PI Live London 2022 Recap

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October 24, 2022

PI LIVE London 2022 is done, and we're excited for many other events Marin will be attending over the coming weeks, including Amazon Unboxed in New York this week. But before we close this chapter, we wanted to highlight some of PI Live’s best moments and share what we learned.

Marin sponsored the Pyramid Stage, one of two areas where keynote presentations were shared. And we even had our own Anu Adegbola give a 30 minute session on budgeting strategies for 2023. She is an experienced and accomplished public speaker who shared great insights on budget planning.

Day One Speaking Session Highlights

Speaker Tina Judic, co-founder and Chairman of Tomorrow Group, talked about the importance of AI integration in advertising at the Rakuten Advertising Main Stage and also on the Marin Software Pyramid Stage. Shay Okelola, the Account Director for Neo Media World, described how programmatic has changed the advertising game. Both welcomed all attendees and exhibitors and outlined the schedule for day one.

Budgeting Strategies for 2023

Marin’s Anu Adegbola took the Pyramid Stage to share the best tactics for approaching a budget for the new year, as well as roadblocks that may affect how funds are allocated amongst marketing channels in 2023. Some of the key concepts Anu mentioned include:

  • The 70-20-10 Methodology: 
  • 70% of your marketing initiatives should be proven and tested methods that are almost certainly going to support your business objectives
  • 20% of your marketing initiatives should be new methods or ideas that are somewhat untested for your business, but have had success in the market at large for other competitors
  • 10% of your marketing initiatives should be what you'd call "wild bets," or tactics that are completely out of the box, creative, and untested. This is the best way to find new niche audiences for your products or services.
  • Industry disruptors that will affect budgeting in the new year:
  • Making way for new channel experiments - TikTok, Quora, Reddit and more all have new advertising campaign types that are relatively untested. Start with spending just 5% per month of the total possible allocation for a new channel and tie that spending to tangible deliverables. As you have data to optimize from, you can continuing scaling 5% month over month continuously.
  • Covid-19 has changed consumer behavior for the long haul. One of the lasting effects Covid-19 has had is consumers have dramatically changed their behavior in terms of needs, timing, and what factors influence their purchase decisions. Buyers are still making purchases; but getting into the psyche of how, when, or where your target audience is likely to convert is more complex than it has ever been.
  • The recession is here. Economists across Europe and the US project significant economic downturn in 2023, and many economists say we are already in the midst of a recession that could take several years from which to recover. Price point will be a very high priority for consumers in this next year and beyond.
  • When in doubt…remember you're just frying chips
  • Mark Ritson published an article this past week in MarketingWeek that really beautifully summarized what all budget allocation techniques boil down to. He describes in the article how back in the '90s famous chef Heston Blumenthal became obsessed with making the perfect chip. After hundreds of tests, Blumenthal found the best method for making delicious chips every time was simple. Boil the potatoes for 15 minutes, freeze, fry, freeze again, fry again. Perfect chips. Every time. Regardless of oil temp or seasoning or what have you…these fries always came out pretty great. 
  • Planning your marketing budgets also should be simple. Here are the "brass tax" points Mark Ritson outlines that will make your budgeting strategy pretty great every time. Regardless of the market, the campaign, or the channel.

Brand-to-Brand Partnerships: The Ultimate Convergence of Brand and Performance

A panel of branding experts from various sectors shared their thoughts on brand-to-brand partnerships at the event. With trackable ROI and consumer trust, this partnership can be a fruitful collaboration for new startup businesses.

Some of the most compelling learnings from this session included:

  • When you partner with someone you can use their content extensively across your different channels to drive ROI.
  • Tech has progressed significantly in terms of carrying out successful brand-to-brand partnerships. Still, there's always that human element that brands can't use a computer for.
  • Smaller brands are really useful for smaller niche audiences. For those clients with specific needs, why not get a partnership from the niche provider?

AT YOUR OWN RISK! 30 Mins Inside the Mind of an Integrated Creative

Jo Arscott, an award-winning Creative Director, shared her approach to storytelling. She made a compelling argument that sometimes shifting your focus away from data and research can actually lead to surprising new business opportunities.

