Digital Content Summit 2018
15th May 2018, 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
The 2017 event was a great success, with streams that covered topics including consumer behaviour, analytics and multi-channel management. You can download the post-event report for 2017 by clicking here.
Patrick CollisterHead of Design, Google
Patrick Collister is a Creative Lead in The ZOO, Google’s creative think-tank. In previous lives, he was the Executive Creative Thingamabob and Vice Chairman of Ogilvy & Mather UK, which was fun, then the European Executive Creative Watchamacallit for a network of direct marketing agencies, which was not. In 2007 he co-founded Directory magazine and…
Raquel BubarDirector of T Brand Studio International, The New York Times
Raquel Bubar leads the international arm of T Brand Studio, the content marketing team at The New York Times. She manages native advertising campaigns for a broad range of industries including consumer, finance, corporate and luxury, for clients including Philips, UBS, Shell, Ford, Vacheron Constantin and Cartier. Raquel first joined T Brand Studio in New York…
Jamie SterryUK Head of Brand, innocent drinks
I believe that marketing is all about creating connections and building relationships. Like most things in life, the more interesting the work, the more people will connect with it, so I always strive to do something that will get noticed. Currently at innocent I look after the brand team in the UK, responsible for connecting…
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