Silverpop - 3 Observations from London’s Biggest Marketing Technology Show
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3 Observations from London’s Biggest Marketing Technology Show

by: Laura Brown (@laurabrowny)
26 March 2015

Technology for Marketing & Advertising (TFM&A), held earlier this month in London, is always a highlight in the European trade show calendar. It’s a mix of exhibitors and educational sessions aimed at anyone who mixes marketing with technology – and let’s face it, how many marketers these days don’t?

Here are my three takeaways from this year’s show:

1) Marketers are still thirsty for knowledge.

This year TFM&A seemed to put more emphasis on its educational and content programme, perhaps reflecting the value marketers put on content for both their marketing and their own consumption.

For example, the seminar theatre footprint seemed more equal to the exhibitor space this year, with the show once again charging for priority access to lectures. Exhibitors also seemed to switch up their giveaway items, with the usual array of pens and stress balls giving way to books and white papers as freebie promotional items.

Perhaps with the technology available to us now, marketers are less stressed and don’t need those squashy foam balls? Or perhaps our industry is coming of age and realising that success lies in helping marketers to make the most of their technology, and that fueling them with relevant content and expertise adds more long-term value than any cuddly toy? Either way, the queues for the seminars this year prove marketers are keen to learn and adapt and that we work in a fast-moving, exciting profession.

2) The multimedia marketing mix is alive and well.

Whether you consider your marketing “multichannel” or you’re living the omni-channel dream, I’m willing to bet your marketing technology needs to work harder than just being “Web”-based. This year’s TFM&A seemed to reflect the growing importance of providing an engaging, seamless customer experience across all channels. For one thing, there seemed to be a resurgence in printing companies, fulfilment houses and call centre service providers attending the show.

Google wasn’t talking about their browser-based search engine offering – instead, they talked mobile and multi-screen strategies. Throw in that TFM&A is co-located alongside Confex, one of the largest exhibitions aimed at event organisers, and it seems that the Internet really hasn’t killed off more traditional marketing methods altogether.

The challenge for marketers, however, goes back to the “omni-channel dream.” How do you manage all aspects of multi-touch, multi-media campaigns? On the Silverpop stand, we answered lots of questions on how technology can help marketers achieve their goal of powerful, omniscient campaigns and take away the pain of siloed marketing challenges. Never before has marketing technology had to work so hard, on so many levels — but we wouldn’t have it any other way!

3) Behavioural marketing rules.

My colleague Michael Cottrell opened his presentation in the email theatre with a personal story. He told the audience about his “marketing inbox” – the free email account he reserves for those promotional emails we all receive. You know, the ones that don’t require an alert on your phone or your immediate attention, but aren’t entirely unwanted: newsletters, coupons, sales alerts and similar communications.

He’s not alone. When he asked for a show of hands regarding who else in the audience had a “marketing inbox,” the majority of the audience raised their hands.

To give you an idea of what the typical “marketing inbox” looks like, Michael received 343 promotional emails in one week whilst preparing his presentation for the show. That’s a lot of competition for your customer’s attention. You may be a fashion retailer, but you’re likely competing with travel offers, charity newsletters and pizza coupons.

In this landscape, behavioural marketing can really make a difference. Imagine receiving a more personal email that hits the top of your inbox pile at exactly the time you usually open your “marketing inbox” and, even better, contains suggestions based on your browsing history.

Take it from someone who knows only too well how effective this type of behavioural marketing can be. A Friday lunchtime email to my Gmail account with a roundup of the latest new release vinyl I’ve been considering all week is my credit card kryptonite!

By simply capturing a few simple behaviours and using marketing automation to tailor your messaging, you can help create a more compelling message to cut through that marketing inbox noise. And after visiting this year’s TFM&A 2015, we know – marketers create a lot of powerful noise!

For more ideas on behavioural marketing within email, download Silverpop’s presentation from TFM&A.

Related Resources:

1) Ebook: “15 Post-Purchase Emails That Build Loyalty and Drive Revenue

2) White Paper: “The New CMO Guide: A Handbook for Marketing Leaders

3) Tip Sheet: “10 Tips for Using Email to Drive Mobile Engagement – and Vice-Versa


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