Content & Digital Brand Strategy

• How to creating a cohesive brand identity on multiple platforms
• The importance of engaging with your audience but with personality
• Optimizing growth with your digital brand strategy

As Mary Meeker outlined in her 2018 Internet Trends Report, adults are spending an average of 5.9 hours per day with digital media. It’s no surprise that this behavior is driving mobile ad spend and increasing demand for engaging content with shorter time frames to get it done. In this session, Meagan Suckling, Director of Brand Partnerships, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers.

• Exploring the rise of Snapchat/Instagram ephemeral content – storytelling in 10s or less
• The dominance of video across social platforms
• Targeting your audience on platforms they already exist
• Looking to the future – how effective storytelling will generate ROI

Today’s marketer has unparalleled access to the most powerful digital media platforms we’ve ever seen. Yet while the Googles and Facebooks of the world have invested in media distribution, to truly achieve performance from these channels, a marketer needs content. Tonnes of it. In this session Anthony will uncover why your customers are now the fastest growing creative solution on the planet. You’ll learn how to find them and tap into their creativity to produce high quality content celebrating your brand; and drive your digital media performance to unprecedented levels.

In this session, Beano Studios, the kid-first consultancy, will outline for the first time their unique research into Generation Alpha and offer examples of content solutions and partnerships to help target this tricky demographic.

Gen Alpha kids have been arriving since 2010, the year the iPad launched, and they are the children of the much-maligned millennials. We will hit peak Gen Alpha in 2025 – by which time there will be 2 billion around the globe – and it’s looking like they will be world changers with a progressive and compassionate outlook, with a touch of conservatism.

Somewhat surprisingly, the younger generation are likely to spend more time away from their devices from their parents. They are also super-influential – but in unexpected ways. Whilst pester power has generally been associated with fast food and the latest toys, Generation Alpha exert their influence on the world around them through positive pester power, tech-enabled creativity and progressive attitudes to gender, sexuality and social identity.

These kids aren’t expecting their parents, charities or governments to change the world… they plan to do it themselves!

For example, a key area of our study reveals Activists in the Home: From school strikes to protesting against single use plastics, Gen Alpha kids are the activists in the home. They question everything from stereotypes on gender to climate change denial.

Global brands have been talking about sustainability issues for some time – yet generally by thinking how to engage with millennials and Gen Z… but these findings raise serious challenges about how to target young kids. They are not only tomorrow’s consumers – they are today’s influencers.

• We live in a C2C world, where Content drives Culture… and where Culture drives Commerce.
• As audiences expectations and behaviors evolve, brands and marketers MUST reclaim ownership of their content, data & relationship with consumers.
• The approach to content must be holistic, balancing lifestyle content and lifecycle content to drive the consumer journey.

• Exploring content types; video, news, blogs and innovative ways of interaction
• Why a Mobile-First Approach?
• Measuring engagement across platforms
• The consumer shift – what are the expectations & purchasing habits with new technologies – AR, VR & AI

Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot’s free marketing grader, Moz’s site analyzer, VenturePact’s mobile app cost calculator, new york times’s dialect quiz, Ikea’s AR app, L’Oreal’s AR app and Nike’s fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.

• How has the definition of “brand” changed?
• Matching your brand code to the modern consumer
• Surviving and thriving in a digital consumer world

•  How user-generated content is a fundamental element of any engaging marketing strategy
• Tactics for using UGC to connect and create content that resonates with customers
• Exploring human-centred marketing strategies
• How to use UGC to build communities and identify authentic brand influencers

Mobile technologies are dramatically and rapidly shifting consumer content consumption – and promises to evolve as new innovations challenge and introduce new consumer expectations. Mobile users are dictating how content is viewed when it is enjoyed and when it is shared. This intersection of consumer preference and ever-evolving technology demands an updated strategy for mobile, specifically video. In this session, Facebook and client will detail:

• How to “future proof” your business to anticipate fluctuating consumer preferences, 5G and the next new wave of technology
• Next steps to develop a long-form content strategy to reach the right audience, exactly where they are and at the right time, to drive business results
• Specific marketing executions showing how Dell has used targeted solutions to foster a community via content that captures and retains consumer attention