Growth Dynamics: Plotting the Path to Genuine Business Performance
Claire Elsworth, Strategy Director at Impression
Here’s the bad news: There is no ideal split between “brand” and “performance” marketing. It’s not 60/40. It’s not a bit of one, then a bit of the other. It’s much more complex, and requires genuine insight into your category and brand in order to build the right strategy to meet your growth objectives.
Here’s the good news: there’s a clear process to build that insight in a way which translates easily into a digital marketing strategy which will hit your objectives.
Key Delegate Takeaways:
- Why you should be thinking about Growth Dynamics, rather than about brand or performance
- How to determine the right mix of digital marketing channels for your objectives
- Which data sources will give you the best insight to build your strategy
Why Only Focusing on the Short Term Will Ultimately Kill Your Brand
Andrew Mirzai, Senior Digital Strategist at connective3
Direct response effects are relatively easy to measure as they tend to have immediate impacts on a business. Brand effects are much harder to link directly to a sale. Because of this, it’s easy to become focused on short-term tactics. But being too short-term focused is inefficient and under-investment in the brand will lead to a decline in profitability.
Key Delegate Takeaways:
- Why you need to focus on both the long & short term
- What metrics should you measure in the short term, to make sure your long-term future is secure
- What is the right blend of KPI’s for long term growth
The Role of Digital PR in 2024: Key Challenges & Opportunities
Amy Irvine, Digital PR Director at Digitaloft
Digital PR often gets a bad rep, however this is because those people aren’t doing it right. They focus on the wrong measures of success; ones that don’t actually align with the metrics the business measures and cares about.
The best Digital PR strategies earn relevant links, drive referral traffic, help build brand awareness and so much more, as well as play a key role in demonstrating E-E-A-T. If you want to drive real organic growth in 2024 and beyond, you need to be investing in Digital PR (done right).
Key Delegate Takeaways:
- Why you need digital PR for 2024 and beyond and what the real measures of success should look like
- Why digital PR is so much more than just links and its role in your wider organic growth strategy
- Proven digital PR tactics to include in your strategy that you can leverage to drive faster organic growth
Future-Proofing your Digital Strategy: The Roadmap to Digital Maturity
Neil Rodley, Digital Strategist at Search Laboratory
Digital maturity is becoming increasingly important as we adapt to the ever evolving, cookie-less age. Recent changes in the digital landscape has highlighted significant scope for improvement in the conventional approach to digital marketing strategies.
Businesses often reach a plateau in performance when looking at typical ROAS based targets and attribution models, overlooking multiple key touchpoints in the user journey and crediting conversions entirely to one touchpoint.
In this talk, we’ll explore how you can harness Google’s digital maturity benchmark to pilot your data-driven marketing strategy and unearth a deeper understanding of the customer journey. Examining the behaviours, attributes, and actions of a user allows us to assign value across their entire user journey, predict a future value, and leverage this data to your advantage.
Key Delegate Takeaways:
- Discover where you sit in Google’s digital maturity benchmark report
- Then unlock the framework that will drive your organisation to the next level and improve collaborative decision-making across all your key stakeholders
- Uncover the strategy to surfacing the most important data to enable the best action that aligns with your business goals
