Digital Growth Unleashed London
etc.venues, 200 Aldersgate, 17-18 October, 2018
Digital Growth Unleashed - London - Day 1 - Wednesday, October 17th, 2018
In marketing, as in Scrabble, some words are worth more than others. They're the words with the power to convince and convert -- the ones that drive marketers' success in subject lines, landing pages and content titles. And with mobile readership increasingly shrinking the physical space in those areas, a single word can make a sizable difference. Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your read and respond rates. Hear about the scientific studies and in-market research supporting each. And leave ready to write more persuasive content.
- The compliance trigger in the word "Because"
- The 28% difference between "smashed" and "contacted"
- The 140% lift of questions
- How to use Rhyme as Reason Bias
- Why the Scarcity Principle work
In this session, Stuart will share an insightful case study of redesigning the schuh website from black to white, lessons learned and results from A/B testing.
In all good stories things happen for a reason. Every prop and character that is present, every line that is spoken and song that is played has a role to play in making the story come together. In this talk Anna takes us on a journey of what we can learn from traditional storytelling methods when it comes to optimising landing pages and how narrative structure is key in ensuring we're telling the right story to the right audience, at the right time.
Building products isn’t enough. Marketing channels are saturated. Rapid Experimentation and Growth Marketing skills help you beat the competition and keep growing!
Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. Having spent the last couple of years building, coaching and training regiments of growth teams and growth marketers, in this talk I'll run you through some of the latest stories, learnings and tricks we've learned along the way.
A brief but information-packed power session covering the process, mindset and tools that will help you on your journey towards a more consumer centric, experiment- and data-driven organisation.
You probably think you don’t have time for SEO. Your competition would celebrate this, but they’re also too busy doing the wrong things. You will walk away from this session understanding how to use SEO signals to your advantage, and more than 20 different ways to tap into Google’s traffic with minimum effort and time investment. The focus of this talk will be on practical steps you can and should adopt to get more new customers without spending a penny.
You better get ready: In his keynote Karl will outline why most marketers suck at online marketing (yep, this session will be fun), why words are so much more important than design and seven universal but often forgotten principles to boost your online success.
A lot of 'customer journey' talk will focus on what we can see and how that drives our emotional decision from awareness to purchase. However this misses the other part of the journey - the physical route; and how that is experienced by our customers. In this talk Nichola will detail what and how to improve the physical journey, specifically site speed, availability, accessibility and haptics; as well as showing case studies of significant performance improvement made with attention to physical.
In the coming years, everything that we know about marketing and advertising will be challenged. New technologies, changes in consumer behavior, and the rise of intelligent personal assistants will make-or-break brands, organizations, and marketers. As practitioners, we’ll need to change how we think, and start preparing now. Jono explores how, why, and when we'll need to level up.
Any veteran growth marketer knows you can’t fall in love forever with a marketing channel.Instead you must periodically pivot from one to another marketing channel (or radically adjust strategies within a channel) as over time, ROI inevitably goes down as algorithms get updated, ad prices go up, organic reach gets clobbered, competition goes up, etc.So what’s a growth marketer to do in 2018 and beyond? In this session, Larry Kim will cover a detailed analysis across the top marketing channels you should focus on, which marketing channels require radically new approaches, and which are a total waste of time — all with a particular emphasis on the growth marketing “hacks” — the tactics and strategies which yield the greatest return for least amount of effort.
Digital Growth Unleashed - London - Day 2 - Thursday, October 18th, 2018
AI and machine learning are coming at us fast. You need to know the basics and understand the practical applications. Starting with a quick overview of AI and ML (hold the math!), you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.
You will learn
What are artificial intelligence and machine learning?
How do they work?
What are they good at?
How are they useful in marketing?
With limited screen space and UX as a priority in an increasing mobile-first user world we need to consider cues to go beyond 'just the words on the page' and pass strong semantics plus intent-mapped sectioning to search engines without damaging human UX. We'll look at how to find a balance for maximum signal strength in e-commerce SEO to delight humans and disambiguate for bots.
Every single decision we take is driven by an emotion or an instinct. The question is, which emotions are driving your customers? Because depending on which one, it’s either driving them to stay, complete the purchase or leave. In this session Neil will give you an insight into how Biometrics is helping the CRO sector to evolve into one that optimises for customers emotions and not just for website usability.
Personalisation is celebrated as a way to get an unfair advantage over your competitors. But most people don't know where to start.
In this session, Stephen from Conversion.com will show you how to:
- know if you're ready to start personalisation (and what to do if you're not)
- discover meaningful segments of users (without personalising for the sake of it)
- create a framework to ensure you maximise impact (without relying on popups or product recommendations).
Don't you find that AB testing can be homogenised? Doing what others are doing and expecting the same result or, as it's more commonly known, "best practice". Homogenisation breeds desensitisation; where users are increasingly not being affected by closed checkouts or recommended products. We explore methods and techniques how you can be more creative with experimentation to set new bars. Let us show you how we do it.
This session will explore the role that social and digital marketing played in changing attitudes and behaviours on and offline and identify the lessons that we can all learn from the award-winning campaign's success. There'll also be a chance to see the latest plans and creative as the next phase of the campaign get underway.
Hear what service design is, with a case study of John Lewis applying it. Explore why service design breaks down business silos and how it can focus the mind quickly, in order to increase conversion. Finally all the pitfalls John has fallen into in his service design career, with a specific focus on doing service design in big companies.
As the role of chatbots within our marketing mix becomes mainstream, brands will need to understand not only the technology but the not so obvious skills gap. Like web, this is not a one-person role. It requires copywriting, graphic design and programming skills, and a good understanding of customer intent and their journey. Are you ready?
Hear from the experts in this panel discussion where we discuss the fundamental changes that GDPR has brought to businesses; the challenges brands are facing and answer any questions you, the audience have!
Dave Chaffey will explore trends in how businesses manage conversion rate optimisation activities and the platforms and techniques they use, looking at the role of Artificial Intelligence and Machine Learning in the future.