Guest Post: Digital Marketing is Dead

In today’s guest post, Lloyds Banking Group’s Digital Marketing Manager Myles Arkins, shares his #DLMLeeds experience, and some of the key takeaways from the masterclass.

Digital marketing is dead – A bold statement, but one that’s stuck with me ever since the recent Digital Leaders Masterclass in Leeds.

Going into the session, I wasn’t quite sure what to expect. I knew it was a collection of presentations from great agency minds, but I didn’t really have any expectations around what the content would be. A sales pitch? A generic overview of the current marketing landscape? Or some real thought leadership on the future of marketing?

Thankfully it was the latter and I have to say I was impressed. From advancements in search, to the perfect data/creative marriage, through to social and beyond, it was 3 hours of finely crafted content that made you sit up and take note.

The presenters were excellent, all really enthusiastic and fun, allowing the content to be effortlessly absorbed. Hats off to Tom from Epiphany who kept me engaged on search algorithms and attribution modelling – not really my bag, but fascinating none the less.

On a personal level, there were two presentations that really stood out. Coming from a content and social background, Alex from Bloom and Tom from We are social really made me question what I thought I knew and where we were heading as a brand.

Alex’s presentation on the future of marketing and content had a simple message at its core. There’s no such thing as digital marketing anymore – just marketing. Anyone still working in silos with internal digital specialist will get left behind and eventually disappear.

Going back to basics and looking at what your brand, service and experience means to customers is still of paramount importance. Getting lost in the technicalities and red tape around digital delivery will stop you focusing on what is important. Great content is great content, with digital just another channel for great marketers to deliver through.

Tom at We Are Social then gave us a glimpse into the weird and wonderful future of social and online. From logging on to watch people eat chicken, to renting out your walking boots for a £1, he somehow convinced us all it was just around the corner.

In truth, they were all guesses at what might happen– some wilder than others. But understanding how and what people are interacting with online right now is the best way to spot trends in the future. One particular trend Tom shared around “Conscious community” was of particular interest and the tools Tom shared to help implement these trends into our social and marketing activity, I’ve taken away and introduced to the wider team. Watch this space I guess….

On the drive home I certainly knew I’d been in masterclass. Mentally a little drained but my mind buzzing around how I could implement what I’d seen and heard into my work.

Myles Arkins – Digital Marketing Manger

Preview: Digital Leaders Masterclass #DLMLeeds

With just 1-week to go until the Digital Leaders Masterclass #DLMLeeds kicks-off at the Round Foundry Media Centre in Leeds on Tuesday 3rd November, the scene is set for what promises to be an action-packed day of learning for all delegates.

Attended by a senior digital audience from many of the UK’s most reputable brands, delegates will have the opportunity to a listen to a series of talks from industry experts including Epiphany, Jaywing, Bloom, Search Laboratory and We Are Social, as well as the opportunity to take part in the special ‘Brand Protection’ roundtable led by Igniyte.

#DLMLeeds is the 3rd installment in the ‘Marketing Leaders Masterclass Series’, with plans already in place for the launch of the ‘Content Leaders Masterclass‘ on Tuesday 26th January 2016 in Manchester.

Industry Leaders:

  • Tom Salmon, Managing Director at Epiphany
  • Mitch Vidler, Head of Digital Analysis at Jaywing
  • Gavin Shore, Creative Director at Jaywing
  • Tom Ollerton, Marketing & Innovation Director at We Are Social
  • Alex Craven, CEO at Bloom
  • Ian Harris, CEO at Search Laboratory
  • Caroline Skipsey, Managing Partner at Igniyte

The masterclass will be officially chaired by The Digital Strategy Unit’s Founder David Crawford.

To find out more details about the speakers, agenda and delegates who are attending, please view the official brochure below.


#DLMLeeds Speaker Spotlight: Ian Harris

As part of our build-up to next month’s Digital Leaders Masterclass #DLMLeeds, Search Laboratory’s CEO Ian Harris, takes centre stage in our ‘Speaker Spotlight’ feature.

What can delegates expect to take-away from your session – Search in 2016: How you need to think and what you need to do?

        1. Actionable insights into effective SEM and its role in the buying cycle
        2. Real-life examples of successful search campaigns and advice on best practice in 2015 and beyond
        3. Agency tips and tricks on how to optimise your campaigns and maximise ROI
        4. How to avoid common ‘search campaign’ pitfalls

What inspired you to enter a career in digital?

