Last week, our Director of Growth, Harry Calvin Williams, and Senior PPC Account Manager, Ella-Rose Hatchwell took to the screens across the globe in an exclusive Webinar series, Agency In The Spotlight.
The first in the new webinar series, brought to you in collaboration with ProductHero, shared the strategies behind our team’s award-winning campaign—the one that earned them the 2024 UK Search Award for Best Use of Search – B2C (PPC) with our client 1st Central.
The webinar, which was watched by people all over the globe, explored behind-the-scenes insights from the award winning campaign.
Behind the Award-Winning Campaign
The session offered a comprehensive analysis of the campaign’s success, emphasising the pivotal role of first-party data in crafting personalised and effective marketing strategies. By leveraging this data, the team enhanced customer segmentation and delivered tailored experiences across paid search and social platforms, resulting in a 33% increase in direct sales and a 50% rise in direct quotes for 1st Central.
Embracing AI in Digital Strategy
A significant portion of the discussion centred on the transformative impact of artificial intelligence in digital marketing. The team highlighted how the use of AI to analyse the client’s rich customer dataset expedited the process of extracting usable customer segments, shortening the timeline to achieve performance efficiencies. This integration of AI not only optimises performance but also positions businesses to stay ahead in the competitive landscape.
The Power of Everysearch™
The webinar also delved into the application of Everysearch™, our industry-leading audience-first approach. By focusing on audience intent and behaviour, this methodology has been instrumental in shaping campaigns that exceed targets and drive substantial growth. At its core, Everysearch™ uses an understanding of who the customer is and how they search, in order to be more precise in the choice of digital channels, creative messaging and content types are necessary to achieve strategy objectives.
Key Takeaways:
For business and marketing professionals aiming to elevate their strategies, the webinar underscored several actionable insights:
- Data-Driven Personalisation: Utilising first-party data to inform customer segmentation can lead to more personalised and effective marketing efforts. We worked with our sister agency, Braidr, the global data and AI consulting company to get best results here.
- AI Integration: Incorporating AI into digital strategies can enhance efficiency, provide deeper insights, and improve campaign outcomes.
- Audience-First Approach: Prioritising audience intent and behaviour through approaches like Everysearch™ can result in campaigns that not only meet but surpass objectives.
For those who missed the live session, the webinar is available on-demand here, offering valuable perspectives to refine and enhance your marketing strategies.
By embracing these insights, businesses can navigate the evolving digital landscape more effectively, ensuring sustained growth and success in their marketing endeavours.
To read more about our award-winning campaign visit 1st Central Case Study.
If you’d like to get in touch to discuss any of the points raised in the webinar in more detail get in touch with our team.
