On March 27th and 28th the DigitalParade team was at the B2B Marketing Expo in London’s Excel along with 60,000 other like minded marketers looking for the future of marketing, advertising, automation, tech and audience engagement. We had our flag firmly planted in the ground during the two days, on show with our agency’s focus of ‘measurable impact’.
Our Director of Strategy, David Simpson hosted a seminar to a capacity audience titled ‘DO NOTHING…. unless you can measure it”. DigitalParade was also shortlisted for ‘Agency of the Future’ and our Director of Production laid out our views of the future of marketing and the central importance of measurement.
From all of the conversations we had with delegates coming from a multitude of industries, we picked out some common themes:
- There is a strong desire for a ‘complete view’ on how to effectively implement and measure campaigns, with meaningful metrics and ROI
- Large and small companies who have historically under-spent/valued/resourced the marketing function for their business are now awakening to the importance of ‘doing it right’ with proper investment
- ‘Have a go’ at marketing doesn’t work. Companies who are making the right approach towards a more sophisticated marketing approach are pooling from their own industry subject matter experts and enabling them to partner with marketing experts; hopefully the reason they were speaking with us!
During his keynote, David laid out some core considerations when approaching any marketing programme for your brand:
1. Learn who your audience are - don’t assume you know
Often as marketers we feel we know what our audience wants based on past behaviours or assumed knowledge of their needs and motivations; this isn’t always the case. David urged that we need to ‘turn off broadcast’ and ‘crank up receive’ to begin understanding more about our audience before we start piping our messaging through to them.
David mentioned some tools DigitalParade use to do this ‘listen and learn’ activity such as BuzzSumo to depict popular content themes, SEMRush to outline audience behaviour tracking and Followerwonk to understand who is influencing your target audience.