Last week saw the triumphant return of Marketing Society Scotland’s fantastic ‘Digital Day’. Now in its fourth year, Digital Day saw marketers, business professionals, and eager learners come together to discuss the future of digital in marketing, the latest innovations and how to stay ahead of the game. This year’s event was held at Glasgow’s dynamic event space, The Studio, which is situated in Glasgow City Centre, allowing easy access for those attending from all across the country.

Our Marketing Executive, Stephanie Smith, was in attendance to ensure that our team remains up-to-date with current trends and opportunities in the digital landscape. Stephanie found the day to be awe-inspiring, and she left excited about the current digital landscape and the opportunities it presents in strategic marketing. Here is her summary of the day…

Digital Day 2017 was centered on four key themes, which have become areas of digital opportunity:

  • Return on Investment
  • Content
  • Data
  • Trends

Credible leaders and influencers in each area presented on the topics, sharing their experiences and delivering thought-provoking insights that attendees can now consider when developing marketing strategies.

Following a great introduction from Stephen Maher, CEO of MBA and Chair of the Marketing Society, the presentations began.

Return on Investment

Phil Sutcliffe (Kantar TNS) gave us a taste of the Digital Touchpoint Revolution.

Did you know that we spend 5 hours a day, on average, on digital devices? (Source: TNS Connected Life, 2016). This is why it is crucial to ensure your business is making the most of relevant digital touchpoints to fully engage your target audience when they want to be engaged, and reach them on the right channels and the right time.

With people spending such a significant amount of time on digital devices, it can be tempting to spread your resources thin and try to reach your target audience every time they are online. However, Phil Sutcliffe emphasised the importance of marketers identifying the moments that matters most to consumers.

“What matters is not touchpoints but, an understanding of what people are doing and why.” – Jean Francois Mignot, CDO at Team, L’Oreal

Our clients often have great pressure on their marketing budgets, so fortunately, the majority of moments that matter are not paid media moments. Research from Kantar TNS indicated that 20% of touchpoints could deliver 80% impact. Therefore, marketers should identify which 20% of all moments are the moments that matter, allowing a far more strategic approach to digital marketing.

Phil Sutcliffe discussed why companies should ‘do fewer things excellently’, and how it is in fact ‘lack of direction, not lack of time’ which can affect impact. In our experience, we certainly know this to be true.

A common assumption amongst those with less marketing experience is that reaching more consumers means you will have a greater impact. However, Phil highlighted that impact is not only reach, but also the quality of experience. Considering both reach and quality of experience allows you to have a common currency to compare across diverse touchpoints.

Phil also discussed brands’ hesitance to let go of control. With power continually shifting towards the consumer, businesses should plan to deliver consistency and coherence across all touchpoints, creating an emotional connection between consumer and brand.

Phil concluded by summarising how to master the digital touchpoint revolution:

  • Understand what will make a difference and which levers to pull
  • Have a common currency, to compare across different marketing activities
  • Focus your resources in the right places
  • Understand the role of different touchpoints in the consumer journey
  • Create an aligned understanding of touchpoint effectiveness across the business – no siloes
  • Create a consistent brand narrative and don’t be afraid to let go of control.

A Guide to Measuring Not Counting

This panel session brought to Digital Day by #IPASocialWorks, saw Fran Cassidy, Founder of the Cassidy Media Partnership, and Elaine Young, Marketing Effectiveness Lead at O2 Telefonica, discuss social media effectiveness and measurement.

Fran Cassidy highlighted the importance of different business functions coming together and taking an integrated approach to achieve social media effectiveness. This will allow businesses to validate both traditional and social insight, making for better decision-making. With great emphasis on correlation not being causation, Fran Cassidy discussed how cross-function validation could lead to greater return on investment. She believes that siloed measurement underestimates social ROI by 16% – 50%.

So, the key findings in terms of measuring not counting were:

  • Rigour: traditional planning rules still apply
  • Inspect data closely: correlation is not causation
  • Take a wider view: avoid a siloed approach
  • It is easy to overestimate the value of earned media and influencers, by forgetting the impact of social.


This session saw both Clare Johnston, Head of Content Services at Media Scotland, and The Mac Twins present on the content revolution and the world of influencers.

The Mac Twins discussed their experience as influencers, building an audience, making a business from it and working with brands without compromising their authenticity.

Clare Johnston talked through how content adds credibility to a brand, positioning a business how it wants to be perceived through the likes of text, imagery, and video. She said that it is important to connect with your target audience on the level they want to be connected with.

Good content (or ‘stories’ as described by Claire Johnston) generally has relevance to a wide audience if it has one or more of the following aspect:

  • The content could have a direct impact on the reader’s life
  • The subject is already of strong interest to the public
  • The story has a unique angle
  • There is a strong human interest value
  • It is timely

The speaker from Media Scotland suggested that, aside from news and sport, popular content is usually heartwarming, funny, strange, surprising intriguing, consumer-focused or health and lifestyle advice.

Clare also highlighted that SEO is a process of reward, where if you create quality, focused and relevant content, you will reap the benefits. To bring her session to a close, Claire concluded with her eight golden rules of content marketing:

  1. Study insight to understand what your key audiences are watching and reading
  2. Use this info to find your ‘voice’ and identify key platforms
  3. Keep it consistent
  4. Consider how you want to be perceived and found (i.e. your desired search terms)
  5. Always create content that has value to your audience
  6. Aim to update at least twice weekly with the ultimate goal of daily
  7. Start with an audit of the content you already produce across different departments. What can be adapted for use?
  8. Create a reporting system, where staff can keep the content team in the loop on upcoming events, launches, and stories.


Vicky Brock, Entrepreneur, Founder and CEO, presented around how you may be acquiring customers that lose you money.

This truly engaging and self-proclaimed ‘geek’ explained how customer acquisition costs and spend levels may be deceiving your true sense of customer profitability. Vicky Brock took us through examples of how a seemingly great customer can be a loss-making one. In these cases, your marketing efforts will be wasted.

Vicky’s presentation was a charming testament to the value of founding strategies on data and insight, allowing greater return on marketing investment. Customer analytics should be considered in order to truly understand customer value.


The final session of the day saw Paul Armstrong, Founder of HERE/FORTH, and Dominic McGregor, COO and Co-founder of Social Chain, present on current trends and reflections on their experience.

In addition to trends that have become apparent in recent times (such as vertical video), Paul Armstrong discussed TBD. TBD stands for technology, behaviour and data, and it can be considered as a process to decide whether or not your audience will be receptive to your strategy.

  • Technology – does your audience have the technology to effectively receive your marketing efforts?
  • Behaviour – will they take the action you want them to take?
  • Data – will enough people be reached and take the action you want them to take?

In addition to TBD, both Paul Armstrong and Dominic McGregor talked about being bold, as this is what will help you to stand out in a cluttered marketing place. They also discussed why brands should see themselves as publisher brands, publishing great content to establish the brand, as this will lead to sales in the real world.

All in all, Marketing Society Scotland’s Digital Day was a great success and we will continue to ensure that our digital strategies at Genoa Black are ahead of the game and strongly founded on insightful marketing know-how.