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 take another look at the central challenge facing brands today: the customer experience, the one that enables them to create and maintain a bond with their consumers. Why is this? Firstly, because the range of products on offer is immense (multi-channel, international, second-hand, etc.), and the only way to stand out in this ambient "noise" is to create emotion. Then there's the fact that consumers are being fed the customer experience, with brands vying for ideas on the one hand, and innovation providers on the other!
At the same time, the digital transformation of companies is well advanced, if not a foregone conclusion. Brands are seeing the emergence of tech professions with strong business stakes: data and AI have moved from the status of resources to that of strategic objectives. Changes in regulations, from the RGPD to cookieless, are having a considerable impact both on users, whose scopes of intervention are changing very rapidly, and on technical partners, who are being forced to drastically review their copy.
The decision-makers in customer acquisition and marketing are not necessarily the decision-makers in data (in the sense of data/IA for business). What they do have in common, however, is the customer - an increasingly demanding customer 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, customers want ethics! Brands have understood this and have been stepping up 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 Customer Experience will be the place and the time to better understand and challenge the ethical relationship between customers and brands.
In 2023, L'éthique, c'est chic!