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UK Global Screen Fund awards £3.3m to support global marketing efforts
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The BFI has made a further 30 awards through its UK Global Screen Fund, backing seven new international co-productions and supporting 23 UK screen content businesses to boost their international marketing activities and enhance the success of their content globally.

Financed through the Department for Culture, Media and Sport (DCMS), the latest batch of awards sees over £1.3 million being allocated through the fund’s International Co-production strand and over £2 million being allocated through the fund’s International Business Development strand.

This latest round of International Co-production awards sees the UK co-producing with 12 territories and will be the first time the fund has supported collaborations with Hungary, Norway and Spain. The funding will also support partnerships with Belgium, Finland, France, Germany, Greece, Lithuania, New Zealand, Poland and Sweden.

The awards, in the form of non-recoupable grants, support UK independent companies as minority co-producers for feature films of all genres, and as majority and minority co-producers for TV projects in animation and documentary genres. This latest funding round supports seven feature films, including one documentary.

Financial support for International Business Development will provide the 23 companies from all over the UKwith funding via one of two tracks:

  • Film Transformation, for internationally-focused transformational business strategies related to independent UK films, with strategies spanning three to five years
  • General, for business strategies to create, acquire and/or exploit intellectual property (IP) across film, TV, animation, documentary and interactive narrative video games, with strategies spanning three years

The funding, awarded in the form of non-recoupable grants and ranging between £50,000 and £150,000 in total over a three year period, is focused on helping companies achieve new international business partnerships, enhance their profile and reach in the global marketplace, and increase revenue generation through export and international expansion.

Culture Secretary Lucy Frazer said: “The UK’s film, TV and video game firms are global trailblazers and we are determined to maximise their potential to drive economic growth and showcase their creative excellence across the world. Thanks to our investment through the UK Global Screen Fund, independent films – like the BAFTA-nominated Scrapper – are getting the support they need to develop international partnerships, attract investment and reach new audiences on a global stage.”

Denitsa Yordanova, BFI Head of the UK Global Screen Fund and International Funds, said: “This latest round of awards demonstrates the inspiring global ambitions of our unique independent screen sector, supporting companies across the UK to forge new international collaborations and implement exciting growth strategies. It is fantastic to also see such a strong slate of co-production projects, working with a diverse range of international territories, many for the first time. The UK Global Screen Fund is proud to back such a wide variety of ambitious plans for creating new content with international resonance and for developing business strategies to reach international audiences and I look forward to following these ambitious projects and companies as they reach their full potential in the global marketplace.”

Photo by Gordon Cowie on Unsplash

Immersive technologies set for ‘transformative impact’ across sectors
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The growing demand for immersive experiences is transforming how people engage with content and their environment, offering captivating virtual worlds and enhancing education, training, and various sectors like healthcare, consumer, retail, automotive, travel & tourism and games.

That’s according to Saurabh Daga, Associate Project Manager of Disruptive Tech at GlobalData, who summarised the firm’s latest report by saying: “The demand for platforms infused with technologies like AR, VR, and mixed reality has been growing across sectors due to their ability to enhance training, consumer experiences, and operational efficiency. In healthcare, they enable realistic medical simulations, boosting skills and safety. E-commerce benefits from interactive product visuals, enhancing decision-making. The automotive sector uses them for design, manufacturing, and customer engagement. In travel & tourism, they enrich tourist experiences. Moreover, immersive platforms are finding greater use in industrial sectors bridging the divide between physical and digital for enterprises.”

GlobalData’s “Immersive enterprise: the sector impact of alternative reality technologies” report delves into over 60 real-life implementations of immersive technologies. The report categorizes these implementations based on the end-use sectors and use cases.

GE Healthcare partnered with medtech company MediView XR to create the OmnifyXRTM Interventional Suite System, which will integrate mixed reality solutions into medical imaging. The resultant platform combines augmented reality visualization, remote collaboration, and clinical insights with medical imaging using spatial computing and mixed reality. This collaboration aims to advance the use of augmented reality in clinical settings for improved patient care and medical interventions.

