The "Digital Life Design" by Hubert Burda Media once again managed to captivate over thousand attendees. For three days, forward-looking topics from research, business, politics and society were discussed – a vast array of topics ranging from sustainability and digital transformation to the future of mobility, the fashion and music industries, and quantum technology. The subject that dominated the conference, however, was artificial intelligence.
This year, for the first time, the DLD was held at our new House of Communication in Munich's Werksviertel district. Two stages, over 100 panel discussions, all devoted to the main theme - "Beyond Now". What this means for the advertising industry, marketers and marketing itself was explained by Serviceplan Group CEO Florian Haller in his keynote speech, titled "Beyond Advertising":
Florian Haller's main insight: Marketing needs a new synthesis of technology and empathy. To achieve this, brands must ask themselves three key questions for the future:
By finally talking about what really moves people. A brand that not only promises product benefits but also has a high emotional binding power, that is approachable and embodies the same values as its target group, is not only appreciated. It is loved. And purchased.
We have to learn again how to tell emotional stories that really touch people at their core. Heart-warming stories that make you think – and maybe even give you an impulse to act.
Advertising will only become truly "Beyond" when brands are no longer perceived as senders of exchangeable marketing messages, but as friends, as personal companions, who communicate with their consumers individually. We need to develop brands into unique, approachable personalities that people are happy to let into their lives.
Brands that seriously answer these questions will continue to be able to advertise effectively and efficiently. Brands that reach this level can become lighthouses again, even in times like these.
Alex Turtschan and Simone Jocham from Mediaplus International summarise further findings of the DLD on our blog.
And all the highlights of the conference can be watched here: