The end of October brought with it the opportunity to attend the Semrush Spotlight conference in Amsterdam with my good friend and colleague, Luke Gosha. Luke’s perspective always empowers me to think differently, and combining that with all of the expertise on offer at the conference left me buzzing with new ideas.
The conference kicked off with the one and only Kirsty Hulse, the hostess with the mostess. Her infectious energy and good vibes set the perfect tone for the day.
Power and Performance: The Overarching Themes
Two main themes emerged throughout the day: power and performance. These threads ran through every presentation, workshop, and conversation, telling a story that resonated deeply with each member of the audience.
Reclaiming Our Power in the Age of AI
Andrew Warden kicked off the day with a focus on how to win when everyone is using AI. 91% of companies using AI are reporting increased efficiencies and that content creation has become 12 times faster. The message was clear. There is no doubt that AI is transforming our industry, but it’s not about to replace us! In fact, while the projection is that AI will displace 85 million jobs, it’s also expected to create 97 million. That’s a net gain of 12 million new opportunities.
The key takeaway from Andrew’s session was that human authenticity enables us to retain the upper hand. As marketers, our superpower is in being genuine and relatable.
Throughout the day we were encouraged to avoid corporate jargon and focus on making our message easy to understand. A highlight was Spotify’s “Dear person who listened to the ‘Forever Alone’ playlist for 4 hours on Valentine’s Day” campaign which simply and effectively articulated a relatable message.
Inspiring Voices and Fresh Perspectives
The diverse line-up of speakers was truly impressive. Each brought their unique perspective on the power and performance themes:
- John Thornton’s Equation for Growth: Attention + Reaction = Growth.
John reminded us that reactions don’t always have to be positive – sometimes, tapping into emotions like anger can be equally effective. I loved the example taken from his experience managing Innocent’s social media, when a new juice was launched and there was a clear division between blue vs green, with a good dose of fun thrown in, trolling the haters. - Elfreid Samba on Community Building: His mantra of “give, give, give, and then ask”.
Elfreid’s mantra resonated deeply with me. We must give abundantly and authentically before asking from our community. He emphasised the importance of taking your audience from passive to active and representing the unrepresented. - Sophie Miller from PLM on “What Stops the Scroll in 2024”.
Sophie’s insights on ‘de-influencing’ and tossing out the traditional brand book were a much needed reminder. I also loved her advice on building a community, encouraging us that it’s in small actions and consistency over time. - The Marketoonist on Humor in Marketing.
This lighthearted yet profound talk highlighted how humour can break down barriers, inspire creativity, and make marketing more effective. The AI cartoons were perfect for a room full of marketing nerds! - ‘Building Inclusivity’ round table discussion.
Fuelled by the most wonderful business concept from March Muses, this discussion drove home how much representation matters. “You can’t be who you cannot see” was a powerful reminder of our responsibility as marketers to create inclusive content and be representational.
Key Takeaways and Reflections
- Small things add up to big things. Every action, no matter how small, contributes to our overall impact.
- Success and accidents can coexist. Some of the best innovations come from unexpected places.
- When building a community: Give, give, give and then ask.
The conference was a brilliant reminder of the power marketers wield to shape narratives, build communities, and drive meaningful change.
It’s not just about metrics and campaigns, it’s all about connecting with people on a human level and making a real difference.