The DES-Digital Enterprise Show 2022 will feature experts who will talk about the future of marketing and the importance of artificial intelligence to increase sales.

The investment data for Marketing 2022 shows a very positive development. According to the 25th TREND SCORE Scale, 9 out of 10 advertising professionals maintained or significantly increased their investment to impress the consumer during the first half of the year. The average difference is growth, with an upward index of 2.1 points in marketing and 2.3 in advertising.

Providing the customer with an experience that goes beyond purchasing a product or service is the goal of technology tools that serve in the service of a good marketing strategy. For this reason, DES – Digital Enterprise Show 2022 will host a Digital Marketing Planet Forum with experts like Maine Duggan, Brand Experience Specialist and Customer Transformation Manager, EMEA at Oracle; Pablo Mongi, Global Head of Digital Sales at Globant, To be responsible for figuring out how to reinvent digital sales in a cookie-free world; also Eugenio Lopez Zabel, DES2022’s Youngest Speaker, Founder and CEO hollow agencywho will explain from his experience and knowledge how technology applied to digital marketing focuses on achieving buyer satisfaction.

Artificial intelligence to better understand consumers

Neuroscience meets big data, artificial intelligence, and directional marketing. The boundaries between recommendation and prescription are very narrow. That’s why, thanks to predictive analytics, technologies tell us how to do things. Is this the best option or can we trick the recipe into doing something else? Javier Gonzalez, Chief Innovation Officer, EVO Banco; Livia Mern, Director of Apeneo Iberia; And Monica Desa Pulido, one of Spain’s 100 Best Women Leaders in 2021 and CEO of BendIT, will discover how marketing attempts to learn consumer ideas to convert them into potential customers.

for this part, David Lopez, Partner and Senior Strategic Director at FHIOSExplain how, thanks to the impressive set of data that can be achieved using artificial intelligence within social networks, it is possible to customize content based on each user’s history.

In this sense, the keys to the success of performance marketing campaigns on TikTok will be revealed. According to the entertainment platform’s data, in the past year, 48% of its users purchased a product after seeing another creator within the community, and 71% of those purchases were unplanned. Clara Elliott BowesThe Director of Performance at TikTok Spain and Portugal explained why this platform is the ideal place for brands to implement their performance marketing strategies and gain positive impact.

Metaverse, the new buying option

The future of marketing in the metaverse is an exciting development. It is not only an escape from reality but From the point where people can explore their creativity, curiosity, and consumption in an unconventional way. Currently, virtual reality marketing is used with the aim of creating immersive experiences for customers, providing them with information about the products they want to buy or trying items without leaving home. Ariano Hernandez, a blockchain consultant and chief technology officer at Oaro; Antonio Labet, Global Director of Strategy, Business Development and Operations at Cobra; Fernando Cano, Managing Director, HMetaverse of Havas Media Group; and Daniel Rocafort, CEO of Visyon-Mediapro, will be the professionals who will announce innovative actions that will combine the real and virtual worlds, generating a unique experience.

Other experts who will delve into the future and what is to come from the trade will be Vanessa Mighty Digital Media Manager at El Corte Ingls; Nuria JimenezHead of Digital (Mediterranean) at The Coca-Cola Company; Juan Manuel AlisisDentsu Solutions Manager, together with Alberto GarciaDirector of Data, Technology and Programs at Carat International Media Agency. Likewise, DES2022 will have companies such as ESIC, Adobe, ClearChannel or Convertix that will examine the marketing trends for 2022 and the skills that new profiles focused on this segment must possess.

How does it affect buying through data and emotions?

The key to attracting and retaining customers is to appeal to your core values. Advertising campaigns and promotions constantly target our emotions to increase more or less impulsive consumption. Digital marketing professionals know that temptation is the way, but the difficulty arises when it comes to deciding how to approach this business. David Allison, founder of the Valuegraphics Project, will explain how data can be used to influence people’s instinctive reactions to make a purchase. Likewise, Carat’s General Manager and Head of Strategy, Antonio Arizn and Javier de la Cruz, will take advantage of the context of DES2022 to present the Worldwide Brand EQ Study, an exclusive investigation that measures emotional intelligence for brands.

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