The Holistic Marketer: Building a Strong Brand and Navigating the Challenges of Measurement in a Digital World with Nic Travis of Lloyds Bank

Tune in to Time for A Reset

On the latest episode of Time For a Reset: The Marketing Podcast with Global Leaders, your host, Paul Frampton – Global President at CvE Consultancy, is joined by Nic Travis, Head of Digital Marketing at Lloyds Banking Group, the largest private bank in the U.K.

Nic brings 20 years of experience across a broad spectrum of e-commerce areas, including marketing, data privacy, web design/development, UX, CRO, and analytics. He has a proven track record of delivering growth and works as Head of Digital Marketing at Lloyds Banking Group, the UK’s largest retail bank. 

His role includes managing an agency and client hybrid team and supporting the effective delivery of a substantial marketing budget. Nic is tasked with delivering a cross-channel, multi-year digital marketing transformation covering Measurement, Adtech, Martech, Data Consent / Privacy, and Channel Optimisation. His previous roles include Head of Digital at MBNA and User Experience Manager at Claire’s Accessories. 

Nic’s Marketing Reset Wish: A desire to reset marketing with a focus on measurement and (digital) creativity!

In this article, we delve into the reasons why measurement and creativity are crucial in the digital marketing industry and how they contribute to the growth and success of businesses. 

The Role of Measurement in Digital Marketing

Measurement plays a pivotal role by providing tangible data and insights that drive informed decision-making. In the digital world, everything is measurable, from website traffic and conversion rates to social media engagement and email open rates. By effectively measuring and analysing these metrics, marketers can identify the strategies that are working and those that need tweaking to optimise their campaigns and achieve better results. 

Nic emphasises the need for a robust measurement framework that combines different tools and approaches, such as econometrics, attribution, test and control, and surveys. Paul agrees with Nick’s viewpoint and expresses his surprise that the industry doesn’t give more attention to the quality of measurement and attribution. He mentions that many CMOs are often tasked with deploying an attribution tool without fully understanding its flaws and limitations.

One of the primary benefits of measurement in digital marketing is the ability to track and attribute the success of marketing efforts. Unlike traditional marketing channels, digital marketing allows marketers to precisely measure their campaign’s return on investment (ROI) Whether it’s through tracking pixels, UTM codes, or conversion tracking, marketers can determine which channels, campaigns, or even specific ads are driving the desired results. 

The conversation then delves deeper into the challenges of measurement in a privacy-compliant world. Nic talks about the need for more first-party data and robust consent. He shares his experience at Lloyds Bank, where they had to solve the problem of measuring blind spots when Apple rolled out ITP in Safari. He emphasises the importance of auditing measurement capabilities in each channel and understanding where measurement starts and stops.

Armed with this knowledge, marketers can tailor their messaging, content, and advertising strategies to resonate with their audience, leading to more effective campaigns and higher customer engagement. 

The Nexus of Creativity and Measurement

While measurement provides the foundation for data-driven decision-making, creativity fuels innovation and differentiation in digital marketing. In a saturated market, where consumers are bombarded with countless marketing messages, creativity becomes a crucial differentiator.

It is the driving force behind compelling content, visually appealing designs, and engaging storytelling that captivate audiences and leave a lasting impression. Creativity in digital marketing goes beyond just aesthetics; it involves innovative thinking and problem-solving. With the rapid advancement of technology, marketers need to think outside the box and find creative ways to leverage new platforms and tools.

Nic explains how he had to pivot his mindset from considering creativity an inconvenience to appreciating the crucial role it has in driving performance and brand impact. He highlights the need for creatives that are tailored to the environment and emphasises the transformational effect of great creatives on marketing performance. 

Whether it’s developing interactive social media campaigns, creating immersive augmented reality experiences, or harnessing the power of artificial intelligence, creativity allows brands to stay ahead of the curve and deliver memorable experiences to their target audience. Measuring the impact of creative campaigns is equally important. By integrating measurement into the creative process, marketers can understand how their creative choices resonate with their audience and drive desired outcomes.

A/B testing, for example, allows marketers to compare the performance of different creative variations, helping them identify what resonates best with their audience. This iterative approach to creativity, combined with data-driven insights, leads to continuous improvement and more effective campaigns.

 Conclusion:

To wrap up, measurement and creativity are two indispensable pillars of success in the digital marketing industry.

Measurement provides marketers with the necessary data and insights to make informed decisions, optimise their campaigns, and achieve better results. Creativity, on the other hand, fuels innovation, differentiation, and engagement, enabling marketers to cut through the noise and make a lasting impact on their target audience. By embracing both measurement and creativity, businesses can unlock the full potential of digital marketing and drive growth in the ever-evolving digital landscape.

A Few Words About Nic Travis

Nic brings twenty years of experience across a broad spectrum of e-commerce areas, including marketing, data privacy, web design/development, UX, CRO, and analytics. He has a proven track record of delivering growth and works as Head of Digital Marketing at Lloyds Banking Group, the UK’s largest retail bank. 

His role includes managing an agency and client hybrid team and supporting the effective delivery of a substantial marketing budget. Nic is tasked with delivering a cross-channel, multi-year digital marketing transformation covering Measurement, Adtech, Martech, Data Consent / Privacy, and Channel Optimisation. His previous roles include Head of Digital at MBNA and User Experience Manager at Claire’s Accessories. 

Join us on Time For a Reset: The Marketing Podcast with Global Leaders

Tune in to the latest episode of Time For a Reset: The Marketing Podcast with Global Leaders, where we sit down with representatives of household brands to uncover the secrets behind driving transformation in today’s rapidly evolving world. From shifting consumer behaviour to the increasing importance of marketing in driving business growth, this podcast delves into the strategies and insights that are shaping the future of marketing.

You can read the full transcript episode here.

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