Programme
2023

With the everchanging audience and the evergrowing digital platforms, it is important for every marketer to sustain and grow your current and new audiences by including diversity in every context of the word. The solution is not to get it right once but to lead with it everyday.

Only 20% of the brands that Africans admire are made in Africa and 30% of the Top 100 brands are driven by technology. Technology has had a transformational impact in the continent, breaking barriers, connecting people, enabling access to financial services and transforming commerce. As the AfCFTA which seeks to create the largest free trade area of 1.2 billion people with a combined GDP of over $2.5 trillion, moves to accelerate intra-Africa trade from a base on 18% in 2020 to 50% by 2030, there is no question that digitally-brands will be critical lead the way in the transformation of the continent.

A usecase that designs and analyzes, from a marketing perspective, key figures, insights and date of the brand 'Morocco' global radiance during the Football World Cup in 2022.The Moroccan football/soccer team, “Les Lions de l’Atlas”, made history by becoming the first team from Africa/the Arab world to reach the semi-finals stage during its participation to Fifa world Cup 2022 in Qatar.This had a huge impact on the ‘Morocco’ brand at all levels: awareness, likability, interest… and on multiple areas (sports, tourism,…). The speakers, coming from the Marketing/Brand building and Digital worlds are analyzing, through a mix of approaches (social listening, semantical analysis, topic modeling…) the key insights on the brand performance, using world-class tools and analysis to identify relevant takeaways. An approach that can be an inspiration for Brand builders to understand how data can be translated into actionable insights, at business level.

In just a few months, Generative AI (new technologies based on Artificial Intelligence) is revolutionizing the way we create texts, photos and videos.
New tools such as Dall-e, Midjourney for visuals assets or ChatGPT (Microsoft), Bard (Google),… for texts, will change the way brands and agencies are doing marketing forever. Just imagine if you could design a highly detailed photo or video in any styles (3D, drawing, photorealistic, painting…) in a few seconds by just entering a text prompt ?
Or how can you leverage ChatGPT has a coach for your marketing strategy or business plan ?!
Discover in this session the possibilities, risks, opportunities, solutions behind Generative AI for marketing and creativity.

The monetization of media in the era of artificial intelligence is a complex and evolving topic. With the rise of AI technology, traditional methods of generating revenue such as advertising and subscriptions are being challenged. New opportunities have emerged such as using AI to personalize content and improve user experience, which can lead to increased engagement and new sources of revenue. However, the use of AI in media also raises ethical concerns, such as privacy and algorithmic bias, that need to be addressed. The media industry must strike a balance between leveraging the benefits of AI and preserving the integrity of its content and audience. The future of media monetization in the AI era will depend on the ability of the industry to adapt and innovate.

With a market size growth of 62% per year from 6 Billions in 2021 to 500 billions in 2030, it is now the time for enterprise adoption for the blockchain technology behind the web3 and the metaverse.
With an expected impact 10 times bigger than the internet all sectors will be impacted, and the marketing industry will also benefit from this technology. According to Accenture, 55% of decision makers from media companies consider the blockchain technology as a top5 priorities for their business.
This keynote will present the vision of the web3 and the metaverse with an analysis of the specific impact on the marketing industry trough business oriented material illustrated by real use-cases.

Modern marketing and business are built on data. It enables us to make data-driven decisions, target our marketing efforts, and comprehend our customers better. The significance of data in marketing will only grow as a result of the expansion of digital channels and the advancements in big data. The newest trends and best practices in data-driven marketing will be covered in this session, along with tips on how to efficiently gather, evaluate, and apply consumer data to meet your where they are. Whether you're a marketer, a business leader, or a data professional, Data should be at the center of your efforts

A case study showcasing in-the-moment mobile shopper research across developed and emerging markets, bricks & mortar, eCommerce, modern and traditional trade brought to life by a range of local, regional and global clients.
This session will demonstrate:
1. The role that digital techniques can play in shopper research across Africa
2. How to use technology to overcome the cost, sample size and finite shopper occasion limitations of Shop-Alongs
3. An In-The-Moment mobile shopper diary approach that delivers thousands of offline and online shopping occasions
4. How this emerging technique helps target and optimise in-store and above the line marketing investment

Social & Media are two words that don’t fit together at all. Social is about people. About life. About real interactions. Real conversations. Media means “how many should I pay to reach people that don’t want to be reached by me. People that don’t want to see me. People that don’t care about me”. The rise of paid media, how the kpi’s are named on social media (likes, fans, engagement…) and how Social Media are built push brands to do wrong things. To believe wrong things. And to forget the one that matters.

Social experiments for brands are a powerful way to engage with audiences and create im-pactful campaigns. In this keynote, we will explore the keys to making insightful, impactful, and viral experiments. Using a Moroccan study case as an example, we will discover how brands can use social experiments to create meaningful connections with their customers and build brand loyalty. This presentation is a must-see for any brand looking to explore new ways to engage with their audience and create lasting impact.

Digital Trends Morocco Results Digital trends Morocco is the research study that give the trends to the Moroccan market on the evolution of the Digital Adoption and transformation inside the companies from a Marketing perspective. It shows also the evolution in terms of capabilities and investments of the different advertisers and sectors