Digital Content Summit 2019
May 2019, London
The Digital Content Summit is a must-attend event for all senior professionals interested in publishing, content development, social media, digital, marketing, innovation, creative and brand management
Daryl FieldingFormer Brand Director, Vodafone
Daryl Fielding is best known for leading transformational global brand strategies and marketing campaigns for names such as Dove, Ford, and Cadbury. Dove’s Campaign for Real Beauty is arguably one of the most famous global campaigns ever. It helped to write the rulebook on purpose branding, was featured twice on the Oprah Winfrey Show, and…
Jaclyn Lee JoeCMO, BBC
Jackie Lee-Joe is Chief Marketing Officer for BBC Worldwide and is responsible for the overarching marketing and brand strategy for all of BBC Worldwide’s businesses. This includes leading the evolution of the BBC Master Brand internationally and building BBC Worldwide’s global genre brands, which showcase premium content in factual through BBC Earth; drama through BBC…
Joanna WellsVice President Comedy Central & MTV International, Viacom
Joanna Wells is Vice President, Digital Content, Comedy Central and MTV, Viacom International Media Networks (VIMN). Based in London, Wells is responsible for developing the digital content strategy for both the MTV and Comedy Central brands in the UK, Russia & CIS, Northern and Central Eastern Europe, well as internationally, outside of the US. Wells…
Digital content has moved on. Audiences are increasingly savvy about ‘advertorials’, or branded content that’s subtly selling stuff, so brands need to get smarter. The key is personalisation – making the content genuinely useful or interesting to that small audience segment. It needs to be exactly what they want, delivered in exactly the way they want it.
The way people consume content changes at an incredible rate. The time of day, the type of device, the format of the content (video vs text), the platform (social media, eBook, YouTube), the consumer’s demographic – these all contribute to how it should be designed. With the rise of new technologies comes the opportunity to stand out from the crowd by doing something new, and that means a change in design.
Virtual Reality content has started to creep into mainstream, now, and there’s a clearer idea of what can be done with it but there’s still plenty to explore. Machine learning and AI allow better data segmentation and automated responses, with the rise of bots and botchat as a content and brand loyalty tool. Voice is making a revamped comeback, thanks to Alexa and Siri, with issues around content ownership and brand recognition inherent in how that content is consumed.
Managing real-time marketing campaigns to improve impact and engagement
Creating VR content effectively, at the right time and in the right way
Using content beyond the point of sale to encourage brand loyalty
Preparing for the impact of data privacy regulations on marketing operations
Identifying the right metrics to measure your content’s success
The agenda starts by looking at what successful content means – is it just about revenue and conversion to sales, or something more? It looks at the metrics which are important, and when they should be ignored.
It then splits into two streams. One focuses on the challenges of new technology platforms. The second stream looks at improving reach, audience analysis and the impact of data regulations.
The technology stream will look at planning content production for VR, AI, machine learning and Voice, and how content style and delivery needs to adapt to these new channels.
Why is this important?
Delivering content in the right way is crucial to its success. Keeping up with the latest platforms and media is a fundamental part of this. Each new platform has its own challenges and, if they don’t stay abreast of trends, they will lose out on potential customers.
This stream will look at the current and future channels most likely to be popular, and discuss strategies for maximising their value.
Perfect for: Chief Editors, Heads of Digital Content, Social media, Innovation and Creative Advertising
The audience stream will look at reaching and responding to your audience, using data analysis and resourcing to ensure you’re maximising your reach.
Why is this important?
Digital content production is driven heavily by the behaviours and interests of the consumer, and it needs to pre-empt as much as possible. Using data to understand where, when, how and why the consumer interacts with the brand allows forecasting of interests, a clearer understanding of brand loyalty, and tracking metrics for engagement and ROI.
This stream will give best practice advice on managing real-time content delivery and interaction, effective data usage, and the impact of new data regulations on day-to-day marketing operations.
Perfect for: Chief Marketing Officers, Heads of Brand Loyalty/Engagement, Customer Insight, Communications