Marketing and Technology 2019 – our thoughts
Justyna Mejna, Content Marketing Specialist
- 25th November 2019
- Technologies of tomorrow
- 3 min
Will artificial intelligence and technology development surpass the creators themselves in the future? How do ethics in marketing and morality of marketers correlate with technological progress? What are the boundaries in cooperation with the client, and is design thinking a method that can break them? These and many other issues were discussed during this year’s edition of the ‘Marketing and Technology’ conference.
In the past years, as a marketing team, we willingly participated in events organized by Collegium Da Vinci, addressed to marketing enthusiasts and observers of the trends on the market of modern technologies – we couldn’t miss this edition.
‘The main theme of this year’s conference was crossing boundaries. At least it was supposed to be because health problems changed the list of speakers. Some of the presentations were created just before the event, and the organizers didn’t know their titles until the last moment.
And although not every lecture was closely related to the subject matter of the conference, it went beyond the limits imposed on it. And this in itself corresponded to this year’s slogan «Beyond Boundaries».
Karolina Kałużna and Tomasz Misiukiewicz described it quite interestingly, explaining that going beyond the assumptions, although sometimes intentional, isn’t always more valuable than sticking to the plan. The same applies to financial and technical limitations, which – used creatively – can be the starting point for an innovative campaign.
Other barriers can also be crossed, such as reality and the virtual world, as told by David Prokopovich from Google, or software-hardware, as shown by Anita Kijanka.
The sudden change of the speakers didn’t decrease the level of the conference. We had lectures sticking to the topic, we also had speeches going beyond the chosen subject. However, all of them followed the general idea of «Marketing and Technology» and did it well’.
Marek Mazij, Senior Graphic Designer
‘I was most interested in two lectures, both about technologies related to AI:
«Technology, marketing, and ethics. How to find ourselves in a world without borders?» – the presentation focused on a futuristic vision of the development of artificial intelligence and modern technologies based on AI, with Google at the forefront. These technologies are still imperfect, but despite their imperfections, they have a significant impact on life – they’are the driving force behind thinking not only about the salvation brought by AI, but they also remind us of the enormous dangers that come with technological development. These are processes that we’re not fully prepared for, and we’re not aware of how we’re destroying our own environment with the development of technology. Yuval Noah Harari in his most popular works «Sapiens. From animals to gods» and «Homo deus. Short story of tomorrow» brings up these topics, among others.
«Technology at the service of Marketing (and not only). Examples of practical application» – it’s important to know that AI is not the future, but the present. Many AI technologies make it possible to organize our daily lives more efficiently and ecologically. Some applications make it easier for paralyzed people to function by recognizing gestures, facial expressions, movements, and messages. A perfect example of such a solution is the teachable machine.
The application, in which an attempt was made to blur the border between the functionality of a smartphone and its inconvenient shape, is to give the functionality of a smartphone to a human shape – it’s worth noting the Jacquard by Google.
Discussion and understanding of the above issues/applications/technologies, which aren’t only the future but also the present, made me realize that the future is now’.
Emilia Łach, Webmaster
‘As every year, the conference was held at a high level. Its great advantage is the diversity of topics discussed by the speakers. The most memorable was Maciej Radziemski’s speech «Technology, marketing, and ethics. How will we find ourselves in a world without borders?», whose conclusion was that even with such fast and advanced development of artificial intelligence, it wouldn’t be so easy for machines to replace humans in marketing. In communication, apart from the technological aspects, emotions are extremely important, with which the machines have a lot of trouble’.
Adam Tarajkowicz, Marketing Manager
‘I particularly remembered Anita Kijanka’s speech «Why do I like to promote hardware? – challenges in software and hardware communication» – because of the area of my private and professional interests. The speaker talked about what product features should be emphasized in Business-to-Client communication so that the recipients know how to use it and what needs are satisfied by a given solution.
Maciej Radziemski raised an important issue with his speech «Technology, marketing, and ethics. How will we find ourselves in a world without borders?» The matter of the limits of morality in business is quite uncommon and rarely raised during conferences, and – as the reality of the advertising market shows – not all marketers have learned the lesson from ethics, as exemplified by the graphics of the energy drink Tiger published on Facebook and Instagram on the 73rd anniversary of the outbreak of the Warsaw Uprising, or the Pepsi spot with Kendall Jenner, released as part of the global campaign «Live for Now». Maciej Radziemski provoked listeners to an interesting discussion on whether agencies should employ graduates of philosophy and ethics to advise specialists on what ideas for creations should not go beyond the conceptual meeting.’
Justyna Mejna, Content Marketing Specialist
While attending the event, we had a chance to get to know interesting case studies, which confirmed the well-known fact that using the technology in the service of marketing can change the reality around us, and that it’s worth getting rid of the clichés and fiercely defend your beliefs not exceeding the limits of reason and ethics.
- On 25/11/2019
0 Comments