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If you were at Marketing Week Live this year, I’m sure you’ll agree that there was plenty going on.

In among all the free candy, socks, balloons, and stages full of people, you’d be forgiven for losing track of some of the key industry insights on offer! Don’t worry, though – whether or not you were lucky enough to attend, we’ve got you covered.

1. First-Person Marketing

Dani Woolley, Head of Customer Success here at Adestra, talked through the advanced email tactics now available to modern marketers and how you can start to implement them. Using client examples, Dani showcased how to use the customer lifecycle, behavioral data, and integration to provide more personalized communications. You can access Dani’s presentation here.

2. The customer is hyper-empowered

With consumers increasingly connected, it’s increasingly difficult to reach them with marketing communications. In order to attract them, the creation of relevant and engaging content is crucial. There’s a need to create content that the customer wants to engage with and create long-lasting relationships.

3. Consent and GDPR

Kevin Kiley, VP of Sales & Partnerships at OneTrust, walked us through one of the six legal bases of processing personal data: consent. It can’t be repeated often enough that consent means offering the subject specific and unambiguous information about why and how you are going to use their personal data, which the subject has decided to provide freely and consciously.

Now more than ever, you need to think about your customers if you want to be compliant and create those long-term relationships that will in turn improve your ROI. If they have freely given you their personal information, it’s more likely that you’ll have a more engaged audience. However, you need to create content that is relevant to them, and personalize their lifecycle to nurture those relationships in the first place. Take one step at a time, keep your objectives clear, and don’t forget to put your customer first!