The 2021 Programme

Critical to generating engagement among potential customers is the relevance of brand content - it must inspire action or purchases. This session will explore which channels and content formats need to be considered in a modern retail marketing strategy, in order to engage the post pandemic customer. And what talent and tools are required to deliver this?

• Understanding the customer and creating a much more relevant touch point
• Catering for different consumers on different platforms
• Achieving better, consistent brand experience across product and marketing
• Creating, managing and sharing engaging content at scale
• How are businesses staying effective in the competitive age of eCommerce
• The importance of internal-external collaboration, and analysis of marketing performance and spend

Before the disruption last year, digital leaders were using data to optimise CX. With the rise of digital transformation, companies will have more dynamic data at their fingertips; this session will discuss how pivoting your marketing strategy to focus on digital opportunities can enable you to use this data to extract immediate insights.

• Using data to put the customer at the centre of everything you do
• How should brands best use data across all channels?
• Discovering the power of data-driven email campaigns
• Make the most out of your rich customer data
• The key differences between data sources, and which will work best for you
• What data is available at each stage of the customer journey?
• Remove ineffective marketing spend - benefits of machine learning to improve data quality