Key takeaways for digital performance marketers

/ 31 October 2017


By Chris Tew

Just 2 weeks ago at Digital Performance Marketing 2017, I had the pleasure of exchanging insights and perspectives amongst accomplished digital performance marketers from the APAC region. Everyone was keeping up to date with the constant technological disruptions and changes, and how to drive digital marketing performance to even greater heights.

I was hosting a keynote presentation on “Mobile Marketing – 2017 and onwards”, where I talked about the increasingly complicated omnichannel customer journey to purchase which can include multiple touchpoints from digital ads through verbal referrals to physical store activity and many more.

The iPhone’s 10 year anniversary this year has emphasised the increasing benefits smartphones continue to bring to the consumer which in turn creates a need for marketers to focus on mobile moments by using real-time personalised communications to create fun and relevant interactive experiences.

I also shared about the challenges of how marketers can make the connection between “Big Data consumer analytics” and the real-time data created during mobile moments and processing it into actionable insights there and then to keep the consumer engaged.

Marketers need the tools to engage consumers across digital and mobile channels easily and without excessive technical resource. In tandem the ability to build and plan strategies over weeks, months and years whilst effectively integrating real time, personalised, interactive campaigns is a must.

As a practical way to demonstrate what I was talking about, we ran a live campaign during my presentation using the 3radical Voco platform. 130 event attendees were invited to register their details in return for a chance to win a great prize by playing a ‘Spin and Win’ game, a tactic used by many of our customers, particularly DBS in Singapore.

The game was paired with a quiz and content challenge tactics that further engaged the attendees both during and after the event. The audience were not only engaged with the whole experience, but were also impressed by the fact we had only decided to configure it the night before the event itself, proving how easy it can be to create and execute interactive campaigns quickly.

I ended by discussing a great case study from the UK, that of Zizzi, one of the largest mid-market pizza pasta restaurant chains in the UK with over 150 outlets. Zizzi uses the 3radical Voco platform and has dramatically increased customer acquisition, engagement, and revenue, seeing a huge ROI from their spend though 3radical. More information can be found in our Zizzi Board Game Infographic.

Feel free to reach out to me if you would like to know more about my keynote presentation, or what we do for our customers at 3radical.

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