This track is about optimising the marketing mix across online and offline. Learn how the different channels work together to get the best results.
Immediate Media Co is the UK’s largest special interest magazine publisher and the third largest magazine publisher overall by circulation.
Immediate Media Co publishes the UK’s most valuable magazine brand, Radio Times, and a host of other leading titles including Top Gear, Good Food, Gardener’s World, 220 Triathlon and You & Your Wedding. Beyond magazines they are digital pioneers with an award winning publishing and E-commerce platform.
Since formation in November 2011 Immediate Media Co has embarked on a mulitchannel investment programme to develop their household publishing brands. Duncan will present case studies demonstrating how this investment is delivering for the business and its commercial partners.
Are you still using ‘last click wins’ online measurement? Still struggling to crack attribution modelling? Is your head exploding with too many statistics, but no insight? TV to online? Web to call centre? Affiliates to email?
Mat Finch will provide some real-life case studies from his time at Warner Leisure Hotels and Dell on how to effectively implement, track and measure multichannel campaigns.
No agency pitch or industry best practice here! Mat will provide some simple and practical techniques that you could go away and implement, such as using simple behavioural targeting to drive up conversion, using the data you already have and how to build measurement points into your campaigns. If you work for a multichannel brand and are struggling with some of the basics, this is the session for you.
Alex has spent the last six years with LOCOG, as head of new media, planning the digital strategy for London 2012. The scale involved was something else... the stats are mind-boggling. During the Olympic Games the top 200 pages on London2012.com generated more than 1m page views. Peak traffic for the website was 104,792 pages per second! 100m Facebook likes for the games, the athletes and the sponsors. 150m tweets. 83m emails sent, 15m opened, 5m CTR. More than 660m social check-ins. 9,000 server farms were used. We're looking forward to hearing the background story to how Alex's team managed it.
An interactive Q&A session with a range of experts on a moderated panel. We'll be asking the panelists for their insights and learnings around how various marketing channels, online and offline, best complement each other to achieve the best results. Feel free to ask your own questions of the panel!
Whether you work in a country or across continents, understanding on how to optimize and integrate campaigns globally is the key to success of any multinational business.
A view from the top on what makes global marketing work and how to optimize it. eHarmony as a case study on how you become the market leading match-making brand on three continents.
Key to a successful retention, and customer loyalty strategy is data. It’s not just collecting data, but really using it that counts. Loyalty is, and should always be, concerned with the behaviours and motivations of customers.
It is therefore important that any loyalty scheme adheres to two core principles when it comes to developing an effective strategy. Quite simply, it must be relevant and rewarding; giving something back to the consumer.
This session will explore how brands can develop a truly rewarding programme, that is insight driven, and highly targeted to ensure it provide a return on investment for the brand.
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.