This week’s guest blog post is contributed by Kate Taylor, Marketing Programs Specialist, Oracle Data Cloud.
Last Wednesday, Oracle Data Cloud hosted over a hundred data-driven marketers at our first-ever Oracle Data Cloud EU Summit in London, England.
With an all-star lineup of speakers and content and an after party at the Ham Yard Hotel, the event was one-of-a-kind. In case you missed the party across the pond, here are a few key takeaways from the day:
Emotional connections are the new currency
While most of the UK advertising industry is sold on the idea of utilizing data in some form or another for their digital marketing campaigns, it was the combination of hard-hitting data and emotional messaging that got the most notice on stage.
Amongst others, keynote speaker Rich Harris, the General Vice President of Oracle Data Cloud, highlighted the importance of emotional messaging as a critical differentiator in today’s noisy advertising space.
Jon Mew, Chief Operating Officer of IAB UK, echoed that sentiment, showcasing the various ways in which data and specifically video can be used to connect with customers on a more personal and relevant level.
And Rich Harris discussed the heart of the matter as he closed out his session. “If we can partner with each other, maintain focus on creating that emotional connection with customers and ignore some of the noise in the system, we can make a real impact in achieving our ultimate goal of creating and sustaining long term revenue growth,” explained Harris.
Today’s geopolitics are critical, and unclear
What’s the buzz in London? One word: Brexit. The aftermath of the decision by the United Kingdom to leave the European Union in June 2016 was front and center in the discussions about data-driven marketing.
One thing is certain, Brexit complicates the role of data in marketing from a regulatory and legal standpoint within the UK and across Europe. The implications of the decision have yet to be fully understood on a regional level but an upcoming announcement on November 23rd is slated to address the situation.
To add to it, Brexit also affects the UK’s participation or adherence to the General Data Protection Rule (GDPR), the critical new privacy laws around data and the transmission information.
Programmatic is the next big challenge
The question of how to bring programmatic to the UK was a common theme of the day, and one that presenter David Reed, Managing Director, MediaMath EMEA, spoke about from the lens of future industry growth and optimization.
Reed touched on the old version of advertising (largely limited by siloed channels), and how the new wave of programmatic is the most efficient and effective way forward. The key advantage to the tool, according to Reed? “Programmatic unlocks a consumer conversation.”
Like Reed, panelists from the Drum session, “Key findings from The Drum Market Insight Report: Programmatic Spend Edition,” identified the key factors to development as transparency and education for the industry.
Distributed to all attendees, The Drum Market Insight Report highlighted the importance of implementing programmatic as a way of reducing marketing inefficiencies and optimizing advertising spends across the board.
While the content was clearly the star of the show, the attendees took time to unwind afterwards with a custom cocktail, a round of bowling and a trip to our signature Data Boutique to score some SWAG.