Marketing leaders came together for Digital City Festival’s Scaling for Growth event, featuring speakers from the likes of Boohoo, AO, Microsoft and more.
Hosted at Bruntwood SciTech’s The Bright Building on Wednesday 29th March, a series of inspiring sessions at the event delved into how to make your brand stand out, tackling bots in fake traffic, driving marketing performance, customer loyalty, innovation and multi-channel advertising.
After a morning welcome and introductions, a panel session sponsored by Just After Midnight kicked off the event on How to make your brand stand out in today’s marketplace.
Chaired by Becky Willis, Just after Midnight’s New Business Director, the panellists joining to offer their valuable insights included: Arafa Heneghan, Director of Brand at AO; Amy Woods, Podcaster, Author and Founder of Content 10x; Ellie England, Commercial Director at Microsoft and Anthony Diver, Chief Creative Officer at Mosquito (part of CTI Group).
“Budgets are getting tighter, we need to try and understand how to make the best of marketing spend and cut through the digital noise,” said Becky.
Although there have been debates about using influencers in campaigns, if they are relevant to your brand and target audience, influencers are still “an important part of the marketing mix,” said Arafa. “We try to influence the influencer,” added Anthony. “A brand can tell you how great it is but it’s about courage and conviction.” He explained how Sophie Hinchliffe, a well-known influencer known as Mrs Hinch, was showcasing one of Mosquito’s brands to her followers through choice, not a paid partnership.
