Digital Journeys 2015: Watch the best from last year’s event

| 28 Jul, 2015

The UK’s leading digital marketing experts descended on Brighton for the fourth Digital Journeys as we challenged what it means to be ‘Technically Human’ in today’s world.

We welcomed leaders from brands, technology giants, Jellyfish and the media to come and reveal how they’ve seen, and expect to see, digital marketing evolve as a result of the continuous merger of our physical and digital worlds.

In case you weren’t there to join us, here’s a little snippet of what the day looked and felt like:

Event Summary

Mobile search

The keynote address saw one of the original Digital Journeys presenters and Google thought leader, Matt Bush, tackle the ever growing topics of mobile and search in his presentation “Mobile Search: Context, answers, action”.

Watch Matt’s full presentation here.

He was clear not to just give statements about how important mobile is, but delved into the ways that search data reveals truths about what people are thinking, feeling, and intending to do. Marketers can now watch this play out in real time on Google Trends.

Matt highlighted the importance of the role of mobile search in users' upper-funnel behaviour, which, when well understood, can have enormous impact for brands. For example, car manufacturer Fiat was able to position itself as a leader in the small car category in the US by showing up against key branded terms. 

This not to understate mobile's impact on driving users to action - 50% of consumers who conduct a local search on their smartphone visit that store within a day. And 18% of those actually go on to make a purchase on that day. When intent from search is combined with user signals, like location, time of day, and interest, marketers can be more and more effective in sending the right messages to their audiences in the right moments. 

While Matt covered ten trends driving mobile advertising, his core message was clear and thus featured in Marketing Magazine “mobile is ten times more valuable than marketers think." Read more on this topic on Matt's IAB blog post here

 

Data-driven social brand insights 

Joel Windels, Brandwatch's VP of Inbound Marketing followed Matt along the Technically Human theme but looking at “Connected data, transparency & real world marketing”.

Watch Joel’s full presentation here.

Joel highlights the constant need to innovate now in digital marketing due to the pace of change, earmarking the future of information and communication as:

  • Wearable connected devices
  • Interactive connectivity
  • Seamless user experiences across devices

Joel too delved into data – their social media listening tool Brandwatch has revolutionised the way companies’ approach digital marketing.

Here’s a prime example how:

Argos Case Study: Basing business decisions on customer experience

Argos mapped their physical stores based on demand – i.e. to where people are talking about Argos.

Brandwatch also enabled them to discover that people in the north wanted a more friendly experience.

So they changed their hiring processes in the north to make sure that friendliness and chattiness was the first thing they looked for in new hires.

In other parts of the country, they found that people were annoyed there wasn't enough seats while they were waiting for their hi-fi.

And in London, people just wanted to get in and out as quickly as they possibly could, and that meant that they changed their staffing processes in London.

 

Productive working and new technologies

The next presentation was another Digital Journeys thought leader who’s contributed since its inception, Dave Coplin, Microsoft’s Chief Envisioning Officer who presented on “Why re-inventing productivity will save you, your organisation (and the economy)”.

Watch Dave’s full presentation here.

Dave positioned technology for what it should be – a tool to improve your life and your digital marketing campaigns.

Dave recognises three main productivity and cultural challenges that are commonplace today:

1. People are focused on the performance of your team or of the individual campaigns and are therefore not connected to the outcome of your organisation

2. The not managing your own time and ear marketing time slots for both shallow and deep productivity

3. Simply not getting bogged down by emails, emails are not deep productivity but 77% of the UK workforce thinks a productive day at work is emptying their inbox

Dave too championed Microsoft’s capabilities to make accurate predictions using their data. Such as getting 15 out of 16 World Cup games right, predicting the Scottish Referendum within 2% of the vote, Pop Idol, X Factor et al, and even (the highlight of Dave’s career) the 2015 Eurovision Song Contest! The point being perception is open to human error and data is to be relied upon for businesses.

Dave went onto share insights from the Microsoft research and development lab for predictions for the future of connectivity:

Ubiquitous computing

Is essentially a world of connected devices i.e. technology surrounding us.. Where every floor tile, every light bulb, every window, every wall surface, everything is a connected device that is spewing out data about our worlds.

Ambient Intelligence

If you add AI to ubiquitous computing, intelligent agents like Siri and Google's Now and our Cortana, for example, and other technologies can proactively work on that information. Then you can start to imagine how connectivity could impact how we market and create customer experiences.

HoloLens

Dave shared this video about how people will be working in the future thanks to Microsoft’s HoloLens and how it will create a merger of the physical and virtual reality experience to enhance how we work, communicate and play.

 

Creative campaign wins and fails of the last 12 months

The digital creative campaign was up next: “Digital creative brand campaign wins and fails of the last 12 months – what can we learn?”

The News Editor of shots, Ryan Watson Jellyfish’s Creative Campaign Director,  Max Vinall and Marketing Magazine’s Digital Editor, Charlotte McEleny assessed some of the most moving, memorable and successful data-driven campaigns of recent months.

Watch or read about the creative commentary panel’s top picks here.

It includes an engaging Wimbledon online game, a hilarious Geico ‘unskippable campaign’ and the incredibly powerful Proctor and Gamble 'Like A Girl' campaign to name but a few.

 

Brand-building authentically

Jellyfish’s CEO Rob Pierre provided an update on “Creating perfect digital journeys: The Hari Ghotra case study” following last year’s reveal about how the brand has been built from the ground up, with a focus on social media for brand engagement.

Read the Hari Ghotra case study here. 

