Tuesday Dec 03, 2024
Tuesday Dec 03, 2024
Friday, 12 July 2024 00:42 - - {{hitsCtrl.values.hits}}
By Michelle Therese Alles
The recently concluded DMASL Digital Summit 2024 was a melting pot of groundbreaking ideas, strategies, and futuristic visions, all aimed at navigating the evolving landscape of digital marketing. The event, aimed at uplifting Sri Lanka’s digital ecosystem, featured prominent speakers who shared their expertise on various aspects of the industry. Bringing together a diverse group of thought leaders, innovators, and digital marketing enthusiasts, the event was filled with insightful sessions, workshops, and networking opportunities designed to drive digital transformation.
Day one was a dynamic and transformative experience, beginning with Uma Rudd Chia’s session on preserving human creativity in the age of AI, followed by Sotirios Seridis discussing the optimisation of the digital marketing mix. Nuwan I. Senaratna addressed the challenges of ad rejection and the history of Ad Review.
Anand Tilak and Gamika De Silva led an insightful discussion on advertising visibility issues, while Kenny He encouraged marketers to embrace discomfort and innovation in digital marketing and measurement. Nicole Ingra concluded the morning with insights on timeless success catalysts.
The afternoon sessions included breakout rooms with themes like cybersecurity, social listening, eCommerce, and the future of digital marketing, featuring speakers such as Asela Waidyalankara, Vishal Agarwal, Aruni Abeyesundere, and Ruhbir Singh.
Dilanjan Seneviratne shared his insights on “Turning Artists into Icons: The Role of Branding and Marketing in Music,” emphasising the pivotal role of effective branding in the music industry. Sidharth Jain, a film and series producer from Bollywood/India, captivated the audience with his session titled “From Trading Money to Trading Stories”, which highlighted the abundant opportunities in branded content and the potential for shooting Indian films and series in Sri Lanka.
Workshops by Sotirios Seridis and Uma Rudd Chia focused on crafting winning digital strategies and harnessing generative AI for brand innovation respectively.
The day wrapped up with discussions on executive thought leadership and the importance of customer data in marketing strategies, setting the stage for a transformative experience of learning and networking
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Latest trends and innovations in digital marketing
Day two offered the audience a diverse lineup of sessions that highlighted the latest trends and innovations in digital marketing.
Commencing with Pooja Manek’s intriguing session, titled “AI CAN’T GET ANGRY. YOU CAN: How to get pissed off and use it as a creative inspiration”, the forum explored how emotions, particularly anger, can fuel creativity. “Anger is an active, energising emotion. Harness your anger and channel it into creative energy; it can lead to groundbreaking ideas,” Pooja suggested, offering a fresh perspective on emotional intelligence in marketing.
Archana Roche presented “Measuring Marketing Effectiveness in the Digital Age,” focusing on the importance of metrics in digital marketing. “Understanding the impact of our marketing efforts through precise measurement is crucial. It allows us to make informed decisions and optimise our strategies effectively,” Roche highlighted.
After a brief break, the day continued with a session titled, “Merging Culture & Commerce in a Social-First World: How Influencers Hold the Key” by James Baldwin and Alessandro Fragiacomo. Baldwin noted, “Influencers bridge the gap between culture and commerce, offering brands a unique way to engage with audiences authentically.” Fragiacomo added, “In a social-first world, influencers are not just content creators, but pivotal players in the marketing ecosystem.”
Casie Lane took the stage with “The Next Frontier: AR Advertising Beyond Smartphones.” Lane discussed the future of augmented reality in advertising, saying, “AR advertising is poised to move beyond smartphones, creating immersive experiences that will revolutionise how brands interact with consumers.”
The final session before lunch titled, “Game On: How Brands Can Enable God Mode in Gaming”, was presented by Rey Tiempo, who emphasised the growing influence of gaming in marketing strategies. “Brands have a unique opportunity to tap into the gaming world, creating engaging and interactive experiences that resonate deeply with the gaming community,” he explained.
Throughout the day, digitalists had the opportunity to engage in networking sessions, where they exchanged ideas and insights with fellow professionals. These interactions allowed them to explore collaborations and discussions that could shape the future of the industry.
Speaking to the President of DMASL, Umair Wolid, who emphasised that corporates should consider digital marketing as the heart of their strategy. “The overall objective of the DMASL is to uplift Sri Lanka’s digital ecosystem and knowledge. This time, we are extremely proud to have brought in over 20 international-level speakers, all proven experts who have presented at global conferences. Digital marketing is not an option, but a necessity. The DMASL continues to serve as a vital platform for knowledge exchange and industry collaboration, reinforcing Sri Lanka’s position in the global digital marketing landscape.” he said.
The afternoon sessions offered participants deep insights into various facets of digital marketing, from B2B influencer strategies to the integration of AI and AR technologies. Each provided practical knowledge and innovative approaches, equipping participants with valuable tools and strategies to enhance their marketing efforts. “Each forum offered such valuable information and innovative approaches that it was hard to choose which one to attend,” remarked one participant. “I wished I could be everywhere at once to soak in all the insights and strategies shared by these experts.”
James Baldwin spoke of the untapped potential of B2B Influencer Marketing. He discussed the significant ROI that can be achieved through strategic influencer partnerships. “B2B influencer marketing is still in its infancy, but it holds immense potential for brands willing to explore it,” he emphasised. “The key is to find influencers who truly align with your brand values and can effectively communicate your message.”
Future of digital payments and e-commerce in Sri Lanka
A panel discussion focused on the future of digital payments and e-commerce in Sri Lanka. Industry experts discussed the challenges and opportunities in this rapidly evolving sector. “The adoption of digital payments is crucial for the growth of e-commerce in Sri Lanka,” one panellist noted. “We need to ensure a seamless and secure experience for consumers to drive widespread adoption.”
