With digital still firmly in the marketing hot seat, we went along to Econsultancys annual Future of Digital Marketing conference to join in the debate. It was an intensive full day of insightful talks from a host of leading digital experts across a range of sectors.
Here at Brandcast two of our key success factors are personalisation and mobile, and it was no surprise that the personalisation, and the ever-increasing importance of a mobile strategy were big parts of the discussion.
Andy Harvard, Head of ecommerce from House of Fraser, focused on the importance of personalisation for the retail customer and explained how House of Fraser are visibly embracing this development and moving towards .com stores, virtual changing rooms, NFC payments and buy and collect.
Simon Andrews, CEO of Addictive, looked at where brands should be focusing their mobile efforts this year. He said that on average 18% of the population in a given market uses 3G, and predicted that within the next eight years nearly all consumer behaviour would be driven by mobile. 80% of brands do not yet have an optimised mobile site, its a no-brainer, your site has to work on mobile devices or your business will suffer. Its apparent to everyone in digital marketing that all businesses need a mobile strategy, yet a number of brands are still dragging their feet.
Another important topic of the day was the development of interactive experiences. Foolproof founding partner Tom Wood looked at four technologies that are becoming more common in marketing campaigns:
- augmented reality
- voice interface
- gesture interface (like Microsofts Kinnect)
- NFC (near field communication).
The important consideration in developing these interactive experiences is whether they are likely to be around in the long term, or are they just another mini-disc player?
For advice on your digital marketing strategy, get in touch with us at Brandcast Media.