Marketing is changing: over the last decade the marketing function has been completely redefined, driven by technological advancement, digital disruption and societal change.
The Summit will contextualise the evolution of digital marketing amidst an explosion of new tools and technologies, from Web Analytics, AI and SEO to, CRM, BI and Customer Engagement platforms. The programme will also share actionable insights from practitioners, considering practical steps for delivering business value and optimising audience reach, engagement and growth.
The event is geared for senior IT, digital and marketing personnel to create an opportune forum for knowledge exchange, discussion and business engagement. Tickets are free for those in marketing, communications or tech roles, T&Cs apply.
The conference will be held live and in-person at the iconic Dynamic Earth in Edinburgh, a professional event space offering panoramic views of the city and Arthur's Seat.
The venue is centrally located in the old town, just 15 minutes walk from Waverly train station, making it easily accessible via public transport. We also offer discounted on-site parking to attendees if you wish to drive and provide light refreshments throughout the day.
The event will also be streamed online, giving delegates the option to join Scotland's Marketing and Technology community in-person or attend from home around work and other commitments.
We understand coming back to in-person events may still be a concern for some. You can read our Health & Safety guidance around attending our events during the pandemic, and find out what measures we have put in place, here.
DIGIT has rapidly grown into the largest independent business technology community in Scotland. We run an extensive series of virtual conferences and online events focused on core areas of emerging Technology, Digital and IT. We also run Scotland's leading IT & Digital News Platform www.digit.fyi with over 100,000 page views per month.
Our events provide a unique platform for knowledge exchange, drawing stakeholders together to explore best practice, technological innovation and business outcomes. Our conferences attract a senior delegate following and have become renowned as an important forum for high-level networking.
We are delighted to announce that DIGIT will be running our events in a Hybrid environment in Edinburgh and on 6Connex for this event. Not only will you be able to enjoy our full event line-up in person, but you’ll also be able to log-in remotely and join us from anywhere in the world.
Managing Director, Marketing Mavens
Tuesday 10th May, Dynamic Earth & Online
The pandemic presented a prolonged period of disruption for the entire industry, with marketers faced with saturated digital channels, waning attention spans and disengaged customers. The opening session will contextualise the recent challenges and look at how marketing leaders are adapting their strategy, process and toolset to adjust to these changes and maximise impact and outcomes.
09:25 Pivot! Leading Marketing Teams in an Increasingly Changeable World
• The Covid-19 pandemic upended a marketer’s playbook, challenging the existing rules and creating a ‘new normal’
• Operating in a post pandemic world Marketing leaders and their teams have had to bend and flex in ways they never knew existed pre-2020
• What is the skill set of this new ‘flex’ marketer?
• How do marketing leaders build, retain and engage this talent following the mass resignation?
• What is the role of MarTech in this new flexible future – how have our expectations and strategies changed?
• What are the new factors driving MarTech’s success and how do you balance them?
Kate Bremner, Director: Digital & Content - Global Marketing, Wood Mackenzie
09:45 From Calendar-Driven to Customer-Driven Communication: Enabling Triggered Personalisation
• Setting up the challenge: what this drove and what good looks like
• What we’ve done: building a single customer view, implementing a modern MarTech stack, capabilities within the team, changing our operating model
• What it means for customers, and what it means for us
• Where next: cross-channel integration; additional data feeds; even broader ownership of the opportunity
Dave Robinson, Head of Customer Engagement Development, Boots
10:05 Improving the Customer Experience with Advanced Analytics
• User Journey: how Enjoy Digital advanced analytics with Keboola
• The role and importance of Data Engineering and Data Analytics in a modern agency
• Stories from the frontline: how we have harnessed a Data Stack as a Service to enhance client experience
• Overview of key use case
Luigi Raw, Senior Data Engineer, Enjoy Digital
Jack Frimston, Co-Director, We Have a Meeting
10:25 Combined Q&A
10:55 Refreshments and Networking
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 two of the options live. The alternative breakouts will be accessible on-demand post event.
