The Creative Marketing Council Launch: Bringing together all disciplines of marketing
Earlier in the Autumn, the Creative Marketing Council (CMC) and Public Relations and Communications Association (PRCA) partnered to host a panel and networking event at the St Pancras Meeting Rooms. Chaired by our CEO, Daniel Andrews, the discussion shed light on the gap between ever-converging communication channels and share learnings between marketing disciplines. The event concluded with a Q&A and drinks.
The panel comprised:
- Daniel Andrews, CEO of the tree and Chair of the CMC
- Meagan Bickerstaff, Head of Growth at History Hit
- Ishani Bechoo, Global Head of Social Media at Arup
- Jonathan Foan, Head of Digital at OPPO Europe
- Michael Benjamin, Head of Global Digital at Meta
Meagan Bickerstaff kicked off the discussion with a talk on the role of data and strategy in the future of marketing. She outlined how the challenges marketer come up against fundamentally haven’t changed. The biggest difference we have seen, however, is a greater focus being placed on tracking people’s behaviours through engagement levels in order to identify the content that is favoured by consumers.
The key change has been the fragmentation of channels, as demonstrated by the rise of mobile - which is set to overtake TV in terms of consumer engagement. This diversification has necessitated an operational shift for the strategic approaches of agencies: primarily, an increased integration of insights for platforms. This has translated into a need for more specialised teams.
Meagan summarised with the key takeaways for the future of marketing:
- The need for platform divergence – no two channels are the same and your approach must reflect that.
- High quality data – will ensure you prioritise genuine engagement from consumers.
- Community – foster a space in which you truly understand the needs and demands of consumer.
Dan then introduced the room to Ishani Bechoo, who discussed policy and ethics in marketing. She discussed the recent shift in desire for brands prioritising ethical practice and purpose driven activity. Increasingly, consumers have started to place issues such as climate action at the forefront of their priorities when investing in brands.
She went on to speak on greenwashing, whereby brands have been criticised for offering inauthentic purpose statements that provide little tangible action. She offered examples of brands that have successfully navigated this issue, like Patagonia who committed 100% of its future profits to combating the climate crisis. Initiatives like this demonstrate purpose driven commitment to ethical practice and reflect positively on the brand.
Jonathan Foan then covered the role of creativity and content in marketing. He posed the question “Does social first even exist anymore?” Drawing on Meagan’s earlier thoughts on the fragmentation of channels, he argued that each channel possesses unique characteristics meaning that a ‘one size fits all’ approach does not work. By offering a bespoke approach to each channel, a brand can ensure that they effectively target the needs of consumers. He implored marketers to put customers first. Explaining how this approach allows brands to encourage consumers to talk about the brands they value most, using his work at Tesco as an example:
For Tesco’s 100th anniversary, the team wanted to bring the focus on the things that mattered most to customers. Drawing on nostalgia, the ‘prices that take you back’ campaign utilised iconic British symbols like Mr Blobby, partnered with a reduction in prices reminiscent of ‘the good old days’ on heritage brands using customer driven interaction with social channels, Tesco worked with Cadbury to bring back the 10p Freddo (a distant memory for many!), to drive sales.
By understanding what matters most to people, Tesco was able to deliver a campaign that touched the hearts of many loyal consumers through creative content and benefitted the bottom line.
Last but by no means least, Michael Benjamin gave an insightful look into the growing world of business messaging. With ROI a top priority for all businesses, he utilised his experience working at Meta, and the platforms it offers (WhatsApp, Instagram and Facebook) to tap into consumer convenience and digital nativity when exploring the future of ecommerce.
With three billion people using Meta messaging apps each month, instant messaging offers a tool in the marketer’s arsenal that is personalised, easy to use and efficient. Automation options can free up company time, by pivoting from staff dealing with one question at a time, to utilising bots who can help with often easy to fix issues. Automation can help make the customer journey and ensure your brand taps into the key needs of customers along the purchase journey.
The Q&A session delved deeper into the topics covered by the panel. After an evening of great insight, attendees were able to network and enjoy a free bar.
Thank you to all the panellists for their thought-provoking talks, and to all those who attended. For more information visit the CMC website. https://www.creativemarketingcouncil.com/