Nov 23 2016
London’s ExCeL played host to this years’ Integrated Live (formerly The Digital Marketing Show); a 2-day smorgasbord of workshops, speakers and exhibitors celebrating all things digital. We sent an intrepid Alphaquad-er, Alex Castle, to East London to see what he could learn, and here’s what he came back with!
“Twitter’s dead? What’s next?” was the clickbait-y title of Harry Hugo’s lecture, which reeled me in hook, line and sinker. Hugo, the Director of Social and a Managing Partner at The Goat Agency in London, works with social media influencers to promote a variety of brands. Through his extensive use of various social medias, and with the stats to back it up, he proposed that Twitter’s time is coming to an end, and if you’re serious about promoting your brand you need to diversify your platforms.
Snapchat is the immediate threat to Twitter’s place at the head of the table (December 2016 is set to be the month that the amount of Snapchat users overtake Twitter’s) but Facebook Live is also taking off and bringing Facebook back into people’s good books. As if that wasn’t enough for Twitter to compete with, messaging apps have the potential to be biggest change in internet culture and marketing since social media itself. Tough time to be Jack Dorsey (but so tough that he suspended his own account?!).
Despite spending $170 billion on online advertising this year, the number 1 influencing factor for purchase decisions is (drum roll…) word of mouth. At least that is according to Captive Media Founder and CMO Mark Melford who argues the influence of on-line ads on purchase decisions is increasingly in question, with off-line or “real world” media such as print and TV looking even more vulnerable. Too many advertisers are focused on targeting consumers without thinking about what actually makes that consumer want to buy your product.
When trying to get your content read and shared, go emotional. Cold hard stats, while lending credibility, will not get the same engagement as an emotionally compelling piece of content. People are much more likely to share something if the message of the content is how they want to be perceived. Producing powerful content with a positive, human message will out-perform matter-of-fact content every time.
When trying to collect data about your site’s visitors it’s easy to limit them to a couple of fields on a form. How else are you supposed to get them to actually complete the form? However, Duncan Gledhill argues that this shallow data is damaging in the long term to your marketing strategy. It leads to mass emailing, dumb workflow and blind leads. Instead, use this shallow data as a jumping off point to find out more about them, ultimately gathering enough deep data that you can send them information that is relevant specifically to them and their needs.