INside Performance Marketing

INside Events: Rawnet's 'Write the Future' Celebrates Real-Time Marketing

The South East’s digital community came together last week (1st April 2015) to explore the opportunities and impact of real-time marketing, at a dedicated event hosted by multi-award winning digital agency Rawnet.

The ‘Write The Future’ (WTF) event, which was held at WeWork on London’s South Bank, gave brand marketers and digital entrepreneurs an insight into how to get above the digital marketing noise and make a valuable impact online.   With advice on hijacking real-time events and tips on how to overcome brand safety, Write The Future aimed to help brands stand out in the crowded social marketplace.

Speakers included Nick Bennett, director of strategic planning at the multi-award winning digital agency, and David Randall, a London-based serial entrepreneur, start-up investor, and head of beauty business, Magnitone.

Bennett shared with guests his expert insights and advice on how brands should monetise high-profiled events, and the not so high-profile events, on social media to increase brand engagement make a big impact. This included drawing on previous examples of stand-out responses on social media, including Oreo’s highly successful Superbowl ‘dunk-in-the-dark’ tweet.

Randall, who has seen exponential success over the past two years with the launch and growth of Magnitone, shared his insight into his business strategy. This included working with singer-songwriter Pixie Lott as the face of their flagship product campaign.  Magnitone leveraged social media in alignment with Pixie’s career outside of the campaign, including her appearance on BBC’s Strictly Come Dancing. He also outlined experiences in working with bloggers to advocate the brand to its core young female audience

Commenting on the event, Nick Bennett said; “Real-Time marketing, or social media marketing, is a strategy that any business, of any shape or size, can tap in to. It doesn’t need to be over thought, it doesn’t need month’s of planning and, most importantly, it doesn’t need a huge budget to be successful.

“Brands need to need to know what they want to achieve and to blend data and creativity together to ensure anything they do in real-time is innovative and adds value for their audience and to their business.

“Responding to what’s going on in the world around us and making it relevant to a brand is commonly over thought, when, in actual fact, content posted on a whim more commonly proves as the most impactful. This event was about educating brands on what real-time marketing really means to the consumer. That by combining quick wit with recognising how a brand can be relevant to something that has no natural connection, can be massively rewarding.”

Adam Smith, founder of Rawnet, added: “It was a fantastic launch to our series of discussion events, which we will be hosting in London on a regular basis in the future. We were thrilled to see so many faces from the region’s digital community join us, and it was a really great way to celebrate our new base in central London. The entire team at Rawnet would like to thank everyone who joined us for coming down and look forward to seeing them again at the second installation of Write the Future.

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Mark  Jones

Mark Jones

Editorial Executive at PerformanceIN. Mark reports performance marketing news and manages PI's network of guest contributors.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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