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Lucy Griffiths

Econsultancy JUMP 2010 – Event Review

14th Oct 2010 News, Industry News 3 minutes to read

Econsultancy’s JUMP event was held in London yesterday and I was fortunate enough to attend. The event was positioned as offline and online marketing, all joined up.

There was a great line up of speakers, including some top UK brands such as John Lewis, First Direct and British Airways. BT were also presenting.

I’d been fortunate enough to have received an invite to the event from Infinity Tracking. Despite not paying for my ticket, I was keen to get as much from the day as possible and had pre-registered for five of the seminars. This proved to be a wise move as there were some disappointed people turned away having been in the non pre-registered queue. With not enough time to go to another seminar, as all started at the same time, you can imagine there was a degree of frustration. I assume this started to filter through to the JUMP staff as they started warning delegates in the later sessions if they were unlikely to get in.

For me personally, the most interesting presentation was from Rowan Gormley, the founder of nakedwines.com. Early on in his presentation, he said something along the lines of “Is your business really social, or is it just your website?”. The inference being that there are many sites claiming to be ‘social’ or ‘web 2.0’ yet the business itself doesn’t embrace the concept of social interaction.

He went on to give an enthralling presentation that kept the audience engaged and sparked some good questions at the end. Unfortunately, time caught up and it was time for everyone to move out to make way for the next seminar.

The JohnLewis.com presentation was also very enlightening, hearing how a large and profitable offline business has made a successful transition to ‘online’ but continue to innovate and integrate their entire sales operation.

Their goal is to give visitors to their online store the ‘department store’ feel and they have used analytics extensively to prevent high bounce rates, zero result searches (‘no product found’) and moving visitors around the site unnecessarily.

Mobile was one of the big themes of the day, not surprisingly. It was interesting for me to hear this discussed in relation to the use of APIs and how developers are exploiting the opening of data and creating apps that save time etc., for busy mobile users. Lots of exciting and innovative developments lay ahead.

APIs? Mobiles? IPads? TouchScreen TVs? It’s going to be fascinating to see how convenience and technology impact on search. Are people happy to be fed information/products rather than go look for them if it saves them time?

The JUMP event itself was undoubtedly a success. The positive comments on Twitter – #jump – bear testimony to that.

I would imagine that the organisers have already started thinking about next year’s event. Although the venue (Old Billingsgate) was very nice, I heard some grumbling about the lack of WiFi. This didn’t effect me personally but did seem odd for a digital event.

The tickets were £895. Does that represent good value for money? Having been invited, it’s hard to say truthfully but I suspect I would be somewhat disappointed if I was one of those (assuming there were some) that had paid full price.

Some key points from JUMP for me include:

1. It was noticeable how often API was referred to. Even the UK Government is getting in on the API act as part of the attempt to open up data (see Where Does My Money Go).

2. Mobile is reaching a level of marketing maturity and you can feel the anticipation levels rising all the while.

3. Analytics matters. I know we all get that but how many businesses don’t?

4. Companies are grappling with the best way of making their customers feel special when shopping online. Those that are masters of it offline will probably win the online game. Those that don’t do good customer service will fail to see the irony of giving presentations on the topic.

5. Queues at events are here to stay and no amount of ‘digital convergence’ is going to change that any time soon!

An an econsultancy member, it is great that they are making the JUMP presentations available to their members. With 64 sessions running but only possible to attend eight of them, I’m sure there was lots of good stuff that I missed.

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