Keshaka Kularatne presented on the practical applications of generative AI. He shared over a dozen tools that can be implemented immediately to enhance creativity and efficiency. “Generative AI is not just a futuristic concept; it’s a practical tool that can be used today to solve real-world problems,” Kularatne said. “These tools are accessible and can provide significant benefits to businesses of all sizes.”
Rey Tiempo conducted a workshop on integrating gaming with marketing strategies. He highlighted the potential of the gaming industry as a marketing platform. “Gaming offers unique opportunities for brands to connect with a highly engaged audience,” Tiempo explained. “By understanding the gaming culture, brands can create meaningful interactions that resonate with gamers.”
Alessandro Fragiacomo took the stage to discuss the complexities of influencer marketing in Europe. He emphasised the importance of understanding cultural nuances across different markets. “Influencer marketing in Europe is not a one-size-fits-all approach,” Fragiacomo said.
“It’s crucial to tailor your strategies to the unique characteristics of each market to achieve success.”
Pavel Bulowski delved into effective customer data strategies for Chief Marketing Officers (CMOs). He stressed the importance of leveraging data to drive marketing decisions. “Data is the backbone of any successful marketing strategy,” Bulowski asserted. “CMOs need to focus on data-driven insights to optimise their campaigns and achieve better results.”
Thisal Samarasinghe explored the impact of generative AI on modern creativity, using the fascinating example of resurrecting Sri Lankan kings. “Generative AI is revolutionising the creative process, offering new ways to tell stories and engage audiences,” Samarasignhe remarked. “The project of bringing Sri Lankan kings to life is just one example of its potential.”
Donal Kenan shared insights on what constitutes creative excellence and how to unlock award-winning ideas. “Creative excellence is about pushing boundaries and thinking outside the box,” Kenan said. “It’s about finding unique solutions that resonate with your audience and leave a lasting impact.”
A GamerTech session focused on the blueprint for achieving success in esports through digital marketing. The session highlighted strategies to engage the esports community effectively. “Esports is a rapidly growing industry, and digital marketing plays a crucial role in its success,” the speaker noted. “Brands need to understand the unique dynamics of this space to connect with esports enthusiasts.”
How AI is transforming digital marketing from strategy to performance
A panel discussion moderated by Nazreen Ramzi explored how AI is transforming digital marketing from strategy to performance. Panellists included Joson Chokatte, Isura Silva, and Sotirios Seridis. “AI is a game-changer for digital marketing,” Chokkatte said. “It enables us to analyse vast amounts of data and deliver personalised experiences at scale.” Silva added, “AI tools are becoming indispensable for optimising marketing performance and driving growth.”
Archana Roche spoke on marketing mix modelling. She discussed techniques for scaling and measuring incrementality in marketing campaigns. “Marketing mix modelling is essential for understanding the effectiveness of different channels and tactics,” Roche explained. “It helps marketers allocate resources efficiently and maximise ROI.”
Another panel discussion was held on the opportunities and trends in next-generation B2B marketing. Moderated by Nelaka Jayasekera from Roar AdX, the panel featured Santosh Krishnamoorthy and Harry Singh from LinkedIn. “The landscape of B2B marketing is evolving rapidly,” Krishnamoorthy said. “It’s essential to stay ahead of the trends to remain competitive.” Singh added, “Leveraging platforms like LinkedIn can provide valuable insights and opportunities for B2B marketers.”
At Pooja Manek’s workshop, she emphasised that big ideas often start small. She provided case studies and actionable insights for participants. “Innovation doesn’t always begin with grand concepts,” Manek stated. “It’s often the small, incremental ideas that lead to significant breakthroughs. By nurturing these ideas, we can achieve remarkable results.”
Casie Lane wrapped up the sessions with a presentation on using augmented reality (AR) to enhance marketing efforts. She demonstrated how AR can create immersive and engaging experiences for consumers. “AR has the potential to transform the way we interact with brands,” Lane said. “It offers unique opportunities for creating memorable and impactful marketing campaigns.”
After a brief break, participants reconvened for the main session featuring Donal Keenan on “Creative Excellence in Digital Marketing”. Keenan’s insights illuminated the crucial role of creativity in shaping impactful digital campaigns, setting the tone for an afternoon of insightful discussions and forward-thinking perspectives on the future of marketing in the digital age.
Key topics at the “Waterside Chat – Future of Marketing in the Digital World” session included the integration of AI and machine learning, the impact of data privacy regulations, and the shift towards personalised marketing experiences. Panellists underscored the importance of agility and adaptation in staying ahead in a rapidly changing digital environment.
Continuous innovation and collaboration across disciplines
Arjun Jeger, the Summit Project Chair, closed the gathering with a reflection on the key insights and takeaways from the day’s discussions. He emphasised the need for continuous innovation and collaboration across disciplines to drive digital marketing excellence. Jeger encouraged attendees to apply the knowledge gained to navigate future challenges and opportunities in the digital marketplace. “This summit has showcased the power of collaboration and innovation in digital marketing. Let’s carry forward these insights and continue to shape the future of our industry,” he stated, expressing gratitude to all participants and speakers.
The DMASL Digital Summit 2024 concluded on a high note, echoing themes of creativity, adaptation, and strategic foresight in digital marketing. From Donal Keenan’s take on creative excellence to Uma Chia Rudd’s vibrant insights on AI’s role in enhancing ideation, the summit highlighted the dynamic nature of the industry. As digital marketing continues to evolve, leveraging innovation and embracing new technologies will be crucial for brands aiming to connect meaningfully with consumers in an increasingly digitised world.
Pix by Ruwan Walpola and Upul Abayasekara
