On June 6, more than 2,000 visitors gathered for the Emerce Digital Marketing Live event. Our team of Digital Communications Consultants attended and shares the valuable insights and inspiring moments!
Patricia van Zon highlight "Creativity and distinctiveness are essential for effectiveness. With the rise of AI, the danger of standardization is great, but with creativity we can continue to stand out."
Several sessions emphasized that authentic and distinctive content that addresses the needs of the target audience is more effective in the long run than short-term performance marketing. Investing in branding helps to tap into the greater potential of 95% of the target audience, leading to better brain position and higher ROAS for branded searches.
Colleague Jaimy Eymael says "The presentation 'Sustainability in Digital Advertising' was an eye-opener. Digital ads are responsible for 1.8% of total emissions worldwide. With tools like Hiili and Scope 3, we can gain insight into these emissions and filter them by Green media KPIs. Less heavy creations and targeted ads can help minimize waste and build more sustainable campaigns."
Priscilla Teunissen adds "During the presentation on 'Sustainability in Digital Advertising,' I also became aware of the impact of digital emissions. Our digital servers are running overtime and this has only gotten worse in recent years. By using less heavy creations and highly targeted advertising, we can reduce the number of servers used. Awareness is step one, and clearly, as digital consultants, we can make a difference."
Sammy Vanderzaken explains her insights "In the digital age, dominated by AI, authenticity remains crucial for brands. Consumers want genuine stories that build an emotional connection. Storytelling strengthens the connection between brand and target audience and promotes engagement. Creating authentic content at the top of the funnel contributes to better performance at the bottom of the funnel."
Mariët van der Valk expands further "With a diverse lineup of sessions during the event, I learned a lot and gained new insights that will undoubtedly take my media strategies to the next level. I found the session on performance branding very interesting. The session inspired me to take a broader view and work more effectively and efficiently. The session on the importance of storytelling by Sophie van Balen of perfume brand Mmoire also impressed me. Her journey from experimenting with perfumes to the successful launch of Mmoire is a great example of how powerful storytelling can take brands to the next level. Finally, the session by KwikFit and Monkeys & Bananas, who explained how branding and performance can perfectly go hand in hand, and this led to some increase in brand awareness and a significant decrease in CPA, by the same euro."
Conclusion
In a world where technology and AI are increasingly influential, authenticity remains an indispensable element for brands looking to stand out. By applying storytelling and creating relevant, authentic content, brands lay a strong foundation for connection and improved results. Authenticity is the key to success in the digital age. At STROOM , we are excited to put these insights into practice and look forward to a sustainable future full of creativity and innovation!