Today

Marketing is in a state of flux. With shifting consumer

behaviour, channel proliferation and technological

advancement all converging, we are entering the age of the

customer - where customers are in control. For brands this

is simultaneously an age of unprecedented opportunity and

an age of unprecedented complexity and exponential

change. The panel will investigate the top trends shaping

marketing in a digital world and debate what marketers

need to do to ensure brands thrive in the age of the

customer.

4 chapters

1. Customer in control

2. Moving beyond comms into experiences

3. Content as fuel

4. Digital transformation as the enabler

Chapter 1

Customer in control

The age of the customer is here

The balance has shifted

Is ad blocking a symptom?

Ad blocking. Some facts.

Almost one in seven British adults are

currently using ad blocking software,

according to the Internet Advertising

Bureau (IAB) UK Ad Blocking Report

conducted by YouGov.

Ad blocking grew by 41%

globally in the last 12 months

UK ad blocking grew by 82% to

reach 12m active users in 12

months up to June 2015.

In Europe it grew by 35%,

increasing to 77m monthly

active users.

In the US it grew by 48%

increasing to 45m active users.

‘The cost of ad blocking’

PageFair and Adobe

Fears of adblocking ‘epidemic’ as report

forecasts almost 15m UK users next year

Report suggests nearly 30% of British web

users will have installed software to strip

advertising from web pages by end of next

year

http://www.theguardian.com/media/2016

/apr/20/adblocking-uk-web-users

Ad blocking. Why?

Embracing customer in control

Embracing customer in control

Embracing customer in control

Panel discussion

Customer in control.

What does it mean for brand building and

the marketing industry at large?

Chapter 2

Going beyond comms…into

experiences

Brands don’t matter

Ogilvy ‘Making Brands Matter research, Q4 2015

To matter, brands need to DO

It’s all about the experience

The bots are coming…?

CHAT BOTS.

HYPE OR HELP?

A word of warning

Panel discussion

Chat bots.

A load of chat or the future of customer

experience?

Chapter 3

Content is the fuel

Diversifying creative output

magnetic

immersivesmart

practical

Brands that (over) do it

There’s a lot of content about content

Panel discussion

A lot of content is cr*p. Why is this and how

can we realise its potential?

Chapter 4

Digital transformation is the

enabler

Why Digital Transformation?

We live in the age of the customer, yet

many of the corporations in existence

today were designed for a different age

- and to be product centric not

customer-centric.

Why Digital Transformation?

Organisations need to be re-engineered

And re-orientated around the customer

THAT’s why digital transformation is

essential

Defining Digital Transformation

““Digital transformation is a misnomer. What we are

really talking about is business transformation.

The aim of digital transformation should not be to

look ‘more digital’ per se but to be a better

business in the digital world - customer-centric,

quicker, more agile, efficient, flexible, innovative,

profitable, human. That should be the true goal.”

Panel discussion

What are the major barriers to digital

transformation and how might they be

overcome?

Audience Q&A