Back in October we spoke with Nokia at the Festival of Marketing. The topic up for discussion was referral sales marketing and how it gives brands a new way of taking part in eccommerce without selling direct to consumers.
In this article I put forward the case for referral sales and why it could take over from brand ecommerce.
Yesterday saw the arrival of Crunch, a brand new event where marketers can get to grips with what type of data they should be collecting and how to apply it successfully.
Held in the iconic Truman’s Brewery London, Crunch forms the data and analytics strand of Econsultancy’s inaugural Festival of Marketing.
The agenda for this annual conference included speakers from O2, Lastminute.com, Teradata and The Royal Bank of Scotland.
Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here's a selection of the most interesting points.
For up to the minute tweets please follow @FestofMarketing and #FoM13.
Action for Children’s Darren Robertson kicked off the final day of this year’s Festival of Marketing at the Truman Brewery this morning with a talk on unlocking the power of data analytics.
Action for Children is one of the UK’s largest children’s charities, working with more than 250,000 people and delivering 650 services across the country, therefore it has a diverse and complex dataset.
Giving a quick overview of the challenges involve in his role as a data scientist, Robertson said that he used to suffer from something of a data headache as a result of numerous organisational restructures over the years coupled with low investment. Furthermore, much of the data is unstructured, low quality and siloed.
All this means that until recently Action for Children had no real knowledge of all the data that it owned.
The Festival of Marketing kicked off this morning with our Funnel B2B event in Old Billingsgate, featuring an agenda stuffed to the gills with top quality speakers plus plenty of room for networking on the side.
However the unofficial start to the week’s events actually took place last night with the University Challenge pub quiz, hosted in association with The Marketing Academy.
Some of the finest digital talent in the land competed with a few chancers from the Econsultancy blog to see who is the most informed marketing team in the UK.
The eventual winners were recruitment agency Propel Digital with a suspiciously high score of 58, and there were absolutely no sore losers... ;)
The Festival of Marketing is but a day away and the Econsultancy office is a hot bed of activity as our events team rushes around making sure to tie up all loose ends before everything kicks off.
The festival was inspired by our Modern Marketing Manifesto which aims to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.
One of the central themes running through the manifesto is the increasing importance of data driven marketing, so to find out more about this topic I spoke to Teradata eCircle’s country manager for UK and India Simon Bowker...
You may have noticed that next week is the Festival of Marketing, London’s answer to SXSW and Cannes Lions, and indeed the very definition of marketing as it is now.
So, to give you a promo post to keep you interested, I thought I’d bring you some marketing creative from London’s past, when OOH and print were pretty much the only way to market.
We hope to see you next week at a festival that the Mayor of London himself has described as ‘the perfect opportunity for our world leading creative and digital sectors to come together’.
Before I give you the creative, check out our promo video for the festival, and a brief summary of what’s on.
Until recently, the development of marketing technologies has occurred at a high enough pace to preclude a new definition of marketing.
But now, we feel the new discipline can be defined in broad terms, with digital pervading pretty much everything you do as marketers.
Next week the Festival of Marketing debuts in the city of London, with conferences, events and parties all hung off the core tenets of Econsultancy’s Modern Marketing Manifesto. At the festival we'll add the detail to the manifesto. Which brands are doing precisely what? And is it working? How have benchmarks moved?
If you haven’t seen the festival line-up, check out the website, and if you haven’t read our manifesto, check that out, too. We’ve had great feedback on our new definition of marketing, with many of you ‘signing’ in agreement by commenting on this post.
As part of this search for feedback, we recently surveyed around 700 Econsultancy users and assayed what level of agreement they show with the ‘pillars’ of the manifesto.
Although we had already incorporated your opinions into our draft, we wanted to find out how precisely the final treatise hits the nail on the head, or if indeed we’ve missed the nail and struck a thumb.
Vine is beautiful. It costs nothing but time, it rewards creativity, trial and error, and patience. Many brands have made great use of Vine, and the medium is magic when its potential is realised.
So we thought we'd see what we could get our audience to create, to promote the Festival of Marketing, where Ian Padgham, Professional Viner, is one of the many speakers at our PUNCH event, just one part of a packed week.
We're giving away some Festival passes, and some tickets to Marketing Frenzy, the week's showstopping party at Fabric in London.
So without further ado, here are our first winners. We've still got some tickets to give away, so send in your entries and we'll do another roundup next week.
With less than two weeks to go until the Festival of Marketing, Econsultancy towers is now working at full speed.
Not only do we now have over 100 speakers and 5,000 marketers in attendance, but our beloved mayor Boris Johnson has given us his support.
Designing and implementing an effective multichannel strategy is a massive challenge for businesses, but one which also has the potential to deliver huge rewards.
It requires companies to be able to break down siloed ways of working and join up disparate data sets to deliver coherent, personalised customer experiences across numerous channels.
This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.
So to find out more about how businesses should approach multichannel marketing, I spoke to Silverpop senior marketing director John Watton...