Ethics is chic!!
For its 9th edition, One to One Digital Marketing is building its offer around two major and complementary axes: customer experience and data/IA.
In 2010, when the event was created, the notion of Digital Marketing was very clear for brands; today, the evolution of the market and the acceleration of innovations make it less concrete. Let's go back to the central issue for brands today: the customer experience, which enables them to create and maintain a link with their consumers. Why is this so? Firstly, because the offer is immense (multi-channel, international, second-hand, etc.), and the only way to emerge from this ambient "noise" is to create emotion. Secondly, because the consumer is being fed on customer experience with brands competing for ideas on the one hand, and innovation providers on the other!
At the same time, the digital transformation of companies is very advanced, even acquired. Brands are seeing the structuring of tech professions with strong business stakes: data and AI have gone from being means to being strategic objectives. The evolution of regulations, from the RGPD to cookieless, has a considerable impact on both users, whose scopes of intervention are evolving very quickly, and on technical partners who are forced to drastically review their copy.
In concrete terms, the decision-makers in customer experience are not necessarily those in data (in the sense of data/IA for business). On the other hand, they have the customer in common; a customer who is increasingly demanding, who wants trust, respect and environmental awareness. They want this in their relationship with brands, with a transparent customer journey, a responsible product/service, sensible data processing and measured technology.
Finally, the customer wants ethics! Brands have understood this and have been accelerating their CSR initiatives for some time now. For their part, by adapting to regulations and market needs, their partners are increasingly driving CSR by design solutions. In 2023, One to One Biarritz will be the place and time to better understand and challenge the ethical relationship between customers and brands.
In 2023, ethics is chic!
A little nostalgic? Rediscover here the best of the 2022 edition in pictures:
The Editorial Board
The One to One Biarritz editorial board is made up of well-known advertisers from the market and representatives of key institutions in the sector. It determines the topics to be covered in the conferences in advance of the event in order to respond as closely as possible to the fundamental questions being asked by market professionals.