Exclusive research, AI, storytelling, mass personalisation and more confirmed for Mumbrella360.
New research will be revealed on conversational marketing at Mumbrella360 when The Works partner Douglas Nicol unveils the results from its Datafication study.
The study, created in conjunction with brand data scientist Dr. Suresh Sood from the University of Technology Sydney, includes in-depth research on how Aussies are using voice interfaces and what marketers have to do to reach them.
Nicol will discuss research covering the top user archetypes in Australia and their preferred use cases, smart speaker market share, virtual private assistant accuracy rankings, the truth about smart speaker privacy concerns and the hottest industry categories for voice automation.
Mumbrella360 begins with a half day of networking on June 4 before two full conference days with up to six streams of content on June 5 and 6.
IAG marketing effectiveness lead, Matthew Daniell, has also been confirmed to reveal why he believes machine learning and technology is ruining marketing, driving increasing short-termism and eroding brand equity.
Daniell will highlight how good intentions, bad ideas and a lack of rigour are creating a fraudulent surveillance marketing future where consumer privacy is compromised to deliver inflated results to marketers, and in many cases, no genuine ROI.
Stereotypes and assumptions will also be explored in light of the substantial data now available to marketers. Design director at Neo and program director at Train, Michelle Gilmore, will lead a panel to explore why poor use of audience data and half-baked insights are fostering a culture of delusion among Australian marketers, despite this wealth of data.
She’ll be joined by Harriet Wakelam, director, human centred design at IAG, Chris Taylor, CMO of the Heart Foundation, and Professor Elanor Huntington, Dean at the College of Engineering and Computer Science at Australian National University.
The panel will discuss the urgent need for brands to abandon stereotypes and unpack real examples of where business decisions have fallen short, asserting that marketers need to kick their addiction to market segmentation; conjuring up preconceived ideas of who their target markets are, what they value and how they behave.
A panel on best practice when it comes to brand storytelling has also been confirmed, featuring some of the biggest brands operating in Australia.
Melia Rayner, senior communications strategist at Character + Distinction will lead the panel which includes Catherine Anderson, chief customer officer at Powershop Australia, Amy Glancey chief of staff at Atlassian, and Daniel Gervais, head of marketing – ANZ at Airbnb, to dive into the development of a brand story that your customer will believe in.
The group will touch on tailoring your narrative to your target audience, creating a coherent framework for multiple messages and initiatives, using technology to your advantage, and executing effective marketing and PR tactics around your story.
Meanwhile, Spinach general manager and media director, Ben Willee (pictured left), and senior digital strategist Richard Taylor (pictured right), will tackle the stages of mass personalisation.
From businesses that are barely crawling with mass email blasts and minimal segmentation to those that are set to fly with AI empowered personalisation, the session will detail the steps marketers need to take to achieve the holy grail of mass-personalisation.
Mumbrella360 takes place on June 4-6 at the Hilton Hotel in Sydney.