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Jack Wynn

Take part in our digital marketing industry survey!
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The Digital Marketing Solutions Summit is an amazing opportunity for collaboration between industry professionals and those looking to provide the latest and greatest products to the market.

It all takes place on May 8th 2017 at the Grange Tower Bridge Hotel, bringing the digital marketing industry together for one-to-one business meetings, interactive seminars and valuable networking opportunities.

To help us create the best event possible, we’d love to ask you a few questions about your role in the industry, your thoughts on its key issues and your priorities for 2017.

It’ll take just a few minutes to complete via an online form – plus you can enter a prize draw at the end for the chance to win £100 of Amazon vouchers!

 

Click here to take the survey!

 

For more information about the Digital Marketing Solutions Summit and to attend for FREE as one of VIP delegates, contact Kerry Naumburger: k.naumburger@forumevents.co.uk

Thank you for taking the time to help us shape the key event for your industry!

Guest Blog: Bea Patman: Addressing the challenges in the marketing industry
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Bea Patman, Head of SEO at Greenlight Digital

The marketing industry is often associated with innovation and creativity. In fact the Department for Culture, Media and Sport found that creative businesses contributed £84.1bn to the British economy, with creative industries growing at double the rate of the UK economy and marketing as one of its strongest sectors.

Clearly it is an exciting growing industry to work in, but what is it really like to work in marketing?

Greenlight’s 41 Hour Report, which assessed the current state of the industry, found digital marketers feel overwhelmingly positive about their role. The large majority of marketers (84%) enjoy their everyday job, with 40% going as far to say they feel “really positive” about their jobs. It seems that their enthusiasm is paying off, with 38% of marketers feeling that their colleagues understand their contribution to their broader business. It is evident that enthusiasm and recognition go hand in hand within the marketing industry.

However, there is always room for improvement and for the 16% who don’t enjoy their jobs, there are key points marketing leaders must address.

The gender pay gap is still commonplace in the marketing industry

Marketing has a reputation for being a female-dominated sector, however the 41 Hour Report discovered that even with that reputation, the gender pay gap is impacting women in this industry. On average male marketers out-earn women by almost a tenth, taking home an average of £48,025 per annum compared to £43,864 for women. This doesn’t differ when it comes to bonuses, with 54% of men receiving a bonus last year compared to just 35% of women. For all marketers to feel like they can progress their careers within the industry, the C-suite will have to look to fill this gap to make sure some marketers don’t jump ship.

All work and no play

When it comes to the biggest pet peeves among marketers, long hours come up top. In line with the marketing industry’s ‘always on’ culture, almost half (46%) of marketers feel like they work too much. The struggle to find the perfect balance is made worse by the rise of mobile, with employees being contactable from anywhere at any time. A healthy work-life balance is crucial for a marketing team’s success, with employees being able to provide fresh and innovative ideas if they are engaged both in and out of the workplace.

Lack of budget impacts success

The struggle to secure budget is a frustration for everyone. Marketers are no different, with 56% saying they struggle to secure budgets on an ongoing basis, whilst almost a third struggle to prove ROI to their bosses. With limited budget available it is no surprise that marketers feel that because of this they can’t perform to the best of their ability. It may not be possible to always get big budgets, but measurement is essential for proving why the budget is needed. To do this, digital marketers must work closely with the C-Suite to provide them with clear and measureable KPIs for the campaigns they are executing. The famous This Girl Can campaign by Sport England and FCB England had a significant budget of £10 million, and with clear, measureable goals it resulted in its video being viewed 36 million times on Facebook and YouTube. Marketers who worked on this campaign can hold their head up high as 1.6 million women were influenced by the campaign to start exercising.

Of course, not all companies will have a budget like this to play with, but if the C-suite takes the time to calculate the budget required and digital marketers map out what they can achieve for that budget, marketers will be in a better position to execute a campaign that will successfully contribute to the wider business.

Marketers enjoy their roles and it is evident that the rapidly changing environment is something they are really thriving from. However, when it comes to securing more budget and proving the worth of the department, digital marketers need to concentrate on measurement to grab the attention of the C-suite. If the C-level executives can see a justification for investment in tools and talent, many of the frustrations that the 41 Hour report has highlighted could be solved.

