The Future of Marketing
In this panel debate we’ll hear what marketers at leading brands think about the future of their industry – from creativity to data activation – with some context provided by Econsultancy’s Future of Marketing survey results.
9:05 – 9:35
The road to effectiveness: How can AI boost your marketing ROI?
In 2023, marketeers have a lot to contend with in an increasingly disruptive world: an uncertain economic climate, continuous digital fragmentation, and the imminent death of the third-party cookie. But what’s really keeping them up at night is the challenge to accurately measure, prove and optimise marketing effectiveness. In fact, only 10% of marketers say they have the right tools to measure ROI despite it being deemed of utmost importance to nearly all of them.
The latest innovations in artificial intelligence may hold the solution. At its most effective, AI can now forecast sales, increase speed to market and improve ROI by 20-40%.
Join this Econsultancy Live session from Kantar, to discover how the latest tech innovations can show marketers exactly where to focus their spend in order to get the best return.
Brought to you by Kantar
9:40 – 10:10
How inclusive design can unleash innovation in digital experiences
Digital accessibility is often talked about in terms of legal compliance or at best the spending power of the 1 in 5 people living with a disability. But this underplays the potential of inclusive design for building brilliant experiences that delight all customers.
Against a backdrop of websites and apps that still fail on the basics, how can digital accessibility be embedded into business-as-usual? And why might it be a reliable signal of innovation culture?
10:15 – 10:45
Creating a holistic view of your audience with clean rooms
With today’s complex customer journeys across screens and various touchpoints, it’s harder than ever for advertisers to deliver relevant ad experiences. Combine this with the depreciation of third-party cookies, and brands are increasingly turning to first-party data to connect the dots. But what truly connects these dots?
Hear from Frazer Locke, Amazon Ads director of Ad Tech Sales, EU, on how secure, privacy-safe, and cloud-based clean room solutions can help brands gain a deeper understanding of their customers and campaigns – and optimise for the future.
Brought to you by Amazon Ads
11:10 – 11:40
Masterclass: Getting to Grips with Behavioural Science
From anchoring to the zero-price effect, this example-rich session will examine how behavioural science can be used across the customer journey.
Brought to you by Econsultancy
Roundtables 6 – 10
See appendix for roundtable topics.
Who is unlocking the colossal scale of B2B ecommerce?
B2B ecommerce is already three times the size of B2C globally – and manufacturers, distributors and buyers are in rapid adoption. Steffan Aquarone will share insights on how to power up ecommerce in a B2B world.
Come along to hear how to understand B2B ecommerce performance, how to build impactful relationships with third parties, and to learn some practical steps to utilising data effectively.
11:45 – 12:15
Product Management for Humans
What is a Product Person and what attracts them to Product Management? Em Ledger takes us through her experience of getting into product management and the career pipelines we’re setting for the future.
Too often, Product Management is seen as an internal way of meeting business goals, Em will cover how we should always keep the user at the forefront and how being human led will enable us to meet those goals much more effectively.
12:20 – 12:50
The News Agenda for 2024
What can marketers expect from the wider news agenda over the next six to 12 months?
Nicole Wilkins, publisher at Foresight News – an essential calendar platform of forthcoming news and events – will look at which stories will be leading the news next year as we gear up for big elections in the UK and US.
13:40 – 14:10
D2C in 2023: How have brands adapted their ecommerce growth strategies?
For many retailers, online sales have reverted back to their 2019 growth line and the high street is growing more quickly. With ecommerce facing myriad challenges, from faltering consumer confidence to rising CPAs. We talk to marketers from three D2C retail brands about their approach to customer acquisition and retention online. From CX and CRM to the role of bricks and mortar and multichannel customers.
14:15 – 14:45
Bridging online and offline economies: How the Post Office continues to evolve
The Post Office has anchored the high street for centuries, and – from banking to parcels – it continues to help people ‘get life’s important things done’. In this session, we’ll explore the challenges that continue to motivate CX and marketing teams at such a well-known and purpose-driven brand.
14:50 – 15:20
The Generative AI hype – revolution or mirage?
Generative AI has caused almost iPhone-levels of hype. But beyond writing uncanny copy or code, or as an alternative to stock photography, what can it do for marketers?
And does it change the picture for businesses, do they now need a head of AI, despite machine learning being well-established already in predictive analytics for tasks such as segmentation and predicting purchase behaviour?
Our panel will discuss where the opportunities lie in AI, across performance, optimisation and creativity.
15:25 – 15:55
Roundtable 1 & 8
Generative AI and the future of content
From ethics and copyright, to email subject lines and ad creative – join your peers to discuss what the present and future has in store for copywriting, coding and design in a world of GenAI.
Roundtable 2 & 11
Data and analytics challenges
The cookiepocalypse comes closer. In October, Google’s Privacy Sandbox team wrote that “it’s time to take action” and published a timeline of the steps marketers can take. Come along and discuss cookies, first-party data, measurement more widely, maybe even AI and data literacy.
Roundtable 3 & 13
Ecommerce challenges
Consumer confidence is low (albeit improving), operational costs and CACs have risen, attribution of online sales is tricky. However, China and US retail sales figures have recently beaten expectations. So, how are ecommerce companies staying competitive as we enter all-important Q4? Join us to discuss.
Roundtable 4 & 7 & 14
The Digital Skills Gap
Where are the gaps in your marketing organisation and how difficult is it to fill them? As an Econsultancy survey finds that training is quicker than hiring for adding digital skills, join us to discuss your experiences in L&D, recruitment, org culture and digital transformation.
Roundtable 5
Sustainability in Marketing
It’s more important than ever for brands to demonstrate their sustainability efforts. From sustainable messaging to consumer choices, join us to discuss marketing’s footprint in 2024 and how to drive growth with sustainability in mind.
Brought to you by GroupM Nexus
Roundtable 6
Retail media
‘Everything is an ad network,’ – the phrase coined by analyst Eric Seufert continues to be relevant as streaming services, social networks and big retailers expand their first-party data integrations. Join us to discuss the ins and outs of retail media, from strategy to optimisation.
Roundtable 9
Marketing budgets: Doing more with less
Marketers, just like finance and the CEO are all concerned with profitable growth. They want to manage costs while continuing to be the voice of the customer. But when costs are high, and spend is under scrutiny, what gives when it comes to planning in 2024? Join Marketing Week to discuss the reality of doing more with less.
Roundtable 10
Martech trends
Whether you’re a multinational CPG brand or an ecommerce start up, technology is crucial to growing your brand and delivering healthy profits. This session provides the chance to discuss the strategic and practical implications of martech advances, and consider how best to unlock their potential to serve customers better and deliver profitable growth.
Roundtable 12
Adaptability in a cost-of-living crisis
Respondents to our Future of Marketing survey were, on the whole, optimistic about the future of the industry. Marketers have a key role in championing both the customer and innovation during an economic downturn. With 73% saying ‘agility and adaptability’ will be more important over the next two years, join us to discuss how and why.
Roundtable 15
Influencer Marketing 2023: The highs and the lows
Across 2023 many brands have been working on creative ways to elevate their talent-led activities, with many succeeding even despite the current challenging climate.
As 2023 comes to a close, Influencer Intelligence invites you to discuss the highs and lows of the year across influencer marketing. Join an exclusive group of likeminded peers to discuss key challenges and lessons learnt in 2023 and key trends to look out for in 2024.
Brought to you by Influencer Intelligence
