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Dealing With Disruption
On 6th March 50 senior figures from the UK's leading finance and retail brands joined digital marketing experts Marcus Hemsley, Martin Chapman and Google's Roxanne Brownlee to learn the keys to success in a future impacted by GDPR.
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EVENTS
Marcus Hemsley, Creative Director for the triple Google Award winning agency, Fountain, produced a dynamic presentation highlighting lessons to learn from 2013's Penguin 2.0 algorithm update and the effect it had on the Digital Marketing Industry.
Overnight some of the largest companies with the highest page listings found themselves thrown off page one of Google. With this in mind, 26th May 2018 could be seen as another dark day in the world of digital marketing. Marcus explained how the industry will change and emphasised the need to create a plan now in order to realise the potential of full-funnel optimisation - "What you measure you can improve". He also emphasised full tracking as essential to optimising for conversions.
Alignment between the sales and marketing teams is key to the conversion of leads generated by digital marketing activity and Marcus touched on all the key areas including CRO, Content Marketing, Remarketing and You Tube.
Roxanne Brownlee from Google shared the latest platform developments and new marketing opportunities including exciting new Beta’s. We’d love to share these with you here, but as a Premier Partner Agency, we’re obliged to keep upcoming goodies under wraps, unless you’re part of the invite-only guest list to one of our free Excelerate events at Google HQ.
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With over 30 years experience working in the financial insurance world, he has, over the years, generated hundreds of millions of leads. With thought provoking questions about where leads will come from and how these will be managed in the future, there was a natural synergy with Fountain and Google.
In the IOD Survey (July - August 2017) 30% of companies hadn’t heard of GDPR. Those companies who use lead generation networks for their new business will need 1st party opted in data and to obtain this their databases may be slower than the requirement for new business acquisition.
Martin emphasised the requirement to identify a strategy that generates the right ROI for your organisation. Obtaining a 1st party opt in, during the new business process, means that you can add the customer to existing databases and over time build that database to reduce your overall lead generation costs and increase your ROI.