Forum Insight: Top tips for social media success while attending B2B events
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Whether you’re going to a big industry expo, specialist conference or attending one of our Forums or Summits, social media can help you get the most out of the event.

So we’ve pulled together five top tips to get you going…

  1. Get yourself up to date

Whether you’re an attending as a delegate or a supplier, make sure your personal and company social media profiles are up to date.

That’s everything from the logo and description to posting a few things to the account (whether that’s Twitter, Facebook or LinkedIn) to make sure it looks active.

Don’t forget, a lot of the people you meet at the event will do some research on you and your company by way of a follow up ­­– you want to ensure they have a great first impression when they stumble across your social media on Google.

If you don’t have a social presence, you really, really, should. It takes no time at all to get the basics set up on Twitter or Facebook and there are plenty of ‘how to’ guides out there if you need some help with brand pages and the like.

  1. Do some research

So your social media accounts are up to date and ready to go, now you need to find out where the conversation’s going to be happening.

Twitter is will be where you’ll see most activity during a live event, so spend a little time before you get there doing some research – find out what the event Twitter handle is (follow it if you haven’t already) and what the official hashtag will be.

Also, make sure follow a few industry media outlets ­– this will help you keep track of what’s happening at the event while you’re ensconced in meetings all day.

  1. Start the pre-event hype

During the lead up to the event let everyone know you’re going – @mention the official account and use the hashtag. Let the world know you’re super-excited, particularly if you’re exhibiting or speaking – tell them what you’re going to being talking about or the products you’re going to be showing off. You can do this across Twitter, Facebook and LinkedIn.

Also, think about using a company or campaign hashtag if you’re going to be doing special promotions during the event.

If you are promoting specific products or services, create a landing page on your website with data capture, just for the event in question – you can then push people there via social media so they can request more info.

  1. On the day…

The first thing to do is to check yourself in virtually across your social accounts – you’re in the building and you’re ready for business.

Now, if you have a busy event itinerary you’re not necessary going to have time to live tweet the entire thing. If that’s the case, say it with pictures – busy stand? Take a picture. See a great product on display? Take a picture. Sitting in an interesting conference session? Take a picture. It’s a quick and engaging way of getting your message across.

And if you spot something compelling, post a video.

You can also schedule posts in advance using tools such as Tweetdeck or Hootsuite. This is particularly useful if you’re trying to drive stand traffic or promoting products – and don’t forget to push people back to that website landing page.

Keep an eye on those industry news feeds – retweet or pass comment on any big announcements and get involved in the conversation.

  1. After the event

This is when you can have some fun. If you have a company blog, write up your experiences of the event. You don’t have to write an essay – 350-500 words would be sufficient – and then push that article out across your Twitter, Facebook and Linked in accounts.

Perhaps the most important post-event task is to follow up on all those delicious new leads and contacts you made – make sure you follow and like their social media accounts, both personal and company.

Finally, it’s worth searching the event hashtag and scrolling back through its timeline to catch up on the show news and, perhaps more importantly, see what your industry peers were up to…

Red Bull named 2016’s most sharable brand
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Energy drink giant Red Bull has been declared last year’s most sharable brand, according to new figures by Unruly.

As part of Unruly’s annual round-up, the video ad tech company has compiled a list of the top ten video campaigns to be shared on social media throughout the year.

Red Bull failed to even reach the top ten most shared single ads of 2016, with that accolade being awarded to John Lewis’ Buster The Boxer Christmas Campaign.

Instead, the global drinks manufacturer was able to secure first place through a constant stream of released content as the company reportedly uploaded hundreds of videos over the course of the year.

The top three brands shared also included Samsung, followed by McDonald’s. From last year’s second place, Red Bull soared into first this year, beating Samsung’s shares by around 15 million.

“The winners hit the mark by creating highly emotional ads that resonated with viewers,” according to Unruly’s SVP Insights and Marketing, US, Devra Prywes, “we have a truly global list of top brands, many of which created videos specifically for and released in individual territories topping the list.”

