Programme du African Digital Summit 2024
2 jours, 8 pistes, 80 + intervenants

Maintaining a brand’s cultural relevancy is a never ending process. With increasingly fragmented consumer attention spans, brands have to consistently lean and build not just for the masses but also for the hand raisers and culture leaders within target segments. With only 8 - 9 on-the-field home games a year, we’ll dive into strategies and examples of how the Dallas Cowboys create a truly year-round diverse offering of both online and in-real-life programming all aimed at building the next generation of global Dallas Cowboys fans.

This session will explore how sports marketing is becoming a vital part of digital strategies in Morocco.It will highlight how companies are leveraging sports to boost engagement and brand visibility, while also touching on emerging opportunities in this dynamic space.

Amazon is dedicated to being the world's most customer-centric company, and to achieve this, it relies on the power of AI/ML and Generative AI to deliver exceptional customer experiences at lightning-fast speeds and on a massive scale. This session will showcase how AWS utilizes Generative AI and AI/ML across various aspects of its business, including distribution centers, advertising, contact centers, and websites, to enhance its services and create unforgettable experiences for its customers.Real-life use cases will be shared to demonstrate the lessons Amazon has learned along the way to achieve success.

In a world driven by data and digital transformation, generative AI is redefining the boundaries of what's possible in marketing, communication, and the broader digital economy. Unlike traditional AI, generative AI harnesses the power of extensive datasets and self-supervised learning to create versatile, adaptable solutions that meet the dynamic needs of today's digital landscape. This talk highlights the revolutionary impact of generative AI, exploring how it streamlines content creation, enhances customerengagement, and drives unprecedented efficiencies in digital marketing strategies. We'll uncover the ways businesses are l everaging these advanced models to automate and personalize communication, thereby fostering deeper connections with their audiences. Join us as we navigate the cutting-edge developments in generative AI, from foundational models to the latest innovations.We’ll discuss real-world applications, industry trends, and future trajectories, providing a comprehensive look at how generative AI is not just a technological advancement, but a catalyst for economic growth and transformation in the digital age.

The main job of brand advertising is to influence future buyers, making them more likely to buy a brand in a future buying situation. But how do you measure and optimize brand advertising for a purchase that may not happen for quarters or years?Our approach leans on decades of research into ad effectiveness and applies those lessons to the measurement of three key components, which together neatly form the acronym ""CMO."" Learn the fundamental equation for how advertising works and understand how to optimize your brand advertising to hire more talent and generate more meetings and leads.

In today's rapidly evolving digital landscape, the significance of building vibrant and engaged digital communities cannot be overstated.As Africa undergoes a digital transformation, the ability to connect with and mobilize online audiences is a key driver of success for brands and organizations. Building impactful digital communities involves understanding local cultures, leveraging storytelling, and using data-driven strategies to foster meaningful interactions.By integrating creativity with strategic engagement practices, organizations can create communities that not only grow in size but also enhance brand loyalty and advocacy. The output of such efforts includes increased audience engagement, improved brand perception, and a more profound connection with the target market. Ultimately, impactful digital communities drive sustainable growth and innovation in the digital era.

In today's landscape, where advertisements are omnipresent, brands face significant challenges in capturing their target audience's attention. With this in mind, Glovo introduces an innovative, data-oriented, and consumer-centered tech solution : Glovo Brands Ads.Glovo Brands Ads is offering a unique opportunity to brands to enhance their visibility and optimize their marketing performance. In this keynote, I will be sharing with you how to leverage these tools.

Retail Media is a highly effective acquisition strategy, especially when it incorporates customer-based predictive analytics. In France, by the end of 2023, it accounts for 12% of media spending—a 24% increase compared to 2022. Globally, it is also experiencing strong growth with revenues exceeding $100 billion.The progress is evident, and the evolutions, accelerated by technological, regulatory, and behavioral changes, are opening up new horizons. Between identified opportunities (on-site or through audience extension), the benefits in terms of additional revenue, and the challenges to be addressed (governance and management, measurement, performance, content quality, relationship with platforms), Jean-Luc Chetrit, General Director of the Union of Brands in France, will share the key concepts to follow in 2025 and illustrate them with concrete examples.

Digital platforms have provided unlimited opportunities to publish and share content that add value to the customer experience.Brands are creating so much content today that users don’t have enough time to interact with all of it.Creative strategies vary based on the industry and the platforms used. Keynote will share Effective strategies for each platform (Youtube, Tiktok, Meta, Instagram, Twitch) and will also include the commercial outlook for CTV (Netflix, Hulu, Prime). In addition will discuss how to payoneer upcoming fast moving platforms (OTT, BeReal) and Technologies (Chat GPT, Jasper.ai, Dall E) to streamline content production and distribution in 2023 and beyond.

In a world where AI's potential is matched by its risks, protecting its contents is paramount. Deepfakes, fake news, and new kinds of hacks pose real threats, but with vigilant strategies, brands can safeguard their digital landscapes.By understanding AI's capabilities, media and brands can anticipate vulnerabilities and fortify their defenses, ensuring that their content remains authentic and secure.

Education and talent are vital for African nations seeking to enhance their global reputation and drive sustainable development. Countries investing in education, such as Rwanda and Ghana, are witnessing growing recognition for their strides in innovation and human capital development.Rwanda focus on STEM education has attracted tech giants like Google and Microsoft, positioning the country as a rising technology hub. Similarly, Ghana's emphasis on higher education has led to an increasing number of skilled professionals contributing to sectors like healthcare and finance.As African nations cultivate talent, they strengthen their economic resilience and cultural influence, bolstering their soft power on the international stage. Education, therefore, serves as a powerful tool for nation branding and long-term prosperity across the continent.

The more automated culture has become, the easier it is for brands to get lost in the feed of sameness.If you want to make a lasting impact on customers, you have to ditch the traditional funnel model and stand out. Because the brands that attract, are the brands that last. In this keynote, you will learn the three types of relevance your brand needs for breakthrough reach and how to activate impactful 360 campaigns.

AI technologies have been pushing the boundaries of what marketing measurement can achieve. With the recent changes in the media landscape, AI can provide marketers with the right tools to get faster and deeper insights into their marketing campaigns through automation and rescoring, especially with the pace at which the media landscape is getting fragmented.With the rise of the third media wave now, Retail Media, AI can be part of the success of marketing measurement. That said, we need to be realistic about what needs to be done to fully benefit from applying AI to measurement, and keep our expectations in check to avoid another “MTA answers all situation”.

The keynote aims to provide illustrations and tips to help brands succeed in their editorial strategy and brand content management.We observe a strategic shift in brand content management, moving from simple production to a more orchestrated management of content. Content teams are adopting a hybrid model, combining internal and external resources.The "Content Factory" model is becoming central, bringing together all the contents of an organization under a single entity for coherent and diversified production, including commercial, marketing, e-commerce, corporate, and HR content.In the face of content inflation, it is crucial to unify distribution channels and develop editorial guidelines to maintain consistency. Emphasis is placed on ethical and responsible content production, incorporating recycling and automation practices. Influencer, internal, experiential, and product content are gaining increasing importance.

The planet is warming up, natural disasters everywhere. Can Marketing ensure that organizations and indeed the world can exist and thrive now and in the future? How can we build sustainable brands in an African digital world? Recycling shouldn’t exist and sustainability isn’t just a word it’s a life style. Join the planet pledge.

This session will focus on how businesses in Morocco are measuring and optimizing their digital performance. Participants will discover tools and methodologies that are driving impactful results, with a view toward enhancing digital effectiveness in the evolving market landscape.