DCA Annual Summit

TikTok Shop has blown in from the East and created a thunderous storm within ecommerce. In 3 years since launch it has converted millions of its 38,000,000+ regular UK user base into paying shoppers via its in app marketplace.

Revolutionising the way we interact with brands online, and opening up live stream commerce to the masses for the first time.

In this session, you’ll be led by the CEO of Unsociable (a TikTok Shop partner), Ben Muir, as he guides you through the modern social commerce landscape and what it means for your brand.

Expect to learn:

– How TikTok Shop differs from any other online marketplace

– Why your assumptions on TikTok Shop are probably very wrong!

– How they launched a menopause cream to become an overnight viral sensation

– Unsociable’s framework for reaching 7 figure sales on the platform within 4 months

Are you embracing AI or still on the fence about its role in your business?  Do you love it? Loathe it? Feeling overwhelmed by the pace of change?  

Mel Henson has been a leading advocate of machine learning and AI for copywriting for over 10 years. She’s also created more than 1000 Midjourney images for her own Amazon store and for fun. As ChatGPT nears its fifth iteration and Amazon infuses its platform with high level AI, this is a timely discussion group to share stories, exchange insights and find inspiration on the hottest topic in marketing today.  

In order to deliver a true view of the value contributed by marketing it’s important to avoid false metrics and get as close as possible to the bottom of the waterfall, which is the actual impact of marketing on business objectives, such as P&L.

We describe it as a waterfall because there are varying levels at which marketers like to report results. In summary, examples of these are, in descending order last click, multi-touch attribution, combined multi-touch attribution and econometrics, and finally combined multi-touch attribution and econometrics less the cost of sale.

This talk describes what each of these steps delivers and reveals how a last click view may report 100 units of value, when at the bottom of the waterfall the true business benefit may be less than 10.

The principal takeaway for marketers will be that senior executives need to be given a true picture of what marketing is actually contributing to their bottom line, and that there are available measurement techniques to make this possible.

The talk will be based on recent marketing attribution results for a large wine retailer.

Savvy Circle:

TikTok Shop has been the platform powering astronomical growth for a diverse mix of brands and retailers. But how do they do it? What’s the secret sauce for success?

Here, this panel of TikTok Shop experts breakdown the areas of success required for the platform. Offering a unique perspective on each area – and setting you up for future success.

(round)tabled for discussion:

1. Why is content so critical to success?

2. Is working with creators (as affiliates) the key to huge sales?

3. How to get more visibility on the platform

4. What are the benefits of live shopping and how to get started

5. Is TikTok Shop pay to play? How does paid advertising work?

Savvy Circle:

With the cost of Amazon ads going through the roof, every click needs to count. Amazon has its own particular quirks that need specialist keyword research and an understanding of the Amazon buying journey. Mel Henson is an Amazon seller and expert copywriter, who has been at the sharp end, creating killer listings for over 6 years.  

When you join this discussion, we’ll dive into the intricacies of titles, bullets, images, Brand Story and A+. Come share your triumphs and learn from others as we uncover secrets to winning the buy box and thriving in this ever-evolving marketplace. 

Savvy Circle: 

Richard will help you to identify the key levers that you can pull to grow faster. He will help you to understand your business through the prism of customer behaviour, the key to unlocking the potential for growth.

The power of the data in your business can be unleashed to ensure you concentrate your focus on improving the most important metrics. By becoming a data lead business, confidence can replace emotion and gut feeling in your decision making. It can help you create compelling business cases for investment in those channels driving incremental revenue.

Richard will also discuss how analysis of different customer cohorts in the past, can create robust forecasting for the future.

Savvy Circle:

Reports of the death of catalogues have been greatly exaggerated. For countless retail businesses, catalogues remain a potent part of the marketing strategy. They are the battering ram that kicks down the front door and gets into the hands of customers.  

However, with a staggering 88 per cent rise in paper costs over the past year, it’s more vital than ever to optimise every square inch. Mel has worked on many of the UK’s leading catalogues and understands how they work from cover to cover. Join this table to share your experiences of print techniques that are working today and explore creative tips for making your offline sizzle in today’s digital world! 

Hold on to your seats and get ready for the whirlwind that is Mr. Jay Schwedelson. In this closing session, he will share more information about email marketing tactics than you could ever imagine, such as creating the perfect subject lines, the best send times, how to boost open rates, and getting your CTAs right.

You will walk away from this session feeling inspired with tons of new ideas to test.