2022 promises to be a disruptive year for UK-based performance marketers reckoning with the residual implications of Britain’s transition from the EU, the pandemic, the rise of e-commerce, increased living costs, and geopolitical conflict.

In this opening keynote, we reflect upon this changed digital world, how best to navigate periods of crisis and scarcity, and leveraging novel opportunities opened up by emerging digital ecosystems.

• What best practices should UK performance marketers adopt when developing strategies in periods dominated by economic scarcity, supply chain issues, and political turmoil?

• What does the future of UK performance marketing look like in the wake of Brexit and COP26?

• How to accommodate changes in consumer behaviour brought about by increased living costs in the UK.

• What role can performance marketing play for retailers looking to scale their e-commerce capabilities?

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All too often industry conversations regarding best practices for performance and digital marketing professionals centre upon the innovations and examples of creative excellence to be found outside of the UK. 

In this series of lightning talks, hear case studies from leading British brands who are excelling in the performance marketing space.

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Helping marketers succeed with outcome-based Performance Marketing.

While socio-economic and global geo-political circumstances have validated the pay for performance model, leading brands and marketers have realised that performance marketing isn’t just for times of uncertainty. It’s an evergreen and stand-out solution, with cost-per-acquisition (CPA) a key outcome-based payment model. In this session, Aftab Aslam will:

• Outline how brands can turn the challenge to opportunity for revenue growth through Partner Marketing
  
• Explore the readiness factors required to realise the benefits of the partnership channel
  
• Showcase examples of how leading brands have generated multi-million pound revenue from Partner Marketing
• Share insights into the winning strategies and capabilities that deliver the competitive advantage to drive success
  

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Performance and brand marketing are often understood as two distinct disciplines that focus upon short term ROI and long term gains respectively. Is there any benefit to be had from breaking down these often siloed teams? Or would integration be mutually disadvantageous?

• Is it possible to create frameworks and KPIs that would facilitate an integrated approach to campaigns?

• Can a data-driven approach ever truly optimise creative campaigns? Or, does it inevitably worsen creativity?

• What is the brand impact of companies’ performance marketing spend?

• Can performance-based attention metrics benefit brand building initiatives?

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Brought about by psychological and economic shifts resulting from the pandemic, the Great Resignation continues to impact companies across the UK as marketers and media professionals continue to look for new work opportunities. Brands and agencies must respond to this talent shortage and plug existing capability gaps whilst also being careful about how to allocate leaner budgets.

• How can brands and agencies effectively source and retain staff with specific expertise in data and technology in an increasingly competitive hiring landscape?

• What are the best practices that brands and agencies should adopt to swiftly upskill employees and mitigate the impact on productivity brought about by the loss of legacy knowledge?

• What steps should employers be making to safeguard performance and digital marketers’ wellbeing in periods of uncertainty and transition?

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An impactful multi-channel marketing strategy offers marketers the opportunity to maximise ROI, generate higher levels of consumer engagement, and improve brand perception. 

A solid understanding of different audience segments and how they engage with different channels and social platforms is integral for British brands looking to create effective strategies that resonate with target audiences.

• How can buyer personas help when developing unique content that maximises customer engagement for each channel and platform?

• How can companies develop an authentic voice and identity that spans multiple channels?

• How can brands establish clear KPIs and metrics for success across digital channels and social media platforms?

• The future of shoppable media and why marketers should be incorporating it into their digital marketing mix.

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Since the pandemic Samsung’s DTC offering has accelerated significantly as more people search, discover, and purchase online than ever before. Working towards a singular goal of creating a one to one relationship with customers by delivering a high quality ecommerce experience, Samsung and Performics have worked together developing a paid media strategy that delivers on this goal.

With Modern Search being a hotly discussed (and not always well defined) topic, we will be exploring how Samsung’s Paid Search strategy has embraced Modern Search to maximise performance during key flagship launches, covering:

• How the pandemic has evolved Samsung’s DTC approach.
• Preparing for a flagship launch with Modern Search.
• Where we are taking Search next.

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Throughout the pandemic, influencer marketing saw a meteoric resurgence in popularity as more conventional bricks and mortar shopping experiences became inaccessible to UK consumers. This, in turn, resulted in a rise in the number of individuals identifying themselves as influencers on various social media platforms.

However, many British influencers were considered tone deaf during the pandemic for flagrant breaches of lockdown restrictions by travelling to exotic destinations. Has this irrevocably impacted consumer trust in influencers?

• In such a heavily saturated and contentious landscape, can influencers still confidently claim to be an influential pre-purchase touchpoint for UK consumers? Or, has the pool of active influencers on social platforms become so saturated as to render the title a misnomer?

• What metrics and KPIs should performance marketers focus on to quantify the success of influencer marketing campaigns and influencer ROI?

• How will inflation and rising living costs in the UK impact consumers’ relationships with influencers?

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Siloed media planning leads to siloed media measurement. As a result, the full picture of marketing effectiveness is distorted, misattributed, or unacknowledged. This leaves marketers with the challenging task of justifying marketing spend with one hand tied behind their backs. The board room becomes sceptical and CMOs face increasing amounts of pressure to justify a focus on anything other than the most immediate of short term returns. 

• Discover insights from the DMA Intelligent Databank, which is built on the results of over 1,000 campaigns, about the key trends in marketing effectiveness.

• What does the Intelligent Databank reveal about how successfully the industry measures and articulates marketing effectiveness?

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The imminent depreciation of third-party cookies in 2023 will irrevocably change the future of performance marketing in Britain and beyond. This year, UK marketers will have to find sustainable ways to plug the gap created as a result of the loss of cookies. 

Join our panellists to reflect upon strategies for success that performance marketers can proactively employ in anticipation of 2023.

• How can D2C and B2B UK brands establish strong and transparent value propositions for their customers and educate them about the benefits of sharing their first-party data?

• What is the future of audience segmentation and targeting after the death of the cookie?

• Will clean rooms provide a viable, long-term alternative to cookies?

• What different cookie-less propositions should you prioritise testing in advance of 2023, and how can you convince executives of the value of investing in such testing?

• How can companies go about creating a long-term strategy so that they can benchmark their transition to a cookie-less future?

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Having helped grow a number of very well known brands - Facebook, Instagram, Pinterest, Postmates and now Omaze, Eric Edge has a proven track record of building consumer tech brands rooted in pop culture and driven by purpose.

At Omaze, Eric and team have developed marketing programs that drive growth while building a brand focused on giving people the power to dream big while helping impact some of the world’s most pressing issues at the same time.

During this chat, Eric will cover:

• How brand and performance teams can work together to create dynamic marketing moments
• How to approach marketing with a customer first, purpose-driven lens
  
• Share insight into how Omaze has evolved in the UK over the past two years
  

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