Large international companies such as Carat, Cupra, Havas Media Group, or TikTok will explain the most innovative trends that are converging in the market to seduce consumers even more

Madrid,  June 13, 2022.- The data for investment in marketing this 2022 show a very positive evolution. According to the 25th TREND SCORE Barometer, 9 out of 10 professionals in the advertising sector have maintained or significantly increased their investments to persuade the consumer during this first half of the year. And the average variation is growth, with an upward rate of 2.1 points in marketing and 2.3 in advertising.

Providing the customer with an experience that goes beyond the purchase of a product or service is the objective of technological tools that work at the service of a good marketing strategy.  That's why DES – Digital Enterprise Show 2022 will host the Digital Marketing Planet forum with experts such as Mine Dogan, brand experience specialist and Customer Transformation Director, EMEA at Oracle;  Pablo Monge, Global Head of Digital Sales at Globant, who will be responsible for discovering how to invent digital sales in a world without cookies; or Eugenio López Zabell, the youngest speaker at DES2022 and president and CEO of Agencia Hueco,  that will explain from their experience and knowledge how technology applied to digital marketing is focused to achieve buyer satisfaction.

Artificial intelligence to better understand consumers

Neuroscience joins Big Data, AI, and prescriptive marketing.  The boundary between recommendation and prescription is very narrow. So, thanks to predictive analytics, technologies tell us how to do things. Is that the best option or can we trick the prescription into doing something else?  Javier Gonzalez, Chief Innovation Officer of EVO Banco;  Livia Mirón, Iberia Director of Appinio; and Mónica Deza Pulido, one of the Top 100 Women Leaders in Spain in 2021 and CEO of BendIT, will discover the way in which marketing aims to know the thoughts of consumers to convert them into potential customers.

For his part, David López, Partner and Senior Strategy Manager of FHIOS, will explain how much data collection can be achieved with the Artificial intelligence within social networks it is possible to customise the content based on the history of each user.

In this sense, the keys to the success of performance marketing campaigns on TikTok will be revealed. According to data from the entertainment platform, in the last year, 48% of its users made the purchase of a product after seeing it from some other creator within the community, and 71% of those purchases were not planned.  Clara Elliott-Bauzá, Director of Performance at TikTok Spain and Portugal, will explain why this platform is the ideal place for brands to execute their performance marketing strategies and make a positive impact.

Metaverse, the new purchase option

The future of marketing in the metaverse is an exciting evolution. It is not only an escape from reality but the point where people can explore their creativity, curiosity, and consumption in an unconventional way. Currently, virtual reality marketing is being used with the aim of creating immersive experiences for customers, providing them with information about products they want to buy or trying items without leaving home.  Ariano Hernández, a blockchain consultant and Chief Technology Officer of Oaro;  Antonio Labate, Global Director of Strategy, Business Development & Operations at Cupra;  Fernando Cano, Managing Director of HMetaverse of Havas Media Group; and Daniel Rocafort, CEO of Vision-Mediapro, will be the professionals who will announce the innovative actions that will bring together the real and virtual world generating a unique experience.

Other experts who will delve into the future and what is to come of commerce will be Vanesa Poderosa, Director of Digital Media at El Corte Inglés;  Nuria Giménez, Head of Digital (Mediterranean Region) of The Coca-Cola Company;  Juan Manuel Elices, Solutions Director of Dentsu, together with Alberto García, Data, Tech & Programmatic Lead of the international media agency Carat.  Likewise, DES2022 will have firms such as ESIC, Adobe, ClearChannel, or Convertix that will examine the trends in marketing for 2022 and the skills that the new profiles focused on this sector must have.

How to influence the purchase through data and emotions?

The key to attracting and retaining customers is to appeal to their core values.  Advertising campaigns and promotions are continuously directed at our emotions to increase a more or less impulsive consumption.  Digital marketers know that seduction is the way, but the difficulty arises when determining how this work is approached.  David Allison, Founder of the Valuegraphics Project, will explain how to use data to influence people's most instinctive reactions to get them to buy.  Likewise, the Managing Director and the Head of Strategy of Carat, Antonio Arizón, and Javier de la Cruz, will take advantage of the context of DES2022 to present worldwide the Brand EQ study, exclusive research that measures the emotional intelligence of brands.