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Life as a Digital Marketing Intern in 2020

Life as a Digital Marketing Intern in 2020

Intro from John (MD)

I remember starting my career, trying to understand this strange new world and pick up on the culture: What were my colleagues like? What behaviours were expected from me? What was the context of my work compared with that of the wider agency?

It wasn’t easy; but looking back, there were many touchpoints to help me understand this new environment and my position within it. I was sat with a great team who gave me an example, and context. I learned a lot by watching them and listening to them at work. Also, the regular kind words and smiles helped settle me down, something I’ll always be grateful for.

Fast forward to today and graduates of 2020 are starting their careers during a much harder time.

In that context, it is even more inspiring to have seen how well our interns, Jasmine and Emily have made this work. They have contributed to our culture immediately, have shown a real aptitude for digital marketing and have demonstrated outstanding focus and professionalism too. Wow, we have been fortunate!

I look forward to when they can enjoy a live company event; also to when they can experience the usual buzz of the office for the first time, – or when they are able to join us in a champagne moment after winning a new client! Hopefully, all of that won’t be too long – the champagne is already on ice.

This blog is not just sharing what life is like as a digital Intern. It can be read as an insightful look at the views of two exceptionally talented digital marketeers, new to their careers, but who have overcome the significant hurdles of these times – and thrived.

Enjoy!

John

 

Life as a Digital Marketing Intern in 2020

 

Zoom Call

Ever wanted to know what life is like as an intern at an award-winning digital marketing agency?

We’ve caught up with our interns, Emily and Jasmine, to hear about their experiences as interns at Uprise Up.

 

First things first, introduce yourself and give an insight into why you’re interested in digital marketing.

Emily: I studied Chinese and International Business at the University of Leeds. Digital marketing appealed to me because of its capacity to measure all aspects of the marketing journey and understand how a user found your product/service. Also, I love a good spreadsheet!

Jasmine: I graduated from the University of Birmingham in June 2020 with a First Class honours degree in History. I was interested in beginning a career in digital marketing throughout university, particularly after completing work experience at a social media marketing agency.

 

What does your role entail?

Emily: My role is Paid Media Assistant. I work with a variety of clients, setting up new campaigns, ad groups and optimising current campaigns. Typically, each day is different, but I am consistently reviewing campaigns and tweaking them to improve performance.

Jasmine: As a digital marketing assistant, I support my team with implementation for paid search campaigns. This primarily involves continually optimising campaigns on Google Ads, through updating ad copy, keywords and monitoring performance. I also provide support for Uprise Up’s own marketing, including scheduling content for our TwitterFacebook and LinkedIn and publishing content on our website.

 

Tell us a bit about the team that you work with.

Emily: The Paid Media team works to reach audiences at the exact moment when they are looking for your product/ service. The team works closely with clients to clearly define the goal of each campaign and works to achieve that. A lot of the time our goals are oriented around increasing conversion rates.

Jasmine: I work alongside the Strategy & Client Services team, who have all been extremely supportive with regards to sharing their expertise with me and helping me to learn new skills. We have a daily team catch up, which I value being a part of to keep up to date on work within the team.

 

What do you enjoy the most about your role?

Emily: I love having the ability to work on such a wide range of socially responsible clients, all with different digital marketing objectives. Having the scope of clients at an agency, like Uprise Up, allows you to learn a lot quicker about different marketing strategies.

Jasmine: In terms of account work, I find working with charities really rewarding. Knowing that our work can lead to a charity receiving a donation or volunteer sign up is amazing! I also love supporting with marketing tasks and contributing to Uprise Up’s constant expansion and growth.

 

What have you found to be the most challenging aspect?

Emily: The most challenging aspect I found was getting used to navigating around the different interfaces. During the first week, it was all a bit of a shock to the system, but over time it has become a lot easier!

Jasmine: Learning how to use completely new platforms, such as Google Ads and Google Data Studio, has definitely been challenging. I’m lucky to have such helpful and patient colleagues who are more than willing to help me out!

 

What has it been like starting a new job from home and having limited time in the office?

Emily: It has been a challenge, but the team have been incredible at consistent communication and checking in on my work. Going into the office for the odd few days has been great to meet the team face-to-face.

