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Access online courses for marketers and build your skills
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We have a wide selection of online courses tailored specifically for marketers, enabling you to both amass new skills and improve existing ones in 2024 and beyond – start learning today! These are specially-curated online courses designed to help you and your team improve expertise and learn new things. The Sales & Marketing and Management, Leadership & Business Operations online learning bundles, provide you with over 100 courses, which cover all areas of both professional and personal development:
  • Converting Leads into Sales Certification
  • Creating a Marketing Plan Certification
  • Closing Techniques Certification
  • Cold Calling Certification
  • SEO for Business Certification
  • GDPR in The Workplace Certification
  • Project Management Foundation (Small Projects) Certification
  • Project Preparation Certification
  • LinkedIn for Business Certification
  • Vlogging Certification
  • Customer Retention Certification
  • Negotiation Skills Certification
  • Networking for Sales Professionals Certification
  • Online Reputation Management Certification
  • PR Certification
  • Presentation Skills Certification
And many more! Find out more and purchase your course online here. For just £99 (usually £149), you can share the courses with your colleagues over a 12-month period. Additionally, there are a variety of bundles available on all spectrums;
  • Personal & Professional Development
  • Healthcare
  • Sports & Personal Development
  • Human Resources
  • Customer Services
  • Health & Safety
  • Education & Social Care Skills
  • Sales & Marketing
  • IT & Personal Development
Book your courses today and come out of this stronger and more skilled!
Content Management

If you specialise in Content Management we want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in January we’ll be focussing on Content Management solutions.

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 Content Management 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 Kerry Naumburger on k.naumburger@forumevents.co.uk.

Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring
July 2024 – Web Analytics
Aug 2024 – Conversion Rate Optimisation
Sept 2024 – Digital Signage
Oct 2024 – Brochure Printing
Nov 2024 – Creative & Design
Dec 2024 – Online Strategy

SURVEY: 63% of marketers not prepared for cookieless personalisation
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63% of marketers still have no clear strategy for cookieless personalisation, despite Google’s announcement that it will begin phasing out support for third-party cookies in Chrome at the beginning of 2024.

That’s according to a survey from Optimizely that highlights the urgent need for marketers to reassess their personalisation strategies for 2024.

The research, which surveyed 100 UK marketing professionals across the UK, found that more than half (54%) also lack a clearly defined strategy for personalisation using first-party data. This indicates a critical gap in preparation for the post-cookie era, where personalised experiences will rely heavily on direct user interactions.

Currently, 83% of marketers feel that their current personalisation efforts are primarily based on assumptions about customers rather than data-driven insights. To prepare for the future, marketers will need to re-evaluate their personalisation technologies and transition from using third-party cookies to utilising first- and zero-party data.

This shift will require brands to securely manage and use the data that customers provide, which most marketers feel they can prepare for. The survey revealed that 73% of marketers believe privacy and personalisation can coexist – suggesting a growing awareness within the industry of the need to balance tailored experiences with robust privacy measures.

What is troubling, however, is that 74% of marketers express concerns about the obsolescence of their current personalisation technology – signalling the need for more reliable and privacy-conscious first-party data-based platforms.

Commenting on the findings, Shafqat Islam, CMO at Optimizely said: “With Google set to abandon cookies next year, now is the time for marketers to stop thinking in terms of third-party data, and start building campaigns and strategies around the data that consumers are open to sharing.

“Right now, 70% of marketers are combining multiple technologies to achieve their current level of personalisation. Having a single platform that integrates with – and brings data in from – each channel a brand has is critical in developing comprehensive customer identities and creating personalised experiences based on those real-time insights. Making these changes now will ensure brands are prepared for a cookieless future and are able to deliver the digital experiences that customers have come to expect.”

