Digital Summit 2015: key takeaways

Digital Summit 2015: key takeaways

What is digital marketing and how is this affecting our future?

Last week, we held our third Digital Summit at The British Museum, London. Our Digital Summits have proven to be extremely successful over the years, especially with industry professionals intrigued by the future of digital.

This year, our keynote speakers explored digital transformation, the current state of the nation and the importance of culture within digital marketing. Here are some of our key takeaways from the summit:

The power of influence

We currently live in a society that is fuelled by constant change. People now seek answers from alternative sources rather than from the brands themselves. We now look to bloggers and social media to gain advice, whereas previously we would go directly to the brand for answers.

So how can brands battle against digital disruption?

CIM Course Director and digital marketing expert, Daniel Rowles, believes that you have to disrupt yourself or someone else will. This means you need to accept the pace of change and be responsive: gain a better understanding about what your audience wants and how they communicate, and learn how to proactively get involved.

Brands must take charge during this industry revolution and find out what new cutting-edge technology has been produced that can help connect you with your audience. Sometimes you have to take risks if you want to take action.

Culture within digital marketing

“Culture is the patterns of behaviour that are encouraged or discouraged by people and systems over time” – Ned Morse

Ash Roots, Director of Digital at Direct Line Group, believes culture is where you spend your money and your time. By improving the culture within your digital team, the better outcome you will achieve in the long-term.

Six crucial elements needed in the culture of a digital team are:

  1. Role model leadership
  2. Agile
  3. Customer-focussed
  4. Innovative and experimental
  5. Open and collaborative
  6. Data insight

Consumer touchpoints

“Digital disruption is an opportunity and a challenge” believes Pete Markey, CMO at Post Office Group.

To truly engage with a consumer, you not only need to know each of your consumer touch points, but also the knowledge of which touchpoints are most effective to your brand and how best to utilise them.

Here are the six pillars of customer experience:

  1. Personalisation – knowing your customer and designing an experience tailored to their needs
  2. Time and effort – creating an experience which provided a simple buy system
  3. Resolution – assume the customer is always right. Then take a proactive approach to fixing the situation
  4. Expectations – responding to brand promise
  5. Integrity – acting with the interests and intentions of your customer and staff first – therefore, building trust
  6. Empathy – the ability to put yourself in the shoes of the customer and react accordingly

Entertaining marketing

In the head (harmony) + in the herd (popularity) = a step change in positive action towards your brand

Entertaining marketing that drives participation connects the dots in such a powerful way that customers will be drawn to your brand, according to Andy Crang, Marketing Director at Sky Movies.

Entertaining marketing is more important than ever in light of new consumption behaviours.

Here are three key elements to focus on to achieve success:

  1. Create a clear brief from the start
  2. Collaboration is key
  3. Leverage the head and the herd

If you enjoyed the Digital Summit in 2015, then check out our fantastic line-up of high-profile, inspirational speakers for this year's event, including Dara Nasr, managing director at Twitter UK. Book your tickets now.

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