We were lucky enough to go to Oliver’s in-house and future marketing event, The Inside Track, in Shoreditch, London. We got some great insights into how brands are diving headfirst into digital transformation, streamlining and supercharging internal marketing ecosystems and planning for growth in an increasingly cost-conscious landscape.
Spread over two days — one in New York, one in London — The Inside Track had a wealth of interesting talks, engaging speakers and top tips for how to find advantage and opportunity in the rapidly evolving marketing landscape.
My top five takeaways
1. ‘Companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers.’
Brands must harness the strengths of all three elements in their marketing because analytics are much more powerful when realised through innovative creative ideas. Analytics and creative also resonate more deeply with customers if they’re connected to purpose.
2. In-house solutions drive growth and accelerate efficiency
Using a mix of in-house experts and embedded teams allows brands to adapt at pace. By not relying on the limitations of fully in-house teams or fully external agencies, brands have the ability to draw on a broad range of talent blended with detailed product knowledge to achieve things that wouldn’t be possible using traditional models.
3. Web3 is a thing and it’s presenting great opportunities
Web3 will be the platform on which the future of the world wide web will exist. It’s decentralized — so no one company will control it, and it’s interoperable — so you can switch from platform to platform with ease. It’s not entirely clear where it will go yet but it’s going to offer brands loads of opportunities to experiment and develop — so keep on top of it!
4. Diversity, inclusion, and belonging are more important to customers than ever before
Diversity in your workforce leads to better, more rounded work as you can learn from and challenge each other. And clients know that. When recruiting, always look for cultural add, not cultural fit.
5. Where has all the talent gone?
It’s projected that 50% of the industry could be freelancing within the next decade. What does this mean? Traditional agencies won’t have the best talent anymore — the most creative teams will be built especially to work in-house and on-demand for specific projects.