There were two things that inspired me: I saw the collective specialisms of search marketing companies and translation companies coming together to make a mess of international search marketing, and I realised there was a gap in the market for culturally sensitive and linguistically faithful international search engine marketing.

The industry is very data driven and having a maths background – I love that!

What is the biggest ‘Digital’ challenge that brands face in 2016 and beyond?

Structuring themselves internally to maximise the efforts of all departments.  The interconnection between PR, SEO, PPC, Brand, display and offline marketing teams is critical because they all form part of the customer journey and all enhance each other.  Getting these teams with very different backgrounds and skill sets to work together for the greater good is critical (but is really hard), especially in large brands.

What’s the ‘one’ campaign you would have liked to have been involved with and why?

Paddy Power.  Why? It just looks like great fun and is viral marketing done really well.  Having said that, I love some of our campaigns because they have the same type of ethos but are highly data and results driven.


If you’d like to join the digital elite at #DLMLeeds, register here to secure a seat

Expert Roundtable To Launch at #DLMLeeds

At November’s Digital Leaders Masterclass in Leeds, we’ll see an additional format added to the official programme, with Igniyte’s Caroline Skipsey chairing an expert roundtable session, which takes a closer look at how brands can manage and protect their online reputation.

The roundtable session will take place after the masterclass and run between 1.00pm-2.00pm on Tuesday 3rd November 2015. The session will accommodate ten delegates, so please register your interest to secure a seat; lunch and refreshments will be provided. Further details of the session can be found below.

Brand Protection Vs Conversations Online
Caroline Skipsey, Managing Partner at Igniyte

Caroline Skipsey

It is estimated that there are now 65 million comments left monthly on social platforms, review sites and forums. Managing online conversations about a brand is fast becoming an internal struggle for Marketing and Customer Services teams; who’s responsibility is it to deal with them? Who should respond to them and how can you control the amount of negative posts and encourage positive posts?

Brand reputation and trust go hand-in-hand, in this roundtable – Caroline will discuss the processes for managing conversations online internally, and how you can implement processes and procedures to increase trust in your brand online and minimise the risk of an online crisis.

If you would like to attend, please complete the registration form

We Are Social & Jaywing To Speak at #DLMLeeds

I’m delighted to announce that both We Are Social and Jaywing have been added to the speaker line-up at November’s Digital Leaders Masterclass in Leeds.

The event will be the 3rd installment in the ‘Marketing Leaders Series’, after the successful launch of both ‘Marketing Leaders’ and ‘Brand & Audience Engagement’ masterclasses which took place in April and July 2015 – in association with Elmwood and Network Marketing.

The masterclass will be attended by senior digital marketers from some of the UK’s biggest and best brands, who’ll come together to listen to 5 industry experts discuss the hottest issues in digital.

We Are Social’s Tom Ollerton will take to the stage in his session to reveal – The Future of Social Media; Tom will look at the major trends that will shape social media in the next year from a technology, content, culture and business context.

If you’d like to attend  the masterclass, please register here.  

Registration Open for #DLMLeeds

Registration is now officially open for the Digital Leaders Masterclass #DLMLeeds, which takes place in Leeds on Tuesday 3rd November 2015.

The masterclass will showcase a selection of expert insights from five industry leaders who will discuss the latest industry trends and digital strategies aimed at driving online marketing performance.

A limited number of ‘Complimentary’ delegate passes are available for client-side marketers upon request.

Register to attend #DLMLeeds


Digital Leaders Masterclass Set for October Launch

Following the successful launch of both Marketing Leaders and Brand & Audience Engagement Masterclass events in Leeds, I’m delighted to announce that my third production – Digital Leaders Masterclass, will take place in Leeds on Tuesday 6th October 2015.







Previous masterclass delegates include: O2, Asda, The Co-operative Group, Lloyds Banking Group, Arla, Warburtons, Sky Bet, Irwin Mitchell, JCT600, Taylors of Harrogate, Mamas & Papas, Premier Farnell, Joe Browns, JD Williams, icelolly, Superbreak, Victoria Plumb and Capita to name but a few.

If you’d like to get involved as a speaker or register your interest in attending the event as a delegate, please get in touch.