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Do you specialise in Brochure Printing? 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 October we’ll be focussing on Brochure Printing.

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 Brochure Printing solutions 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.

Here are the areas we’ll be covering, month by month:

Oct – Brochure Printing

Nov – Creative & Design

Dec – Online Strategy

For more information on any of the above topics, contact James Howe on j.howe@forumevents.co.uk.

Don’t miss out on the Print & Digital Innovations Summit

This one-day Print & Digital Innovations Summit will give you the opportunity to meet with budget-saving suppliers, face-to-face, based on your own individual requirements.

14 November – Hilton London Canary Wharf

No time wasted. And no hard sell.

It’s free for you to attend, plus lunch, refreshments are included.

But you should register now to avoid disappointment as we have a limited number of free places.

The suppliers attending will cover the full range of solutions you may require, and include:

  • Adare International – Marketing solutions
  • Augustus Martin – POS
  • Blink Print – End-to-end production
  • CCM – Print, creative & office supplies
  • Cubiquity – Creative design & printing
  • Eclipse Colour Print – Commercial print
  • ESM Branding – Promotional merchandise
  • First Move Direct Marketing – Direct Marketing
  • Geoff Neal – Print & design
  • Go Inspire Solutions – Marketing & print solutions
  • JPS – Print management
  • KNP Litho – Printing & mailing solutions
  • KPM Group – Direct mail
  • Latcham Direct – Digital & print marketing services
  • Linney – Multichannel marketing services
  • MRS Digital – Digital marketing
  • New Perspective Media – Print & digital publishing
  • Premier Paper Group – Paper merchant
  • SMP Group – Digital, screen & litho printing

This is one day of ‘speed dating’ for business, and you’ll also have the opportunity to attend inspirational seminar sessions and network with like-minded professionals throughout the event.

Places are limited, so register today!

Last chance to attend the Digital Customer Engagement Summit

There’s just one free guest pass available for Digital Customer Engagement Summit next month.

It takes place on October 15th at the Hilton London Canary Wharf and will allow you to:

  • Meet with a series of innovative suppliers for pre-arranged, 1-2-1 meetings
  • Attend seminar sessions hosted by industry thought-leaders
  • Discuss challenges and opportunities with other senior PAs and EAs
  • Enjoy complimentary lunch and refreshments

Register now to avoid missing out.

Looking for new print & digital solutions? Start right here…

Sourcing new suppliers, solutions and innovations is time-consuming and, frankly, dull. Hours of Googling, arranging meetings and travel… but there is another way.

The Print & Digital Innovations Summit is the answer.

14 November – Hilton London Canary Wharf

This one-day event will give you the opportunity to meet with innovative and budget-saving suppliers, face-to-face, based on your own individual requirements.

No time wasted. And no hard sell.

It’s free for you to attend, plus lunch, refreshments are included.

But you should register now to avoid disappointment as we have a limited number of free VIP places.

The suppliers attending will cover the full range of solutions you may require, and include:

  • Adare International – Marketing solutions
  • Augustus Martin – POS
  • Blink Print – End-to-end production
  • CCM – Print, creative & office supplies
  • Cubiquity – Creative design & printing
  • Eclipse Colour Print – Commercial print
  • ESM Branding – Promotional merchandise
  • First Move Direct Marketing – Direct Marketing
  • Geoff Neal – Print & design
  • Go Inspire Solutions – Marketing & print solutions
  • JPS – Print management
  • KNP Litho – Printing & mailing solutions
  • KPM Group – Direct mail
  • Latcham Direct – Digital & print marketing services
  • Linney – Multichannel marketing services
  • MRS Digital – Digital marketing
  • New Perspective Media – Print & digital publishing
  • Premier Paper Group – Paper merchant
  • SMP Group – Digital, screen & litho printing

This is one day of ‘speed dating’ for business, and you’ll also have the opportunity to attend inspirational seminar sessions and network with like-minded professionals throughout the event.

Places are limited, so register today!

Guinness, Kit-Kat and Jaguar Land Rover – Quirky brand facts you never knew

It’s easy to get carried away with our stereotypes and assume we know which countries love specific products.

We would rightfully expect sales of Yorkshire Tea to be high in the UK and Volkswagen to be the leading car manufacturer in Germany.

However, there are many global shopping trends that come as quite the surprise. Because many companies have grown to the status of global brands, their popularity has surged around every corner of the world.