Photo by Brett Jordan on Unsplash

ONLINE STRATEGY MONTH: How to pick the perfect partner for your brand’s digital journey
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UK brand marketing managers face the challenge of sourcing and selecting the right online strategy consultants and partners: the success of a brand’s digital presence can hinge on this critical choice. Here are essential tips to guide marketing managers in making an informed decision, based on input from attendees at the Digital Marketing Solutions Summit…

1. Define Your Digital Objectives Clearly

Before initiating your search, have a clear understanding of what you want to achieve with your digital strategy. Whether it’s increasing brand awareness, boosting online sales, improving customer engagement, or enhancing your social media presence, having well-defined objectives helps in selecting a partner who can meet these specific needs.

2. Look for Relevant Experience and Expertise

Seek out consultants and agencies with proven experience in your industry or with similar brands. They should have a thorough understanding of your market, audience, and the digital challenges unique to your sector. Review their portfolio for case studies or examples of successful strategies they have implemented for other clients.

3. Evaluate their Understanding of Current Digital Trends

The digital world is dynamic, with trends and technologies evolving rapidly. Ensure that potential partners are not only up-to-date with current trends but can also foresee and adapt to future changes. Their ability to innovate and stay ahead of digital developments can give your brand a competitive edge.

4. Assess their Data Analytics and Reporting Capabilities

Data-driven decision-making is crucial in digital strategy. Your chosen partner should have robust analytics capabilities and be able to provide actionable insights and detailed reports. This will enable you to measure the effectiveness of your digital campaigns and adjust strategies as needed.

5. Check for a Holistic Approach

A good digital strategy encompasses various elements, including SEO, content marketing, social media, email marketing, and more. Look for partners who offer a holistic approach rather than focusing on isolated aspects of digital marketing. This ensures a cohesive and integrated strategy.

6. Consider Compatibility and Communication

Choose a partner whose working style and company culture align with yours. Effective communication and a good working relationship are essential for a successful partnership. Make sure they are responsive, open to collaboration, and view your success as their success.

7. Discuss Budget and ROI Expectations

Be clear about your budget constraints and discuss the expected return on investment (ROI). A trustworthy digital strategy partner should be transparent about costs and provide realistic forecasts of what they can achieve within your budget.

8. Seek Recommendations and Reviews

Recommendations from peers in your industry or online reviews can be invaluable in assessing a partner’s reputation and reliability. Don’t hesitate to ask for references and speak to their existing or previous clients to gain insights into their working style and effectiveness.

9. Ensure They Prioritise User Experience (UX)

User experience should be at the heart of any digital strategy. Ensure your chosen partner places a strong emphasis on UX in their strategies, as this significantly impacts customer engagement and conversion rates.

Conclusion

Selecting the right digital strategy consultant or partner is a critical decision for UK brand marketing managers. By focusing on clear objectives, relevant experience, trend awareness, data analytics, holistic approach, compatibility, budget, recommendations, and a commitment to UX, brands can forge a partnership that not only aligns with their digital goals but also drives substantial growth and success.

Are you looking for online strategy solutions for your organisation? The Digital Market Solutions Summit can help!

Photo by NordWood Themes on Unsplash

Half of consumers to ‘significantly limit’ their social media interactions
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A perceived decay in the quality of social media platforms will drive 50% of consumers to abandon or significantly limit their interactions with social media by 2025.

A Gartner survey of 263 consumers between July and August of 2023 found 53% of consumers believe the current state of social media has decayed compared to either the prior year or to five years ago. The top reasons for this perceived decline were the spread of misinformation, toxic user bases, and the prevalence of bots. Concern about the impact of anticipated GenAI use in social media is high: over 7 in 10 consumers agree that greater integration of GenAI into social media will harm user experience.

“Social media remains the top investment channel for digital marketing, but consumers are actively trying to limit their use,” said Emily Weiss, Senior Principal Researcher in the Gartner Marketing Practice. “A significant slice says that, compared to a few years ago, they are sharing less of their own lives and content. As the nature of social media use and the experience of the platforms changes, CMOs must refocus their customer acquisition and loyalty retention strategies in response.”

