At the end of last month, the marketing world was abuzz with the Spotlight conference in Amsterdam. Organized by Semrush, this event, often compared to the Disneyland for the communications industry, was transformed into an exhilarating gathering for marketing professionals. Held at Amsterdam’s stunning passenger terminal the conference featured over 60 sessions, including expert talks, interactive discussions, and workshops.
Modern marketing challenges and their practical solutions were at the heart of attendees’ focus, with inspiring speeches from speakers deepening their knowledge and enthusiasm. The speakers shared captivating stories and real-life examples from their careers, offering unique perspectives and diverse insights that resonated deeply, making each session both informative and motivational. A central message throughout the presentations was that understanding consumer psychology is the key to success.
These discussions allowed marketing professionals to exchange challenges and strategies, fostering a sense of community. The interactive format enabled them not only to learn but also to apply new concepts directly to their work.
“Let’s be real – nobody goes on Instagram hoping to see an ad. Whether we’re watching funny memes, reels, or chatting with friends, we’re there to have fun and stay informed, not to be ‘victims’ of sales. But what if we can capture people’s attention with messages that are not only engaging but also drive sales?”
This “magic” was discussed by John Thornton, a creative copywriter credited with reviving brands like Innocent Drinks and SURREAL. He emphasized the importance of content that subtly and unobtrusively catches our attention while scrolling, remaining in tune with the audience—ultimately converting visitors into direct customers.
“One of the biggest challenges on platforms like Instagram is simply getting people to stop scrolling and click on your ad. That’s where expertise comes in,” said Thornton.
Sophie Miller’s story grabbed massive attention at the very start of the conference. As the founder of “Pretty Little Marketer,” she built a community of 400,000 followers in under three years, proving that with the right approach, social media can be a powerful channel for business growth and sales.
Social media serves as a secret weapon for small businesses and as a tool that helps them compete with industry giants. But here’s the key: while many brands have mastered algorithms and know how to reach their target audiences, they often overlook one of the most powerful aspects of social media—leveraging their followers.
This was the topic of discussion for Elfrid Samba, a community-building expert and former head of social media at Gymshark. Elfrid spent years perfecting the art of transforming social media followers into an engaged, loyal community that fosters large-scale word-of-mouth marketing.
Elfrid highlights, “To build a community, we need to create functional experiences, content, and stories that connect people. We must understand that the community doesn’t belong to us, even though it’s on our channels – we’re simply using it for the next steps and greater successes.”
Adnan Faljun, Marketing Director for EMEA at Mastercard, presented a cohesive strategy of using various platforms to enhance brand visibility and presence, especially in the sterile world of financial communication. By leveraging multiple channels and platforms, along with analytics-based strategies and real data, consistent messaging with continuous optimization was achieved.
Max Rasher, founder of TheLazyMarketer, emphasized the transformative potential of artificial intelligence for businesses, sharing the benefits of AI-driven marketing strategies.
“Highlighting the transformative potential of AI-driven thinking for marketers showcases today’s world as an era where data and technology intertwine, using AI to redefine marketing strategies and enhance client engagement.”
According to Rasher, using artificial intelligence will positively impact our communications world, improving the quality of communication by accelerating processes.
One of the most engaging sessions for attendees was the panel discussion titled $360 Billion Opportunity: Winning Over Gen Z Customers, which was itself intriguing, given that Gen Z is already shaping the world. The panel featured speakers like Kate Melet, Director of Global Partnerships at Snap Inc.; Michael Corcoran, Digital Marketing Manager at Ryanair; and Sander Peters, a business marketing leader at TikTok. They shared insights and experiences on how brands can effectively engage, connect, and convert Gen Z customers in today’s fast-paced digital landscape.
In this panel discussion, marketing experts from some of the most significant platforms influencing Gen Z revealed key strategies to capture this powerful generation. The Gen Z market represents an incredible $360 billion opportunity for brands worldwide. As the first generation of true digital natives, Gen Z has radically changed how companies must approach customer engagement. But how can brands successfully harness this profitable demographic?
“You can build your culture with the audience you connect with. As we often say: ‘We’re not a social media platform; we’re Snapchat.’ Our campaign ‘Less #social #media, more #Snapchat’ engaged Gen Z to connect with #Snapchat because they believe their community and friends are there first and foremost,” concluded Melet.
Gen Z’s interests are geared toward interaction and entertainment. Michael Corcoran from Ryanair explained how the airline uses humor in its external communication to build strong brand loyalty. Ryanair has successfully reached Gen Z on social media by embracing authenticity and fun in its content. Corcoran shared Ryanair’s social strategy, which includes not only promoting services but also engaging directly in real-time with a younger audience, primarily on social media.
“Work with creators; don’t produce your own organic content because such content can’t offer authenticity,” advises Michael from Ryanair as part of a successful strategy.
Sander’s conclusion, as an expert and former employee at Google and LinkedIn, points out that Gen Z has a different attention span and highlights:
- Structuring stories in a way that Gen Z makes decisions.
- Stimulating – interactive ads that keep them engaged and coming back.
- Gen Z watches long videos on #TikTok, so your video needs to be captivating to grab their attention.
“TikTok cannot exist without creators. TikTok’s strategy should empower creators to create, not intervene. Creators build identity, not the other way around,” Sander concluded.
Spotlight Conference was more than just a learning opportunity; it was a unique experience celebrating creativity and innovation in communications. The stories shared by the speakers and the spirit of collaboration among attendees created a special experience for everyone, strengthening the conference’s reputation as an essential gathering for everyone in the communications industry.
This year, at the first edition of the Spotlight conference in Amsterdam, WebMind.mk was the media partner from Macedonia.
Amsterdam
