5 valuable lessons from Marketing Week Live 2019

Marketing Week Live is over for another year and we enjoyed every minute of it! Not only did we meet some fantastic businesses over at our stand, we also attended some interesting talks. Here are our five key takeaways from the show.

1) Social data is super valuable

There’s so much free data out there, but brands aren’t using it! Charlotte Vang, Product Manager at Brandwatch, explained the value of social data, which can be collected from blogs and forums, as well as social media. By listening to conversations that are already happening organically, brands can learn new things about their customers. Charlotte used an example of a brand that wanted to understand what women over 50 expected from shopping experiences. By using social listening, Brandwatch discovered that health and fitness were key interests and there was an opportunity for retailers to provide appropriate sports clothing.

Once you’ve collected this valuable social data, you can ask your audience further questions through surveys and other tools, safe in the knowledge that you’re now asking all the right things!

2) Video content is king, and the reason is biological

Jon Mowat, Managing Director of Hurricane, took a scientific approach to explaining why video content is an important part of any marketer’s strategy.

  • Our eyes are drawn to moving images (it’s what helps keep us alert and therefore alive)
  • We’ve communicated through stories since the dawn of time, and something in our brain activates when we’re listening to, and telling, stories that makes us sit up and pay attention
  •  Emotions directly impact our mood and behaviour
  • Our smartphones are a dopamine pump (the chemical in our brain which makes us happy)

After learning all of this, it comes as no surprise that video content gets shared 12 times as much as images or text content on Facebook. Jon’s main takeaways? Marketers need to plan better for video and use more emotion-driven content to affect customer behaviour.

3) Personalisation should make experiences frictionless

Jonathan McCallum, Vice President and Chief Strategy Officer at George P. Johnson, stated that while using personalisation to target specific customers is important, it can result in tunnel vision, with people seeing the same content over and over again. This is causing some serious problems, including political bias, where the viewpoints we believe in are never challenged.

However, he stressed that personalisation isn’t bad, it should just be used in a different way – to make the consumer experience frictionless. The consumer should be given freedom to explore, but brands need to act as the expert guide along their journey to ensure they’re moving in the direction they want them to go to achieve their objectives.

4) How to create great content

Great content should be original, edgy, useful and seen by the right people, according to Darren Bond, Digital Strategy Director at Coast Digital. The campaign case study he cited ticked all of these boxes, and the results were impressive! By conducting a bit of research, Royal Canin identified a problem with pet obesity, because many pet owners don’t know how to check their cat or dog is a healthy weight.

To raise awareness and tackle the issue, Coast Digital created a campaign centred around an emotional video which was supported by a range of educational content hosted on a microsite. The two-month long campaign was promoted across search, social media and video programmatic, and achieved 200,000 post engagements on social, over 1,000 asset downloads from the website and reached over three million pet owners.

5) “To truly master relationships, you need to turn to science”

Oliver Stewart’s talk, Director of New Business at Optimove UK, was all about relationship marketing. If you haven’t heard the term before, relationship marketing focuses on customer loyalty and long-term customer engagement, rather than quick wins and sales. Organisations that use relationship marketing increase their turn over by 30%, according to Oliver.

However, marketers face an issue: they are expected to be both creative and analytical data scientists. This is where AI can help. Bots can support marketers by being the “Iron Man suit” – they don’t takeover the marketer’s job, but rather act as an advisor, helping them to make better, more informed decisions.

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