Jasmine: Starting a role “virtually” isn’t how I imagined my first job after graduation to look like, but I’ve grown to enjoy working from home. I feel as though I’ve still had a chance to get to know the Uprise Up team even though we’re not in the office, as we have weekly catch ups and socials that often involve quizzes (which I’m unfortunately yet to win).

 

What skills do you think are necessary to succeed as a digital marketing intern?

Emily: I think there are 3 main skills necessary: having a curiosity and willingness to learn, being able to read and interpret data, being able to adapt quickly and react.

Jasmine: Communication, a willingness to learn and adapt, and a keen eye for detail are all skills that are essential upon entering the world of digital marketing.

 

Emily, what do you listen to whilst you’re working?

Emily: I often listen to my Morning Coffee playlist first thing, whilst enjoying far too many cups of coffee! By the afternoon I tend to prefer silence or listening to the radio.

 

Jasmine, what’s your ultimate hack for being productive whilst working from home?

Jasmine: I find being that being surrounded by an abundance of iced coffee and my personalised ‘guilty pleasures’ playlist on Spotify playing in the background is unquestionably the ultimate working environment for high levels of productivity.

 

If you would like to know more about our award-winning agency, tweet us at @upriseUPSEM, email us at [email protected], or simply send us a message through our contact page.

 

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Big Hype, Big TV and Big Disappointment: Google Marketing Live

Google Marketing Live

Google Marketing Live Event : PPC’s Reactions

 

On Tuesday, Google live-streamed their Google Marketing Live event, which highlights their developments and innovations for the next 12 months on their paid platforms. Expectations were high, and Google were ramping up their marketing about it.

Maybe expectations where set too high, as in the end we all felt a bit underwhelmed. There wasn’t a lot of innovation or any sizeable developments delivered. In fact, what was a ‘announced’ in most cases was already known or was something which had already been in beta. If you have any questions on topics mentioned in the live event or about Google’s paid platforms in general, don’t hesitate to contact us.

Below I’ve detailed my takeaway from the event, and I’ve caught up with Alex and Will from our Paid Media team on their thoughts!

 

For me, I was expecting more in general. I know there’s been sizeable developments recently with the introduction of the new UI and the rebrand – but there was nothing really ground-breaking occurring here.

I’m interested by the developments in Google Marketing Platform, especially Display and Video 360.

As we start to get involved in more and more omni-channel campaigns, having a hub to co-ordinate between agencies, clients and even inter-agency departments sounds like a nice direction to take.

The highlight is the introduction of cross device and remarketing reporting within Google Analytics. I’m looking forward to seeing what we can do with this level of reporting and how we can then apply this to our campaigns.

Finally, I’m disappointed by the direction they’re taking with the new responsive ads. It feels like another unnecessary squeeze on the organic space and feels like a tick boxing exercise to force users to use a more ‘machine learning’ by Google.

Ben, Account Director

 

I also caught up with our Account Manager, Alex on his thoughts on the event:

As usual these things are disappointing overall, with a lot of waffle without really explaining how these new developments actually work. We’re not in any way sure how useful anything announced will be to our clients – we’ll have to wait for more details to be able to comment further.

There was a focus on automation (as there has been recently), but Google just say that they will be better options for advertisers without actually explaining anything in detail.

I was disappointed there was no mention of Data Studio, as it is a product with a lot of clear potential and one that we use enthusiastically. We even received an email teasing this last week which makes it extra disappointing.

Alex, Account Manager

 

Finally, we spoke to Will on his thoughts:

I think the responsive search ads do have the potential to be quite useful and are an obvious move for Google, towards providing more machine learning capabilities. They allow advertisers to provide up to 15 headlines and 4 descriptions, and then tests multiple variations of your ad for you, to work out the best combination, per search query.  They also have the ability to display up to three headlines and two 90-character descriptions, which is 90% more text overall!

Google say that these will not only save time, but also improve ad performance, by providing more opportunities to show relevant messages to customers. We know that taking up more real-estate on a page can greatly increase CTR, so it will be interesting to see how effective they actually are.

It does raise further questions over the future of SEO, with paid ads taking up more and more space, and organic results being pushed further down. Moreover, there are also questions over how this will affect PPC; with more organisations turning to paid ads, and less room to get in a top-of-the-page position, surely cost-per-clicks will rise too?