Other Gartner predictions to help marketers respond to the changing landscape in 2024 and beyond include:

A Gartner survey of 305 consumers in May 2023 found 72% of consumers believe AI-based content generators could spread false or misleading information. In addition, a Gartner survey of 320 consumers in February 2023 found consumers’ perception that AI-powered experiences and capabilities are better than humans is eroding.

“Mistrust and lack of confidence in AI’s abilities will drive some consumers to seek out AI-free brands and interactions,” said Weiss. “A subsection of brands will shun AI and prioritize more human positioning. This ‘acoustic’ concept will be leveraged to distance brands from perceptions of AI-powered businesses as impersonal and homogeneous.”

As CMOs try to “do more with less”, GenAI promises increased productivity and cost savings. Much of the attraction of GenAI for CMOs revolves around productivity and cost savings, especially for creative services. However, the enhanced productivity will enable senior creative roles to redirect their skills and time to more advanced strategic creative endeavors, such as leveraging GenAI product and service innovation.

“The use of GenAI in a creative team’s routine daily work frees them up to do higher level, more impactful creative ideation, testing, and analysis,” said Weiss. “As a result, creative will play a more important and measurable role in driving business results, and CMOs will actually increase their spending on creative and content.”

The rapid adoption of GenAI in search engines will significantly disrupt CMOs’ ability to harness organic search to drive sales. A Gartner survey of 299 consumers in August 2023 found consumers are ready for AI-enhanced search, with 79% of respondents expecting to use it within the next year. Furthermore, 70% of consumers expressed at least some trust in GenAI-backed search results.

“CMOs must prepare for the disruption that GenAI-backed search will bring to their organic search strategies,” said Weiss. “Marketing leaders whose brands rely on SEO should consider allocating resources to testing other channels in order to diversify.”

Rapid advances in GenAI have left organizations without the frameworks and best practices to ensure responsible use and mitigate risk. A dedicated content authenticity function and development of guardrails for brand will be an organizational imperative.

“As content created with GenAI tools balloons throughout marketing channels, transparency around its use will become increasingly necessary to maintain trust with customers,” added Weiss.

Photo by Prateek Katyal on Unsplash

ONLINE STRATEGY MONTH: Looking back at what’s shaping our future
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Marketing managers have to adapt continuously to stay relevant and effective in a digital landscape that never stands still. Let’s take a look back at the key shifts in online strategy we’ve seen over the past ten years that have brought us to where we are today, based on input from attendees at the Digital Marketing Solutions Summit…

1. The Rise of Social Media Marketing

One of the most significant changes has been the meteoric rise of social media as a core component of online strategy. A decade ago, platforms like Facebook and Twitter were just starting to be recognised as viable marketing tools. Today, social media is indispensable. Marketing managers are now leveraging a variety of platforms, each with its unique audience and style, to build brand awareness, engage with customers, and drive sales. The advent of influencer marketing, where brands collaborate with social media influencers, has also been a game-changer.

2. Content Marketing and SEO Synergy

Content marketing has evolved from being a buzzword to a fundamental part of online strategy. The focus has shifted from keyword-stuffed articles designed for search engine bots to high-quality, valuable content aimed at human readers. This shift has been driven by changes in Google’s algorithms, which now favour content that is engaging, informative, and authoritative. Marketing managers have realised the symbiotic relationship between content marketing and SEO, leveraging both to boost online visibility and brand credibility.

3. Personalisation and Data-Driven Marketing

Another significant evolution in online strategy is the move towards personalisation. With advancements in data analytics and AI, marketing managers can now deliver personalised content, product recommendations, and offers to individual consumers. This approach is based on the analysis of large data sets to understand consumer preferences and behaviours, making marketing efforts more targeted and effective.

4. Mobile-First Approach

The proliferation of smartphones has led to a mobile-first approach in online strategy. Recognising that a growing number of consumers access the internet primarily through mobile devices, marketing managers have shifted focus to optimise websites and content for mobile. This includes responsive web design, mobile-friendly content formats, and mobile-specific advertising campaigns.

