Top three themes discussed at 2017’s Advertising Week Europe
31 March 2017
2-minute read
We’re sad to say that Advertising Week Europe is over for another year – but what a successful week it was for Bing and Microsoft! We led keynotes, participated in panel sessions, hosted partners and customers, made a lot of valuable connections and shared our insights – not to mention the pleasure of hosting the famous Wrap Party at KOKOs!
We’ve addressed the key themes discussed below and captured our key highlights from the week in this video – please do share including #BingThere and #AWEurope.
The three core themes on everyone’s lips:
1. The world of marketing is feeling the impact of Digital Transformation
Throughout the week there were several discussions around how digital transformation can only really begin when a business shifts its entire thinking. Marketers spoke about the need for businesses to grow, adapt, and evolve to remain relevant in an increasingly competitive environment – but also, to meet the changing needs of their customers.
Several conversations during the week concluded with the need for brands to take advantage of the business opportunities afforded by new technologies, with many urging all companies to think and operate as a digital company.
2. The role of the CMO is changing – fast
CMOs are going through a moment of change. In being more digitally focused and optimising customer data to both tell a story and help drive sales, the changing role of the CMO was a key discussion point.
Microsoft’s own US CMO, Grad Conn, spoke out about how his role is changing to become a technologist, data scientist and now revenue driver. He spoke about how now the role encapsulates helping businesses to adopt a digitally centric business model, which is crucial today in terms of engaging with customers, empowering colleagues, optimising operations, and reinventing products and business models. He said it will be the combination of the digital transformation of existing firms and disruption from new entrants that will create the fourth industrial revolution in business.
3. A human approach in the digital era is more important than ever
One of the most important discussions at Ad Week was the significance of making genuine connections between brands and people. Even behind a screen, we are all expressing emotion and technology can now understand many of our feelings. Bing Ads UK Sales Director, Ravleen Beeston talked to the opportunity available to all, including brands and their creative teams, to lean in on the cognitive capabilities of technology and enable an emotional connection for brands and take creativity and human engagement to new levels.
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