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Stuart O'Brien

Local venues and hotels join forces to launch Meet Gloucester

Key venues, hotels and suppliers from have joined forces to launch a centralised, event focused destination marketingorganisation for Gloucester.

The organisation, which will officially launch at Meet South West on 31st January, creates a hub for domestic and international buyers looking to organise events in the city.

Created to support and target association, corporate and agency event business, Meet Gloucester has the full support of the wider Gloucester City Council, the DMO – Marketing Gloucester and funding from Gloucester Business Improvement District.

Marketing Gloucester is providing seed funding and digital support as Meet Gloucester is developed by key industry partners with a desire to see the city grow its presence on both a domestic and international level as a meetings and events destination.  Local partners volunteering their time to set up and launch Meet Gloucester are:

·       Hatton Court Hotel Gloucester

·       Bowden Hall Hotel

·       Gloucester Rugby

·       Soaring Worldwide

Councillor Richard Cook, Leader of Gloucester City Council said: ”Gloucester is a vibrant and fast developing city with huge potential for growth within the meetings and events industry.  Meet Gloucester will provide an ideal face for the city, bringing together its key suppliers, venues and hotels as we look to increase not just our offering but also the number of delegates coming to experience all we have to offer.”

Further information on Meet Gloucester will be available via www.meetgloucester.co.uk as well as social channels on 31st January, 2019.

Discover the latest marketing trends and innovations next May

Join us as our guest at the Digital Marketing Solutions Summit, a one-day event that will allow you to do just that by:

  • Matching you with relevant suppliers for a series of pre-arranged, 1-2-1 meetings based on your requirements
  • Allowing you to attend insightful and inspirational seminar sessions
  • Providing you with a forum to network with other senior health and fitness professionals who share your challenges

Our guest list includes representatives from the likes of:

  • ABTA 
  • Aspace Children’s Furniture
  • Blackbird 
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Cyber Smart 
  • Dufry
  • Great British Chefs 
  • Stadium
  • University of Sunderland London
  • University of West London
  • Weight Watchers

The Digital Marketing Solutions Summit takes place on May 12th at the Hilton London Canary Wharf. Register for your complimentary guest pass here.

Register for the eTailing Summit today!

There’s a free VIP place reserved for you at the eTailing Summit. Can you join us?

11 February 2020 – Hilton London Canary Wharf

This unique event is entirely FREE for you to attend – simply reserve your place here.

  • Source new innovative and budget-saving suppliers
  • Learn from inspirational seminar sessions hosted by industry thought-leaders
  • Network with like-minded ecommerce professionals who share your challenges
  • Enjoy complimentary lunch and refreshments

RSVP now to avoid disappointment!

Shutterstock unveils music service for content creators

Shutterstock has launched an unlimited monthly subscription for Shutterstock Music geared toward digital content creators, including YouTubers, podcast producers, and social media managers.

The company says the service offers a cost-efficient solution to licensing unlimited high-quality tracks, priced at $149 per month.

Additionally, to meet the needs of short-form content projects, Shutterstock Music now offers shorter tracks for all license plans.

Shutterstock asserts that creating content for digital and social media channels requires tighter budgets, shorter timelines, and attention-grabbing messaging. As such, shorts, or shortened versions of a song (15, 30, and 60 seconds in length), and loops, a segment of a longer song that repeats indefinitely, are now available with every license purchased at no additional cost, enabling users to save time on edits after purchase.

With over 11,000 tracks, the Shutterstock Music library includes music curated by professional musicians. The platform offers filtering tools that allow users to search by genre, mood, popularity, among others, with playlists of popular genres and regions. All Shutterstock music tracks are royalty-free and the standard license covers web-based and business usage, including conference presentations and trade-show booths.

“Today’s creatives are often working across multiple channels to create content for various projects and audiences. We launched the music subscription to make their lives much easier,” said Christopher Cosentino, VP of Product at Shutterstock. “Whether creating a social video, a conference presentation or a podcast, our new unlimited licensing option empowers creators to license music as their needs arise and frees them to focus on the creative vision rather than worrying about budget.”

Two-thirds of consumers ‘Don’t understand how their data is used’

Over half (58%) of consumers want long term relationships with brands, but 33% saw irrelevant retail offers as the biggest marketing mistakes, indicating a personalisation disconnect.

That’s according to the latest APEX report from Valitor, which reveals the key marketing challenges brands will face in using customer data to build relationships.

The study also found that almost half (48%) of consumers think that when it comes to relationship ‘building’, all they see after-sale are spam emails.

In fact, it seems personalisation across the board does not meet expectations. 68% do not know how their data is being used by brands. Valitor says this knowledge gap, combined with the implementation of GDPR and the ongoing discussions of data being used in political discussions, has spiked consumer interest in data use and privacy.