5. Integration of Online and Offline Strategies

While the focus has shifted towards online, there is also an increased recognition of the importance of integrating online and offline strategies. Omnichannel marketing, where consumers receive a seamless experience across digital and physical touchpoints, has become a key objective. Marketing managers are now working to ensure that their online strategies complement and enhance their offline marketing efforts.

6. Emphasis on Analytics and ROI

Finally, there has been a growing emphasis on analytics and measuring ROI. With an abundance of data available, marketing managers are increasingly focused on metrics to gauge the effectiveness of their online strategies. Tools for tracking website traffic, engagement rates, conversion rates, and social media analytics are now essential components of a marketing manager’s toolkit.

Conclusion

The landscape of online strategy in UK marketing management has evolved dramatically over the past decade. The proliferation of social media, the integration of content marketing and SEO, the rise of personalisation and mobile-first strategies, the blending of online and offline experiences, and the focus on analytics and ROI are all indicative of a field that is constantly adapting to technological advancements and changing consumer preferences. As the digital world continues to evolve, so too will the strategies of UK marketing managers, who must remain agile and informed to stay ahead.

Are you looking for online strategy solutions for your organisation? The Digital Market Solutions Summit can help!

Photo by Hal Gatewood on Unsplash

Why Christmas window displays can still make a great social marketing opportunity
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The Christmas window display has become a UK tradition up and down the country, especially in tourist hot spots. Since being pioneered by RH Macy’s in 1874, big businesses are still finding innovative ways to keep the festive feels fresh 149 years later.

This isn’t a coincidence, the best businesses in the country and beyond have realised that an innovative window display makes for the perfect festive marketing tool. Christmas window displays increase brand awareness, promote products, can be themed alongside marketing campaigns and do the rounds on social media.

In 2022, seasonal sales in the UK were forecast to reach £82 billion. This is the highest retail value of festival sales in Europe, making window displays more important than ever to help compete in this lively market – especially with UK adults buying roughly 32 gifts a year.

But what are the best and most inventive Christmas window displays of the last decade? We spoke to the slimline aluminium window experts at The Heritage Windows Company to get their perspective on which displays went above and beyond to stand out from the rest.

Harvey Nichols (2022) – a festive fashion show

A love letter to the glamour fashion trends of 2022, Harvey Nichols’ 2022 Christmas window display was adorned with mirror balls, high fashion and sequins – reflecting the faces of happy visitors at its iconic unveiling in Knightsbridge.

The focus on metallics and reflective surfaces lit the windows up like a Christmas tree, creating an eye-catching showcase of bright lights and fashion. All glitz and glamour, Harvey Nichols stood out from Harrods and Selfridges by getting their display ready by the end of October… we’ll let you decide whether that’s too early or not!

Harvey Nichols has understood what it means to create a workplace that welcomes customers and employees with fantastic use of lighting, a skill which can be applied anywhere with careful consideration.

We can’t wait to see what they cook up this year.

 

Harrods (2018) – Instagrammable festivity

Harrods’ 2018 display, Fantastica, showcased everything that captures the minds of the Instagram generation – finding inventive ways to reflect the spirit of social media in the festive season.

Each window in the display represents a different photo frame of Instagrammable festive subjects, from gift giving to Christmas dinner, all of which are elevated with a colourful and considered design.

Harrods established an entire department to design this display, The Department of Surprise and Delight. Sounds like a great place to work, if you ask us!

They did a fantastic job on Fantastica, mixing glamour, traditional Christmas spirit and modern trends in a way which didn’t feel out of place for a second.

Fenwick (2018) – we’re walking in the air

2018 was a great year for Christmas window displays across the country, with Fenwick’s Newcastle display tugging on the country’s collective nostalgic heartstrings. Their display, We’re Walking in the Air, reenacted famous scenes from the Christmas picture book classic, The Snowman (1978).

Each window as magical as the last, scenes from the book were lovingly recreated with impressive detail and lighting. The scenes were partly animatronic, too – capturing the feeling of the snowman coming to life surrounded by moving train sets, spinning platforms and all kinds of festive magic.

