"The Best Of Digital Marketing Practice Explained By Revolution's Handpicked Experts"

On Tuesday this week I was a speaker at the Revolution – Digital Futures Conference in London, I was "handpicked" according to the blurb which was neither uncomfortable or as nerve-wracking as it sounds. The title of my presentation was Customer Captivation & Creating Long Term Engagement (aka Falling in Love with your Clients). I attempted to set out the challenges of building a brand and demonstrate how the process is like falling in love – to build a trusted brand you must be engaging, capture imaginations and spark conversations that will hopefully make for a long term relationship. Critically you must speak to your customers (aka loved one), think about the problem you are solving for them (if you are’t solving a problem why would they want to pay for your services?), understand how cultural and biological norms may influence engagement with you brand and product and constantly question and reevaluate your approach. As one of my favourite books, The Cluetrain Manifesto says, “Markets are conversations” - openness, transparency and a direct dialogue encourages engagement and keeps the relationship alive This process will then inform your creative output, which will in turn be influenced by the multi-media approach I am recommending.

The file is going to be uploaded to The Revolution site in a few days for anyone that wants to take a look.