However, while interest has increased, the actual use of data by brands is creating uncertainty, confusion and setting unachievable expectations about the sort of interactions customers should expect. 

Halldór Lúðvígsson, Managing Director, Omni-channel solutions at Valitor, said: “The latest APEX report reveals that consumers want a long term relationship with brands, which is clearly an opportunity that needs to be pursued. To succeed in establishing relationships, brands need to show customers that by having their data, they are able to create the long term value they crave. Currently, though many consumers feel brands’ efforts are missing the mark, which is risking weakening customer retention.”

The good news for brands, however, is that consumers are still happy to provide them with personal data, as long as it is used in the right way. In fact, 75% of consumers are comfortable with the concept of a brand holding personal information in order to improve the services and relationship. Consumers also revealed that they are most willing to share email addresses (42%), followed by clothing size (29%). But in order to keep consumers happy, brands need to ensure that they use this data wisely if they are to encourage the sharing of more types of information. 

Meanwhile, the outdated practice of getting data and then taking a “spray and pray approach” has clearly had negative effects on consumers. For example, over a third (34%) of consumers say that they have been made to feel like a brand no longer wants to impress them once they have parted with their money. Another third (33%) aren’t convinced brands still care about them after the sale is done. While a quarter (25%) highlight the fact that occasional offers are not the same as a proper customer service relationship. 

Other key report findings:-

  • The 18-35 age group is far more confident in their understanding of how brands use their data (18-25 were 40%; 26-35 were 43%) compared to the 66+ age group (19%).
  •  44% of consumers take notice of marketing communications from a brand:
    • 56% take notice of emails 
    • 46% notice free samples/trials 
  • 52% of 18-25 years – the highest proportion of all age groups (and the emerging customer base for many brands) – are receptive to messaging from brands. 
  • The oldest consumers, 56-65 and 66+ are the least likely to pay attention to brand marketing.

Download the full report here.

STUDY: TV THE ‘LEAST RISKY’ MARKETING CHANNEL

Linear TV advertising and Broadcaster VOD (BVOD) are the least risky forms of advertising, delivering just 20% of variance compared with the median return.

That’s according to research from TV marketing body Thinkbox, Gain Theory, MediaCom and Wavemaker, released to support a new cross-media optimisation tool based on its findings.

The ‘Demand Generation’ study is an econometric analysis of £1.4 billion of media spend by 50 brands across 10 forms of advertising over three years. It offers wide-ranging advice to marketers on how to maximise short-term advertising return without sacrificing sustained base growth. 

The study has also isolated the principle variables that impact advertising effectiveness, and these have been used to create ‘The Demand Generator’, a new tool that enables marketers to determine the optimal advertising media mix specific to their business and its objectives.

Key findings include:-

  • The variability of returns differs significantly across different forms of advertising
  • Linear TV advertising and Broadcaster VOD (BVOD) are the least risky forms of advertising, delivering just 20% of variance compared with the median return
  • By comparison, Online display, Cinema, Social media and Print advertising all have a variability of +/- 60% compared with the median return  
  • TV generates the highest ‘multiplier effect’ across all other channels
  • TV boosts the performance of other media channels used in a campaign by up to 54% 
  • Print, for example, boosts other channels’ performance by up to 13%
  • The average ‘multiplier effect’ across all channels is around 8%
  • This is the highest of any pure ‘demand generating’ channel, the next best is Print with 10%
  • Generic search, which straddles ‘demand generation’ and ‘demand fulfilment’ and is TV’s natural partner, delivers an average of 29% of media-driven sales within 2 weeks
  • Due to the sustained effect of advertising, during the following 6-18 months, TV goes on to deliver a further 2.4 times more sales than it generated in the first 2 weeks
  • Generic search goes on to deliver 0.8 times more sales than in the first 2 weeks and Print 1.2 times more

The new tool supported by the research – www.thinkbox.tv/demandgenerator – offers practical advice on optimal media mixes based on the key variables that influence advertising effectiveness uncovered in the research. These were identified as a brand’s:-

  • Category
  • Budget
  • Brand size (annual revenue)
  • Appeal (e.g. mass market or niche)
  • % of sales that take place online 
  • Desire to minimise risk

The Demand Generator also forecasts the likely business results of following its guidance, both in terms of incremental revenue/profit per year and revenue/profit return on investment (ROI).

Matt Hill, Research and Planning Director at Thinkbox, said: “Often we do some research, release the findings and that’s that. So it’s wonderful to create something tangible and practical based on such robust insight. We hope The Demand Generator will be a helpful springboard for the many brands that don’t already do econometric analyses of their media performance. They can tailor it to their exact needs to find the best place to start from when deciding their media mix. With marketers increasingly adopting a zero-based budgeting approach, having a tool like this should provide a great evidence-based foundation on which to build their decisions.”

