Past Events
Tuesday 08 November 2016

Digital Marketing Skills for the Future: Delivering a great customer experience

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Seminar highlights: see the ALPSP Blog posts from the day.  
Cory Hughes' practical guide to digital transformation and
Paul-Jervis Heath on using ethnography to understand the user.

Chair: Harriet Bell, Marketing Director, Emerald Group Publishing

Harriet Bell


Venue: Arundel House, 13-15 Arundel Street, Temple Place, London WC2R 3DX (map


Are you planning for 2017 and beyond? Do you need to make every penny of your marketing budget count? Join us for a day of talks that will help you transform your digital marketing, from strategy to tactics and from skills to systems, to improve customer experience and maximise ROI.

Technology can make our lives so much easier. But it can be really difficult for publishers and societies to take advantage of all the opportunities that digital offers. 

Customer needs and expectations are changing all the time, customer journeys are no longer linear, and people expect seamless experiences across various channels and devices. Our audiences find their own paths, controlling the conversation through their use of social media, texting, email, web, phone and more.

So where can we make the most impact online and get the most from our precious marketing budgets? What skills do we need to develop in order to engage meaningfully with our audiences through digital spaces? Do we need to invest in new tools and systems and if so, how do we choose?

Join us for a day focused on answering these questions. Our speakers will guide you through the digital landscape and help you identify the right strategy, skills and activities that you need to transform your digital marketing. There will also be discussion panels and networking time so you can dig deeper into the issues that really matter to you and your colleagues, squeezing every last drop of guidance and insight from our experts.



09:15 Registration and Coffee  
09:45 Welcome from the Chair  
10:00 Digital Transformation: a practical guide, Cory Hughes, Digital Experience Director (UK), Precedent 
Digital transformation has become a reality: it’s changing the ways in which we interact with the world around us, the way we consume products and services, and the expectations we have as a customer. Every organisation recognises the importance of harnessing the power of digital. But for many, the question is how to begin.

Cory Hughes, Precedent’s Digital Experience Director, will share insights from our many years of experience helping organisations do just that. Using real case study examples, she will provide recommendations on how best to identify those first small steps towards beginning your organisation’s programme of transformation.
 Cory Hughes Photo
10:45 Coffee  
11:15 Using ethnography to understand user needs and behaviours, Paul-Jervis Heath, Designer and Innovation Consultant, Modern Human
Ethnographic design research gives us a way of developing a deeper understanding of our users. In the present, ethnographic techniques can help us understand our current users - to give us the empathy we need to realign existing products with people's needs and values. However, if we're looking for future opportunities and new customers, the same techniques can be used to identify unmet needs, the value frameworks of future customers and the outlying behaviour that could become mainstream.

Designer, Paul-Jervis Heath, will examine ethnographic design research techniques like diary studies, shadowing and cultural probes, providing practical examples of using these techniques. He will then show how these insights can inspire the invention of future products and services and drive product strategy based on real but unspoken needs.
 Paul-Jervis Heath photo
11:45 Digital Strategy, Charles W Nixon, Chairman, Cambridge Marketing Colleges
We hear a lot about changes in digital tactics and new media. What does this mean for strategy and the frameworks that we are used to? Are there new digital strategy frameworks that we should adopt or are we best adapting tried and tested versions? This short presentation will look at some of the new approaches to digital strategy and consider the robustness of traditional approaches and how we may adapt them.

Charles Nixon photo
12:15 Discussion and questions  
12:30 Lunch  
13:30 Multi touch marketing and automation - a whistlestop tour
Lynne Miller
, Managing Director, TBI Communications
Marketing automation can support your sales process from lead generation and nurture to post-sale onboarding. What is the length and complexity of the sales cycle? What kind of content would help your prospects and move the sale forward? Is your content proven? What do you need in a marketing platform? Lynne will provide a whistle-stop tour and key take-aways.
Lynne Miller photo
13:50 Shifting strategies: Students at the Heart of the Marketing, Sanphy Thomas, Executive Head of Marketing, SAGE Publishing
Sanphy will talk about how SAGE is developing a student engagement strategy using video and social media to drive sales of textbooks. She’ll share how pull strategies such as content marketing can help build up contacts and drive discoverability of products.

Finally, she’ll consider what publishers ought to look for when recruiting for the future.
Sanphy Thomas photo
14:10 Coffee  
14:30 Digital Marketing in China, Gloria Zheng, Postgraduate Student in Publishing Media at Oxford Brookes University
Gloria will give a brief introduction to the development of digital marketing in the China market and some of the opportunities and challenges that publishers face. She will compare Baidu Promotion with Google AdWords and give an overview of China’s most popular social media, WeChat. She will discuss how translation and localization are essential for successful digital marketing to a Chinese audience, and offer an insight into promotion using industry media such as
 Gloria ZHENG photo
14:50 Giving value to your customer data, Iain Craig, Director for Marketing & Publishing Analytics, Wiley
While the volume of data generated each day by the activities of authors, readers, and customers is growing exponentially, it is only when some insight can be generated and action taken that the data truly acquires value.
In Summer 2016, Wiley began the rollout of DataSalon’s MasterVision application as a means of putting insight generation directly into the hands of colleagues. This talk describes the motivation for the adoption of such a service (or in house creation of such capabilities), the choices that were made in defining the datasets that we wished to include, and those which were not, and the experience of rolling out a tool to a global set of users in diverse roles and with a variety of needs and motivations to use the tool.
Iain Craig photo
15:10 Discussion   
15:30 Close followed by drinks and networking.  


Who should attend: 

Publishers and societies who need to achieve the best return from their marketing budget and improve the service they provide to their users.  Marketers and those in editorial, digital and sales who are keen to explore the tools, strategies and options available to develop their digital marketing.

For further information, please contact:

Lesley Ogg E:; T: +44 (0)1245 260571

Registration fees (including lunch)

ALPSP Member: £205.00 excl VAT (£246.00 incl VAT @ 20%);
Academic: £230.00 excl VAT (£276.00 incl VAT @ 20%);
Non-Member: £340.00 excl VAT (£408.00 incl VAT @ 20%)
Payment may be made by credit/debit card or you may request an invoice

How to book

Please note that you will need to log in to your account or register a new account to book a place on this seminar. If you have any questions about this please email Lesley Ogg or any of the ALPSP team.


Upcoming Dates for this event

  • Tue 08 Nov 2016
  • Tue 08 Nov 2016
  • Arundel House, ,
  • Tue 08 Nov 2016
  • Tue 08 Nov 2016
  • Arundel House, London, ,


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