Marketing 2020 is an annual event at the University of Derby, it is focused on Marketing and local business. Guest speakers this year were Heidi Barlow of East Midlands Airport, Adam Tamsett of Intu Derby and Simon Jacobson of Bing search

1. Marketing 2020
A summary of what I learned
By Samuel Saunders

2. Brief Overview
 Marketing 2020 is an annual marketing event, held in the Spring at the University of
Derby.
 Guest speakers are respected business people from the midlands
 In 2018, it was Heidi Barlow of EMA, Simon Jacobson of Bing and Adam Tamsett from
Intu Derby.
 It is organised by Annmarie Hanlon, Lecturer at the University Of Derby.

3. Simon Jacobson of Bing – Selling Search

4. Simon Jacobson of Bing – Selling Search
 Marketing has seen a huge transformation in the last 20 years. Tech companies like
Facebook, Google and Microsoft control huge sections of the advertising sector.
 Services like bidding for certain words and targeted adverts has democratised
Advertising and Marketing. Gives both users and advertisers a choice.
 Bing has 25% of Market Share of all searches. A lot of big companies use Bing services
over Google, such as Uber, Alexa and Gumtree.
 In some countries, like Germany, users actively avoid Google due to privacy concerns.

5. Simon Jacobson of Bing – Selling Search
 Consider your business unique when selling search marketing. A retailer’s values is
separate and unique from even their closest competitors.
 Search is a proxy for intent, and all advertising platforms, Snapchat, Facebook, Pinterest
and Bing, make advertising very easy. You can promote a post for as little as £1

6. Microsoft and AI
 Microsoft are investing heavily in Artificial Intelligence
 Microsoft define AI as a technology that assists humans and encourages innovation.
 Whereas Wikipedia define it as “when a machine mimics "cognitive" functions that
humans associate with other human minds, such as "learning" and "problem solving".
 AI and other tools will make work done by humans much more efficient and to a better
standard.

7. Microsoft and AI
 The potential market size of AI based intelligence could be worth $1.2 Trillion, based on
the huge changes it will bring, that is why big tech companies are investing so much
into it.
 Microsoft Video about blind man with AI powered seeing glasses.
 https://www.youtube.com/watch?v=rVF2duPVUTY

8. Heidi Barlow – East Midlands Airport

9. Heidi Barlow – East Midlands Airport
 EMA is a very historical airport, first opened commercially in 1959, became part of MAG
in early 2000s.
 Ryanair began to fly from there in 2004, introducing the budget airlines to the scene.
EMA is the largest freight operator in the UK, and last year 4.8m passengers went
through there.

10. Heidi Barlow – East Midlands Airport
 Huge changes in Airport Technology are coming to East Midlands Airport
 EMA are introducing a reserve and collect airport shopping service, so customers can
buy duty free products very quickly and pick them up on their way through the airport.
 They are introducing beacon technology, so customers can be traced within the airport,
helps them navigate and avoid queues.
 Long term plans show AI and Deep Learning will speed up flying, as well as making it
more safe and secure.

11. Heidi Barlow – East Midlands Airport
 Working with devices to help customers book their flights. Online shopping is selected and
delivered for you. Retina and other biometric scanning will mean checking in will be much faster
and easier.
 People check their Social Media as the first line of communication for flight cancellations and
changes.
 EMA’s Twitter customer service replies on average within 5 minutes, meaning great customer
service.

12. Adam Tamsett – Intu Derby

13. Adam Tamsett – Intu Derby
 In shopping centres no day is the same due to the diversity of customers and shops.
 Biggest shopping centre company in UK 15 in UK and 5 in Spain.
 Many customers walk with their head down on their phones, this causes problems
especially when its busy, but it also opens up Marketing opportunities to allow users to
interact with the centre

14. Adam Tamsett – Intu Derby
 Most advertising used to be on radio, but recently it has moved to targeted online
advertising.
 Derby Telegraph are very involved in the Intu centre, if there is a police car or fire
engine nearby they will write a story about it, it is free publicity and gets good hits.
 Intu customer service team try to make a difference in the shopping centre, give out
free car parking vouchers to give surprise moments to the customers. Parents are
happy to leave children in the Intu centre, they feel they are safe. Always give
customers the opportunity to give their opinion.

15. Adam Tamsett – Intu Derby
 Customers hate car parking, how inconvenient and expensive it is.
 Collect Plus and Amazon Locker are way they’re attracting people into the centre. They
may at least buy a coffee if they go in there.
 Need to support online shopping in the future in order to survive, the centre needs to
embrace online rather than compete and ignore it.