Nestle uses VR for product development, creating and testing virtual prototypes in the metaverse. This streamlines the process, tracks key metrics, and gauges consumer reactions. The consumer goods company has also applied VR to optimize Purina’s pet food division’s shelving and merchandising.

Mercedes-Benz has integrated AR glasses into its Vision One-Eleven concept car. These AR glasses enhance the driving experience by overlaying real-time information, navigation, and contextual data onto the driver’s field of view, creating an immersive heads-up display. This technology aims to improve situational awareness, offer dynamic navigation guidance, and introduce greater interactivity in the vehicle.

Daga concluded: “Advanced immersive platforms are poised to revolutionize various sectors. While these technologies offer substantial benefits in training, consumer engagement, and operation streamlining, challenges like high costs, hardware limitations, and data security need to be addressed. Nonetheless, by combining with emerging technologies like AI, enterprises can overcome these challenges, leading to a more engaging and efficient future.”

CONTENT MANAGEMENT MONTH: Unlocking the doors to customer engagement
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Content management as a term in marketing encompasses the processes of creation, distribution and analysis. Approaches are driven by technological advancements, changing consumer behaviours, and the ever-increasing importance of a company or brand’s digital presence. Let’s explore how content management practices look in 2024…

Traditionally, content management in marketing was often a straightforward process. It usually involved creating standardised content, such as brochures and adverts, which was then distributed through traditional channels like print media, television, and radio. The focus was more on the quantity of content rather than its relevance or engagement value.

However, as digital technology advanced and consumer habits shifted towards online platforms, the approach to content management underwent a radical change. Today, content is no longer just a means to convey information about products or services; it is a tool to engage, inform, and entertain potential customers, building a relationship with them.

One of the significant changes in content management is the shift towards personalised and targeted content. Marketing professionals now use data analytics to understand their audience’s preferences, behaviours, and pain points. This data-driven approach allows for the creation of content that resonates more deeply with the target audience, thereby increasing engagement and conversion rates.

Another key evolution is the diversification of content formats and channels. With the proliferation of digital platforms, marketers are no longer limited to traditional formats. They are now creating a wide variety of content, including blogs, videos, podcasts, infographics, and social media posts. This diversification helps in reaching a broader audience and catering to different content consumption preferences.

Moreover, there has been a growing emphasis on content quality and storytelling. High-quality, engaging content that tells a compelling story is more likely to capture the audience’s attention and foster a connection with the brand. This approach marks a shift from overt selling to building brand affinity and loyalty through storytelling.

The rise of content management systems (CMS) has also been pivotal. These systems provide marketers with tools to efficiently manage, publish, and analyse content across various platforms. With features like SEO optimisation, workflow management, and analytics, CMS has made content management more streamlined and effective.

Finally, the integration of content management with overall digital marketing strategies is now more pronounced. Content is seen as a key component of SEO, social media marketing, email marketing, and inbound marketing. This integrated approach ensures that all marketing efforts are cohesive and strategically aligned.

In conclusion, content management in marketing has evolved from a one-size-fits-all approach to a sophisticated, data-driven, and audience-focused strategy. By embracing personalisation, diversification, storytelling, technological tools, and integration with broader marketing strategies, marketing professionals are creating content that not only reaches but also resonates with their audience.

Are you searching for Content Management solutions for your organisation? The Digital Marketing Solutions Summit can help!

Photo by Firmbee.com on Unsplash

Digital Marketing Solutions Summit – Join us for our 15th anniversary event!
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The Digital Marketing Solutions Summit will provide you with a rare full working day of industry networking, learning and connection building, in an intimate format – Confirm whether you will be attending right here.

Taking place on 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.

Your pass will be fully funded by us to attend as our guest, which includes:

A personalised itinerary of 1-2-1 meetings with industry leading suppliers, access to our insightful seminar programme, complimentary lunch and refreshments, multiple networking opportunities with likeminded digital marketing professionals & personalised attendance options to suit your schedule.

There will also be some added surprises throughout the day, to celebrate the 15th anniversary of the event!

Book your free pass >>>

Still unsure? If you would like to find out more information please contact us here, and we’ll will be happy to provide more insight on what to expect at the Summit!

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