This track is for (Digital) Marketing Directors or Heads of (Digital) Marketing. It’s about the big issues in making joined up marketing a reality: organisational structure, skills and culture, measurement, budgeting etc.
This talk deals with two contentions. Firstly that e-Commerce has to date been easy, simply requiring the building of infrastructure to deal with a channel that has inflated naturally. Growth for mature online businesses is now becoming harder to achieve, requiring the application of active online retailing skills to create incremental sales. And secondly that multi-channel retailing is fundamentally changing online KPIs. Channel orientation has to evolve to customer orientation with brands and marketing campaigns executed and evaluated holistically, challenging return on investment attribution models. I’ll describe the skills and tools needed to meet these challenges and how Lakeland is adapting its digital and offline retailing to be a “Modern Shopkeeper”.
An interactive Q&A session with a range of experts on a moderated panel. We'll be asking the panelists how they think you can compare the behavioural, real-time insights available to digital marketers with the socio-demographic data and propensity models available to offline marketers… Which is best, can they be aligned and what's the benefit when both join up? Feel free to ask your own questions of the panel!
To achieve tangibly joined up marketing, bridge the gap between online / offline and integrate ideas with action, the entire client / agency model must change. Craig proposes genuine consultancy, commercial partnership, and ‘hub’ like innovation is the key to future growth.
Ling of LINGsCARS will patiently explain to a slow and reluctant audience, how to make online customers happy using subliminal mind-torture and the power of swearing. Regularly grasping victory from the jaws of poor coding, flashing gifs and defeat, Ling intends to describe how she squeezes every last cent out of her customers and how she takes complaining web visitors by the neck and rams them through her car leasing sausage machine. All while making them very happy. This presentation does not include any Thai prostitutes, or dogs playing poker. You won’t understand a word of it. Chopsticks are optional.
This talk will focus on two areas – identification of high value potential customers and delivery on promise. Most analysis for segmentation, RFM and CRM/loyalty programmes focuses on historical customer behaviour and rewards for becoming a high value customer. In this talk I will be exploring the tools for identifying high value potential customers and some mechanisms for ensuring they receive the best possible service.
Although business strategy often gets the limelight, Simon will be talking about organisation strategy. How do businesses provide the tools, environments, processes and structures that allow people to be the very best versions of themselves. How do we create businesses that will deliver the strategies everyone is talking about; mobile, social, agile, customer centric. Simon's talk will address motivation away from money, rewarding output not input, work life integration not balance, culture and environments. In short, what will you need to do at an organisation level in order to deliver your multi channel ambition over the next few years.
As the session title says, Econsultancy are finishing up the day by giving our view on 'what good looks like' in terms of joined up marketing for this track's focus. We'll be giving five or so examples of what has impressed us and what we feel is setting the standard currently.