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Smarter Data and Analytics Dominate London Marketing High-tech Show

The latest in consumer relationship management (CRM), data, analytics, micro targetting and engagement were all to the fore at the Technology for Marketing & Advertising Show, with smarter marketing very much on the agenda.

Photo: Creating smarter marketers: The Technology for Marketing & Advertising Show.
Creating smarter marketers: The Technology for Marketing & Advertising Show.
Photo: Creating smarter marketers: The Technology for Marketing & Advertising Show.
Creating smarter marketers: The Technology for Marketing & Advertising Show.

Two days of seminars and over 100 exhibitors provided a true marketing melting pot for visitors to the Technology for Marketing & Advertising show. The event showcased the latest ideas in consumer relationship management (CRM), data, analytics, 'micro targetting', engagement and much more. Smarter, more efficient marketing was the lead theme for the event, with many companies offering cloud-based automated marketing systems, while others majored on the power of bigger, smarter consumer data and analytics.

London-based Lead Forensics was front of stage at the show, making a lot of noise, and inviting visitors to the company's stand to play a reaction game. The company though, was more keen on gauging customer reaction its own services, best described as a conduit between internet marketing and sales.

According to Alan Lyttle, the company's Sales Manager, 98% of website visitors don't click through and make contact. He said: "We can provide clients with contact details from the IP information we hold, plus details of the visitors' journey on their website. This is extremely valuable information in terms of getting ROI on your online investment and provides a real focus for sales targetting."

The company is currently expanding its services. At present, it operates out of the UK and USA.

Moving on to the data solution front, Ohio-based Teradata was in London to promote an integrated cloud product specifically geared to the marketing industry. Explaining the concept, Philip Guthrie, the company's Business Development Manager, said the cornerstone of its service was a Digital Messaging Centre, which delivers automated and personalised email, social media and SMS campaigns.

With rather less distance to travel, Alie Harris, Marketing Manager for Dot Mailer, a London-based email marketing company, was bullish about his company's own significance within the sector. He said: "This show is massive for us. Our competitors are all here and, as the number one email marketing company, we need to be here." Dot Mailer now has 6,000 clients in the UK, as well as a growing user base in the USA. It is now planning to expand into Australia and the Far East.

With many SMEs using free email broadcast services, such as MailChimp, Dot Mailer faces a challenge in keeping its entry-level costs as low as possible. Harris said that, aside from their more sophisticated services, entry level was only £100 (US$156) per month for up to 10,000 emails, making it highly competitive within the market.

Photo booths have become a common sight at events in the UK and this show was no exception. More than just an attention-grabbing gimmick, though, SuperBooth's products are designed to garner market intelligence as well as to entertain. The star of the Liverpool-based company's stand was a life-size Selfie Phone and a Selfie Mirror, modelled on a brand leader mobile phone.

The product wirelessly transfers photos from the SuperBooth to an iPad station, where guests could email and share with Facebook and Twitter. Data capture, "Likes", uploads to Facebook fan pages, surveys and contests were all options. Emails can then be sent from any desired address with messages that includes links, hashtags and information with attached images.

While all things digital dominated the event, traditional marketing media still clearly has a place in the mix, albeit now facing considerably more pressure to work efficiently. Pensord, a Welsh printing company, was at the show to launch Pensordigital, its new digital wing, complete with the first Heidelberg CP Bourg press to be sold in the UK. Darren Coxon, the company's Mangaing Director, said: "The interest has been fantastic both from publishers and the marketing industry. This is a turnkey digital solution that can provide print runs as low as one for perfect bound or saddle stitched productions."

Staying with print, Surrey-based Workflowz was attending the show as the UK distributor for Belgium's Chili Publisher. Alan Dixon, the company's Chief Executive, demonstrated the desktop publishing tool by running through a series of design examples for packaging and literature.

The software is clearly easy to use and could be a valuable aid for pre-press work in print, display and packaging. One of its more impressive features was a facility for users to visualise their collateral in 3D.

