A range of professionals from across the industry came together to share their experiences in a morning ably chaired by Ruth Mortimer, Content Director, Centaur Media. The first panel focused on the key skills the panel of Caroline Hird (BMJ), Kendal Mott (Procurement Leaders), and Ian McGowan, (Merit Group) felt marketing professionals needed. Marketing automation, data analytics, and strategic thinkers were all things the panel felt were crucial. Indeed, these three things were mentioned repeatedly throughout the morning.
Nick Varney and Amanda Munoz of Dow Jones, then led a panel discussing subscriptions, using their experience with the Wall Street Journal as an example to illustrate how membership can revitalise revenue streams. The importance of personalisation, exclusivity of content, and engendering a sense of customer loyalty were the key take-aways from this panel.
Caroline Hird, Marketing Director of the BMJ spoke on the importance of community and driving customer engagement to increase revenues, build customer loyalty, and drive innovation. Caroline’s three key points about communities:
1) Be clear why you are doing this – and be able to report on your successes (and failures)
2) Have a unique value proposition – know your niche and offer them something they cannot get elsewhere
3) Be focused – just because you can do something, it doesn’t mean you should
Nik Dinning, Marketing Director of Retail Week/New Civil Engineer explored how using targeted content strategies – both exploiting back catalogue content and developing new partner content – to drive revenue and substantial return on investment. Again, Nik talked about the importance of knowing your niche and doing your research to find out what the market wants.
Lastly, Ruth Mortimer looked at the difference between customer engagement and customer numbers, driving home the message that a targeted group of engaged consumers can be vastly more valuable than a high CPM. She also talked a little about the importance of measuring the right things to help make fully informed marketing choices.
All-in-all it was a fascinating morning, and if you get the opportunity to go to the Tech & Data one in November, do so!
Make sure to let us know if you attended the conference on twitter @AtwoodTate
Now if you’ll excuse me, I am off to read Mary Meeker’s 2016 Internet Trends because Ruth Mortimer told me to!