As is already known, the arrival of the pandemic accelerated the digitization process throughout the world; a period that, in order to survive, forced people to seclude themselves in the digital universe where social networks, the eCommercethe so-called “hybrid life”, among others, were concepts that gained strength from the emergence of Covid-19.
According to the Digital 2022 report, signed by We Are Social and Hootsuitewe are talking about a context in which Internet users add up to nearly five billion, of which just over 4.6 billion are attached to social networks.
The challenges for the digital industry, facing the post-pandemic era, are clear and one of the most basic, perhaps, will be the return to a more human character, where digitization is not the only support for people .
These and other topics were discussed in the sixth edition of Trends & Innovation by t2ówhere the importance that digital marketing will generate in the coming years was addressed, with a society that is even more immersed in issues such as the metaverse, NFTs.
In addition, there was the participation of important companies such as Google, CEMEX, AXA, ISDI, AppsFlyer, Retargetly Mexicoamong others, in an event that becomes relevant at a crucial moment for marketing strategies and the forced move towards the digital scene.
From this perspective, Trends & Innovation 2022 It dealt, as its name indicates, with the great innovations that will come in the face of the post-pandemic era; to what, initially, we conceived as the “new normality”, where the digital will have to coexist with real and daily life, representing a great challenge for companies.
In the words of Jorge Pedrero, Head of ISDI Ecosystem, “The pandemic exposed those companies that did not take the digitization process seriously”.
And it is that, for sure, it should be noted that for years we have lived in a more connected era, with smartphones or mobile devices being the main work tools for a large number of people.
Given this, it is necessary for companies not to focus only on technology, but on people, facing a return to more humane practices that allow greater development of the companies themselves.
“There is a great digital transformation. We, at CEMEX, are very focused on several of the processes and innovations within the digital industry and one of our great challenges is the fact of introducing the digital part in an industry where it did not exist as much.
Now, it is time to restructure and generate new strategies, change everything to remain present and develop the best campaigns for the company and reach a new niche of consumers that already has the chip of new technologies installed”mentions Eugenio Martínez Azcúnaga, National Head of Digital Marketing at CEMEX Mexico.
The concept of “hybrid life” will be by far the most useful in the post-pandemic era, which is why having a strategy of marketing digital will be really important, especially if we take into account that the market, today more than ever, is constantly evolving and innovating.
Similarly, it is worth highlighting the fact that creativity is already a fundamental part not only of marketing, but in the daily life of people who, connected to their devices, try to establish a connection with the virtual section. Mariana Veliz, CMO at AXAwho mentioned that “creativity is not exclusive to the marketing area.”
Based on this, companies and/or brands require greater knowledge of their consumers or audiences, where the use of language and segmentation are of vital importance for their positioning in the market; Knowing the consumer in more detail is, today, of great relevance for the development of the different marketing and advertising strategies.
The scenario for the future seems to be more adapted to virtuality; however, this will necessarily have repercussions on future generations who will inevitably be much more involved in this type of technology.
Given this, one of the main questions that arise from the leaders gathered at the event Trends & Innovation 2022 It is, in principle, about how, in a country like Mexico, the metaverse will work, if we consider that it is a country that still has a significant lag in terms of Internet connection.
Data from the National Survey on Availability and Use of Information Technologies in Households carried out by INEGI show that there are currently more than 80.6 million Internet users, which represents 70.1 percent of the population of six years or more.
In that sense, in addition, yes, to the importance of talent development within companies in terms of technology issues, it will be important to reinforce the human side that, with the rise of digitization and advanced technology, has been somewhat lost .
“Currently, we are in the fourth industrial revolution”assures Óscar Alonso, CEO of t2ó. “Today, we talk about things closer to home and others that we are going to experience in the coming years; We talk about the internet of things, about artificial intelligence that seems to occupy an important place in our lives, but we also talk about sustainability, climate change, solar panels, global wars. Also, we are talking about the metaverse which, from my point of view, is the new evolution of the internet”Add.
In the end, we are living in an interesting era in terms of digitization, new technologies, which have to shape a world that is getting ready for a wave of experiences that we are even unaware of until now.