Data driven marketing is "the strategy of using customer information for optimal and targeted media buying and creative messaging". Or in layman's terms, it's the practice of ensuring you deliver "the right message, to the right person, at the right time". The conference was designed to encourage the industry to embrace the exciting opportunities automation and data driven marketing offer.
The talks featured a wide range of spectacular speakers. From predictions of what the technological future might bring for marketers, to explanations of how to approach email in 2018; there were few corners left unexplored. Take a peak through our run down and get a taste of what you missed:
Lawrence Weber took us on a whistle stop tour of not only the current technological landscape, but also provided a glimpse into the potential, and probable, future. Weber took his title from the agenda of the incoming President of the IPA, Sarah Golding. He detailed that automation will free us from the minutiae of the daily work day. While machines undertake the legal checks, the images searches and the contact reports; we'll be free to weave our creative magic.
Within the next 3 years, Weber predicts that 85% of companies will be investing extensively in AI:
"What is interesting about technology is not that it is disruptive, but the speed in which it disrupts."
Traditional activities and industries once considered unassailable are now just one successful app launch away from crisis. Just consider the impact Airbnb has had upon the hotel business, and all without opening one hotel.
The resounding message from Lawrence Weber's talk was that the best preparation possible for the imminent future is simply to"work with technology and not against it".
Darren Bond delivered a fascinating overview of Programmatic, cluing us into not only how it currently works but also its potential. Programmatic can be used for: accurate customer targeting, cross platform campaigns, and dynamic and creative posts.
"Over $32 billion of ad spend in 2017 has been spent on programmatic advertising."
Plan on using programmatic in the future? Follow Darren's advice, segment your data and make sure it is in good order.
As the preferred communication channel for a massive 72% of consumers, the importance of email is obvious. Whereas new apps like Snapchat could disappear tomorrow, most people believe email will still be here in 10 years.
This means that refining your email practices is crucial. Following a negative transactional email experience, "93% of consumers would consider choosing a rival brand". Luckily, the secret behind creating the best email experience for your customers appears simple; all customers want is "an easy experience."
Even now, TV accounts for 94% of all video advertising time. And in John Doyle's estimation, Adsmart advertisements represent the best of digital and TV. Sky Adsmart shows different ads to different households watching the same programme. This allow brands to advertise to the right people first time. During Sky Adsmart ads there is 48% less channel switching than during standard ads in the first 3 positions in a break.
Adsmart, much like programmatic, demonstrates the potential technology has to connect brands directly with their ideal consumer.
GDPR, the General Data Protection Regulation, will be replacing the Data Protection Act in May 2018, and is a hot topic in marketing circles. The resounding message from Trevor Butler's talk was that there is "no such thing as a GDPR expert" and that if you are in any doubt to refer directly to the ICO.
Other highlights from Trevor's talk included:
You need to be prepared, GDPR is coming!
Neil Taylor spoke about how to market more effectively to your audience. Neil explained that, for success, you must produce content with your audience in mind. Write more like you speak, keep to the point and cut out the jargon. A reader is far more likely to trust someone who speaks in the same way they do.
Neil also provided a fascinating insight into the sociological theories behind how to persuade people to buy into your idea/product. For instance, proximity plays a large part in decision making for people as does reciprocity. In all, people are far more likely to engage with something physically close to them, and to respond when they've been offered something.
Enjoyed our data driven marketing conference run down? Keep an eye out for upcoming CIM events! You can visit the CIM East of England Marketing Events website here. Or if you want to find out more about digital marketing's hot topic then why not read our GDPR post here, to find out what it is and why it's so important.