The in-person event, which will take place in September, will feature more than 12 thousand people, 14 auditoriums and 120 exhibitors.
O Digitalks AI and Martech, one of the most anticipated events on the digital marketing and artificial intelligence calendar, kicked off its activities with a series of inspiring and educational talks that promise to redefine approaches in the sector.
The event was marked by talks from experts, highlighting the latest innovations and strategies in AI and marketing. Among the speakers, Mateus Bassan, managing partner at martech Muntz, discussed the importance of prediction and hyperpersonalization in modern marketing, citing the NBA (Next Best Action) strategy. He explained that the focus is no longer just offering products, but understanding the ideal purchase moment for each customer and offering the product at the right time.
“I need to know the name, to understand the customer’s profile, the customer’s challenge in the purchasing journey and work on the reward through this journey,” said Bassan.
He also emphasized that everyone can become a great approver of content generated by Artificial Intelligence with the appropriate training, encouraging professionals to keep up with the technology movement.
Charles Omoregie, Product Lead do Google, presented an overview of the value of data in the modern world. He highlighted that, every day, we generate 5GB of data and that 90% of the world’s data was generated in the last two years.
“The world’s most valuable resource is no longer oil, but data,” said Omoregie.
He explained how data ownership provides a competitive advantage by enabling analysis and innovative product development. Omoregie also shared Google’s transition to being an “AI-first” company and demonstrated the company’s new AI tool, emphasizing the efficiency and creativity that AI can bring.
Melina Borba, Senior Client Partner yes Meta, discussed how brands can utilize AI to improve ad efficiency and personalization. She explained that 49% of people discover products on Meta’s platforms and make a purchase, highlighting the importance of being where consumers are. Borba also mentioned that AI is core to Meta’s DNA, with 40% of content seen on Instagram being recommended by AI. She highlighted the importance of WhatsApp as a tool for personal interactions at scale, especially in emerging markets, and how it can integrate shopping carts and use CRM strategies to avoid churn.
Alex Hamassaki, Director of Inventory Pricing and RANGE at Globo, presented his impact TV sales model, which uses a pre-determined cost per thousand impressions and advanced segmentation. This model guaranteed 66% repurchase. Globo Dai, available in live programming on Globoplay, offers ad targeting based on user ID, showing different advertisements for each user profile. Other formats, such as Pause Ads and Binge Ads, were highlighted as innovations for reaching different audiences in a non-intrusive way.
Success story
The case of the film ‘Generations’ by Volkswagen, presented by Iron Brito, Creative Director at AlmapBBDO, and Christiano Bock, Head of Customer Service at AlmapBBDO, showed how AI can be a powerful tool for connecting the brand to new audiences. The focus of the case was on the relevance of the message “The new always comes” using music as a way to unite the public. During the panel, the executives talked about the challenges they faced in approving and publishing the short film.
Next meeting
Anyone who wants to consume content in person about the present and future of business can mark the Digitalks Expo on their calendar, which is scheduled for September 25th and 26th, 2024, in São Paulo.
More than 12 thousand people will have access to 14 auditoriums and more than 400 speakers. Digitalks Expo will also hold a business fair that will feature more than 120 exhibitors. Find out more information at official site.
*Cover photo: Disclosure/Digitalks
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