The fifth edition of Digital 1to1 was attended by more than 400 digital leaders in retail, e-Commerce and digital solutions during 3 intensive days.
All brands are already integrating digital transformation into their strategies, but they still need to better leverage technology and information to communicate with consumers.
The largest meeting in Spain between companies in the retail sector, e-commerce and digital solutions providers, the Digital 1to1, has closed its 5th edition breaking attendance and meeting records. During the event, digital transformation challenges were addressed through 6 meeting forums, group dynamics and more than 3,000 1to1 appointments that revolved around e-commerce, mobile technology, omnichannel, crossborder, digital marketing and digital transformation.
The major national and international brands that participated in the event showed that, although there is a culture of transformation, there is still a long way to go.
"In our experience as marketing automation specialists, we often find that brands have huge amounts of data that they don't use to communicate with their consumers," says Rafa Romero, Head of Selligent Marketing Cloud Ibérica, "that's why we like to talk about the need to invest in 'smart data', information that really allows us to know the public and measure the results".
Chatbots and segmentation based on user behavior are some of the most demanded services, but without forgetting that other challenges are still pending. Representatives of brands from different sectors have emphasized that classic, short-term metrics are still being used, which do not allow them to react in real time by rectifying campaigns based on consumer perception.
Group dynamics, this year's novelty
One of the major novelties of the 5th edition of Digital 1to1 were the group dynamics, a 100% interactive format in which attendees have the opportunity to discuss with representatives from other sectors about the strategies and tactics that are being developed. Some of the central themes of the dynamics were the future of physical stores, internationalization to new markets or best practices to improve the multichannel user experience.
Selligent Marketing Cloud was responsible for leading one of the 45-minute sessions on how best to apply artificial intelligence and marketing automation. "Thanks to the interaction we were able to see that brands are aware that by using data well it is easier to put the customer at the center of their strategy," says Rafa Romero, "but also that automation is not generally implemented and that it is still necessary to take better advantage of the technology that allows brands to communicate with their customers through different channels."
About the Digital1to1
Companies such as Bimba y Lola, PC Componentes, Multiópticas, Julià Group, Porcelanosa, Rosa Clará and Pescanova were present at this fifth edition of the meeting, which was the first event of 2018, as two more events are planned. From June 12 to 14 will be held at Barcelona the Digital 1to1 Europe and, for the first time, from October 16 to 18 the Digital 1to1 will move to Madrid.
About Selligent Marketing Cloud
Selligent Marketing Cloud is a marketing automation platform that enables B2C brands to engage with their customers through any communication channel. Built with relationship marketers in mind, Selligent Marketing Cloud is the only cloud marketing platform built on the same code base, with AI capabilities and a Customer Data Platform capable of putting the customer at the center by personalizing every interaction.
More than 700 brands worldwide in the retail, travel, automotive, publishing and financial industries, including Samsung, Walmart, ING, Cinesa and others, rely on the Selligent Marketing Cloud platform. With offices in the United States and throughout Europe, as well as numerous partner agencies, Selligent Marketing Cloud offers localized and customized services in more than 30 countries. In Spain, it has offices in Barcelona and Madrid.
