Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The Digital Velocity Conference, organized by Tealium, was held in London last week. Its purpose was to publish the latest news from the world of technology and marketing that are coming to inspire, engage and transform the marketing and digital business of today’s companies. StarDigital, a digital marketing agency specializing in consulting in the area of increasing the efficiency of digital marketing and marketing automation, was also a part of the conference, and is the Croatian representative and partner of Tealium.
“Digital Velocity” is an annual conference that gathers Tealium users and partners in one place and enables the exchange of knowledge and best practices, and gives awards in the field of application of the best technological solutions in marketing. As part of the event, a traditional educational program for Tealium users was held, within which participants were educated through hands-on training and had the opportunity to learn from the best-rated projects and real examples from Tealium user practice.
During this year’s conference, there was a lot of talk about the new GDPR regulation, which focused on the future development of digital marketing, There was also talk about the obligations and advantages that come with this regulation. The most important point of discussion was protecting the privacy of consumers, who are distrustful towards the collecting of their personal data, and especially the personal data that organizations collect in order to advance their own business interests.
At a time when providing personalized experience for consumers is essential in marketing, customer data becomes extremely important. The EU data protection legislation (GDPR Initiative), part of the EU’s judiciary, is one of the biggest changes in EU legislation over the past decade, and its impact will go far beyond the EU borders. StarDigital Group commented on these changes, which they see as the key basis for changes in the way digital marketing is approached. “These changes in protecting online privacy of EU citizens will significantly affect changes in the way digital marketing, sales and related processes have been provided so far. The regulation is an important step in strengthening the fundamental rights of EU citizens in the digital age, and facilitating business by simplifying the rules for companies operating in the single digital market. Companies must comply with this regulation as soon as possible, and the time is getting tighter as the regulation will come into force on 28 May, 2018,” said Petar Pavić, partner of StarDigital Group.
Unfortunately however sole adjusting of marketing with the new GDPR rules is not enough to achieve full engagement with users. That’s why the conference also talked about how to raise the value of exchanging these data, how to create incentive and emotional user experiences. There was much talk about the above topics by numerous international marketing experts and users of Tealium Solutions, who discussed how to convert business and marketing opportunities into revenue.
The conference also discussed the growing role and importance of business intelligence in marketing, linking different sources of data, analyzing data, studying consumer behavior, and the like. An important topic was also the rights in the disposal of data, the importance of regulating clear processes and roles in data management process, because the key to the success of marketing in the future lies precisely in better quality and better use of data, which will have to put protection of privacy and consumer safety in the first place.
Last year, over 1,000 Tealium users, the leading companies in retail, publishing, healthcare, financial and other industries, participated at the Digital Veolocity Conference. As part of this year’s conference, interesting international lecturers were presented, as well as some disruptive marketing experts, privacy policy leaders, technology experts who talked about business transformation, changes in game rules and changes that are transforming marketing into real-time business. New trends are coming to marketing, or the so called “MarTech” – even stronger and better connection of marketing with technological innovations that enable better communication and faster operation of companies in the market. Among the interesting speakers this year was Karren Brady, Baroness Brady of the Knightsbridge CBE, probably best known as “the first lady of football” who became the director of the Birmingham City football club at the age of 23, and has provided extremely successful and profitable operations to the club. Brady took over the club, and already in the first year under her leadership, the club recorded an increase in financial profits. In 1997, the club was listed on the stock exchange, and at that time it was estimated at a value of 25 million pounds, making Karren the youngest manager of a joint stock company in the UK. Among the other interesting lecturers there was Tony Gosling, a data mining expert who worked for the UK Ministry of Defense, followed by Ruth Mortimer, Festival Marketing Manager at Centaur Marketing, as well as other experts in data analysis, technology, privacy protection, etc.
“An integrated 360 degree view of consumers, their behavior and the general importance of linking and analyzing the data collected are becoming an increasingly important factor for business success in marketing. Defining processes in data management, clear roles, and the application of appropriate privacy protection – are even more important, especially today when the ways in which consumers buy have changed. Therefore, the application of quality solutions can ease these processes and enable the delivery of new generation experiences that will improve customer satisfaction and increase revenues,” said Pavić from StarDigital. The number of digital agencies is growing; companies are facing growing challenges of managing their online presence, digital content and piles of data they collect through various digital channels.