Tag: Brand Strategies

The act of purchase as we know it is progressively disappearing. Driving forces of it are the usual forces standing behind each global change happening: growing and aging population, higher standard of living, climate changes and scarce resources. Nowadays, we can also add the growing presence of digital in everyday’s life and the ever changing consumer behavior. The VP Digital Transformation of SCA Gael de Talhouet gave quite an insightful keynote at Webit. Festival 2017 in Sofia concerning the change in the customer of tomorrow. How do you sell products in a world where no one buys anything anymore? We’re moving from a world where we click, purchase, pay and collect to a world where we will just need to ask, because robots will know our needs. More and more companies are introducing their subscriptions models, allowing us to get the things we want directly delivered to our homes without the need of going physically to get them from the shop. Amazon has developed the dash buttons which after being connected to your smartphone and pressed, the product you’ve chosen is automatically reordered. You don’t need to order, you just receive. Or speak, as in the case with Amazon Echo. Just ask, tell the device what you need, and it will find it for you. The next step is when you don’t even need to speak. Fridges indicating the products that are missing from it, making lists of what needs to be purchased, washing machines and printers automatically ordering physical goods when supplies are running low. Smart devices noticing when you have a dinner with the friend who loves pizza or if you’re in need of a specific vitamins, asking to make an order for you. Or suggesting you a herbal detox tea after noticing you’ve woken up early and had a week full of meetings. It’s not rocket science, it’s history browsing and predictive analytics And what if these devices can recognise our emotions? Scientists and are relentlessly working on and getting closer to breakthrough in the face of voice assistants. The future of shopping is no shopping. People will not buy anymore because robots will buy. That brings the next question, how do you sell to a robot? Who will the robot buy from and how will it make the choice? Marketing strategies used to be consumer centric, while when this becomes a basis, companies will need to figure out is how to convince a robot to become their client. After digital marketing and e-commerce, welcome to robotic marketing and e-commerce. You can watch the keynote of Gael here: https://www.youtube.com/watch?v=SsT8LuHVg8s Webit.Festival 2018 will gather again top speakers, policy makers and enterprise leaders. Stay up to date with our upcoming guests and agenda on our website and learn more about our ticket options. Feel the Webit vibe with some of the best photos from this year’s event! [easingslider id="4954"]

Creating a brand strategy can be among the most difficult tasks in the process of creating a marketing plan. It is an integral aspect of the business development of every company and has the power to increase the voice and consumer awareness of a brand, while giving it an identity and worth. When it comes to developing your marketing strategy and tactics, all you need is the right balance between the three key components - purpose, consistency and emotional impact. The first will give your business its functional and intentional goals, the second will help the company to survive, while the third is connecting the customers with your brand and develop the emotion you are going after. At this year’s Webit.Festival you can listen to some of the top marketers in the world. During the Marketing & Innovation Summit of the event they will share their thoughts on topics, such as Programmatic, Mobile, Video and Native Advertising, Brand Strategies, Metrix & Data, Mobile Marketing, OmniChannel & Personalisation Strategies and Media & Digital Entertainment. During the Brand Strategies track, recognized experts will give you insight information, that can help you transform your business into the enterprise of tomorrow. The event will begin with a talk between the Founder of Snowfire Ditte Hammarstrom and the CEO of the company Emil Sundberg. They will discuss the flaws and the nitty-gritty of the design work that happens after you ship a product as a startup. The experts will explore how design can affect the business model and enhance the ability to convert visitors into customers. Right after them, the Chief Creative Officer of DigitasLBi Chris Clarke will speak about the death of empathy and will explain why global brand consistency doesn’t matter anymore. Chris will talk about the emergence of filter bubbles and show how this has impacted politics, culture society and by extension, brands. Whether we like it or not, this phenomenon means we no longer understand the world outside our own network, so brands must increasingly play a game of channel authenticity over brand consistency. The Founding Partner of Ready Set Rocket Aaron Harvey, will explain why the consumers make purchase decisions based on brand values and authenticity, as much as they do convenience and price. Twice Reply’s Partner and Managing Director Volker Glaeser, will talk about the most efficient ways of creating and testing future products. He will tell us more about the two most important approaches of today’s leading global innovators - Rapid Prototyping and Constant Beta. The Vice-President for Marketing at TELUS International Europe Gregorie Vigroux will tell us how to use LinkedIn most effectively in our business to business communications. The professional social media now has more than 433 million registered users. Each month it is visited by at least 106 million unique users. The Senior Director for Group Digital Strategy at DHL - Global Headquarters Cristian Citu will talk about the digital marketing capabilities in a Top 20 B2B brand and how to realize them in the best possible way. At the very end of the track, the Vice President for Digital Strategy at DAC Group Nasser Sahlool will share his experience in winning the hearts, minds and wallets of digital consumers. The expert is sure that the path to personalization goes through localization of content, campaigns, creative and calls to action. Here you can see a full list of the confirmed speakers at Webit.Festival, while here you can get all the information you need about the tickets for the event.