Tech revolution: between optimism and doom and gloom
Editorial
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November 8, 2017
Artificial intelligence: a blessing or a danger?Artificial intelligence (AI) is an ongoing topic. Physics genius Stephen Hawking warned on the opening day that we simply do not know in which direction AI will develop. "It could be the best invention of mankind, but it could also be the worst," said Hawking.Don't forget your emotionsWith increasing automation in marketing, it is important that the emotional relationship with the customer is not lost. "There needs to be a return to this fundamental relationship between brand and customer in marketing," said Susan Credle from FCB Global. "Advertising will remain important in the future. Developing creative marketing measures is not easy, it requires professional providers." "The practices in marketing are changing. But the principle remains the same," explained John Hegarty from BBH. "You basically have to understand how to convince the customer and promote a product. There are so many platforms today - but where is the creativity? I'm not interested in the platform, I'm interested in the idea."Lego focuses on storytellingThe Lego brand shows how a brand can be reinvented. With a consistent focus on storytelling via social media, Lego has managed to establish a presence among the young target group. "Two factors are important for Lego customers: creating things together and being proud of their creations," says Nils Silberbauer, Global Senior Director at Lego. "We convey these two customer needs on our social media channels. "In one campaign, for example, the brand called on people to build a "Kronkiwongi" with Lego. The word doesn't exist, but children in particular used their imagination and built the craziest things.https://www.youtube.com/watch?v=slZ4u-a4J1M&t=5sHalf of the visitors are womenAlmost 60,000 visitors attended the Web Summit, which continues until November 9. It was pleasing to note that almost half of them (and a third of the speakers) were women. More about the Web Summit here.
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Artificial intelligence: a blessing or a danger?Artificial intelligence (AI) is an ongoing topic. Physics genius Stephen Hawking warned on the opening day that we simply do not know in which direction AI will develop. "It could be the best invention of mankind, but it could also be the worst," said Hawking.Don't forget your emotionsWith increasing automation in marketing, it is important that the emotional relationship with the customer is not lost. "There needs to be a return to this fundamental relationship between brand and customer in marketing," said Susan Credle from FCB Global. "Advertising will remain important in the future. Developing creative marketing measures is not easy, it requires professional providers." "The practices in marketing are changing. But the principle remains the same," explained John Hegarty from BBH. "You basically have to understand how to convince the customer and promote a product. There are so many platforms today - but where is the creativity? I'm not interested in the platform, I'm interested in the idea."Lego focuses on storytellingThe Lego brand shows how a brand can be reinvented. With a consistent focus on storytelling via social media, Lego has managed to establish a presence among the young target group. "Two factors are important for Lego customers: creating things together and being proud of their creations," says Nils Silberbauer, Global Senior Director at Lego. "We convey these two customer needs on our social media channels. "In one campaign, for example, the brand called on people to build a "Kronkiwongi" with Lego. The word doesn't exist, but children in particular used their imagination and built the craziest things.https://www.youtube.com/watch?v=slZ4u-a4J1M&t=5sHalf of the visitors are womenAlmost 60,000 visitors attended the Web Summit, which continues until November 9. It was pleasing to note that almost half of them (and a third of the speakers) were women. More about the Web Summit here.
