On the 9th of November, SearchStar will welcome businesses from the South West (and beyond) to the Apex Hotel in Bath for its first full-day conference.
Taking a firm step into the future of digital advertising, attendees will hear from Facebook’s Head of FMCG Strategy, Google’s Agency Lead and a specialist in May’s impending GDPR.
Discounted early bird tickets are currently on sale (£49 +VAT) until the end of October.
Digital Advertising, 2018 & Beyond
There is an ongoing debate within advertising about how branding and direct advertisers should split their budgets between online and offline.
Digital won over the direct response advertisers several years ago but the branding advertisers remain less convinced. They still see branding as best done on TV and in-store. We think this is changing.
At our conference in November we’ll be exploring how digital advertising can deliver for both branding and performance advertisers. Digital isn’t yet the complete answer for brand advertisers, but we’ll be looking at the role it plays and how it’s growing for younger and tech-savvy audiences.
For performance advertisers we’ll look at how online branding can boost the success of direct response campaigns, the rapid rise of advertising on social platforms and what best-in-class advertising looks like for driving response in 2018.
You’ll Hear About
A Better Way to Build Brands
Jennifer Prior, Agency Lead, Google
Brands are an essential part of people life. For consumers they bring certainty, knowledge comfort and pride. For businesses they bring sales, loyalty margin and profit.
But the question we asked ourselves is, ”How will technology change the way we build brands?”. In an increasingly connected & cluttered world, how do brands stand out?
Discover Growth: Brand and Performance Advertising on Mobile
David Wilson, Head of FMCG Strategy EMEA, Facebook
How people’s behavior is changing as they adopt mobile screens. What this means both for brands looking to build awareness and drive sales in-store, and also for performance-oriented businesses looking to drive conversions online. The role that Facebook can play in helping businesses grow. What brand and performance businesses can learn from each other.
How to Maximise Brand Trust
Paul Morris, Global Digital Director, PZ Cussons
How can you successfully engage customers via search? Why is brand trust so important?
Paul Morris has been working on a methodology and application to maximise brand trust. Hear about his successful G.O.O.D model, how it can work for you, how you can engage with customers via search and how to think creatively to get results when it comes to challenging brands.
Data-Led Advertising in the New Era of Data Privacy
Tom Benton, Data & Digital Director, The Strategy Barn
Channelling Programmatic Advertising
Rob Langan, Programmatic Account Manager, SearchStar
Programmatic technology has revolutionised the way in which audiences and inventory are bought and sold, leveraging real time data and auction based pricing to advertise to the right audience at the right time, in the right environment.
But in an increasingly diverse marketplace, what tools and strategies are available to maximise exposure to audiences at different points along the consumer journey? How should success be measured? And what developments are happening in 2018 and beyond?
Attribution: How Can I Have Confidence my Display Activity is Performing?
Jon Boon, Senior Analytics Consultant, SearchStar
How do you keep attribution simple? What reports are easily available in Google Analytics to help you judge? What things do you need to look out for? What is ‘good’ and what is ‘bad’? What new reports will be available in 2018?
First Impressions Count: What do Your Landing Pages Say About Your Business?
Ryan Webb, Conversion & Analytics Director, SearchStar
How important is it to engage a landing page visitor immediately? What draws them in? What makes them stay and convert?
An effective landing page is a key ingredient of a response driven campaign, but shouldn't be neglected for brand campaigns. How do you get the balance of both brand and response on your landing pages?