Will, Digital Marketing Executive

 

For a full rundown of the event you can still watch the live on demand here: https://blog.google/products/ads/live-stream-2018/; as well as reading their blog on the releases here: https://blog.google/technology/ads/machine-learning-hands-advertisers/

It would be great to hear your thoughts and opinions! Tweet us @upriseUPSEM or send us an email at [email protected].

 

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Programmatic Advertising – Demystifying the Matrix

Programmatic Advertising

Programmatic Advertising

Programmatic advertising has been one of the biggest advancements in digital marketing in the last ten years, but ask a marketer to explain how exactly it works and you will likely be deluged in strange words you’ve never heard of. This is no surprise – programmatic advertising has the same kind of mystique as magic does. In another similarity it often seems to pull its results out of a hat, without any explanation of how the system works or how those results were achieved. This has lead to a general sense of confusion and distrust around Programmatic, simple questions like “How does it work?”, “How successful can it be?”, and What does it work for?” are all raised often. Here, I hope to answer these, and give a somewhat straight answer which can be understood without needing to be a marketing master!

 

If you want to get in touch about how programmatic advertising could work for your charity or business, send us an email at [email protected].

 

What is Programmatic?

 

Let’s start at the beginning and define what Programmatic is. Put simply, Programmatic is a system that automates the process of buying places to show your adverts. It excels in the areas where previously you would have had very little control over who sees your ads, such as display or television.

 

How does it work?

 

Programmatic is made up of two different systems, one for advertisers (Called a demand side platform or DSP) and one for publishers (called a supply side platform or SSP). The publisher system allows websites to put ad placements up for sale. The system will define the type of user that placement is likely to be seen by. The advertiser side allows companies to upload their creative and budgets, along with a definition of the type of user they want to see their ads.

 

 

DSP & SSP

 

 

This is where the automation comes into the equation. The programs play a matching game, looking for placements uploaded on the advertiser system that match the audience definitions on the advertiser system. For an advertiser, you can think of it like a shop window, where you are allowing a robot to pick out the items it thinks are the best fit for you.

This is sometimes called ‘real-time bidding’, and this is highlighting one of the major differences between Programmatic and traditional advertising. Previously, you would have purchased impressions in bulk and in advance, purchasing a thousand impressions on one site, 10,000 on another. With Programmatic, you are purchasing placements on an impression by impression basis.

 

How successful can it be?

 

Very successful, but like any other marketing avenue it has its strengths and weaknesses. The biggest of both is how data driven the channel is. You need enough conversions and traffic for the programs to analyse, and a good enough understanding of your target audience to be able to target them effectively. If you don’t have this sort of data available, programmatic will likely do just as well as a normally managed display campaign.

Also, unlike digital channels such as AdWords or Facebook, to target users ‘programmatically’: platforms such as Google DoubleClick require minimum buy-ins (usually $5,000/month). This is why programmatic is often the realms of agencies or large companies, small businesses and many charities will find more value in using the ‘free entry’ channels above, as opposed to spending a large portion of their budget simply to get on to the ad platform.

 

What does it work for?

 

Programmatic advertising can work for most advertising campaigns, but some will always work better than others. We’ve already mentioned the need for the correct amount of data for the system to be effective, and that a higher budget campaign is required to justify the price of entry. This means that it will always tend to work better for more expansive advertising campaigns.

The activity is also far more inherently conversion driven than other channels, so a campaign with well defined primary and secondary conversions will always achieve better results than one where the conversion set up has been rushed. Similarly, if your campaign achieves a conversion every 3 weeks, it will take years for the system to effectively narrow down the type of user more likely to convert than others. Your campaign should be achieving at least 10 conversions a day to give the system enough data to work with.

 

And that’s it! Programmatic advertising may be very technical, but underneath the imposing façade it’s no different from any other channel. It has been trendy over the last few years to talk about programmatic like it is the saving grace of digital marketing, but there will always be a place for hand made advertising campaigns. Both small budget activities which can’t afford the cost to get on to a programmatic system, and bespoke, highly targeted campaigns that values quality over ease of management will both likely find that a manual approach to advertising will work best.

