FROM DATA-DRIVEN TO PEOPLE-DRIVEN:
PUTTING THE HUMAN ELEMENT BACK INTO E-MARKETING
The battle is heating up between the GAFAM (Google, Apple, Facebook, Amazon and Microsoft), BATX (Baidu, Alibaba, Tencent and Xiaomi), NATU (Netflix, Airbnb, Tesla and Uber), messaging systems (Snapchat, WhatsApp, WeChat, Line and Messenger) and the big social networks (Twitter, Facebook and Instagram).
Why, you may ask?
Mainly because of the fierce competition to capture audiences (and their data), acquire new, avidly-courted consumers, boost marketing and sales performance and, of course, increase advertising spend.
Today's innovations are radically changing e-marketing practices, from the way merchants manage cross-device customer journeys to mobile payment solutions using fintech and blockchains. The unlimited capacities of artificial intelligence, machine learning, social media listening, image and voice recognition have been amply demonstrated.
What will make all the difference in the future will be humans' ability to work with machines to create even greater added value. Marketers need to come to grips with these technology tools if they are to use them to their best advantage or even surpass them.
As the General Data Protection Regulation (GDPR) is poised to take effect, the fundamental conceptions of marketing are shifting from data-driven to people-driven, based on the human difference, creativity and empathy.
Marketing teams are honing their skills and acquiring new talents. They need to anticipate the new practices by learning how to handle the tsunamis of data, the demand for instantaneousness and the ever-quickening pace of change. But they also need to understand what drives influence and communication, and uphold and share values and meaning.
It is this human element - what people can bring on top of the machines and marketing automation - that will make the difference.
This is why E-marketing Paris is running six plenary sessions and a wide range of workshops in which you can build the hard and soft skills you need as marketing becomes increasingly digital.
Enjoy the show!
Ghislaine de Chambine
Head of Section / Education, Customer Relations & Marketing Digital - WeYou Group
Plenary Session Manager
Vice Chair of ICT & Digital Economy Expertise Group for the French Foreign Trade Advisor (CCE)