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Yesterday almost 1,500 marketers attended Old Billingsgate conference centre in London for Econsultancy’s JUMP 2012 event.

The agenda for the annual multichannel conference included speakers from Porsche, Lovehoney, Nokia, Adobe, Agent Provocateur and The Guardian.

Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here are a selection of the interesting points and takeaways...

LOCOG

There were 432m visits to London 2012's various online platforms over the course of the games

50% of visitors to the LOCOG site at weekends were using mobile browsers.

LOCOG targeted 1,700 keywords for Olympics, from sports to athletes. 60% of traffic came from search.

The key Olympic new media lesson was insatiable appetite for 'what was happening now' and delivering for mobile.

Porsche

Incentivising staff to give good customer service can corrupt the system.

Porsche’s Net Promoter Score is 69.8.

Advocacy is very different to loyalty. Loyalty is when a customer keeps coming back and buying our cars, but advocacy is when he convinces his friends to put Porsche on their consideration list.

Porsche never put people in its adverts.

LivePerson

In 2012 53% of UK online shoppers have used live chat up from 41% in 2011.

Belron

The user experience you have online is a contributing factor towards the consumer perception of your brand.

Ideally, you have to design something that makes people delighted at using your service, adheres to brand values, but also makes a profit.

You need to get out of the office to test products. Go to stores, get friends and family to look at them, ask for opinions – this gets rid of opinion, ego, whim and fluff.

Multichannel allows you to get great customer insights, which allows you to build better products and drive higher revenues. 

eHarmony

eHarmony tests everything on small scale; then adverts that work in UK are adapted for other audiences without reinventing the wheel.

Immediate Media

Audience models are under pressure. There are a lot of changes taking place in digital and a lot of people aren’t prepared for them. 

Advertisers expect greater reach or more engagement for less money. And they increasingly want to own the conversation with consumers.

Mobile content is yet to be monetised effectively.

JustGiving

Each social media share, e.g. 'I just sponsored x', generates £5 more in sponsorship than it if wasn't shared.

To encourage sharing, make the cause and the fundraiser the subject of the social story, not the brand.

JustGiving gets its highest average donations from Twitter compared to other social networks, however Facebook generates the most donations.

Think about what gets shared as well as encouraging shares.

Responsys

Seek content beyond the commercial and ask consumers what they want.

TUI

Travel customers come to *do* something. They want to be inspired or persuaded, so content is key.

Econsultancy

Amazon advocate so-called "Two Pizza" teams – as in ‘small enough to be fed by’ - to remain agile.

We should be thinking about experiences across brands not just campaigns across channels.

If you find a good interaction designer, hang on to them for dear life.

Experian

When designing email for mobile, use Apple app guidelines.

comScore

New research shows that the average in-view rate for display advertising among 22 EU charter campaigns was 63%.

Nokia

Social networks need to provide simpler and more tools to drive social commerce.

Nokia has an 'always on' social strategy that’s punctuated with larger campaigns. It uses competitions, promotions to continuously drive advocacy between campaigns.

It's not just about new fans, it's about the quality of fans.

Nokia's social business structure: listen, engage, commercialise

Retailers need to be consumer centric, enabling consumers to have the choice to shop where they want.

Giffgaff

Giffgaff has paid out more than £1m back to its customers in rewards. The top earner got £13,000 in one year.

Customers posted 8,000 suggestions to Giffgaff's ideas boards in just 2.5 years.

Adobe

Personalised experiences are driven by data, content and response.

Avios

Email has become a mass marketing tool and it shouldn't be.

Guardian news and media

Need to be transparent about how we will use data if we are to win trust back from customers.

The average age of the Guardian's Facebook social reader app is under 20.

Traffic from the Facebook app spiked above referrals from Google at certain times in 2012.

Let your advocates do the marketing for you - engage the audience and let them do the work.

Agent Provocateur

Need to understand the difference between high value customers and high value potential.

Ling’s Cars

Make customers happy. Their happiness is measured by how much money you make.

Compare the costs of cars to Big Macs and smoking to demonstrate affordability.

B&Q

Loyalty cards are rarely activated. B&Q is ‘training’ customers to use mobile in store.

Since talking less about offers and products, and more about help and advice, in-store and online engagement has increased.

B&Q saw a 300% increase in engagement from behaviourally targeted emails.

Wildfire

It’s okay to make mistakes in social media - another company will make a bigger mistake.

iProspect

The focus of search campaign should absolutely be on the highest quality links; which is social content.

To boost your SEO, create interesting, shareable content on social platforms.

David Moth

Published 11 October, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1690 more posts from this author

Comments (3)

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Ben Goodwin, Email marketing manager at Personal

Some good takeaways there, the key ones for me from Martin at Agent Provocateur for me was "your best customers get your worst service" and that defining VIPs, or potential VIPs is not as simple as measuring spend, you need to focus on what items they are buying.

about 4 years ago

Ling Valentine

Ling Valentine, Boss at LINGsCARS.com

Superduper time at JUMP London, thanks. Lack of delicious cakes in the speaker green-room the only drawback. Am hoping JUMP New York covers the doughnut issue more fully. Pay attention Americans!

My vid is up at http://www.youtube.com/watch?v=RULhV5WsxFE if anyone missed my talk and wants to experience epilepsy first hand. :)

Ling

about 4 years ago

Avatar-blank-50x50

Kevin Byrne

I had a great time at the conference and really came away inspired and this follow up is great for summarising some of the key takeaways.

Attribution was a buzz word that I came away with ringing in ears although I am confident that we track all of our channels sufficiently well, there is room for improvement.

Also, something that struck me is that with this article, there are lots and lots of shares across different social platforms except Facebook - Is Facebook the personal individuals showcase while Twitter and Linked In are more focused towards mixing work, hobby and personal?

about 4 years ago

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