Rob shared the challenge – could Jellyfish build a brand online from scratch and as a result utilise Hari Ghotra’s cooking talent to create the perfect full-service case study? Although clients’ do use full-service digital marketing from Jellyfish, it is not always the case, and if it is they do not always want to promote it.

Here are some of the interesting Hari Ghotra brand growth examples from the last 12 months:

  • Hari’s Facebook had 338 likes in 2014, now there are 1,599… and it’s growing by the day
  • Hari’s Vine is not just about the 834 followers, but also the phenomenal number of loops she can achieve, like 650,000
  • Hari has achieved a number of top rankings on the organic search landscape for specific terms:
    Lamb Bhuna – Number 1 
    Vegetable Pakora - Number 1 
    Chicken Pasanda – Number 3 and so on…
  • New website visitors continue to grow (71% currently up on last year’s 60%) and returning visitors engage with the site staying on it longer

Rob pointed out Hari is a new brand and doesn’t have the authority of powerhouses like Jamie Oliver but these successes are a result of an authentic social strategy.

“You can’t try and game the system, you have to be a real authentic brand because you can’t beat algorithms.” He recognised.

 

What is programmatic?

Following a much needed lunch break the audience returned to see Darragh Daunt, Head of Platform Sales and Independent Agencies at Google DoubleClick share the five steps to success in a world of programmatic in “The programmatic playbook”.

Watch Darragh's full presentation here. 

Darragh kicked off by defining programmatic as ‘Using technology and audience insights to automatically buy and run a campaign in real-time – reaching the right user with the right message’.

This demonstrated the authority of this new media buying method that is changing the way digital marketers operate –being more automated.

What can buying programmatically achieve?

  • 83% of media buyers will be programmatic by 2017
  • You can achieve a 32% reduction in cost per action
  • You do not waste impressions or send irrelevant messages because of accurate, specific targeting
  • You can achieve an increased viewability rate of 70% like Kellogg’s (or x% as Jellyfish and Nestle experienced)

The benefit of unified technology stacks

The average marketer works with five different technologies across their marketing activity. That is five separate relationships that need to be managed and a huge amount of data leakage.

“I think when data moves from one technology to another, there's an average of about a 20% loss of data”

If you're moving those data sets across more than one technology, obviously that's amplified.

Google DoubleClick did a study in partnership with the Boston Consulting Group which showed there was in the best case a 33% and on average a 12% decrease in process time when using a unified technology stack.

I.e. a 12%, so that's over half a day of additional time freed up to do more productive things!

Being smart with devices, timing and messages

The average smartphone user checks their phone about 150 times a day. When there are multiple devices on the go programmatic has the breath of inventory, of penetration now, across screens, that you can serve the right ad at the right time, on the right screen.

So you can be smart in your message delivery. For example you may not want to be showing your call to action ad to someone who is on a social site on their phone in the morning as that is unlikely to deliver the performance that you'd like.

Maybe it's time for an inspirational video and the video is the best format for that screen.

This is the power of programmatic, being able to dynamically serve ad space in real-time, based on device and channel for the best impact.

 

Display Advertising: The revolution  

After Darragh’s introduction to the benefits of programmatic, the Q&A “Programmatic on Trial” panel convened to talk about their experiences from the publisher, agency and client perspective all working together on campaigns.

Watch the Programmatic on Trial full debate here.

The MailOnline’s Programmatic Account Director Alanna Tyminski and Jellyfish’s Head of Display James Bourner joined Gawain Owen, Nestle’s Digital Lead to debate the delights and challenges of the growing media buying method.  Here’s some soundbites from each of their experiences of better targeted, automated campaigns:

Publisher perspective

Alanna pointed out that the MailOnline: “Have over 6000 data points in real-time – so audience data that is both demographic and behavioural. So you can still buy native ads, or a homepage takeover but buy the audiences programmatically – i.e. the right people for your message.  Instead of the real-time-bidding rat race happening alongside your direct ad purchases which can often cause overlaps.  As well as likely to be targeting all the wrong people!”

Agency perspective

James agreed and noted that the revolution presented by programmatic: “Started with RTB, really, real-time bidding, which is just basically an auction fest. RTB got its name, it got a bad reputation for just buying inventory at the lowest price that you possibly can, which didn't really do us any favours. But now, we're progressing beyond that. And as Darragh also quite rightly mentioned, we get premium-quality inventory that we can start to buy.”

Client perspective

Gawain positioned their challenge by saying: “I've got this pot of money. I want to acquire customers for the Dolce Gusto coffee machine. We have a very particular audience segmentation - we know who we want to go after. We know that we sell 80% of the machines in the last quarter of the year. So we decided to really break the rule books and buy this programmatically to optimise viewability. Ultimately so we can drive market share with targeted viewability and eliminate waste.”

 

Catapult your brand with community marketing

The VP & General Manager, Gareth Jones, from Fitbit presented on “Managing and marketing a business in the digital age” following their meteoric rise as a brand from not even being on sale in the UK four years ago to the household name we all know.

Here’s Gareth’s top 6 tips for effectively propelling a brand into people’s lives:

1. Create experiences that people can relate to and want to be a part of

2. Cater to the individual but let them connect with others to add another level of brand engagement - they are part of a community

3. Use technology to get disruptive

4. Social is the new word of mouth; use social so your thriving community can organically grow your business for you

5. Provide additional services to enhance the value exchange like free apps an upgrades

6. Let your audience lead; try new social channels in different geographies as popularity may vary from region to region

I hope this has useful, feel free to share or comment. 

Should you wish to discuss your digital marketing strategy further, or have any other queries, contact Jellyfish today. 

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