Yesterday, Net Media Planet hosted our bi-annual Digital Breakfast Seminar at the Soho Hotel in London entitled “The Personalised Path to Purchase.” The day began with a riviting presentation from renown digital marketing specialist Matt Bush from Google. Doubleclick’s Rick Jones and Matt Bennathan from eXelate gave thought-provoking sessions ahead of Net Media Planet’s very own, insightful Sri Sharma.
The ensuing client panel, “Leveraging the Omni-Channel Consumer,” consisted of retail industry experts James Dunford from Cotswold Outdoor and Gordon Newman from Life Style Sports, who were joined by Matt Bush and Sri Sharma.
The event focused on how the changing consumer path-to-purchase will demand that brands embrace new personalised advertising strategies and technologies across Paid Search and Performance Display advertising. We explored topics such as, consumer search trends and innovations; new 1st and 3rd party data practices; advanced audience profiling; personalised relevance; cross channel continuity and how to tackle the omni-channel challenge.
From a marketing perspective, we view personalisation as the use of data to deliver a relevant and engaging experience to a consumer across digital channels and engagement points.Through this strategy we can provide a more effective form of advertising. In fact, according to Forrester’s research, campaigns that are personalised have a 19% increase in sales.
“The Personalised Path to Purchase” Speakers
Matt Bush (Google) –
- Think Digital – “52% of those who clicked on an online ad in the last 3 months purchased as a result of an ad click.”
- Think Mobile -“Location based ads led 32% to visit stores/make purchases and 19% to make unplanned visits/purchases.”
- Think Engagement – “PLA’s to drive 33% of 2014 retail traffic”
Rick Jones (Doubleclick) –
“We don’t want to be in our comfort zone.” If we stay in our comfort zones we are missing the future opportunities on offer. We need to keep pushing the boundaries and trying new things as technology continues to advance exponentially.
Matt Bennathan (eXelate) –
“Data is the fuel that runs the engine, which drives the car.” “Combine 1st and 3rd party data for relevant and effective digital advertising.”
Sri Sharma –
“Serve the heart, as the rational mind is easy to achieve.” Rational marketing such as price, availability, delivery and support, are easily duplicated by competition. Whereas it is winning the heart that secures long term customer loyalty. That is something that we can achieve by knowing your consumer, reaching them and being personal.
Below, are copies of each of our speaker’s presentations. Follow us on twitter @netmediaplanet to keep up-to-date on future events and seminars, plus we will soon be posting the video of our seminar. Don’t miss out.