If you’d like to discuss the pros and cons of programmatic more, or want to discuss how we can help you with either programmatic or manual campaigns, please do get in touch!

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Automated Marketing for Charities – Why You’ll love Automation

What is automated marketing?

What is Automated Marketing?

 

Automated marketing is quickly becoming one of the fastest growing digital marketing sectors, and there’s a reason why so many people are interested. But what exactly is automated marketing, and why would you or your organisation want to use it?

Put simply, automated marketing is the process of streamlining your inbound marketing from all channels, compiling it in one place and then engaging with your potential new supporters with minimal effort.

The idea is to drive visitors to your site and then guide them down an engagement or sales funnel. This takes the form of four main steps; Attract, Connect, Engage & Inspire.

If you want to find out more on how automated marketing could benefit your business or charity, please contact us or send us an email at [email protected]

 

Inbound Methodology for Charities

Personas

 

Before the process starts, it’s important to get a detailed idea of your ideal customer. For not-for-profits this can be quite a challenge, as depending on the organisation, you might have a wide range of different services or products with an even wider range of target audiences. Not everything you offer is going to be right for everyone, and by painting everyone with the same brush there are missed opportunities.

One of the first starting points in automated marketing is to create personas – your ideal target supporters. Ideally, you’ll create separate personas for each different audience, so depending on your size there might be quite a few to create! For example, if you run several challenge fundraising events you might have a persona such as Challenge Colin:

 

Example Fundraiser Persona

By understanding each of your target supporters, such as Colin, you are better able to tailor content and their journey to suit them, ultimately making it more engaging and personal.

 

 

The Four Steps of Automation

 

Attract

 

The attract stage is fairly self-explanatory, your goal is to attract strangers to your website and convert them into visitors. There are many ways you can do this:

  • Paid Search – advertising through Google or Bing
  • Organic search – through Search Engine Optimisation (SEO) with Google or Bing
  • Display – banner or video advertising
  • Content – blogs and promoted offerings
  • Social – tweets & posts

In the case of Colin, a video ad of your next big upcoming event on Facebook would prove to be a very interesting and attractive proposition.

 

Connect

 

Once a visitor is on the site, you want them to connect with your organisation, and if possible, turn them into a potential lead. This is done by asking the visitor to provide their information in return for some offering. This could be signing up to your fundraising event, email newsletter or a call for support.

By providing this content behind a form, there is an exchange of information, which will be fed directly into your automated marketing customer management system (CRM). Based off the users interaction, you can begin to categorise visitors into your pre-defined personas and can use this information to tailor content specifically for them.

 

Engage

 

This is where the majority of automation lies. You have a potential lead, but you want to be able to nurture them into becoming a supporter of your charity. The best way in which to do this is content, content, content! Providing useful content, that will actually provide the user with value, will keep them coming back for more and more. Challenge fundraising and training packs are great for this, and also provide a great opportunity to rank well organically for SEO.

Have lots of content is great, but how do you make sure that your supporters are seeing it, and that it’s actually the type of content they’re after? This is where emails and workflows come in!

Workflows are a bit like a process flowchart where you can create an entire user journey from visitor to promoter, including every single bit of content and email they will receive on the way. This is completely automated, with custom criteria and timings available to make sure that only the right person is receiving the right content at the right time. Workflows can be as simple or complex as you want to make them, but provide an amazing opportunity to really build up a relationship and rapport with potential supporters.

 

Inspire

 

So, after engaging with your leads they’re now supporters, but that doesn’t mean automation stops! The engagement process is ongoing, so it’s important to continue to offer supporters new content to help inspire and delight them. This might be fundraising news, new events, cause related updates or regular social media interaction. If done correctly, your supporters will begin to promote your organisation to new ‘strangers’ and the cycle begins again.

Although it can be a painstaking process to get everything set up and in place, once it’s there, it’s effortless. Not only are you better targeting individual audiences, you’re providing them with more relevant content, when they want it. When you have a huge number of potential contacts or subscribers, automation becomes invaluable.

Automated marketing provides a fantastic opportunity for charities and not-for-profits, and allows you to tailor the experience and journey of each and every one of your supporters.

