Top 7 key takeaways from Festival of Marketing 2014

Blue Latitude Health | 25th November 2014

Two weeks ago we were at the 2014 Festival of Marketing in London's Tobacco Dock. Two days of talks focusing on marketing strategies, customer experiencemultichannel marketing, brand marketing, creative techniques, data and analytics, social media, storytelling and content, insight, personalisation, and B2B marketing.

The FOM event is all about educating, inspiring, celebrating and empowering today’s modern marketers to rise to the challenge of change. There were some big named brands speaking throughout the day, as well as some celebrities and household names. Sir Bradley Wiggins (CBE) was interviewed by SKY broadcaster Dermot Murnaghan about the transformation of cycling and how his story has helped shaped this.

N-Dubz singer turned X Factor judge Tulisa Contostavlos and model/TV presenter Amy Willerton joined Rafeel McDonnell (CAA) to discuss how to manage a celebrity brand in today's real-time environment. Other familiar faces giving talks included: Professor Green (Stephen Mandleson), and spin doctor Alastair Campbell.

Sonia Carter, Head of Digital and Social Media at Mondelez International gave a great presentation on digital storytelling at scale, how the storytelling aspect it crucial to building your brand's story, and not just trying to recruit an army of fans (although if the latter follows as a result of your awesome storytelling, then all the better). Check out the sketchnote we did of the Mondelēz content talk 'Digital storytelling at scale':

It was great to attend an event that focuses on marketing across multiple sectors; delivering the message on how brands can stay ahead of the trends and reach people. Even though the industry examples differ, all the attendees of the various talks were furiously jotting down notes, as they applied the examples to their own business needs. FOM14 created a platform for marketers to get started on a truly transformed marketing strategy that they could go away and implement straight away.

Key Takeaways from Festival of Marketing 2014:

There were a number of key takeaways from the event, however the underlying message seemed to be around how to tell your story well, and how to measure the ROI of your content marketing, whether that be: converts into leads, newsletter subscriptions, or final sales.

  • %!FIRSTNAME!% is not personalisation. We really should be looking at the content that our customers want to see, and providing more of this.
  • Know your goals. Consider the devices you will need to push your message out to, and most of all, be human.
  • Great content is something that resonates with the reader. Tap into their emotions and provide them with something that will make them feel something, don't just push your generic message to the masses.
  • Measurement is getting more sophisticated. We've learnt that it's not enough to just count the likes, we are far more interested in the customer journey and what their interaction with our brand means to them. This will help us to understand how best to tailor content for our audiences and provide a better real-time content experience.
  • Make your ROI mean something. “B2B buyers won’t engage until 60% way through decision process. Sometimes buyers don't engage at all, blowing the theory of 'more likes = more sales' out of the window.
  • Innovation over usability is a big no-no. We all want to be seen as cutting edge and leading the innovation train, however it's far more important to create a good user experience. Focus on usability and fixing the things that don’t work.
  • Tell the truth. With content marketing, being honest and transparent is the way forward; this should be a given in marketing. Not only is this is the most ethical way of marketing to your potential customers, but by sharing weaknesses and being open the rest of your marketing efforts are more believable, people will trust you.

What does programmatic advertising mean for your pharma marketing strategy?

Jiayi Chen | 11th January 2018

Senior Associate Consultant Jiayi Chen explains the benefits and pitfalls of programmatic advertising and reveals how it can impact return on investment in your marketing campaigns.

 

read more

How to measure marketing success: profit vs ROI

Paul Townley-Jones | 4th January 2018

Measuring marketing activity is proving to be a major challenge in pharma. Here, Senior Consultant Paul Townley-Jones explores the meaning of success and gives his tips for measuring efficiency and effectiveness, along with the formula for calculating profit and ROI.

read more

Warning signs: making the most of multichannel marketing

Chris Ross | 5th December 2017

Pharma is making measured progress in its adoption of multichannel marketing. But can it actually measure success? And does it even know what good looks like? Chris Ross interviews Senior Consultant Paul Towney Jones to explore the risks and benefits of increased investment in MCM.

read more