Keeping your ear to the ground and digesting the larger picture is a vital part of what keeps Equator at the cutting edge of what we do. Learning from key players in the industry and adapting insight into our processes allows us to take on tomorrow for our clients. To help us keep on top of the latest news and engage with other people in the wider industry, we do our best to get along to as many conferences and events as possible.
In the last couple of weeks, several members of our Marketing team have been all over the country seeing the latest industry events. Here’s a summary of some of the different things we’ve enjoyed.
"Learning from key players in the industry and adapting insight into our processes allows us to take on tomorrow for our clients."
Technology for Marketing 2022
Another London-based event was the only dedicated conference in the UK for MarTech – Technology for Marketing. The event was held in ExCeL London in late September and was attended by Stacey from the Marketing team. With over ten thousand brands in attendance, this was an unmissable opportunity to get on the pulse of technology in marketing.
Key highlights in the world of MarTech
With the move to a cookie-less world, there is a shift in the programmatic space as behavioural targeting becomes more difficult. Key industry players are leveraging contextual targeting to achieve better results. There are several tools on the market that bring AI together with traditional contextual targeting.
The conference also focused on CRM and how this is evolving with consumers being increasingly data-aware. With CRM, industry voices have identified that consumers care about mutual value. An interesting stat pulled from the sessions demonstrated that 66% of consumers will provide data for something meaningful in return – brands should therefore focus on user experiences to turn customers into influencers and leverage data to transform services and journeys.
Stacey also attended a couple of sessions on creative automation. While some of these touched on regular article-style content, the main focus was on creative assets and being able to automate the creation of display banners, social assets etc.
Automating creative asset creation would be a massive time and investment saver and streamline a sometimes arduous process. It would also allow brands to be more relevant and personalised as you can create many more ad variants rather than just one or two. An example of automated asset creation in action would be, rather than having a branded display ad, a digital marketer could have tailored individual ads for specific campaigns but with the same time investment on creation.
This is just a tiny area where automation has the potential to create better working efficiencies.
"This was an unmissable opportunity to get on the pulse of technology in marketing"