Insights from the CIM 16th Digital Marketing Conference 2024

The 16th Digital Marketing Conference, hosted by The Chartered Institute of Marketing (CIM) East of England Committee on 09 July at the impressive Imperial War Museum in Duxford, was an exceptional event for marketing professionals. This year's event saw a record number of attendees since the pre-COVID era, underscoring the growing interest in digital marketing innovations. Attendees had access to an array of insightful presentations from industry experts. Here’s a recap of the key insights from the event.

Strategies for Success

Luke Brynley-Jones: How to Play LinkedIn's Algorithm and Win - SLIDES 
Luke Brynley-Jones, Founder of OST Marketing, kicked off the conference with an enlightening session on leveraging the LinkedIn algorithm. With an additional 100 million users in 2023, LinkedIn has become an indispensable platform for marketers.
Be Strategic: Focus on a keyword strategy that emphasises sharing knowledge and advice rather than company news. Engage your audience by starting conversations and sharing unique perspectives.

Use the Right Format: Create engaging posts with killer opening lines (up to 210 characters). Utilise varied content formats like text, video, polls, and PDF carousels. Avoid external links that take users away from LinkedIn, as this can negatively impact user experience.

Start Conversations: Encourage comments and use calls to action (CTAs). Tag relevant experts to foster engagement. Nurture your posts within the first hour by commenting and supporting your colleagues' content.

Upcoming LinkedIn Features
Luke also highlighted some forthcoming LinkedIn features:
• LinkedIn Premium Company Pages: Offering benefits like custom call-to-action buttons and insights on page visitors.
• LinkedIn Video-Only Feed: A portrait video feed expected to gain popularity.
• Thought Leader Ads: Allowing CEOs to promote endorsements and reviews from third parties, paving the way for scalable paid influencer promotions.

Richard Kenrick: Are we owls or magpies? Are we being wise about marketing technology or just collecting shiny baubles?
Richard Kenrick from Arboreal Marketing discussed the growing influence of AI on digital marketing. Despite concerns, AI is not yet reducing marketing resources but offers significant potential in various areas.

Google Algorithm Updates
Richard shed light on the March 2024 Google algorithm update aimed at removing AI-generated websites. Marketers should focus on creating original, high-quality, people-first content to maintain search engine visibility.

Budget Constraints and Solutions
With marketing budgets decreasing by 15% in 2024 compared to 2023, and lead generation targets rising by 36%, marketers face significant challenges. Richard emphasised the importance of efficient resource allocation and leveraging AI for tasks like customer service and data analysis.

Ann Stanley: Why social search is set to be the hottest trend in 2024 - SLIDES
Ann Stanley presented data showing Google's overwhelming share of search engine traffic (93.6% in the UK). However, she also noted the minimal traffic driven by social media platforms compared to search engines.

Overcoming Social Media Challenges
Ann offered solutions to improve social media performance despite tracking and conversion issues caused by privacy measures. Encouraging on-platform conversions through lead generation ads and social shopping can enhance outcomes.

Rachel Cryan: The rise of TikTok for branding - SLIDES
Rachel from Anicca Digital highlighted TikTok's rapid growth, with 1.6 billion users globally and 15 million predicted UK users by 2025. TikTok's algorithm tailors the user experience, making it a powerful tool for marketers.

Content Strategies
To succeed on TikTok, marketers should focus on creating content that is entertaining, creative, authentic, and community-building. Utilising video tools like CapCut for content creation and tapping into trends can significantly boost engagement.

Mike O'Flynn: The impact of generative AI on search in 2024 - SLIDES
Mike explored the threats and opportunities out there in the search marketing space, and the growing importance of generative AI tools like Copilot and ChatGPT. He explained how they are set to integrate with major platforms like Apple, with marketers needing to adapt to evolving search behaviours, focusing on intent-led searches and delivering concise, structured content. Ranking in the top three search results is now more crucial than securing the number one spot. Emphasise local relevance, diversify your marketing channels, and utilise experts to enhance authenticity. As generative AI continues to evolve, staying updated with algorithm changes is key to maximising opportunities and minimising risks.

Sue Keogh: Practical steps for sustainability in digital marketing - LINK TO RESOURCES
Sue provided compelling reasons for integrating sustainability into digital marketing. She emphasised the legal, talent, and financial benefits of greener marketing practices.

Practical Tips for Sustainable Marketing
• De-carbon clutter your website: Reduce image sizes, simplify site design, and optimise for mobile to decrease your website's carbon footprint.
• Streamline social media: Focus on quality over quantity and use targeted, effective content.
• Repurpose and recycle content: Make the most of your assets by repurposing valuable content and using scheduling tools to maximise reach.

Terry Nicklin: Digital Disruption ...and what you can do about it - SLIDES
Terry Nicklin discussed the relentless evolution of digital platforms, with Facebook adding 200 million users in a year compared to ChatGPT reaching 100 million in two months. Brands face creative disruption, where innovation means refining existing practices, while disruption renders old methods obsolete. Key trends include perpetual beta, data value, AI delegation, and gamification. With UK online sales up 25.8% since 2006 and retail in crisis, personalisation is crucial. Embrace change by leveraging AI and understanding the Gartner Hype Cycle to stay ahead in the dynamic digital landscape.

Conclusion
The CIM Digital Marketing Conference 2024 offered a wealth of knowledge for marketing professionals. From mastering LinkedIn algorithms to embracing AI and sustainable practices, the event provided actionable insights to navigate the ever-changing digital landscape. By implementing these strategies, marketers can enhance their effectiveness, drive engagement, and stay ahead in the competitive digital marketing arena. We’d love to have you join us over at our dedicated LinkedIn group to get the latest news and updates from our committee and future events.

Lauren Wiffen
Vice Chair of CIM East of England Committee