Accelerating Digital Marketing Performance in 2023
Dan Peden, Strategy & Product Director at Journey Further
Paid Media costs are rising at a time of record low confidence. Couple this with conversion rates that keep dropping and you’ll find marketing teams up and down the country asking how to get more for less.
Dan will cover the six steps every marketer should be taking during the current economic climate, as he talks you through his 6-point plan for digital marketing success in 2023 and beyond. He’ll talk through how to get the best out of both your brand and performance teams, to sustainably drive growth both in terms of brand and bottom-line sales.
Key Delegate Takeaways:
- 6-point plan for success in 2023 and beyond
- How to leverage machine learning to acquire (the right) customers
- How to use brand and performance teams to achieve the same goal
Insights Tools to Supercharge your Strategy
Isabella Smith, Digital Strategy Consultant at Impression
Knowing which tools to use to gather data and meaningful insights can be a challenge. There are multiple considerations to be made, such as the investment required, the tool’s ease of use and whether its capabilities will address the specific needs of your business. Get your selection right and you’re able to extract valuable information that will help inform and improve strategic decision-making.
In this talk, Isabella will reinforce the importance of insights and deep-dive into how to select the right solutions for your business. She will help delegates to gain a clear understanding of what data is available across different toolsets and how to evaluate the tools that are best suited to your needs.
Key Delegate Takeaways:
- Understand the power of meaningful insights derived from relevant data sources
- Learn how to choose the tools that align with your wider strategy and budget
- Explore ways to make better use of data, turning it into insights that will improve your business’ bottom line
Using Cross Channel Data & Audience Insights to Ensure the Whole Works Better Than the Sum of its Parts
Claire Stanley-Manock, Paid Media Director at connective3
A connected digital strategy has never been more important, as marketing budgets are squeezed and the priority becomes maximising the value of your outputs. We believe the best way to do this is by leveraging true cross channel learnings and insights, and using these to build a connected strategy.
connective3’s Paid Media Director Claire Stanley-Manock will outline how you can apply this approach to your marketing, by using a wide range of tools to create a 360 view of the market – identifying:
Key Delegate Takeaways:
- Connected channel tactics to enhance performance
- Top audiences / personas
- What is most important to them e.g. price, quality, reviews.
- Which platforms and websites are they using
- How they shop (the customer journey)
- What they are searching for
Claire will then outline how to use this data to develop a focussed multi-channel campaign, that pulls together to efficiently drive users though the funnel from awareness to conversion and loyalty. An actionable and insightful talk to help you dive into your audience information, and create a strategy that maximises your ROI.
Why Content is the Most Integral & Overlooked Element of your Marketing Strategy
Daisy Wolfenden, Managing Director at Wolfenden
Google’s ‘helpful content update’ further encourages marketers to put the user at the centre of what they do – accelerating a positive shift towards genuinely useful content for users, which ultimately ranks well. But why is content still largely siloed to SEO?
In this talk, Daisy is going to demonstrate why a content strategy should span every channel and every user touchpoint, and why in 2023, your content strategists will be your most integral team members in developing a true multichannel strategy.
Brands can no longer develop paid media campaigns, schedule social media posts, or seed out press releases without linking it all back to one cohesive content strategy; without it, channel activity will always reach a glass ceiling. Daisy will show you how ultimately, a good content strategy is – at the heart of it – a good marketing strategy; and therefore, essential for future-proofing the growth of your business.
Key Delegate Takeaways:
- How to underpin your organic and paid strategies with a user-focused content strategy, and why this will generate higher levels of performance
- How to do more, with less – auditing and re-focusing your existing content strategy to drive stronger results
- The key ways you can connect your channel strategies with content in 2023
- How to effectively measure the impact of your content
