Optimove’s Post Funnel Summit 2019 brought together a cohort of the world’s leading digital marketers for a healthy mix of presentations, workshops and off-the-clock networking.
As one of the event’s main sponsors, we there for the full duration. We met with clients, shared customer engagement strategies and generally enjoyed the best of what sunny Tel-Aviv has to offer!
We couldn’t possibly recap the entire agenda (it was jam-packed!), but here’s the lowdown on the most interesting talking points from our perspective.
Long-term Engagement and Customer Loyalty
Yannic Pluymackers, CMO of one of our newest clients lastminute.com, gave a brilliant presentation on how they have continued to stand out in a competitive landscape.
He spoke about the importance of creativity, something that can get lost in the mix as technology solutions come to the fore. As predictive modelling and machine-learning shapes (and automates) more of our decisions, the modern marketer is free to focus on providing value to the customer.
And of course, as part of this, he talked about the value of nurturing relationships through relevant, personalised engagements across multiple channels. This is the key to repeat sales and increasing wallet-share over time.
Deconstructing the Modern Consumer
This was the title of a really interesting panel discussion featuring executives from GlassesUSA, Lifesum, Rebecca Taylor and Chameleon Collective as well as Alan James Mansfield, Head of Casino Operations for one of our long-standing customers Funstage.
There was plenty to debate, as the panel looked at the current state of relationship marketing from CRM, marketing, revenue and operations perspectives.
What everyone agreed on is that customer-centricity continues to grow in importance as a competitive differentiator. If brands want to deliver on this, then gaining an understanding of their users is fundamental. Once again, the necessity of the Single Customer View came into focus.
We know that the modern consumer generally interacts with a brand across multiple touchpoints en-route to purchase. They are mobile-first and concerned about data privacy. A consistent, transparent and honest engagement strategy is needed at every stage of the funnel to foster loyalty.
The importance of brands being “honest actors” came up again and again, in workshops and meetings. It’s certainly something that we emphasise when talking to new clients.
The (in)Famous Xtremepush and Mobivate Afterparty
Finally, after a couple of long, engaging days of learning, attendees had earned a reward. And we (alongside our friends at Mobivate) were happy to provide it!
The Post Funnel Summit afterparty was a huge success, with the fun lasting well into the early hours. It was the perfect way to cap off a terrific event and socialise with some of our wonderful clients who were at the Summit including Netbet, Virginbet, Funstage, Jumpman, 888.com, Fortuna, Carousel Group, Argyll and NetoMedia.
Congratulations to Optimove for organising the Post Funnel Summit. It was terrific. We’re already looking forward to next year’s edition!