According to Jo, the human imagination is what makes technology such a great asset for creativity. In her experience, digital data both helps and hurts at once - it’s good because it fuels creative ideas but also bad because of exposure and privacy concerns.

State of the Industry: 2022 Affiliate and Partner Marketing Trends

Have you ever wondered how advertisers feel about affiliate marketing? The IAB released a report with insights into the current state of affiliate marketing and presented the results during PI LIVE. Some of the main points that I took away from this talk was:

  • Over the next year, affiliate marketers expect that editorial content will be their biggest source of revenue. Influencers are also very popular and came in second in the poll.
  • Publisher diversity is a huge concern CMOs are currently facing when looking at continued investment in affiliate marketing.
  • IAB saw a correlation between the worsening cost of living crisis and the importance of affiliate marketing, as reflected in survey responses. This suggests that as consumers must tighten their belts financially, buyers will be depending upon recommendations through marketing means they trust to make the best purchase decisions. 

Day Two Speaking Session Highlights

Tapx CEO, Luke Judge and the founder of PlanIt, Steve Cox, hosted a successful second day at the conference. All participants and exhibitors were welcomed and the program of the second day was outlined.

Influencers, Live Shopping & Social Commerce: Affiliate is the Ultimate Conversion Tactic

This panel discussion was an interesting dialogue based on the following statistic - 74% of consumers are making buying decisions based on social recommendations, a number that is worth paying attention to. Here are some of the most valuable learnings from the session: 

  • Influencer marketing in social shopping has a lot of potential. To make the strategy work, you will have to plan everything beforehand and track each campaign individually.
  • Don’t automatically go for influencers that have millions of followers. Often there are smaller accounts that share niche common interests with your brand because these influencers are more likely to drive better results.
  • Humans are not like technology - they can be unpredictable. That’s particularly why you need to make sure contracts with influencers are spelled out and that the influencer is given enough freedom to do their thing.

Fireside Chat with Boohoo: The Value of Unlocking the App for Affiliates

Most affiliate campaigns drive traffic to mobile websites rather than apps, even though the app experience is much better for the user and converts at a higher rate. The content remains significantly lower on mobile sites. Some of the things we learned during this session included:

  • Apps can produce different outputs for different businesses. Boohoo could make an app that's basically the same as their website with a more intuitive conversion process, whereas fintech brands may develop apps to address the need of their customers.
  • Cracking the code to tracking is paramount when coming up with an app for your company. If you are great at explaining how seamless and accurate you app’s tracking really is to your affiliates, they will be happy clients and won’t stop promoting your company.
  • If you're a business looking for some guidance, it can't hurt to use a tech company that offers training and advice when developing your app.

Lessons from 2008: What’s Next for the Recession-Era Affiliate Marketing Industry

This panel with professionals brimming with knowledge provides insights for current economic climate. After attending this session, it is clear that:

  • Facing a decline in sales, luxury brands should consider paying more attention to more accessible products. As an example, consumers may look for a lipstick instead of the Chanel bag, so it's important to promote your products that are at a lower price point rather than the higher value items.
  • Even during a recession, you should not cut your expenditure on marketing. Those who keep investing during testing times are those that remain strong and achieve lifelong brand value.
  • Ensuring you're active on review sites is an excellent way to show your trustworthiness to potential customers. The key is to be sure you have a system in place that lets legitimate reviews through, while filtering out fake ones.

The Learnings Shared Were Compelling, but Networking Opportunities Were the Real Highlight

It was clear the event producers put a lot of effort into selecting an engaging agenda with keynotes, fireside chats and panels on two stages. As always, networking was one of the best parts of the day! On day one, DJ Viv May provided music during lunch. In the evening, there was a cocktail happy hour post-show on the terrace.

On the second day, as the crowd relaxed and got to know one another better, it was great to see that the event brought out so many meaningful marketing conversations. Between the Networking Village, impact.com's Prosecco Lounge, and Webgains' Sports Bar, there were plenty of places to share ideas, exchange contact information, and plant the seeds for potential partnerships. 

At Marin, we're enjoying the opportunity to re-engage with our clients and partners on a personal level. Reach out to join us at one of the other events we'll be attending in the near future. Our team of expert marketing consultants would be happy to host you for a dinner and discuss your marketing strategy for new coming year.

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