Multi-Channel Day Two

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An Executive From Quantcast

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Research and opinions in favour of digital marketing are pretty clear: Invest marketing and advertising budgets in web and mobile or face the consequences of failure. That’s a bold statement, but is it really true? Our experts explain how budgets can be split in proportion with ROI in the short term and long term- marketing that is immediately sales driven as well as considerate of customer lifetime value across each channel over time. With a diverse background in fashion, media, food and travel, our panelists each have a unique way of justifying their marketing allocation- here they find common ground and offer their best practical advice for 2016 and beyond:

• Answer on a case by case basis rather than the blanket statement of ‘go more digital’
• Take a data driven approach to budget vs. a cost cutting approach
• Integrate online/offline with peronalisation techniques and measure the outcome

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Programmatic buying is the use of maths to improve results. It helps bring order to marketing inventory and audience fragmentation. It enables marketers to consolidate customer interactions across multiple channels into a single dashboard, and then use that dashboard to develop a single, overarching strategy about how to best engage (and continue the conversation) with those audiences. Andy & Jose are early adopters of the technology, and share the challenges & early returns from their respective programs:

• Changing the way you think about buying media
• Cutting out complex ad-operation tasks to ensure more efficient transactions
• Capitalising on “now moments” through real time advertising
• Capturing the right elements from a big data set and making them work together

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European shoppers are embracing an ever increasing range of new devices and touchpoints as part of their overall shopping experience. To succeed, retailers must understand how their customers are researching and buying across all touchpoints and how this will evolve. Using Forrester’s retail segmentation and forecasts, this session will address: • What role does digital play throughout the customer lifecycle and how does its influence go beyond online sales? • What differences are there in consumer shopping behavior across markets? • What are the key trends that are influencing European retail and how are leading retailers responding?

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The Growing Importance Of Reviews, Social Logins & Twitter/Facebook Buy Button Socialising is the primary reason that most people choose to participate in social media networks. Shopping is secondary. Yet still brands hold the misconception that a presence on Facebook is enough to attract paying customers. InnovationGiftShop.com are in a period of testing & learning in order to monetise social media. Hear Antony’s take on the most common pitfalls to avoid and the low-hanging fruit that you can take back to the office next week:

• Choose the social network that is right for you
• Include customer reviews, and be transparent
• Optimise your website for social sharing with the addition of strategically placed social buttons
• Make social a coherent part of your overall marketing strategy

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