Unruly held a ‘virtual award’ ceremony live on Twitter, announcing the winners for a number of categories, including Emotional Ad and Most Inspiring Video, all of which can be viewed here

 

The next stage of software automation
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Digital engagement specialist Parker Software has released ThinkAutomation 4.0, a sweeping update to the company’s leading business automation software. The upgrade adds extensive new functionality to the product, such as sentiment analysis, social media monitoring and SMS-driven automation, making it ideal for logistics, marketing and retail businesses looking to streamline processes. 

ThinkAutomation allows businesses to increase efficiency by automating tasks and processing documents and inbound messages. Version 4.0 builds on these functions with advanced document processing, which allows automatic conversion of file formats as well as attachment analysis, and SMS hotline functionality that can improve business communications.

Automated SMS functionality allows businesses to update systems via text. This is achieved by establishing hubs to receive specific messages, such as internal communications and delivery enquiries. Customers and employees text these numbers with enquiries or updates and ThinkAutomation sends personalised responses, as well as updating all relevant systems and databases.

“The development of business technology has meant that offices now operate in environments that are increasingly hectic and process-intensive,” explained Howard Williams, marketing director of Parker Software. “The latest update to ThinkAutomation adds more capabilities for the software to help businesses cut through the noise and stay on top of what really matters.

“Almost everybody has a mobile phone now, whether it’s a smartphone or a more traditional device. The introduction of SMS to database functionality in our software means that tasks can be streamlined more than ever before. Curious customers or ill employees will no longer have to navigate complex procedures, they simply send a message on-the-go and ThinkAutomation handles the rest. It’s a convenient business solution for the twenty-first century.”

The software also provides businesses the ability to monitor how people are responding to their brand more closely through sentiment analysis and social media monitoring. By setting the software up to process inbound data from social media accounts, ThinkAutomation can respond to key words and phrases and action them accordingly – either by notifying relevant personnel or by delivering automated responses.

“The rise of social media and internet forums has meant that customers have more platforms than ever before to review businesses in a negative light – with ever growing audiences,” continued Williams. “This poses a problem to businesses in that the vast quantity of data generated by monitoring company mentions is not only daunting but, for a large percentage, not meaningful or useful.

“Sentiment analysis allows businesses to break down online interactions by specific search strings, individually highlighting both the positive and negative content. This can then be automatically responded to with keyword recognition and pre-determined answers, or even create a new entry in a database.”

Welcome to the new Digital Marketing Solutions Summit!
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The Digital Marketing Solutions Summit is set to take place on May 8th at London’s Grange Tower Bridge Hotel.

Formerly known as the Internet Marketing Summit, the event will once again match senior marketing professionals with leading product and service providers for a day of match-made business meetings.

Last year the event attracted over 65 senior professionals from the likes of Bupa, Lloyds Bank, Tesco, Hilton, BT, Vision Express, Investec, Legal & General, MetLife, Paragon and more meet and network with companies including Amobee, Click Consult, Adestra, Redfish Group, King Content, Yoyo Design and Soak to discuss their respective requirements.

Attending the event is free for all marketing professionals and your complimentary place includes lunch and all refreshments throughout the day. You’ll also get access to a seminar programme covering topics including Web Analytics and Search Engine Optimisation, Content Marketing and Email Marketing.

 

To find out more about attending, contact Kerry Naumburger on 01992 374099 or email k.naumburger@forumevents.co.uk.

 

A number of supplier packages are available for companies looking to meet with some of the UK’s leading marketeers. Contact Carlos Dieguez on 01992 374091 or via c.dieguez@forumevents.co.uk to find out more.

 

Hyundai launches UK’s first online-only car store
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Hyundai has started what it claims to be the first entirely-online car store, with cash buyers able to have their brand new car delivered straight to their door.

The site, called Click To Buy, aims to streamline the process of buying a car, and you can reportedly finish your transaction within 5 minutes of opening the site.

It’s also possible to trade-in your old car, but that still requires exchanging it at a local dealership.

“The entire online process is possible to complete in about the same time as it would take to refuel your car,” said Tony Whitehorn, President and CEO of Hyundai UK, who believes the ‘haggle-free’ software is “a real benefit for those who feel uncomfortable doing so or simply don’t have the time.”

The site means you can order a brand new Hyundai from your mobile phone, but those paying through finance will still require additional paperwork.

