Integrated Live: 16th & 17th November, London, formerly known as The Digital Marketing Show.
I have been to a good run of conferences recently, from FELTAG to Future Decoded to Integrated Live. I thought I’d give a quick overview of Integrated Live.
Agenda
The agenda was packed with sessions with seven theatres and sessions running every half an hour from 10:30. There was content on all aspects of marketing from AdWords to VR. Most were full, so my top tip is decide on the key sessions you want to attend and go early. There were some illustrious speakers from Mark Wright (The Apprentice 2014 winner) to Lord Bilimoria.
Digital Transformation
There were at least three sessions on Digital Transformation, sadly I could not make it to all. I thoroughly enjoyed Paul Stevenson, Head of Enterprise Marketing Services at O2 UK, talk regarding “Digital Transformation within Business Marketing”. Paul talked about the 4 Ps of transformational change which are: People, Process, Priorities and Platform. O2 UK now use Salesforce CRM together with Eloqua for marketing automation as their combined platforms of choice. At SeeLogic we provide impartial advice on both systems, so it was great to hear Paul’s take on them.
Interactive Video
I joined one session regarding content to find that there had been a last minute change and a new session brought in on shoppable video. It turned out to be an informative session, as I was not previosuly aware how far interactive video has come. Viewers can make real time decisions about choices characters make in film. They can also can change elements within music videos and hit images within film that immediately connects to an eCommerce platform if a viewer sees a product or item they like. For more information visit Smartzer
Virtual Reality
There were a number of talks on augmented and virtual reality. The consensus was that VR will be a fantastic tool for marketers in the future however it is not yet an easily accessible option. One talk showed how augmented reality like Pokemon Go had huge popularity but a very short shelf life. Ran Berger of Flat Rock Technology explained that a major challenge will be creating “stickability” with consumers amongst so many new options.
There was a great case study given about John Lewis who have used HoloLens to bring Buster’s Garden to life. Buster being the bulldog star of the 2016 John Lewis Christmas advert campaign. I have to admit as Bond Street was on the way back between ExCel centre and Marylebone, I did pop into their flag ship store. I visited the VR garden but stopped short of joining the queue to have a go. Impressive stuff nonetheless.
This has been a very short precis of a many, many interesting sessions. You can view highlights of the day from #IntegratedLive and of course, follow directly @IntegratedLDN. The conference is free to register, so definitely one to remember.
My final tip would be take a large bag as there were so many goodie bags and giveaways at each stand.
In conclusion, it was a fantastic two days and great to bump into some familiar faces. Perhaps I’ll see you there next year?
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