Overnight the Covid-19 pandemic has altered consumer behaviours and trends and changed how brands can connect with their customers. This is forcing marketing leaders to lead in new ways and rethink their marketing mix and messaging. This panel discussion brings together three senior brand marketers who will share their key learnings on:
Covid 19 has not only changed the economic landscape, but also forced a drastic shift in consumer behaviour, in many cases increasing app usage. Having analysed more than 1.5 trillion app sessions and nearly 10 billion app downloads, AppsFlyer will present a detailed overview of how the app economy has changed and what we can predict going forward.
This discussion will cover may topics including:
Tomorrow’s customer journeys and personalization will be even smarter, more immersive, more trust-enabling than they are today. More CX initiatives will be run by AI and machine learning algorithms, automated software applications, or bots. The question is: Are brands and consumers ready?
In a constantly changing world we are facing a growth dilemma: big companies tend to ignore small, but disruptive opportunities, while small companies may lack resources to scale up innovative ideas and disrupt the market. This session will explore looking for solutions to the growth dilemma, by:
TymeBank was launched in 2019 as South Africa’s first new fully licensed bank in 16 years and as the very first digital bank to operate in the country. Former CMO Luisa Mazinter will share the challenges she faced in striking the right balance between brand and performance marketing – launching a disruptive, challenger brand that had to establish credibility and build trust within a fiercely competitive and mature financial services market, whilst at the same time driving customer acquisition targets at scale.
This discussion will cover:
| A provocation using villages, cakes, gumball machines and sprinkles to help us think about how marketing thrives and delivers to infinity and beyond. |
Key takeaway: A two-way value exchange is at the heart of first-party data best practice: not only is the company equipped to deliver better customer experiences, but the customer in turn receives relevant and customised content, with better offers and assistance that is tailored to them. In this session, we'll look at why it's critical for advertisers to build and maintain consumer trust in order to be able to continue to access this data - and unlock value for both themselves and their customers.
Summary bullets:
The context for our careers has changed. Gone are the days of linear, predictable, 'ladder like' paths instead uncertainty, change and ambiguity are the new normal. To navigate our increasingly 'squiggly' careers self-awareness and continual learning is now an imperative. In this action focused session, Sarah Ellis, co-founder of award-winning career development company Amazing If, will share practical tools and techniques on what it takes to build our growth mind-set muscle and how you can form habits to make development part of your day to day work. Attendees will come away will ideas, inspiration and actions that will help you (and your teams) achieve more.
Challenge
In a world where all sports events are cancelled and everyone is stuck at home, we still need the excitement of live sport.
Inspiration
What if there was a way to “uncancel” a sports event and invite football fans to experience the excitement of the leagues in the comfort of their own homes?
Idea
Creating a branded entertainment project that broadcasts a sports tournament in PlayStation where footballers and celebrities join from their homes. Just like a real cup match, the Uncancelled Cup has live broadcasts, game commentaries, discussions on the positions of the game and a debate programme after the game. While the game is played in real time, commentators share their opinions without any time lag.
This session will encourage you to think differently about creativity on mobile.
Exploring case studies from McDonald’s, Liam Payne’s AR Game and Ralph Lauren at Wimbledon.
Imagine:
Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And how as companies do we make the right choices with this evolving technology... not just from a business perspective, but for society as a whole? Perry Nightingale shares his wisdom and expertise in Creative AI and poses some difficult questions. Takeaways - Where we see Creative AI making significant advances in marketing. Our most difficult ethical choices in Creative AI and how we organise around them. What a synthetic media environment would look like. The human abilities we find hardest to automate.
