Orange Digital at MKT Fest 2024: Data, AI and the Future of Marketing

From October 10-12, 2024, MKT Fest brought together marketing leaders and experts. For three days, they discussed the trends, tools and strategies that are redefining marketing in the Fashion, Entertainment, Sports and Trends industries.

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The event became an essential space to share knowledge and connect professionals in the sector, and among the most outstanding talks was the spotlight of Orange Digital: "Data is the New Cash", given by our CEO and Co-founder, Héctor Romero.

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‍Yourculture is your brand: The basis for marketing success.

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Héctor Romero began his talk with a crucial reflection: "Your culture is your brand". In today's world, where marketing dominates the narrative of companies, the culture of an organization becomes its main differentiator. For Orange Digital, this culture is centered on its employees. Moreover, the essence of Orange is born from the perfect combination of data, marketing operations, CRM and AI.

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Hector stressed that this combination - data+ CRM + AI -not only helps to improve marketing operations, but also allows data to be transformed into tangible value for companies. Hence his famous statement, "Data is the new cash." But beyond that, he mentions how the power of information and its proper interpretation becomes the new currency to generate effective results.

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Personalization as a key strategy

Personalization has been a buzzword in recent years, but as Hector pointed out, it is important to understand it beyond its superficial definition. He compared this approach to Netflix's successful model, which uses its users' data to create tailored experiences. Hector explained that Netflix analyzes how long people watch certain series, what topics they prefer, and even where they pause content. All of this is used to generate personalized recommendations, even changing series covers based on each user's behavior and tastes.

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This personalization would not be possible without an efficient combination of data, CRM, AI and creative minds. Hector stressed that while technology is essential, creativity remains a vital driver in modern marketing. True innovation emerges when data is combined with disruptive ideas.

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Digital FXP: Transforming the fan experience

One of the most exciting moments of the spotlight was the introduction of Orange Digital's product: Digital FXP (Fan Experience Platform). This product, used by clients such as Boletomóvil, Club Deportivo Toluca, Club Deportivo Guadalajara (Chivas), Sultanes de Monterrey, Fuerza Regia and Capitanes Ciudad de México, offers a comprehensive platform to deliver unique and personalized fan experiences.

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The Identity Resolution a key pillar of FXP, collects data from multiple sources to identify a single user. This allows the formation of a unified profile that helps to understand the user's behavior and provide personalized recommendations.

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This personalization approach not only enhances the user experience, but also contributes to a better experience and fosters consumer loyalty.

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‍Connect, personalize and deliver real-time experiences.

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Hector Romero's spotlight concluded with an interactive dynamic that engaged the audience and generated an incredible response. Before ending, he left the audience with three key concepts:

1. Know your customer
2. Personalize your communication
3. Offers real-time experiences

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Romero closed his spotlight with a phrase that resonated with everyone: "Today more than ever, the world belongs to the creative.". This talk not only highlighted the value of data, but also the importance of creativity and innovation for success in today's marketing.

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If your company is ready to embrace these types of trends and take your marketing strategy to the next level, Orange Digital is here to guide you every step of the way, with personalized communication, on multiple digital channels, and at the right time for your customers. Don't hesitate to contact us if you want to learn more.