Topic: Experts Shared their Opinion about Digital Marketing in a

Marketing Festival at a B-School

Link:
http://www3.imperial.ac.uk/newsandeventspggrp/imperialcolleg
e/newssummary/news_29-4-2016-17-15-8
Keywords: Digital Marketing, Experts, Social Media, London
Dated: 29-Apr-2016
By: Rebecca Firth
Summary: The Digital Marketing Festival, organised in London
by the students of MSc Strategic Marketing allowed an
opportunity to the attendees to listen to the words of the
experts from different industries. The discussion was held in
two panels to talk about the Digital Marketing and its future
scope. Students from different business schools across the
London gathered to receive an insight into the marketing
industry from the many experts came from companies like
Google, Salesforce, Adobe, The Economist. Daniel Rowles, CEO
of Targetinternet.com.
David Keene stated that in the coming future, the social media
will be dying whereas Mark Greenaway, Digital Media Sales
Director at Adobe said that The future is Mobile First! Every
disruptive business play is mobile first, it was also mentioned
for those who want to succeed in digital marketing, that
adaptation and continuous learning are must.

Experts debate the future of Digital

Marketing at the Business School
by Rebecca Firth29 April 2016

Digital marketers who can embrace new technology are most likely to
succeed in their careers, said experts gathered at the Business School.
Imperial students and students from business schools from across London had gathered to
hear expert speakers from Google, Salesforce, Adobe and The Economist on the future of
digital marketing.
Organised by a group of MSc Strategic Marketing students, the Digital Marketing Festival
provided attendees with the chance to hear from a host of industry experts during two panel
discussions, as well as ask any questions they may have about the industry.
CEO of Targetinternet.com, Daniel Rowles, moderated the first discussion, which saw
panellists unanimously agree that with the proliferation of technology, those willing to succeed
in the digital marketing industry must be willing to adapt and must continuously learn . David
Keene, Sales Productivity, Growth Hacking and Market Strategy at Google Apps for Work,
urged attendees to be a polymath! A diverse skillset is the key to staying ahead in your digital
career.
When it came to discussing how businesses can compete in the digital world Daniel Walsh,
Head of Marketing at BBC Radio 1, revealed: We cant just be a radio station anymore, but
we can be a station of amazing content. Using BBC Radio 1 as an example, Daniel explained
how listeners are increasingly turning to mobile apps to interact with BBC Radio 1 content.
Given this change in the consumer journey, Daniel argued that he and his team are required
to re-think the ways in which they produce content, including producing more videos that are
optimised for viewing on mobiles and tablets. David Keene stated that in the coming future,
the social media will be dying whereas Mark Greenaway, Digital Media Sales Director at
Adobe said that The future is Mobile First! Every disruptive business play is mobile first.
Content creators are always considering where things are going to live, added David PughJones, Commercial & Brand Strategy Director at The Smalls and former Director of Brand
Strategy at BuzzFeed. He argued that as the dynamics of consumers change, testing and
analysing should be an integral part of content creation and campaigns. Understanding the
data from campaigns and learning from the results is the premise of this test and learn
method. Content generators should be bold and innovative if they want to have a greater
presence in the digital world, warned the panel.
Mark Beard, Senior Vice President, Digital Media and Content Strategy at The Economist,
highlighted that marketers must always consider who is the audience and what is the
business problem you are trying to solve. Asking this question when creating any piece of

content is paramount to ensuring it has purpose for your audience in order for it to be
successful.
At the end of the panel discussions, speakers were asked for their predictions on what the
future holds for the digital marketing industry. David Keene warned that social media is dying
and predicted that we will see the death of social media and apps. Mark Greenaway, Digital
Media Sales Director at Adobe, presented a converse argument, saying: The future is Mobile
First! Every disruptive business play is mobile first.
It was great to receive an insight into the marketing industry from such experienced
marketers, said Edina Hamzic-Maguire, senior programme Manager of MSc Strategic
Marketing. It was a great achievement that our student body were able to leverage their
professional and alumni connections to put together this event.