2021 Agenda

 

SESSION 1

Marketing is changing: over the last decade the marketing function has been completely redefined, driven by digital transformation and an explosion of new tools and technologies. The opening session will contextualise this evolution and consider what it means for business opportunity, customer engagement and growth.

 

09:15     Welcome and Introduction

Mark Stephen, Journalist & Broadcaster, BBC Scotland

 

09:20     The Art and Science of Marketing Transformation

• The shift in expectations and customer engagement

• Core requirements of an effective organisation

• Key technologies and components

• The rise of fast, scalable, Cloud-based, multi-channel platforms

• How this disruption has transformed the marketing function

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Peter Proud, CEO, Forrit

 

09:35     Digital Marketing: Shifting the Mindset

• Many organisations are still failing to utilise digital marketing properly

• There is often a lack of strategy, visibility and talent

• Ideagen’s background, footprint and Digital Marketing Toolbox

• Overhauling our investment strategy; website, advertising and content

• Outcomes: traffic and engagement, MQL numbers, new business revenue

• Learnings and takeaways

 

Vivienne MacLaren, Head of Marketing, Ideagen and CIM Fellow

 

09:50     Using Customer Insights & Data for Customer-Focused Marketing

• Now, more than ever, organizations must depend on data from digital channels to stay connected to their customers

• What are the most important data sources for marketers in the age of ‘data overload’?

• How can you use insights to develop a true understanding of your customers so you can better respond to their wants and needs, drive sales and win the competitive edge?

• Pitfalls and barriers to better analytics and customer intelligence

Dr Christine Bailey, CMO, Valitor

 

10:05     Combined Q&A Panel

• Vivienne McLaren, Head of Marketing, Ideagen

• Dr Christine Bailey, CMO, Valitor

• Stuart McMillan, Head of Multi-Channel, Tiso Group

• Peter Proud, CEO, Forrit

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10:45     Break

 

SESSION 2

Session 2 will hone-in on a variety of key topics in longer, individual slots. The breakouts will be run in 30-minute increments across three parallel streams, providing delegates the opportunity to attend three of the options live. The alternative breakouts will be accessible on-demand post event.

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11:00     Breakout Option 1

11:30     Breakout Option 2

12:00     Breakout Option 3

 

11:00     Breakout Session: Choose one option from A, B or C

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Stream 1 - A. Content Optimisation: Why SEO Search Intent Matters More Than Ever

• BERT algorithm and how it changes the SEO game

• How you can optimise for BERT (*traditional methods no longer work*)

• What is search intent and why does it matter?

• How to understand what your customers want and tailor your strategy accordingly

• 3 Tips for creating personalised content

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Kathryn Strachan, Managing Director, Copy House

 

Stream 2 - B. A Marketers Guide: Privacy, Consent and Personalization in the Modern Privacy Era

• With changing privacy regulations marketers need to rethink how they interact with users

• How has the ecosystem responded to a privacy first world?

• How can marketers comply with privacy laws while maximizing opt-ins?

• Understand the impact of global privacy regulations on marketers

• Measure your effectiveness in terms of consent collection, opt-ins and other KPIs

• Learn more about how to collect first-party data and the future without third-party cookies

 

Zachary Faruque, CIPP/E, CIPM, Offering Analyst, OneTrust

 

Stream 3 - C. There’s a hacker in your Analytics Data - right now!

• Why is this new threat important to you

• How is it impacting your business

• What can be done: to protect yourself, if you have already been impacted

• How to do it

 

John Hughes, Senior Business Analytics Consultant, Storm ID

 

11:30     Breakout Session: Choose one option from D, E or F

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Stream 1 - D. Auditing Your Website for SEO

• Tools used to audit a website

• Technical site audit

• Content Auditing

• Link Audit

• Some tips and advice on common mistakes others make when auditing

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Craig Campbell, SEO Consultant & Trainer

 

Stream 2 - E. Facebook Measurement and Analytics

• How to monitor and measure effectiveness

• How to obtain meaningful metrics

• Useful tools and tips for optimising campaign impact

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​Lina Poka, Marketing Consultant & Facebook Trainer, Facebook

 

Stream 3 - F. Marketing Evolution: Connecting Technology to Customer Needs

• Marketing & IT 2021: digital leaders need to be technically adept, sales savvy and creative

• Customer Experiences drive business requirements

• Navigating the Marketing Technology landscape

• Content will elevate your tech stack investment

• People like to deal with people

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Hans Smans, Founder & Principal Consultant, Smans Marketing Consultancy

 

12:00     Breakout Session: Choose option G or H (Breakout H is available on-demand only)

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Stream 1 - G. The Value of Values

• The media is littered with examples where customer trust has been breached, usually through data

• The marketing industry’s main struggle has been around trust and we believe the response could come through data

• The DMA’s Value of Data campaign is designed to help organisations leverage the value of their data to deliver improved business performance, customer outcomes and societal impact

• Explore how to rebuild trust through data

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Firas Khnaisser, Head of Decisioning, Standard Life Aberdeen & Chair of DMA Scotland

 

On Demand - H. 5 SEO Techniques to Drive Organic Traffic

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• SEO has changed a lot in its 23 years

• So has the way that people use search engines

• How do you keep up with the changes

• What should you be doing for your SEO in 2021

• 5 techniques that will help to drive your organic traffic this year

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Rebecca Todd, Consultant & Head of SEO, Ryman

 

12:30     Lunch: Networking & Exhibition

 

SESSION 3

The final session will look at the future of the marketing function: exploring how practices are being disrupted and how marketers must adapt; examining the evolution of AI and its impact on content and engagement, and then looking at what we can learn from the direction of current trends and the approach of leading brands in maximising impact.

 

14:00     The Future of Marketing

• How digital disruption is changing the future of the marketing function

• Understanding what practices are becoming obsolete

• How we can optimise business operations and workflows

• Supporting business growth and higher levels of customer experience

• Preparing for the future so we don’t get left behind

• The humanisation of marketing

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Maegan Lujan, Director & Brand Strategist, Toshiba

 

14:20     The Evolution of Creative AI and Smart Personalisation

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• This talk is powered by Creative AI

• What is AI?

• What Creative AI in advertising can do

• What it cannot yet do

• How smart personalisation might paradoxically drive blander content

• How purpose and values can help guide brands when using AI

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Daniel Winterstein, CTO, Good-Loop

 

14:40     Key MarTech Trends to Power Digital Transformation in 2021

• Key strategic choices for martech in the face of budget pressures

• Why teams struggle to improve utilization of marketing technology

• The things leaders get right with their people and processes

• How best-in-class brands use marketing technology for maximum impact

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Benjamin Bloom, Senior Director Analyst, Gartner

 

15:00     Combined Q&A Panel

• Mark Stephen, Journalist & Broadcaster, BBC Scotland

• Maegan Lujan, Director: Solutions & Services, Toshiba

• Daniel Winterstein, CTO, Good-Loop

• Benjamin Bloom, Sr Director & Analyst, Gartner

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15:25     Closing Remarks

15:30     Networking & Exhibition