Fantastic Media were invited to attend the Teradata Connect conference at the iconic Wembley Stadium to hear from a wide range of speakers about the latest innovations in digital marketing and data management. Teradata Co-President Bob Fair spoke about the fact that we should no longer be talking about Digital Marketing, but rather marketing in a digital world. This fully ties into the full service marketing approach that we take here at Fantastic Media, where we are tactics neutral and focussed on the world our clients are operating in.
Bob also talked about the need for marketers to look at agile marketing – while strategic planning is important, we need to look at fast adaptive plans, capturing customers attention at critical moments to drive engagement. His summary points also resonated with Fantastic’s approach with clients, that the future is going to involve integrating traditional and digital marketing.
Following Bob was a great talk from Ken Kralick from Puma who talked about how a brand like Puma roll out their E-commerce platform to new territories. As with Bob, Ken made the point that, even as a huge corporate enterprise, the business has a culture of agile marketing where they will look to fail fast, change and adapt and go again. The third talk of the day was from Forester Analyst Rusty Warner. The main theme of Rusty’s talk was around the importance of context in marketing, and in particular how a value exchange is important for the ways brands need to engage with consumers. Several examples were given to illustrate this and in all cases the importance of giving customers what they want, when they want it and where they want it becomes critical to success in the future.This all comes under the umbrella of real time interaction management, where we can use data and analytics to drive improvement in business performance.
The afternoon included sessions around the implementation of marketing operations technology, some thoughts on customer journey improvements and the integration of TV and social media platforms. The final keynote from the Teradata CTO Stephen Brobst touched on the growing importance of mobile and the opportunities from brands in using Geo-contextual data to deliver experiences for customers and brands. The afternoon was rounded off with a fascinating panel discussion between Perluigi Collina, Mike Forde and Sir Geoff Hurst. The three discussed the use of data and analytics in sport and business as well as sharing a wide range of anecdotes and thoughts on the future of the game. We are certainly looking forward to insight day 2 of the conference will bring. ….to be continued.