What’s more, your favourite brands such as Kit-Kat sometimes completely alter their products to appeal to a whole new country of potential consumers. 

Read on to learn some little-known facts about the strange successes and unexpected alterations of some famous companies…  

Nearly 40% of Guinness is consumed somewhere in Africa

Despite the association we have between Guinness and Ireland, the drink’s homeland is surprisingly not its biggest consumer. In fact, Guinness is more popular in Nigeria which is the beverage’s second largest market. Most people associate this popular drink with cozy Irish pubs or rowdy St. Patrick’s Day celebrations. This all seems completely at odds with its hype in so many African countries.

A potential cause for this anomaly is that Africa is actually home to three of the world’s five Guinness breweries, with Guinness-loving-Nigeria taking pride in one of them. This explains the love of the drink over the African continent but, despite this, the UK still retains the top spot for Guinness consumption (with Ireland coming in a disappointing third place) 

Japan has over 80 different flavors of Kit-Kat

One brand that has gained a massive following overseas is Nestle’s Kit-Kat. Over in Japan, this tasty chocolate bar is adored and hugely popular. In fact, Japan is so obsessed with this snack that they currently sell it in over 80 different flavours! You’re familiar with the Kit-Kat chunky, dark chocolate and white chocolate, right? But have you ever tried flavours such as soybean, Earl Gray tea, Camembert cheese, baked potato and cucumber? I thought not! 

Some of these flavour options definitely sound more appealing than others, how many would you dare to try?

China is the new biggest market for Jaguar Land Rover

British brands like Land Rover are constantly growing their customer reach. Despite these cars perhaps being most associated with rural England, China has recently become one of their new biggest markets and their demand in Asia is every growing. 

One possible reason for this is that many Land Rover models such as the Land Rover Discovery Sport and the Range Rover Evoque have been manufactured in China since the early 2000s. This increasing rate of manufacture has been reflected in the growing Chinese market.  

India is the country that drinks the most whiskey 

What do you associate most with whiskey? Perhaps you think of remote Scottish distilleries or the famous Edinburgh whiskey tours. Scotland is definitely the country that you’d assume loved this drink the most, but they have been pipped at the post by a surprising rival: India. 

Since 2015, studies have told us that India consumes nearly a half of the world’s supply of whiskey. To put it another way, that’s almost 1,600,000,000 liters of whiskey each year! 

Of course, India’s vast population gives it a certain edge in this competition. When it comes instead to whiskey consumption per capita, France takes home the trophy. On average, the French are known to drink more than two liters per person per year.

Mexico is the biggest consumer of Coke 

Although Coca-Cola is a brand that embodies everything American, the USA is astonishingly not actually its biggest market. To find the biggest consumers of Coca-Cola you have to look a bit further south, down to Mexico. 

The Mexican market for Coke products is immense, with the impressive consumption of 728 per capita! This massively outweighs even America who are the runners up at 402. No other country even comes close to these Coca-Cola fanatics. Of course, this is including all coke products rather than just their iconic eponymous beverage. When a company makes over 3,500 beverages, then it’s bound to up its number of consumers.

From drinks, to chocolate, to car brands, global businesses are making colossal waves in unexpected places. It is also clear that some brands are going the extra mile to mix-up their products to suit these new audiences, in weird and wonderful ways!

Image by engin akyurt from Pixabay

A how-to guide to Legitimate Interest Assessments

As a business, you need to market your services beyond your own walls. However you’re also aware that you need to comply with GDPR… and PECR!

So how can you balance getting the word out, while also meeting personal data obligations?

There are six lawful basis set out in the GDPR to justify the processing of personal data – Legitimate Interest being one of them. But many businesses are unsure how to apply it for business to business (b2b) marketing communications.

So what exactly is Legitimate Interest, when can you use it, and how can you actually do it?

Download the guide to read:

  • When you can use Legitimate Interest
  • Examples of Legitimate Interest
  • The 3 stages of Legitimate Interest Assessments (LIAs)
  • Tips to remember
  • Bonus: Free Legitimate Interest Assessment Template

Legitimate Interest can be a great option for some businesses, but you need to follow the proper steps to protect yourself, your business, and the rights of your data subjects. You will need to demonstratethat your interests are not overridden by the interests of the individuals in question. And you do that by carrying out a Legitimate Interest Assessment.

If you would like to discuss LIAs – or the GDPR at large – in more detail, and how the Regulations relate to your campaigns, please contact Nigel Copp at KPM Group. 

