As you may have heard, Mobile Marketing was acquired by digital marketing events company Masterclassing at the beginning of the year. Following this, Mobile Marketing will now be covering all of Masterclassing’s London Masterclass events in addition to its own Summit series.
At today's (1 May) Masterclassing Digital Marketing Masterclass event in London, members of senior management from B2C brands were brought together with digital marketing experts to discuss the use of digital tools – such as influencer marketing, paid social, AI, and content marketing – and how they can be used for a more effective marketing strategy.
If you weren’t able to attend the conference, here are a selection of some of the best soundbites from the day.
“It’s clear we’re working in an increasingly opaque environment, which is becoming increasingly fragmented. It makes it difficult when you’re running marketing campaigns to figure out what’s working well, where are we spending our money, where are there performance inefficiencies and areas to improve performance. And it’s difficult to know what’s happening under the surface.”
“The goal is to turn data into insight, and you have to use that insight to fuel performance… You really want to get to a place where you’ve got data blended. You have single consistent view of all your marketing activity – where you can quickly see what’s going on, chop and dice between whatever’s important to you, and figure out what are the levers you have to really drive the business forward and impact growth.”
Phil Dance, commercial director at Datorama got the event off to a flying start giving the brands in the room advice on using data to grow a business effectively.
“It’s about capturing consumer attention in the right way, and making sure that any digital campaign that’s running appeals to these consumers. So, putting ourselves in the consumer’s shoes. Remembering that they’ve got so many things vying for their attention at any given time.”
The best digital marketing campaigns come from knowing your consumers and appealing directly to their needs, says Tanya Alden, UK account director at Taboola.
“We’re at forefront of two giant paradigm shifts. On one side, you have this mass adoption of social media – where 87 per cent of the people that have access to the internet today are using social media and are using it about two hours a day. On top of that, it’s how we drive this shift in how we trust in consumer information – from institutional trust in consumption of data to distributing. On the other side of the equation, you have this mass proliferation of data… 90 per cent of the data was created within the last two years.”
“Marketers are starting to move to a larger spectrum of different types of influencers. Traditionally, you think of celebrities, athletes, actors, artists. Today, you have folks that make their living as a content creator – whether they’re a blogger, a YouTuber, a freelance journalist. These macro influencers pay their bills, and send their kids to school, with their content creation.”
Social media and the emergence of a different kind of influencer have become a go-to for effective digital marketers, according to Lyle Stevens, founder and CEO at Mavrck.
“It’s no longer on exit ‘enter your email address to get 10 per cent off’ – don’t give away margins. It’s about letting your data do the talking. Understand how got there, why they are here and who they are.”
“Don’t lose sight of the bigger picture. It is that customer journey – why are they here, what do they want, and who are they. CRO means focus on one goal, it means line of best fit to get there and it can compromise the customer experience. So, what’s alternative? CJO, customer journey optimisation. It’s using a data-driven approach to improve the whole journey to get more conversions. So, you stop focusing on the conversion and you start focus on the journey.”
Daniella Gregory, global partnerships director at Yieldify thinks that brands need to start focusing on understanding the journey that customers have taken to reach a webpage, rather than putting all their energy into focusing on converting these customers.
“If you people lose trust in you, they’re less likely to engage with you. And, in this GDPR world, it’s a really bad thing to happen because they’re then going to opt out of communicating with you and allowing you to communicate with them. You’ll do well to keep that in mind at all times.”
“We all know that our job as marketers is to take risks to find the sweet spot and find those new consumers. What you know about people around their data and their engagement with you should be combined with context – just because I like driving my car really fast, doesn’t mean I want to see ads about going fast all the time when I’m looking at stuff with my daughter around what she’s into. So, understand the content of a page and serve a relevant ad at the right time.”
Richard Sharp, VP for EMEA at Grapeshot knows the importance of gaining the trust of consumers and targeting them with the right advertising at the right time to help aid this.
“As your tactics improve, you begin automating more-and-more, you get really efficient. But if you’re serving up the wrong propositions to people, people get bored very quickly… So, it’s great to become efficient but you really need the right strategy to underpin that. You have to make sure everything that you’re serving is the right stuff and not just really efficient.”
Closing the event, James Heimers, manager of CRM planning and insight at Virgin Atlantic, provided brands with an insight into how Virgin Atlantic users digital to market flights to customers by being efficient, while maintaining relevance.