DMWF London: Day 2 round up

One of the worst things about attending conferences that are jam packed with talented speakers espousing their expertise on a wide range of topics is that it is impossible to see everything.

One thing is for certain though: there was something for everyone with even a passing interest in digital marketing trends this year at DMWF london.

Here are a few of the highlights from the final day:

social listening 2.0

There has been a shift over the last few years from seeing social media purely as a channel to shout about your brand, to seeing it as a resource.

By listening to what ordinary consumers are talking about, and using the latest machine learning and image analytics technology, brands can start trying to answer the big ‘why’ questions.

Tom Whitney from social insight company Crimson Hexagon explained that while insights and metrics are important, they do not explain why those results are occurring.

Using the latest technology to really listen to what is being said allows brands to start asking the right questions.

The power of serendipity

Suniel and Ben from Drum gave an inspiring talk on the importance of taking advantage of unexpected opportunities.

Machine learning is not pushing out creativity in digital marketing, rather it is creating a solid foundation for innovative campaigns and ideas.

With the machine collecting and analysing data, humans are free to really get creative with how they are going to use it.

The Met Office

How does an established, government agency stay relevant in a seemingly ever-changing digital landscape?

Simon Swan, head of digita strategy and transformation at the Met Office gave us insight into how the brand was dealing with an influx of competitors and changing consumption habits.

An example of the challenges faced by the weather company is Google Weather. 40% of weather related search queries result in no further clicks (as the information is displayed at the top of the results), which eats massively into the traffic of established weather companies.

By pursuing a blue ocean strategy focused on mobile and apps, and creating useful multi channel content, teh Met Office has reinvented itself while staying true to its central mission

The challenges of the Chinese market

The chinese eCommerce market is worth more than Europe and the US combined, yet the market is very difficult for western brands to tap into.

A mix of a unique tech landscape where YouTube, Google and Facebook are blocked and a different consumer culture can lead companies to sinking a lot of money with little success.

Qihoo 360 general manager David Ip, whose anti-virus software is used by 97% of Chinese windows users spoke about the unique business environment.

One particularly interesting difference comes in the form of SEO. Ad formats in Chinese search engines tend to be significantly wider and take up more space, meaning normal SEO tactics can be ineffective while it is possible to buy ads that take up more than half of the initial results page.

The art of shortlived storytelling

Over on the Content, Data and Personalisation stage, some serious heavy hitters from the world of content production gave some insights into the unique challenges and rewards of shortlived storytelling.

Making up the panel was Mark Thompson from ITN, Mark Stephens from Time Inc UK, Brice Bay from EnVeritas an Jonny Lennon from Sports Direct.

Mr Stephens gave a unique example of how sometimes it can be hard to tell what conetnt is going to be successful. As the owner of over 60 magazine brands, Time Inc UK produce oceans of content every year. Yet, one of thier most popular pieces of short-form content was a 45 second video o calming jars.

This video has been seen by over 50 million people, and just goes to show that often it is low production values that create a sense of authenticity that people connect with.


Written by: Colm

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