Jane Christian, Managing Partner, Head of Business Science, MediaCom: “Demand Generation provides the industry with the broadest view of media performance to date. It goes under the bonnet of what factors drive the optimal media plan for a brand, with The Demand Generator helping advertisers to tailor the result specifically for their brand.”

Image by Pexels from Pixabay 

All your digital marketing solutions in one place

The Digital Marketing Solutions Summit takes place on May 12th 2020 – you could join 60 of your peers at this exclusive event.

The Digital Marketing Solutions Summit is a bespoke and highly-targeted one-day event created specifically for senior marketing professionals like you.

It is entirely FREE for you to attend. Simply register your place here.

When: 12 May 2020

Where: Hilton London Canary Wharf

Format: Corporate ‘speed-dating’. As our VIP guest, you will be provided with a bespoke and personalised itinerary of pre-arranged, 1-2-1 meetings with suppliers relevant to your requirements. A series of seminars will also be hosted throughout the day, and you can network with professionals who share your challenges.

Lunch and refreshments are included with your complimentary guest pass.

Who Attends: Senior marketing professionals with registered delegates including:-

  • ABTA 
  • Aspace Children’s Furniture
  • Blackbird Plc
  • Bondi Sands
  • Bouygues Energies & Services UK
  • Cyber Smart
  • Dufry
  • Great British Chefs 
  • Stadium
  • University of Sunderland London
  • University of West London
  • Weight Watchers

Would you like to join them? Register today!

Smarter Payments Summit: Will you be there?

Following an ultra successful debut this year, the Smarter Payments Summit will return in 2020.

Registration is now open for you to book your complimentary guest pass.

Book your FREE place here.

The Summit allows senior payment transaction professionals to share forward-thinking ideas, meet new partners and discover new ways to underpin their strategies.

Date: 8th September 2020

Venue: Hilton London Canary Wharf

It’s entirely FREE for you to attend and your complimentary guest pass includes:

• A bespoke itinerary of pre-arranged meetings with product and service providers who match your requirements and upcoming projects
• Access to a series of seminars by industry thought-leaders
• Networking with like-minded peers
• Complimentary lunch and refreshments
Secure your complimentary pass

We have just 60 guest passes available, so register your free place today.

Do you specialise in Online Strategy? We want to hear from you!

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in December we’ll be focussing on Online Strategy.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Online Strategy and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

UK public ‘doesn’t trust social media’ or influencers

Rightly or wrongly, Brits don’t always trust what they see on their favourite social platforms.

That’s according to data from YouGov, which indicates 41% of regular users claim to have seen inaccurate content over the last month, while nearly a fifth of (17%) mainstream social media users go even further and say they’ve seen completely false content.

What’s more, 21% of users say they’ve come across content they consider to be misleading, 20% say they’ve come across misinformed content, and 19% say they’ve seen content that’s been manipulated or distorted.

Typically, the younger a user is, the more likely he or she is to have noticed information that is misleading. Are older people more likely to take social posts at face value?

Moreover, no single group of users is considered completely authentic: only 25% of regular users say that the profiles of their family give a ‘very honest’ portrayal – and friends, colleagues, celebrities and influencers perform even worse.

Almost half of users (48%) believe that the profiles of celebrities are either ‘not at all’ or ‘somewhat dishonest’, with only 22% believing that the reverse is true (‘honest’ or ‘very honest’ portrayals).

In addition, regular users of social networks are sceptical of ‘super-influencer’ Kim Kardashian, with 68% agreeing that her posts don’t represent real life. Yet despite this she continues to be one of social media’s biggest draws, and has the sixth most-followed profile on Instagram. Most users like their celebrities and influencers to be a little more authentic: 64% agree that it’s refreshing when they’re honest with their posts.

Regular visitors to social media platforms set standards for honesty at different heights for different groups of posters. Dishonesty by influencers is seen as much more important (54%) than dishonesty from family members (35%), so we’re clearly more forgiving of people we know and love – or we expect less of them.

WeYouGove also observed those who explicitly seek payment for their products to higher standards. Overall, 28% of users have noticed this kind of influencer/celebrity marketing in the past month but almost half of them (49%) agree that these posts don’t represent the person making the endorsement.

The analysis says it’s worth noting, however, that this distrust is in line with perceptions of TV advertising among the same group – almost half (46%) don’t trust adverts on TV. And regardless of whether users believe the ads, the majority of those who notice them engage with them in some way.

You can download the whitepaper here.