9 things we learnt from Marketing Week Live 2017

Kensington Olympia played host to Marketing Week Live on March 8th and 9th. Two days of insightful marketing lectures and workshops, the conference aimed to educate delegates on current marketing trends and issues, hopefully enabling them to “see the world just a little bit different” by the end of the event. Mael and Alex attended the conference and had the following 9 takeaways:

Mobile is king

Mobile should no longer be an afterthought. In fact, it should now be your primary consideration and take priority over desktop. This was supported by the unbelievable statistics from Asos that 66% of their site visits are from mobile, and 51% of their total orders originate from mobile. If Google is doing it then it must be the right thing to do surely?

Mobile viewing trends

Research indicates that Facebook users review their mobile feed frequently (14 times a day), fast and with the sound off. Strangely enough, Instagram viewers consumed their respective feed exactly the same way, but instead with the sound on?! This is essential information when considering how best to tailor marketing content for each media platform and its users.

Video demand continues to grow

If you aren’t already thinking of how you can better incorporate video content into your marketing efforts then it’s about time you did, or it might even be too late. Apparently, 20% of all time spent on digital platforms is currently spent watching video, with 300 hours of video uploaded to YouTube every minute?!

Live video is here

Facebook Live, Youtube, Periscope; Live video is shaping up to be the next best thing in the world of social media. Still very early on in its lifespan, influential speakers urged marketeers to experiment with live video within marketing campaigns and build on the beautifully imperfect and raw content that is currently being produced.

Burberry hired an Oscar-winning director for their Christmas video… and it was pretty disruptive

Somehow some of us managed to miss this absolute gem of a marketing campaign and perfect example of disruption, or Alex did at the very least. Shot in the style of a film trailer, Asif Kapadia and Burberry turned the marketing world on its head and came up with some genuinely unique video content. That’s probably why over a billion people are estimated to have engaged with the video in its various formats.

There’s not a one size fits all approach for all media platforms

It may sound like a daunting prospect for those marketeers out there who are already struggling to find the time to produce any high quality social media content, but to optimise your performance on each platform it’s necessary to create a mission statement for each platform. This is most likely to be different for each one. As a result, it’s exceedingly inefficient and inappropriate to release exactly the same content and type of content on every platform.

Tease with social media, guide with your own site

Using short, teasing snippets of content entices a client and leaves them wanting more, whilst also building brand awareness. Once hooked, use that intrigue to direct the customer to your own site, where you control the customer journey and then start reaping the benefits.

The shift from analogue to digital is inevitable

Gartner has predicted that 75% of businesses will transform to digital by 2020, or at least preparing for the change. The shift has been apparent for years and firms should start to get ahead of, or even catch up with, the curve or risk being left behind. Furthermore, and more worryingly, he also predicted that only 30% of those businesses will be successful…

A truly inspirational closing keynote speech

Nic Hamilton provided delegates with some perspective after two days of super-charged marketing discussion. The rising motorsport star captivated the audience with the story of his fascinating, embattled and inspirational life so far; from premature baby with cerebral palsy to the first disabled racing driver to compete in the British Touring Car Championship.

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