 

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The Vlog Blog

Digital Marketing Videos

The one about the vlogs…

Exciting news here at Uprise Up – we’ve added vlogging to our long list of activities! In May we filmed the talks from our most recent event and uploaded them for your viewing pleasure (watch our playlist here).

This month, we’ve embarked on our own series of ‘How To’ videos where we give you our top tips on various aspects of digital marketing. This series of digital marketing videos can help you get started on your very own digital marketing strategy – all in less than 3 minutes each!

To make it even easier, I’ve decided to give you a run-down of the videos in our digital marketing series with links to each one. All you need to do now is sit back and enjoy!

 

The Basics of Paid Search & Why Your Business Should Be Using It

John Onion | 1:55

Why do paid search? Online advertising can take up a lot of time and can be fruitless if you don’t know what you’re doing. One of our most common complaints from prospective clients is ‘we’ve tried AdWords – it doesn’t work’. This is where we come in.

In this video, John takes you through the basics of how to advertise online & shows you how effective paid search can be to your website – whether your business is big or small!

 

 

How To Rank Highly In Google: A Beginner’s Guide To SEO

Kapwom Dingis | 2:55

What is search engine optimisation? Kapwom is the person to ask! SEO is the process of getting seen in the search engine results process and Kapwom runs us through the 3 key areas we like to optimise. In this video, you’ll learn what’s important and what you should be doing first (Spoiler: it’s the technical SEO!). Discover why social media and bloggers are so good for your website, and why you want them all to be talking about you!

 

 

3 Local SEO Tips To Help You Rank Highly In Google

Ed Coles | 2:48

Consistent NAPs are important – and we’re not talking having a snooze! NAP is Name, Address, Phone number and they’re vitally important to your local rankings.

A few years ago, it was huge corporations that would appear in the results pages, the ones with more time and money to be able to dedicate to their website. Nowadays you’re more likely to find the shop from down the road – and it’s all thanks to local SEO.

Google now prioritise local businesses over these giant companies, but only if the local business has good local SEO.

Learn how to boost your local SEO with 3 quick fixes from Ed – start ranking locally today!

 

 

How To Get Free Google Advertising For Nonprofits Using Google’s AdWords Grant

Susan Lambiase | 3:05

Do you want free money with no catch? Amazingly enough, this isn’t a scam – Google really do offer from $10,000 – $40,000 PCM in advertising to charities! In this video, Susan runs through why you should sign up for Google Ad Grants (did I mention $40,000 of free advertising?) and how to sign up in only 5 steps.

Advertising to potential volunteers is vitally important. We have found that it’s incredibly effective – and Google let’s you do it for free!

4 Tips For Boosting Website Traffic Using Google Analytics

Ben Tuck | 2:12

Ben and his team are all about data! Data seems to drive the world nowadays, and it can help you give your website a massive boost in ranking – it’s all about what you do with it. Google Analytics is an essential tool for anyone who has a website so you can check website traffic and collect data. You can see your top line website statistics, or delve deeper into how each page performs. In this video, Ben runs us through the 4 top tips on how to increase website traffic using your Google Analytics data.

 

 

3 Tips To Setting Up And Effective Google Shopping Campaign

Ben Tuck | 1:50

Compete against Amazon and eBay! Google Shopping Ads show your product right at the top of the page (you may have seen Google Shopping Ads in the news recently – we also did a blog about it!). You can utilise them to showcase your products on the results page with Ben’s 3 tips on how to set up google shopping feeds – and all in less than 2 minutes!

 

A Simple Guide to Digital Display Advertising

Susan Lambiase | 2:51

Have you ever been chased around the internet by one particular advert for a website you went on recently? In this video, Susan explains how this happens – and how you can do it for your website too!

Susan takes us through what digital display advertising is and why it can be brilliant for your brand. Digital display is brilliantly creative, and gives a really good feel for what your brand is all about. It includes YouTube, Facebook & other social media advertising and can complement your paid search advertising – or even drive your entire advertising campaign!

 

So there you go, 7 videos on digital marketing strategy to help you boost your performance.

For help with your digital marketing campaigns, or for more information, contact us today.

In addition to our digital marketing videos, keep an eye out for details of our next events for more in-depth talks on various aspects of digital marketing. Check out our previous events here to see what you’re in store for!

