Scaling the Summit 2019

The bells and whistles are now back in the loft. Eddie Redmayne and Amal Clooney can return to their day jobs (a little bit richer). Europe's marketing elite have left the building!

The Summit for 2019 is done! Marketing for 2019 has been defined and we have all been re-energized for the battle with the CFO & CIO!

Whilst I joke about the scale of the Adobe summit I have nothing but praise for the vision it presents – clear away the branding and what we are left with is a vision for marketing where each interaction is a win-win for brand and the customer. A vision where every penny spent is returned with value.

Unfortunately, few will ever reach the nirvana Summit represents - if there was not a significant gap between reality and vision there would be no need for Summit. So, what are the underlying messages we should be focusing on?

·      Have a vision and develop a strategy to realise that vision

·      Build a solid foundation on which to build – get the data right

·      Know why you are doing it – analysis and insight are key

·      Focus on the desired outcome and work back from there

·      Match the tech to the vision

·      Know what’s working and demonstrate progress

·      Test & learn – refine and improve as you chase the vision

Build strong foundations – make the data across your business work for you - "know" who you are engaging with regardless of the platform or whatever means of identity they use (PII, Cookie, Device, etc). Draw on the richest knowledge about them, and their experiences or behaviours to date, which may, or may not, require enhancement through 2nd & 3rd party sources. Get to grips with what is important and apply this deep understanding to execute across the channels that the audience engages with.

Be sure to focus your investment on the team that best understands your business objectives and drives you to address your customers' needs. XCM has a long history of investing in our clients’ success – committing time and expertise before any kit is bought, and collaborating to building long term relationships to build and engaged customer base that are ready to act.