How to market to the over-50s

Force24’s Managing Director, Adam Oldfield, offers his insight into what digital marketers need to know when effectively communicating with ‘silver surfers’…

There’s a strong market emerging that digital marketers cannot afford to ignore, especially as they are proving to be an affluent demographic when it comes to loyalty and brand commitment – and that’s the over-50s.

According to NatWest ContentLive, the so-called ‘silver surfers’ market not only accounts for over a third of Britain’s population, but they hold around 70% of the country’s household wealth.

Further statistics in this article also underline how these customers are fans of online shopping too – with 75% of adults aged 55-64 logging on to buy products and services in 2017, as reported via the Office for National Statistics.

So, what do marketers really need to understand about this group, in order to effectively get their messages across? 

Firstly, it’s a demographic which holds traditional values close to them. They prefer to buy from people they trust, and have a level of engagement that certainly shouldn’t be underestimated – or overlooked – by brands.

However, it’s important that marketing departments approach this kind of audience in a different way – and that’s by embracing their ethos of wanting to get to know people.

Why? Because the over-50s place long-term value on the organisations who show they truly care about their individual needs. Therefore, businesses need to demonstrate a commitment to connect, and take them through their purchasing journey in a personable, humanised way.

When it comes to understanding when to engage too, if marketers try to communicate with this target market at the wrong times, the audience is more likely to unsubscribe because they guard their inbox like it’s their front door – they certainly don’t care for blanket brand spam.

What they do hold true value to is security, and, that’s where marketing automation can be a real benefit to companies. Having such a platform ensures communications are relevant, land when most timely, and are sent in-line with the end user’s preferred frequency.

Automation allows for companies to super-personalise their marketing can help to build the trust this audience requires, as well as collect crucial data, in order to understand what the customer is looking at – helping departments to escalate the purchasing journey, at their desired pace.

Finally, another element for firms to really consider is the artwork included when sending their comms. This demographic is less design-critical – they prefer a polished, well-constructed piece of marketing over something that’s contemporary or graphic-heavy. They want value over vibrancy.

In order to really connect with the over-50s on a level that will create a long-standing relationship, organisations have to be patient and put real effort into personalising their messaging, in order to show how dependable and trustworthy they really are.

Image by pasja1000 from Pixabay

Claim the last free VIP place – Digital Signage & Interactive Solutions Summit

We have just one free VIP place left for the Digital Signage & Interactive Solutions Summit.

If you are looking for inspiration, new solutions and to reduce your expenditure, register now as this place will go quickly!

This unique two-day event takes place on September 23rd & 24th at the Radisson Blu Hotel, London Stansted.

Register here for the opportunity to:-

  • Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
  • Network with like-minded peers.
  • Attend a series of insightful seminar sessions.
  • Receive complimentary overnight accommodation, all meals and refreshments, plus an invitation to our networking dinner.

Our seminar programme includes:

The Psychology of the Consumer: What You Really Need To Know– by Andrew Busby, Retail Reflections

Technology Transformations Happening in Digital Signage & Kiosks Today– Ben Cope, Quividi

Storytelling with Digital Signage– Peter Critchley, Beaver Group

You will be joining representatives from:

  • Aberdeen Sports Village 
  • AAT
  • AlldayDR Group 
  • British American Tobacco
  • Blackhawk Network
  • Blackhawk Networks/Hawk Incentives
  • Bourne Leisure
  • Boots
  • Brompton Bicycle 
  • BT
  • Camelot
  • City Cruises
  • Circadian Trust
  • De Vere
  • Dixons Carphone
  • DMG Events
  • EH Booths
  • Garden Museum
  • Gratte Brothers Group 
  • Harrods 
  • Harlow College
  • Harp Commercial Interiors 
  • HQ UK 
  • Intellifo
  • Imperial London Hotels 
  • Impulse Leisure
  • John Lewis & Partners
  • Mediactik
  • National Museums Liverpool
  • Ozone Health Club
  • Rise International School of Education 
  • Roseate Hotels & Resorts
  • Sabio
  • Starbucks Coffee Company 
  • Scape
  • Strand Palace Hotel
  • SportsAble
  • Telefonica UK
  • The Hut Group
  • The Ivory Vaults
  • TJX Europe
  • Unilever
  • USS
  • Virgin Holidays
  • Zizzi

Would you like to join them? Book today!

The best times to send a marketing email? 10am & 1pm

The best times to send a marketing email are around 10am, shortly after people arrive at work and have their morning coffee, and 1pm, when people are catching up on emails after lunch.

