A Marketer’s Highlight Reel of Lisbon Web Summit
Lisbon. Upwards of 70,000 attendees. Over 1,000 speakers. On the week of the Lisbon Web Summit, the city comes alive - and it’s not just because of the sangria.
The LAB Group crew arrives in Lisbon ready to rock. We have Ips L’Aimable, our Creative Director, Georgia Glick, Digital Consultant, Teodora Miscov, Marketing Manager - all from LAB, joined by Katie Johnson, Marketing Manager, and Danielle Ross-Davies, Project Manager - both from Reflect Digital, the first addition to the LAB Group.
Safe to say we are excited. The Lisbon Web Summit has a bit of a reputation in the industry. With past speakers such as Elon Musk, Stephen Hawking or Al Gore, the event gets the most innovative lateral thinkers in the world to speak about what they’re most passionate about.
What do we have to look forward to? Edward Snowden. Gary Kasparov. Ray Dalio. Tony Blair. Weirdly, even Akon - it’s a scintillating mix of creative, boundary-breaking, all-round amazing people.
Day 1 is now a wrap and we’re feeling inspired. Here are our highlights…
Snowden was incredible. He was only on for 20 minutes, but the level of depth that he goes into when it comes to data is incredible - he’s a master of his field. One thought-provoking soundbite for us marketers might be: ‘The issue with GDPR is in its very name. Everyone talks about data protection. but it’s not the protection that’s the issue - it’s the way in which we collect data.’
Kristin Lemkau, CMO of JP Morgan Chase & named by Forbes as one of the top 5 CMOs of today, started her presentation with a summary slide of her results - all stellar, of course. ‘This is the way any marketer should begin their presentations,’ she said, highlighting that any marketing advice given without proof that it works is fluff. True. ‘If you are a basketball player, you need to get the ball in the thing. If you are a marketer, your job is growth.’
Kristin’s talk was centred around marketing automation and how she believes it will make marketing communications more human. (Sounds like right up our street here at LAB - I was nodding so hard I nearly snapped my neck. Although we do it by using consumer insights and neuromarketing - but the sentiment was the same.) Some of her case studies showed machine learning suggestions to tweaking ad content in order to maximise CTR’s and conversion rates. They did so with smashing results - 40% conversion rates.
Alan Boehme, CTO at P&G started strong: ‘It’s not just about the product anymore, it’s the experiences we create as brands.’ Of course, P&G are all about household brands that many of us have strong associations with. Pampers, Fairy, AmbiPur. ‘Whether it’s for attracting employees, clients or investors, storytelling is the most important thing that you have to learn.’
That’s Day 1 - looking forward to the next two days. We’re just about to head out of the door to the legendary Pink Street for a drink or two (or three..) and meet some of the fantastic people out here. I’ll update you as the week goes by - in the meantime, boa noite!
- We're at Lisbon Web Summit this week - here are our highlights!