This display had something for everyone, especially for nostalgic parents and children discovering the magic for the very first time.

Fortnum & Mason (2019) – feline festive

A throwback to the department store’s roots, this Christmas display depicts festive characters from artist Edward Bawden’s Fortnum & Mason 1958 Christmas campaign.

The detailing in this display is simply outstanding, featuring feline characters making Christmas magic behind the scenes in a Christmas factory. Golden pipes, illuminated bottles of champagne being corked, Christmas crackers getting tested and more are represented in each subsequent window.

The charming feline models steal the show, however, with each as characterful as the last.

Selfridges (2018) – rockin’ around the Christmas tree

In 2018, Selfridges went for a ‘Heritage Rocks Christmas’ theme, dressing up Santa in an assortment of different rock’n’roll outfits over the decades.

From glam rock to the 90s, Santa absolutely sleighed all the iconic looks featured. With golden mic stands and plenty of power stances, we love the ambition to do Christmas a little bit differently – finding the fun in a Christmas winter display that invokes all the excitement of the first Slade track of the season.

We can’t wait to see what iconic displays are featured this year – but one thing’s for sure, it’s going to be hard to top these fantastic windows. We’re sure they’ll all be up for the challenge.

UEFA Champions League still one of sport’s biggest sponsorship draws
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Sponsorship plays a crucial role in supporting the Union of European Football Associations (UEFA) in maintaining its ambition of hosting the best professional soccer tournaments in the world, including the Champions League, Europa League, and Europa Conference League.

It contributes to the smooth operation of each competition, as exemplified by its top associations with Heineken, Turkish Airlines, and PlayStation. UEFA is estimated to generate $606.33 million through central sponsorship deals for the Champions League for the 2023-24 season, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “The Business of UEFA Club Competitions 2023-24,” reveals that in 2023, the UEFA Champions League had 12 teams, which generated more than $60 million in annual sponsorship revenue. Barcelona and Real Madrid are expected to generate a significant amount in the 2023-24 season, with approximately $169 million and $143 million, respectively, adding to their esteemed reputation in the sport and immense popularity globally.

Joe Pacinella, Sport Analyst at GlobalData, commented: “The UEFA Champions League clubs are known to be some of the most valuable soccer properties on the planet, as seen with Barcelona and Real Madrid. Manchester United’s $96 million-a-year sponsorship revenue is also very impressive and illustrates its commercial pull, along with that of Paris Saint-Germain, which collects $87 million annually, slightly more than Manchester City’s just over $83 million-a-year.”

UEFA’s deals with Heineken, PlayStation, and Turkish Airlines offer a huge source of revenue for the federation and provide diversity within UEFA’s sponsorship portfolio, further enhancing their global exposure and cementing their pristine status.

Heineken is the biggest spender on the Champions League roster and promotes the competition worldwide through exclusive rights surrounding the deal. The Dutch brand has been partnered with UEFA since 1994, continuously engaging with soccer fans around the world and using the Champions League as the focus of their marketing campaigns, in a deal worth $65 million annually, as per GlobalData. The brand sponsors all three UEFA club competitions, including the Champions League, Europa League, and the Conference League.

Pacinella added: “Heineken has focused on UEFA’s three club competitions for a number of years, making it the center of their sports sponsorship portfolio. The brand aims to assert itself as a market leader for soccer in the beer scene, being UEFA’s top sponsor.”

Hankook Tire primarily focuses on the Europa League and Conference League, giving both competitions worldwide exposure. The automotive brand stands as both competitions’ top sponsor, ranking as the most lucrative deal that is not affiliated with the Champions League. The Korean brand has been promoting the competitions across Asia and engaging with fans across the globe, offering matchday experiences and online social media content. Hankook Tire’s deal with UEFA is worth $17.5 million annually on a one-year deal.