That’s according to the latest quarterly report from GetResponse, which analyzed around 4 billion emails sent by its customers from January to June 2019, in 126 countries across 19 industries.

Similar to its previous reports, it has seen an increase in click-through rates later in the afternoon, around 6 PM when many people return home.

Other key findings include:

  • It’s become very clear that consumers in various locations show different levels of engagement when interacting with email marketing campaigns. Take Europe and North America for example. The difference in their average email open rate is 7.84 percentage points (26.84% vs 19%). For click-throughs it’s 1.37 percentage points (4.35% vs 2.98%). This may not seem like much at first, but given the fact that the average click-through rate (CTR) in North America is 2.98%, the difference of 1.37 percentage points accounts for +46% more clicks (if we ignore the sample size difference) for the campaigns sent by European marketers.
  • GDPR appears to have had minimal impact a year on. The strongest markets like Germany, France, or the Netherlands, still dominate the top of its table for CTR. Although France saw a loss of 1 percentage point in CTR, Germany observed an over 1.7 percentage point increase around the same time. Countries that were primarily unaffected by GDPR, e.g., Brazil, the US, and Canada, saw their average open rates and click-through rates drop (continuing the decline from last year.). GetResponse believes that’s because other regulations like the CCPA are making global consumers more aware of their rights – and why and how to unsubscribe.
  • In terms of industry engagement trends, restaurants and food, non-profits, and publishers are still on top. This suggests brands that send content about things we like and care about will always get the highest engagement. At the same time, legal services, agencies, and healthcare have seen a drop. This could be because of their campaigns – or the nature of the industry.
  • Want high open and click through rates? Send automated emails triggered by subscriber behaviour. GetResponse says it’s even worth doing for simple messages like RSS emails sent when you publish a new blog post. Newsletters and one-off emails still work. But triggered emails bring the best results.
  • When it comes to content, emails with video still generate the highest engagement rates. The problem is not all email clients support it, which is why only around 8% of the emails our customers send contain links to videos. For now, GetResponse says the best workaround is to use an image (maybe even a GIF) that looks like a video player and links to your page.

To read the full GetResponse Report, click here.

Build trust with direct mail

By KPM Group

The introduction of GDPR has undeniably made life a little more difficult from a marketing (and particularly a digital marketing) perspective. And while most organisations are taking steps towards compliance, many still have a long way to go.

It’s not a consistent story; on average“UK marketers consider their organisations to be just over 82% compliant with GDPR” – with a fifth even claiming 100% compliance.

However on the retail side, GDPR is being met with some resistance due to the cost of compliance, and a fear of losing essential data. Meanwhile charities (who hold sensitive information and cannot risk public distrust) are faring better, but a lack of confidence is still evident across the board.

Get GDPR confident

The birth of GDPR gave rise to a greater understanding of the value of personal data, and how it can be misused. The greatest challenge for companies post-GDPR is the rebuilding of consumer trust, and the relationships that go with it.

GDPR has exposed many unwitting individuals to the scope and nature of the data held about them, so looking forward organisations must demonstrate that they can be trusted to operate ethically and fairly with the information they process, and keep subjects informed.”

Within the parameters of GDPR, marketers must reconsider the most effective marketing and communication channels. So how about revisiting the old, as new?

Using direct mail to build trust

Direct mail marketing isn’t impeded by as many restrictions as email (you don’t always need consent for postal marketing), and therefore offers a legitimate way to contact customers and prospects who are otherwise unreachable.

From a trust and relationship perspective, you can use post to direct customers online and encourage opt-in consent – placing the power literally in their hands, and reinforcing their position as a valued customer.

Furthermore, mail achieves higher rates of engagement and conversion than emails, with 87% of direct mail recipients influenced to buy something online. And that’s not to the exclusion of digital marketing: a MarketReach study proved that mail primes other channels, meaning that emails and social media promotions may be better received – and remembered – if the recipient has received mail beforehand.

There is still a long way to go for companies and their handling of personal data, but looking to the future, GDPR could potentially teach businesses a great deal more about their customer base. Digital still has its place, but we’re seeing a very clear reason that postal marketing is still alive and kicking.

Find out more
Need a bit more guidance? Talk to us, make the most of mail, and get GDPR confident.

This article is abridged from KPM Group’s report, GDPR: Build Trust With Direct Mail. Read the full version here.