aims to unleash a latent need, inspiring you to actually start engaging your audience like never before...
He will explain why you should translate your current corporate communications and sales collateral into rich, personalized stories as of tomorrow. Engaging stories that are easily consumed by your audience on each device, tailored to your own brand identity. And last but not least, Daan will elaborate on what additional advantages digital publications have above currently used solutions such as print and PDF.
With retailers struggling to get customers through the door and brands fighting for customer loyalty, it is now harder than ever to capture and retain the attention of your target audience & get that ever-elusive ROI. In this short session you will discover how AR has grown from its humble beginnings, into a powerful marketing tool that has the potential to solve these common challenges & provide brands with real, measurable ROI
When Google Shopping first started, smartphones weren’t so smart, and no one imagined that entire campaigns would one day be staked on mobile. Intuition and habit have led the market to approach Google Shopping as a desktop platform, with tablets and mobile playing a secondary role. But mobile has made a stunningly fast ascent to the top of the device food chain. Now marketers must adapt their bidding strategies and broaden their outlook. Our talk informs advertisers how to outcompete within this accelerated, handheld ecosystem.
Google Shopping takes many forms on mobile: YouTube ads, Local Inventory ads, and Showcase ads — all in addition to the standard Shopping channel. To succeed with mobile shoppers, marketers need to be highly engaged in each channel. Our talk reviews the statistics surrounding mobile buyers and discusses how to optimize your account structure for flexible, device-oriented implementation. Moreover, we demonstrate the benefit of creating a granular, item-level campaign structure that is suitable for data-driven decision making. Finally, for retailers who struggle under the burden of iterative tasking and analysis, we highlight the advantages of employing machine learning to enhance the AdWords experience and to capture the mobile market.