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Insights from the Intrigue Summit 2018

Last week, team PB’s Rebecca and Laura travelled to London to attend the Intrigue Summit 2018 – an intimate and interactive digital marketing conference hosted by Salesgasm.

We were given the opportunity to connect with leading digital marketers and listen to talks by globally renowned thought leaders in the digital space. These thought leaders shared what they are doing to remain competitive and the trends they see on the horizon.

There were three strong themes that I picked up from the summit; the importance of customer profiling, branding and content.

Customer Profiling

Your ‘footprint’ is left behind on the internet every time you visit a webpage, which helps marketers to target and shape your propensity to buy. This is a very useful form of market intelligence, which is now increasingly detailed and targeted.


Digital footprints allow marketers to understand their customer and tailor the approach based on analysis. It turns unstructured data into structured data – this represents business objectives.

In the talk, we were given the example of potential customers who are shopping for holidays on Air Asia. One would be customer ticked the boxes for a couple’s holiday, under £700, including nightlife. Another ticked the boxes for a holiday between £2,000 and £3,000, which included fine dining and beach relaxation.

The difference between these two customer profiles now allows Air Asia to tailor their homepage, so the next time Customer 1 clicks onto their homepage, they will see a website targeted to their needs. This will include budget holidays with images of young couples partying in bars and nightclubs and making friends. However, when Customer 2 visits the same website, they will see a five-star restaurant situated on a golden sandy beach.

This targeted approach will encourage the potential customer to be impressed by the respective offering and increase their likelihood to continue browsing and converting this into a sale.

This is much more useful than unstructured data, which just shows bounce rates, time spent on page and so on. In this sense, these details are almost dead ends – they do not go any further and do not allow for detail analysis.

Of course, the effective collection of data is key in this process. Done successfully, customer profiling can result in the ability to observe billions of profiles and track their activity – in real time.


How do your employees view your company’s brand? How about the public? Does the brand story resonate from an employee engagement perspective? And do your potential customers understand what your brand represents?

For example – with over 45% of digital marketing candidates saying they would like to work for an industry leader, how does your brand reflect this?

In the session, we were given an opportunity to reflect on the importance of a strong brand. The digital world has an increasingly large number of channels, and so there has never been such an opportunistic – or competitive – time to get your voice heard.

One way that brands are successfully creating a strong identity is through using video. In one session, we heard about the importance of video content. This should start initially with a dedicated YouTube channel, which is then shared across social media platforms (rather than posting directly to Twitter, for example).

It is also extremely important to make sure the content you use in your video’s meta-description is relevant and succinct to boost SEO opportunities.

We were also asked to think about platforms that have been successful in hosting user-generated content. This is where customer videos are selling the brand on its behalf – a great example is Go Pro, as the video content you see in adverts is usually always the video content of a customer (e.g. a young backpacker travelling the world, showcasing the product). This format and style has become part of GoPro’s branding and is instantly recognisable.


The word of the day that kept coming up was, of course: ‘content’. Rather than delve into the limitless avenues of potential content streams, I thought it was interesting to recap the content ‘methodology funnel’ – the strategic process around how content is created:

  1. Receive a brief
  2. Find: Understand the context on the subject and identify insights to explore how content will best be received and engaged with, based on audience behaviour
  3. Focus: Explore the specific angle to assess whether there is an actionable insight to develop a creative strategy and content
  4. Immerse: Uncover details that bring colour to the theme and bring your content to life. If it’s an occasion, what are the key feelings around it? If it’s a behaviour, what are the triggers of that behaviour? How do these feelings and behaviours convert into content?
  5. Show: Present your strategy which has been bullet-proofed with data-driven insight. Then built your content around this robust and results-driven strategy, to ensure engaging and fun content – that answers the brief and meets business objectives.

My favourite talks were the Instagram marketing session by Vasily Kichigan and the ‘How to Work Less and Win More’ talk by Kirsty Hulee from Manyminds. Laura and I both agreed that in marketing as in life – less is more.  Sometimes the simplest ideas evoke the most relevant and clear strategies with data vital to provide the evidence for clear, targeted content.

After a jam-packed day of Q&As, panel discussions and presentations, we were buzzing with ideas to take back to the office and improve what we can offer out clients to get their voice heard above the competition. Thanks to this course, we’re going to be able to turn up the volume.



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