Digital Transformation Festival kicks off to help you find lasting post-pandemic success

At the beginning of the unfolding pandemic, as offices closed and shops, restaurants and event spaces shut their doors, brands went into survival mode. With less money to spend, careful behaviour on their part then rippled through the wider industry: The Drum's Agency Outlook Report found that 69% of agencies suffered reduced incomes in 2020.

But ours is a famously resourceful and creative industry, and as businesses around the world move out of crisis mode, many of the temporary fixes appear to be sticking. Arguably, those reactionary steps have only ushered us further down the path we were already taking.

According to a new McKinsey Global Survey of executives, in response to the pandemic, companies have accelerated the digitisation of their customer and supply-chain interactions, as well as their internal operations, by three to four years. The share of digital products in their portfolios has accelerated by an astounding seven years. Essentially – the future is now.

This doesn’t mean, however, that marketers have abandoned their old priorities. Customer interactions may have gone digital, but those interactions are more important than ever: according to research from PWC, 86% of buyers are willing to pay more for a great customer experience.

Now in its second year, The Drum’s Digital Transformation festival is a five-day event, packed with expert insights and new ideas – and of course, it’s presented fully online. While last year focused on providing support in a time of crisis, this year’s content is designed to help marketers capitalise on a rare moment of opportunity.

Whether it’s breaking into the crowded world of selling direct-to-customer, or navigating the ever-shifting landscape of data and privacy regulation, the festival’s five main themes feature solutions to the biggest problems facing marketers today.

Direct to consumer. DTC opens doors for brands, but brings unique challenges in terms of marketing, tech and managing the user experience. After many brick-and-mortar shops were forced to close, and the high street in decline, more and more businesses began selling direct as a way to continue trading.

But going forward, DTC may provide a more efficient model, for products ranging from automobiles to alcoholic drinks. Get inspired, maximise engagement, and earn loyalty from your subscribers.

E-commerce. Consumer habits are changing – in lockdown we turned as one to the internet. Research from The Good found that even the smallest e-commerce platforms, that were struggling before the pandemic, saw their fortunes turn. But under the weight of booming trade, long-established packing and shipping processes faltered.

Now, retailers need to innovate and think beyond the transaction to give the best possible customer experience, upgrade their infrastructure and get set for success. Get the secrets of successful social commerce, learn how digital transformation can shape B2B marketing, and catch a rare interview with Amazon India on making headway with over a billion potential customers.

Data & privacy. A personalised customer experience is the holy grail for many advertisers, who know 49% of buyers have made impulse purchases thanks so a more personal product journey. But navigating international privacy regulation, and the demands of ethical data use, is far from straightforward.

The demise of the cookie is on everyone’s lips, so it’s prominent on the agenda, alongside new ways to use data to drive collaboration and an inspiring tale from the world’s most famous doll.

Martech. Even the most essential tools of the trade are going through a revolution, with major mergers and acquisitions changing the landscape completely. That’s why there couldn’t be a more important time to check your tech and pick the right platform.

Future-proof your marketing strategy - discover how digital disruption can work for you with a session on reaching streaming TV viewers, lessons in agility and the story of a remarkable pandemic pivot.

Brand Purpose. The pandemic, a movement for racial equality, divisive elections, a climate in crisis. The seismic global events motivated many brands to seek a human connection with their customers, made ever easier by the rise of digital marketing and social media.

When customers want more than just a product, they expect brands to be aware of their impact and to do good in the world - but inauthentic messaging can be utterly destructive. Harness the power of purpose and your brand will grow in more ways than just the bottom line.

The Drum’s Digital Transformation Festival starts today and runs from 22-26 March. To find out more and see the full agenda, visit the website.