Machine Learning and Artificial Intelligence – taking a look changes taking place in the digital space, and what marketers can do to stay ahead of the curve. We will explore what AI means , what opportunities it presents, and how can marketers benefit from this today as well as prepare for the changes that lie ahead. You will learn more about the impact of machine learning and artificial intelligence on Search, and - Microsoft's definition of AI and how marketers can take advantage of the tools today.
How to make your content marketing cheap, scalable and effective
As the internet becomes increasingly saturated with "great content", our target audiences are expecting more and more from our content efforts. Earning links, getting cut through and creating content that stands out is harder than ever. How can we execute effective content marketing campaigns, that are exciting and will generate results, without spending thousands on expensive execution? Kirsty will talk through practical tools and tips on how to create content that delivers results, without breaking the bank.
This session will explore how the power of business insight, coupled with a deep understanding of who your user is can be translated into excellent digital experiences that generate a return for your
business in the long-run for key product categories. Utilising a practical example, you will learn: ** How to couple business and user insight and translate that into a user experience that exceeds the needs and expectations of your user. ** How to create a user experience that generates return on investment for your business
Improving your digital marketing skills
By Dr Dave Chaffey Co-founder Smart Insights and Co-author: Digital Marketing Excellence
11:35 - 12:10
Learn the essential digital skills to help improve your personal career in marketing and develop the skills and processes needed to grow your business using digital marketing. You will learn the most in-demand digital marketing skills, and how to use the Smart Insights RACE lifecycle marketing framework to review your skills and digital marketing.
Harnessing automation to power your online advertising
This session will explore the impact of automation on paid media with examples of successful campaigns. Using practical examples, you will learn how to take advantage of audience segmentation techniques and how to deliver advertising at the right moment. You will get a better understanding of the wealth of data available to you, and how you can use this data to improve your ad delivery.
Uncovering the "why" in the data driven world of "what"
Analytics tools have given us unprecedented access to the profiles and behaviours of our customers. In this world of seemingly unlimited data, what role can user research play? This session will consider how small-scale, detailed research can lift the lid on what your users are really saying, thinking and doing. Obtain an overview of user research and the critical role it can play for forward-thinking businesses in 2018. Understand how the outcomes of user research can complement the outputs from existing tools, such as analytics.
Search in a screenless world: how voice search and contextual triggers changes everything
There has been a seismic shift in how people discover content online. Desktop searches are surpassed by mobile searches, and voice search is seeing double-digit growth every month. How can businesses prepare their websites for the future of online search? This talk will explore changes in search behaviour and provide actionable tips for businesses. Which technologies are driving screenless searches through voice search and automatic notifications? How can you prepare your website to integrate with the future of SEO?
A journey through consumer personalisation. How data is helping to shape the future of engagement, delivering consistent personalised content and advertising across multiple consumer touchpoints. What will you learn? What is personalisation and what does it mean for marketing in the future. Achieving the right balance – targeted brand campaigns and content
In this session we will look at design systems and how they are used by product teams to successfully scale design capability, and maintain integrity and consistency as their brands grows and evolve. Using practical examples of the building blocks of a design system, we will explore design patterns and processes and how they are used to create the visual design language of your brand.
In this informal fire-side chat, Susan Hallam will lead a candid conversation with Meaghan Rogers from Google, on her unique perspective on the latest developments in search and user experience, the impact of mobile, data driven marketing, and emerging technologies.
Great Inclusive Design Process - Design with people, not for people
Ensuring your digital product development process fully harnesses customer input is only half the battle. You need to balance with great collaboration from your key business stakeholders to ensure your digital products are successful. We would like to showcase a selection of our best tried and tested approaches to ensuring your Digital product development process balances inputs from both customers and your vital internal stakeholders.
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