Photo: Lyttle: “A real focus for sales targetting”.
Lyttle: "A real focus for sales targetting".
Photo: Lyttle: “A real focus for sales targetting”.
Lyttle: "A real focus for sales targetting".
Photo: Dixon: “Realising 3D visualisation”.
Dixon: "Realising 3D visualisation".
Photo: Dixon: “Realising 3D visualisation”.
Dixon: "Realising 3D visualisation".

Chili Publisher is available to use via a one-off license fee of £35,000 plus a support fee of £7,000, with support provided through a partner network. The software usage is unlimited, so a brand company or design studio should have no problem getting a good return on investment.

Experian, the global data supply group, needs no introduction, but was still keen to make its presence felt. Doug King, the company's Business Development for Data Quality, said: "Our aim is to give marketers the ability to better connect and understand their customers through insights, targetting, cross-channel marketing and by fundamentally creating better data quality."

A more fun element was added to the show courtesy of London-based RedEye, which entertained many visitors with its video wall. Matthew Kelleher, the company's Chief Compliance Office, also hosted one of the show's many seminars – Data: The Ugly Baby of Multi-Channel Personalisation.

According to Kelleher, while many companies claim they can do multi-channel personalisation, they miss out on quality data. Without the right data, personalisation is rendered completely ineffective – possibly counterproductive. During his presentation, he emphasised the need for a data strategy: gathering, planning, storing and questioning data.

RedEye has a blue-chip client list of companies, many of them boasting substantial consumer customer databases. The company's technology enables clients to improve marketing automation within their CRM programmes in order to improve revenue and ROI.

Business data was also the focus of Bureau van Djik (BvD), headquartered in London, a global player in the provision of business data, with intelligence available on over 150 million companies. At the show, company demonstrated the global power of MINT, its marketing intelligence database.

This draws on company information from various sources, including Dunn & Bradstreet, to provide a comprehensive database of information. This data is available on 100 million companies globally.

Thomas Barker, Business Development Manager for BvD, was keen to demonstrate the flexibility of the database, as well as its straightforward navigation system. He said that clients combine its use with their own CRM system or use it as a stand-alone product. The combination of financial and marketing information, on such a vast scale, is intended to provide companies with valuable sales and marketing data when entering new markets or simply for finding out more information on existing prospects.

A similar message came courtesy of California's Oracle Marketing Cloud, with its stand proudly proclaiming: 'Don't get lost in the mist. Find your way to modern marketing' – a message brought home by a number of accompanying mist machines. Explaining the company's offer, James Lawson, Head of Business Development, said: "It's all about personalised customer experiences. We help the marketing team know their customers better. Our technology helps in engagement with cross-channel content."

The software giant has been developing its cloud-based marketing services since its 2013 acquisition of Responsys, a cross-channel marketing specialist. Its sell is now based around the notion of the Oracle Marketing Cloud being the smart choice for the modern marketer.

Aside from data management, there was a surfeit of other companies offering software solutions for marketing automation and engagement. Austria's Emarsys also bases its customer engagement platform in the cloud. Marketo, a California-based provider of marketing software, meanwhile, had a stand featuring a giant-sized cartoon storyboard. This was added to bit by bit throughout the course of the show in an attempt to simplify the story of marketing engagement.

Photo: Bringing fun to personalisation: RedEye.
Bringing fun to personalisation: RedEye.
Photo: Bringing fun to personalisation: RedEye.
Bringing fun to personalisation: RedEye.

FastStats from Apteco, which operates out of both the UK and Germany, took a more traditional approach with it presentation. According to James Alty, the company's Managing Director, Apteco – a privately-owned software development business – has been operating since 1987 and now has more than 400 FastStats systems being operated in the UK, USA and Australia.

The Technology for Marketing & Advertising show was certainly a melting pot of ideas, with much of the data-driven technology focussed on how the practitioner can become a truly modern marketer. The show's itinerary was packed with seminars and four keynote speeches, all of which can be downloaded at www.TFMAinsights.com.

The Technology for Marketing & Advertising show was held on 25 and 26 of February at the Olympia National venue in London, with more 120 companies exhibiting their products and services.

Nick Jaspan, Special Correspondent, London

Content provided by Picture: HKTDC Research
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