“This is a pivotal time for the car industry as a whole and the start of what I think will be a transformative period,” explained Mr Whitehorn, “I’m delighted that we are leading the charge and we will continue to innovate within this space moving forward.”

Golden hashtag, emojis could replace Monopoly pieces
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Hasbro have put all eight Monopoly pieces at risk of replacement as part of new public vote.

Fans have been urged to go online to choose the ‘new generation’ of play pieces, a staple of the popular property-trading board game since its initial release in 1935.

Two further tokens, the Scottie dog and the wheelbarrow were introduced in the 1950s, and the iron was replaced in 2013 by the cat in a public vote, the last time all pieces were put at risk.

The vote presents the game’s iconic pieces with their original silver sheen, while introducing new pieces, such as the ‘T-Rex’, ‘Hashtag’ or ‘Wink Face Emoji’ in bright gold.

“No token – not even the Scottie dog — is safe!” said Jonathan Berkowitz, senior vice president of marketing for Hasbro Gaming. “Only time will tell if fans will decide to stay with the classics, keep a few favorites or pick an entirely new line up of tokens.”

With 56 new pieces looking to replace, other tokens include the rotary telephone, sunglasses and a log fire.

The updated Monopoly game will hit shelves in August, while a ‘token madness’ themed version is already on sale – featuring the current line-up against a selection of the new 56.

Mailjet crowns Waitrose winner of best Christmas email campaign…
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The email service provider Mailjet has revealed that Waitrose is ahead of its competitor supermarkets in the email campaign stakes, analysing key metrics including the chain’s subject lines, automation, cross-channel marketing and personalisation.

Reaching a total score of 21.3 points out of an available 29.0, this marks the second consecutive victory for Waitrose in the study and represents a significant improvement on supermarket’s performance from last year, rising 10 per cent overall.

Mid-market brands Tesco and Asda closely followed Waitrose’s success, hitting 20.0 and 19.9 respectively, however, Marks & Spencer struggled to compete scoring just 17.4 in total.

With regards to emails prospecting new consumer audiences, the research places Morrisons and Sainsbury’s joint last as both failed to send any communications to consumers who haven’t yet purchased through their online shopping platforms.

Josie Scotchmer, UK marketing manager at Mailjet said: “Consumers buy from the brands they build emotional connections with, particularly during the Christmas season. With low scores in critical areas for digital marketing like personalisation and automation, many supermarkets are not making the most of their emails to engage consumers with powerful storytelling.

As Mailjet suggests there has been much discussion on the importance of campaign personalisation this year, just two of the total eight supermarkets surveyed registered a score above 0.0. Specifically, Asda fell short on the top spot for its lack of personalisation, losing five points by omitting any room to add personal messaging to the email in favour of a singularly product-focused, visual structure.

Scotchmer added: “Winning greater share of the market in run up to Christmas holiday relies on having an online and offline campaign that fires on all cylinders. There are opportunities for all of these brands to learn from one another and broaden their use of digital strategies to engage and build loyalty with consumers at this critical period in the retail calendar.”

ANA members vote Transparency as ‘Marketing Word of the Year’…
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Members of the Association of National Advertisers (ANA) in the US have voted the word transparency as the ‘Marketing Word of the Year’. 

During the week commencing November 28, the ANA surveyed its members online and asked them to vote on the ‘Marketing Word of the Year’ from a list of finalists prepared by the association’s staff. A total of 267 members participated and ‘transparency’ received the most votes.

A representative selection of verbatim comments from ANA members include: [Transparency] is the single most important issue in marketing and has the greatest potential benefit in terms of improving marketing ROI; [Transparency] or lack of, defines all media agency relationships and provides a new perspective to consider these relationships; and [Transparency] affects everything we communicate in marketing, from our product formulations and labels to how we communicate in all channels to our internal culture.

Bob Liodice, CEO at ANA said: “It’s no surprise that our members chose transparency the Marketing Word of the Year. Our media transparency study was one of our most important initiatives and it sparked fundamental behavioral changes among marketers and in the industry, here and around the world.” 

Other top choices considered by ANA members were customer experience, content marketing, influencer, and programmatic. It was the third consecutive year the ANA announced a ‘Marketing Word of the Year’. Previous winners were content marketing in 2015 and programmatic in 2014.