THE impact being felt on the marketing industry by the continuing evolution of digital technology will be put under the spotlight at an event in Glasgow this week.

The Marketing Society has lined up speakers from tech companies such as FanDuel and Microsoft to speak at Digital Day, Making Connections, which takes place at the Drygate craft brewery and events space on Thursday.

The event, which will feature talks, workshops and panel discussions, will examine how changes in digital technology will shape the way companies carry out marketing online in the months ahead.

Speakers will include FanDuel co-founder Lesley Eccles, former UK government lead social adviser Tiffany St James, and Craig Hepburn, global director of social and digital for Microsoft Mobile.

Mr Hepburn, a Scot who is based in London, said that understanding the variety of online platforms now available, from Twitter and Facebook to Snapchat and Whatsapp, and “how content flows” were among the key challenges online marketers face, noting that it was not sufficient to thinking of a “big creative idea and retrofit it” into these platforms.

And he highlighted the challenge facing companies in ensuring their message is heard amid the “noise” of content from various sources that is continually competing for people’s attention.

Mr Hepburn said: “If you are a business today, how do you cut through that noise, how do you get attention, how do you actually reach out to people? The only way to do that is to be relevant, timely and even location based.

“We need to understand that consumer, that customer, that person, so much more than ever.”

Asked how good businesses in Scotland are at harnessing this opportunity, Mr Hepburn highlighted the vibrancy of the digital sector north of the Border and the steps creative agencies are taking to exploit digital marketing as evidence of real progress.

Thursday’s conference is expected to attract a sell-out audience of 150. CalMac is supporting the event by offering 20 spaces to individuals and companies from the Highlands and Islands.

Graeme Atha, director of The Marketing Society said: “Technology has transformed the way we work and the world we live in. By bringing together leaders, thinkers, start-ups and brands, we keep Scotland at the forefront of digital entrepreneurship.”