Pacinella concluded: “The Europa League is Europe’s second-tier competition but still ranks as the second most popular soccer club competition in the world after the Champions League, emphasising the power of European soccer relative to other continents. Despite the huge appeal and success of UEFA’s club competitions, the newly instated UEFA Conference League certainly lags behind the rest and has less social media followers than the Copa Libertadores, CAF Champions League, and the AFC Champions League, but given time to grow, it will no doubt surpass these competitions.”

Photo by Mario Klassen on Unsplash

Digital Marketing Solutions Summit: Maximise your time in London next May
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As an industry professional you’re invited to attend the Digital Marketing Solutions Summit – which will provide you with a rare full working day of industry networking, learning and connection building.

Taking place on the 8th May 2024 at the Hilton London Canary Wharf, this unique event will give you the opportunity to meet with new suppliers who can help with your upcoming plans and projects.

And what’s more, the Summit is completely FREE to attend as our guest

Benefits include:

🤝 A personalised itinerary of meetings with solution providers who match your requirements

💭 Attendance to a series of seminar sessions hosted by industry thought leaders (yet to be announced)

👋 Informal networking opportunities with peers

☕ Lunch and refreshments provided throughout the day

This intimate event will host senior buyers whom are responsible for their organisations digital marketing.

Secure your free place here or click here, or if you’d like us to send further information, click here.

Selecting the Ideal Website Platform for SME Brands: Key considerations for Digital Managers
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A website is often the first point of interaction between a Small and Medium-sized Enterprise (SME) and its potential customers. For digital managers, choosing the right platform – whether it’s WordPress or Wix – is a decision that can clearly impact a business’s online presence. We’ve rounded up the key considerations when making the important decisions…

1. Ease of Use and Flexibility

The chosen platform should offer a user-friendly interface that can be managed by team members with varying levels of technical expertise. For SMEs, where resources are often limited, the ability to easily update content, add new pages, and make basic customisations without needing extensive technical know-how is crucial. Flexibility in design and functionality is also important to ensure the website can evolve alongside the business.

2. Scalability

Scalability is paramount. The platform should be able to accommodate the growth of the business, handling increased traffic and additional content without compromising performance. This means considering not only the current needs of the business but also its future aspirations, ensuring the platform can grow with the brand.

3. Cost-Effectiveness

Budget constraints are a common consideration for SMEs. Digital managers must weigh the costs associated with different platforms, including setup, monthly or annual fees, and any additional costs for plugins or extensions. It’s important to find a balance between affordability and functionality, ensuring the platform offers value for money.

4. SEO Capabilities

Search Engine Optimisation (SEO) is vital for increasing visibility and driving traffic to the website. The platform should have strong SEO capabilities, allowing for optimisation of content, mobile responsiveness, fast loading times, and the ability to modify meta tags and URLs. These features will help the website rank higher in search engine results, an essential factor for online success.

5. Security Features

With increasing cyber threats, the security features of a website platform are non-negotiable. The platform should offer robust security protocols to protect sensitive data, including SSL certificates, regular security updates, and secure payment gateways for e-commerce sites.

6. Integration with Other Tools

Integration capabilities with other digital tools and systems, such as CRM software, social media platforms, and email marketing services, can significantly enhance efficiency. The ability to seamlessly integrate these tools can streamline operations and provide a more cohesive digital strategy.

7. Technical Support and Community

A strong support network is invaluable, particularly for SMEs with limited in-house technical support. Platforms that offer reliable customer service, comprehensive documentation, and an active community forum can be advantageous, providing resources and assistance when needed.

8. E-commerce Functionality

For SMEs looking to sell products or services online, e-commerce functionality is a key factor. The platform should offer a seamless shopping experience, with features such as shopping carts, payment processing, and inventory management.

Whether you go for WordPress or Wix, choosing the right website platform for an SME brand involves a careful evaluation of various factors, from ease of use and scalability to cost, SEO, security, integration capabilities, support, and e-commerce features. By thoroughly assessing these considerations, digital managers can select a platform that not only meets the immediate needs of the business but also supports its long-term digital strategy, fostering online growth and success.

Are you about to embark on a new website project for your organisation? The Digital Marketing Solutions Summit can help!