Recently we attended Marketing Showcase’s Southampton event at St. Mary’s stadium. The event promised to be an interesting one, with talks from leading companies in the marketing industry around subjects such as GDPR and marketing automaton. Here are four things we’ve learnt from Marketing Showcase Southampton.
General Data Protection Regulation, or GDPR for short, will be fully replacing the Data Protection Act on 25th May 2018, and every organisation needs to prepare for this.
If an organisation is found to be in breach of GDPR it can be fined up to €20 million or 4% of its annual worldwide turnover, whichever is greater, something that cannot be ignored.
Changes from the Data Protection Act include:
Brands are putting more emphasis on creating highly personal experiences both digitally and in real life in order to differentiate themselves from their competitors.
Customers want to feel included when it comes to brand messaging, with marketing campaigns such as Coke’s ‘Share a Coke’ campaign highlighting the success that can be had in making the customer the focus of your marketing efforts.
Whilst the size of the Coke campaign isn’t feasible for every business, the principle of putting the customer at the forefront of all marketing efforts is something that can be implemented by any organisation, no matter the size (something seen in the rise of CRM).
Digital disruption refers to the changes enabled by digital technologies that disrupt established ways of value creation, doing business, sending marketing communications etc. Examples of this include the replacement of CDs with streaming services such as iTunes and Spotify, and taxis finding increased competition from apps such as Uber.
Businesses need to learn to embrace new ideas and thinking; encourage employee participation in creating ideas; and look for innovation throughout the company in order to keep pace with the ever changing digital landscape.
A phrase coined by Rand Fishkin of Moz is “10x content”, and something we keep at the heart of our content strategies, is the idea that the marketing focus should be on the quality of content, not quantity.
Content needs to:
This especially rang true across Marketing Showcase, with multiple speakers highlighting the need to create content which will invoke an emotional response from the reader. This can help to form a relationship with the reader, which could prove to be a difference maker if they’re comparing you against a competitor in the future.