 

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Event:
Digital Marketing For Charities Event 2017

Digital Marketing Event for Charities

Digital Marketing For Charities Event

 

Thursday 23rd of February 2017 saw over 25 charity marketing professionals brave Storm Doris to join us for Uprise Up’s Digital Marketing for Charities event. Uprise Up has worked with over 50 non-profit organisations and through hosting the evening aimed to highlight some of the key areas that can make a huge difference to a charities digital presence.

Thank you to all who attended our digital marketing for charities event and made the event possible, especially our speakers who were kind enough to provide us with their knowledge and insight. Links to all the presentations given throughout the evening can be found in our presentation library, and we’ve provided an overview of the speakers topics below.

 

Bertie Bosrédon – Digital Strategist

Bertie has over 20 years digital experience and spoke about digital transformation, why digital literacy is important and the different stages of digital marketing development. Bertie provided a very entertaining talk and touched on ways to incorporate digital roles through departments, as well as how and why you should gain digital knowledge.

 

Matt Haworth – Reason Digital

Matt, co-founder of Reason Digital and author of The Digital Fundraising Book, presented the truth about charity social media and how to get it right. With a very informative talk, he provided insights on how people can help get results for you, why you must be social and how to think of your platforms as communities of people, and not just platforms and algorithms.

 

 Nick Phillips – Community Impact Bucks

Nick has a strong background in both commercial and charity management and spoke about his own journey into the world of digital with Community Impact Bucks. He highlighted why charities should build resilience and attempt to bridge the widening ‘digital gap’ that is emerging between charities and businesses.

 

John Onion – Uprise Up

Our very own John Onion, founder of Uprise Up, spoke about Paid Search and the importance of targeting someone at the exact moment they are searching for you. John also highlighted the importance of AdWords for charities and included some information on best practice for Google Grants and optimising your account.

 

Nathan Potts – Google

Nathan has been helping to develop a portfolio of Google advertising agencies for nearly a year, and provided industry insights on the effectiveness of Paid Search, Display and Remarketing campaigns for non-profits. Nathan also spoke about the Google for Nonprofits scheme, Google Ad Grants and YouTube for Nonprofits, all available to eligible charities free of charge.

 

 

Thanks again for all those who helped make our digital marketing for charities event a huge success.

If you have any questions about topics discussed on the evening, or want to know more about our services and how we can help your charity, then please get in touch.

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Event:
Micro Moments & Other upriseUP Events

Micro Moments with Google

 

Last week we hosted the first of many (hopefully!) digital marketing talks. The evening was created to start developing a community of people involved in Digital Marketing where we can share useful findings, thoughts and content.

Delegates from 30 companies attended across a variety of sectors. The night provided a great opportunity for learning and networking, with a more than healthy supply of food and drink to keep everyone going.

img_1809

To ensure that everyone could get the most out of the evening, there were a number of topics up for discussion; a very brief introduction to SEO, Paid Search and Analytics. We were also fortunate enough to host two fantastic guest speakers; Phil Nairn, Agency Development Manager at Google, and Anthony O’Sullivan, Managing Director at Web-Clubs. With the help of Phil and Anthony we were also treated to a look into the world of email marketing strategy and the future of internet marketing with ‘Micro Moments’.

Micro Moments are defined as A ‘Mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately’. People unlock and check their phones over 150x a day, and by utilising these ‘micro moments’ marketers have an immense opportunity to make an impression and create impact.

The talks also highlighted the importance of mobile, both in terms of the current market and where consumers will be heading in the not too distant future.

If you’re interested in Micro Moments and would like to know more, you can find more details and information here. We will also be detailing our thoughts and reaction to Micro Moments in a more detailed blog next week.

Feedback from the night was very positive and has given us a lot to draw from for future events. We hope to use these events as a platform and as an opportunity to connect with other businesses, and between us grow our collective understanding of digital marketing.

We have several ideas for future talks and discussions – So much so that our next event ‘Ecommerce’ is already planned for January 30th 2017. But if there are any topics you think we should discuss, please let us know!

For more in depth discussion about the talks and more general conversation on digital marketing, join our upriseUP Digital Marketing Talks LinkedIn group.

If you are interested in attending or speaking at one of our future events, you can find more information here. Alternatively, please get in touch at [email protected].

We hope to see you soon!

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