Because the best marketers deserve great content.
Charting the “Path to Digital Change” Right Through London
Last week approximately 100 of Europe’s leading marketers gathered in London for the first European Transition – an afternoon of talks, insights and, debate on what it takes to chart a “Path to Digital Change” in marketing and beyond. Guests represented brands that make up over 20% of global advertising spend as well as some of the world’s leading agencies.
In addition, Transition brought together speakers from innovative and iconic companies like BP, Stanley Black & Decker, and Dimension Data, who shared insights and knowledge on how they are leading transformations in their organizations and in their industries. Here are three moments from the day that will make Transition London one to remember:
1. Secrets to marketing success from Dimension Data
Ruth Rowan, CMO of Dimension Data, emphasized to guests the importance of being passionate about the mission of your brand or the impact your brand has on the world. In her experience, marketing done right is all-encompassing, and without passion, success is no guarantee. In her interview with Percolate co-founder and President James Gross, she explained that to truly transformed a brand digitally, marketers need to constantly “be better connected, more intelligent, more agile.”
2. Tips on Omnichannel Optimization from BP
In his keynote, Ben Jefferies, Head of Global Digital Publishing at BP, shared the company’s journey toward integrated global planning. In this talk, Ben shared his learnings leading the transformation of BP’s cross-channel publishing efforts, breaking down communication silos between teams, and improving coordination and effectiveness across the organization. He shared with guests seven tips for omnichannel optimization:
- Set specific business goals
- Find the relevant audience for your message
- Plan campaigns around existing audience needs
- Create materials
- Identify and select effective platforms and channels
- Tailor and publish materials
- Measure success
3. Insights on developing a content strategy from Stanley Black & Decker
Julieta Verrier, Director of Corporate Marketing and Brand Management at Stanley Black & Decker discussed the Building Blocks of Content Marketing at a very complex and diversified company. With 44 brands and operations in over 170 countries, Julieta shared her company’s three strategic pillars for content marketing: Collaborative brand growth, Supercharged storytelling, and Exponential distribution.
Missed Transition 2017? Visit our new Percolate Events hub to see upcoming programming and opportunities to connect with the Percolate team in person.