The Drum Predicts

Ecom marketing in 2022: Brand, demand & beyond

Fri, 25 Mar 2022 16:06:25 GMT

As marketers, we often find ourselves in a decision-making battle between brand and demand (gen). But what if we could do both, at the same time, in one campaign? 2022 will be the year when marketers have to realize that dream as e-commerce marketing needs to go hybrid. Find out how to create a successful strategy that meets both those essential soft brand measures and the hard data metrics. In collaboration with Juni, featuring, Mathias Eriksson, Brand & Marketing Director of Juni.

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First-Party Data: The future of personalization built on trust and privacy

Fri, 25 Mar 2022 16:02:40 GMT

With third-party cookies ending in 2023, marketers are starting to transition to first-party data. Even though this deprecation does not mean cookie banners are going away, it does mean that companies should begin to think outside the box. Now is the perfect time to experiment with maximizing personalization without relying on cookies! Learn how to pivot your marketing strategy to focus on first-party and marketing-consented data, and make privacy and trust your competitive advantage. In collaboration with OneTrust, featuring, Arshdeep Sood, Marketing Solutions Engineer of OneTrust PreferenceChoice.

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Internet sustainability: Reducing the CO2 of digital media

Fri, 25 Mar 2022 15:58:30 GMT

The demand for sustainable solutions to deliver digital media will accelerate as brands embark on their decarbonization journey throughout 2022. As a result, the media industry will shift focus from reducing direct emissions to indirect emissions. With data expected to grow by 44x – driven by video, mobile and consumer expectations – it’s on the industry to agree on a standardized approach to measuring the CO2 impact of delivering digital ads. In collaboration with SeenThis, featuring, Andrew Hayward-Wright, UK Partnerships Director of SeenThis.

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B2B’s next level: where digital marketing goes from here

Fri, 25 Mar 2022 15:54:14 GMT

Business-to-business marketing is a whole other animal now. Top players in the field have openly embraced digital channels, consumer-esque tactics and an empathetic mindset. Old school tactics have been abandoned or altered to favor new ways of reaching more empowered decision-makers. This year will prove to be the most dynamic in the history of B2B marketing, so what are the brave new methods that marketers can embrace to really drive growth for their organizations? In collaboration with Omobono, featuring Anamika Gupta, Director & Head of Customer Marketing of Fujitsu America, Simon McEvoy, Head of Strategy of Omobono and Kenneth Hein, US Editor of The Drum.

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The big agency opportunity: Cross-channel performance in 2022

Fri, 25 Mar 2022 15:50:40 GMT

The online customer journey has never been more complex but agencies that can translate this for brands will thrive. An agency that understands the role that both search and social have in driving success for performance media are future-proofing their strategy. But what does a nimble, future-proofed agency look like? This session will profile dotMATTER's journey to success and get under the hood of how they are working alongside platforms, by being a Meta Business Partner, to scale up this opportunity. In collaboration with Meta Business Partners, featuring Taa Visudhipol, Chief Commercial Officer & Co-Founder of dotMATTER, Chaola Nachampassak, Regional Performance Specialist & Global Agency at META and Charlotte McEleny, APAC Publisher for The Drum.

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Why is the entire industry transforming to 3D visualizations?

Fri, 25 Mar 2022 15:42:40 GMT

Today, businesses worldwide realize that 3D is extremely flexible, efficient, timely, cost-effective, scalable and sustainable. Entire industries are transforming as a result. From global industrial design to online games, 3D will be the foundation technology to create a long-term metaverse strategy. Discover the new dimension for design as businesses shift into this new world, and why content creation at scale with standardization is the key to populating real-time experiences. In collaboration with Adobe SEA featuring Meizi Yan, SEA Territory Manager & 3DI.

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Attention, please! Advertising has a new currency

Fri, 25 Mar 2022 15:32:41 GMT

Advertising’s new currency is attention – and it’s going to help advertisers ensure accountability overspend. It isn’t only reactive, it’s the organic extension of an existing verification solution. With disruption on the horizon, brands will be looking for other measures to gauge performance in an accurate, privacy-friendly way. This shift in focus, along with advancements in contextual targeting, is a natural evolution that will provide advertisers with better quality inventory and stronger results. In collaboration with DoubleVerify featuring Nick Reid, EMEA’s Senior VP & Managing Director and Jenni Baker, Assistant Editor at The Drum.

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Hype versus reality: top futurists call bullshit on today’s marketing trends

Fri, 25 Mar 2022 15:29:16 GMT

For every metaverse there is a Second Life. For every no-alcohol beer trend there is dry or ice beer fad. For every QR code, there is – well, those actually worked out fine. It just took longer than expected. With the marketing world moving at fast forward, how do we decide which trends to stop and watch? To answer this very question, The Drum has assembled the industry’s top futurists to sus out what will truly be impacting the marketing and advertising industry five years down the road. Bought to you by Piers Fawkes, Founder/President of PSFK, Keely Adler, VP & Cultural Futurist of Dentsumb and David Shing, Digital Prophet of Shingy. Hosted by The Drum’s US Editor, Kenneth Hein.

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What do the Agencies of the Future look like?

Fri, 25 Mar 2022 15:23:22 GMT

Agencies are proud drivers of change, introducing not just new technologies and creative ideas but ways of working and business models that go on to shape the working world. They're also by nature nimble, changing quickly in response to changes in the landscape. What does the agency of the future look like? Distributed over the world? Employee-owned? More deeply integrated with clients? This panel will explore these new horizons. In Partnership with The Drum Network, featuring Kristi Vandenbosch, US President of Oliver, Kunal Muzumdar, Managing Director of Analogfolk, Tarek Nseir, European VP & Head of Digital Engagement Practice of EPAM and finally Faye Daffarn, Managing Director of TUG. Hosted by Editor of the Drum Network, Sam Anderson.

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The Future of Retail is Hybrid

Fri, 25 Mar 2022 15:19:18 GMT

Shoppers are now mandating convenient experiences from retailers - quick delivery turnaround times, free and easy returns, the ability to shop at every touchpoint while also expecting engaging, entertaining and tangible interactions with brands. Yahoo will discuss the need for brands and retailers to adapt their strategies to account for these new ways of shopping - blending their in-store, online and on-the-go environments in immersive, daring, and unexpected ways. In collaboration with Yahoo, featuring, Carina Moran, Head of Strategy, Yahoo UK.

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