11:30 First Breakout Option
12:10 Second Breakout Option
11:30 Breakout option (Choose from A,B or C)
A. Improving Performance by Prioritising Mental Health & Wellbeing
• Background and why we got involved in mental health and wellbeing
• How we set up the wellbeing strategy at ICAS with hints and tips on why it’s worked so well
• Gin’s perspective on seeing different businesses introduce impactful wellbeing programmes and what she has seen at ICAS in terms of a success story
• The next generation is crying out for support on mental health and wellbeing – why the dinosaurs must go!
• The impact of a shared sense of purpose when a business puts wellbeing on their strategic plan
Janice Hutchinson, Marketing Director, ICAS
Gin Lalli, Author & Psychotherapist
B. ‘Emails not dead – practical advice on building engagement and improving the effectiveness of campaigns'
• Why emails not dead - the myth-busting stats to prove email is as strong as ever.
• The importance of segmentation to you and your customer.
• Not all segments are created equal - here’s what to watch out for.
• What to do if you have poor or incomplete data in your CRM system.
• Apple’s Mail Privacy Protection, the future of metrics, and how to avoid vanity reporting.
• Why the journey is just as important as the destination.
Jude Duncan, Email Marketing Manager, Schuh
C. Adopting Social Selling Techniques as Part of a Digital Marketing Strategy
• The connection between B2B sales performance and social media use
• How social selling reduces sales cycles for business owners and salespeople
• Relationships and vision are at the heart of the most sustainable digital marketing strategies
• How to create an effective social selling strategy which supports business objectives
Yekemi Otaru, Co-Founder & CMO, Doqaru
12:10 Breakout option (Choose from D or E)
D. Customer Behaviour is Changing: Data Strategies to Help You Thrive
• First party data is one of your organisations most valuable resources – analysing it is vital to understand your customers and how they are changing.
• Drawing on our extensive experience of data analytics from different sectors we will discuss challenges and highlight various strategies on how to overcome them
Daniel Batey, Managing Director, Union Data
E. Outside Looking In: The Best Tools To Perform A Marketing Audit
• Your goals
• Your current messaging
• Website user experience
• Check your SEO and competitors SEO efforts
• How to analyse your social media channels
• Getting more conversions with paid media
Mark Connolly, Managing Director, Marketing Mavens
12:40 Lunch, Exhibition & Networking
Over the last decade there has been a tectonic shift towards digital channels, with huge investment in marketing technology, data analytics and automation. Improved tools have enabled significant advancements in customer insight and engagement, but have also created new challenges, from costs and skilling to security and privacy. The afternoon session will explore how to mitigate the risks and maximise the impact of MarTech investment, and consider how marketing can continue to thrive in a post-cookie world by refocussing on UX and customer value.
13:30 The Economics of MarTech: Do Yours Stack Up?
• MarTech Economics: start with the why
• Marketing, Product and Technology: the roadmap trade-off
• The MarTech Trap: vanity, false promises, data dump and tech debt
• Ensuring your ROI stacks up
Andrea Linehan, Global Chief Marketing Officer, Zai
13:50 Marketing in a Cookieless World
• Marketing is changing: as an industry we need to move away from dark UX patterns and over-collecting data
• In the early digital age, data tracking was done on the basis that it helped the user - but too often there was zero customer value
• This has caused a backlash from customers and regulators to collect less and anonymise more
• Marketing can continue to thrive in the post-cookie world, we just need to focus on positives
• Redressing poor UX, improving customer journey and outcomes
• Making use of new tools and technologies
Natalie Drucker, Global Head of Digital Marketing Technologies, Thoughtworks
14:10 Building a Smart Analytics Stack for Better Customer Experiences
• The era of product personalisation is here
• Comprehensive view of the customer is essential for delivering tailored experiences
• The analytics stack has become an integral part of the personalisation process
• The key building blocks that enable us to automate and enhance customer journeys
Veronica Saha, Head of Analytics, Zoopla
14:30 Combined Q&A
15:00 Close of Session
15:05 Networking Drinks Reception
16:30 Close of Conference
*The draft agenda is provisional and subject to change