- Topics ranged from the use of AI in digital marketing and preserving human creativity in an AI-driven world to mastering e-commerce and the future of influencer marketing.
- Attended by over 600 participants, the summit provided a platform for networking, knowledge sharing and exploring the latest trends and tools in digital marketing.
- By regularly evaluating the performance of various digital marketing tactics, businesses can identify what is and isn't working and refine their strategies for better results.
Michelle Thérèse Ales
The most anticipated digital marketing event of the year, Digital Marketing Summit 2024, kicked off yesterday at Water's Edge, Colombo. Organized by the Digital Marketing Association of Sri Lanka (DMASL), the two-day summit will be held from 3rd to 4th July and is set to be a transformative experience for all participants.
Presented by Unilever, the event brought together industry leaders, innovators and enthusiasts for two days of incredible speakers and workshops to explore the future of digital marketing.
The Summit kicked off with a grand opening ceremony by the Chairman and Secretary General of DMASL and featured a meticulously curated agenda that combined keynote speeches, panel discussions, and practical workshops. Attendees had the opportunity to engage with some of the most influential people in the industry, gain actionable insights, and discover innovative strategies to stay ahead in the ever-evolving digital landscape. Digital Marketing Summit 2024 was a remarkable event that left a lasting impact on all who attended.
One notable keynote speaker at the Digital Marketing Summit 2024 was Uma Rudd Chia, a well-known creative director and thought leader in the digital marketing field.
Her talk, titled “Protecting Human Creativity in the Age of AI,” focused on the delicate balance between leveraging artificial intelligence and protecting human creativity. She emphasized that maintaining a human perspective is crucial in today's AI-driven world, saying, “If you don't bring your perspective to that insight, it gets lost in other people's perspectives.”
She further stressed on the need to inspire and open people's minds to the myriad possibilities that AI integration brings.
This was followed by a fascinating presentation by Sotirios P. Seridis on optimizing the digital marketing mix. He emphasized that “the key to effective digital marketing is aligning each marketing activity with the organization's business objectives.” According to Seridis, the modern digital environment demands a strategic approach that can meticulously align every element of a product offering with a company's specific goals.
Nuwan I. Senaratna's presentation detailed the complexities of modern advertising policies and their impact on driving engagement with ads. To drive engagement, he explained, advertisers must first thoroughly understand and adhere to the ever-evolving advertising policies of various platforms. “Paying close attention to these policies can help prevent costly setbacks and maximize ad visibility,” Senaratna noted. His insights highlighted that achieving sustainable success in digital advertising requires a balanced approach that combines regulatory compliance, data-driven personalization, continuous optimization, and user-friendly ad integrations.
Gamika de Silva and Anand Tilak led an engaging and interactive session titled, “My Boss Didn't See My Ad”. The session resonated with the audience, especially young brand managers and media planners, as it addressed a common yet critical issue in digital marketing. Leveraging their vast experience, de Silva and Tilak provided valuable insights and practical solutions to ensure that your ads not only reach their intended audience but also gain high visibility within your organization. “For your ads to get the recognition they deserve, it's important that they not only reach external audiences but also have your internal stakeholders see and appreciate your efforts,” said Gamika de Silva.
Kenny Ho delivered an insightful session titled, ‘Getting Comfortable with Discomfort.’ In his presentation, he highlighted the need for marketers to embrace the rapid advancements in AI technology and the transformative impact it will have on digital marketing strategy and measurement.
He began by highlighting the constant evolution of AI and its profound impact on the marketing industry. “In an AI-driven world, change is the only constant,” he said. He explained that AI technology is transforming the way data is collected, analyzed, and utilized, necessitating a shift in traditional marketing thinking and approach. Marketers are being forced to become more agile and adaptive to stay ahead in the competitive environment.
He urged marketers to be open to trying new ideas and strategies: “Embrace the unknown and let data inform your decisions,” he said, emphasizing that a willingness to experiment and iterate is essential to succeed in an AI-driven marketing environment.
In her presentation, titled “Beyond Technology: Timeless Catalysts for Success,” Nicole Ingla emphasized that while technology and digital tools are essential in today's marketing environment, timeless principles are also essential to achieve sustainable success. She also discussed the value of resilience and adaptability in the face of change, noting that the digital environment is constantly evolving and success requires adapting and persevering with challenges. Ingla's insights highlighted the need to balance technological advancements with timeless values such as creativity, authenticity and relationships. “At the end of the day, it's these timeless catalysts that truly make the difference,” she concluded.
Day one of Digital Marketing Summit 2024 has set the stage for a second day that is sure to be just as impactful, as attendees can look forward to further developing their skills, networking with their peers, and gaining a better understanding of how to navigate the ever-evolving digital landscape.
-Photo by Ruwan Walpola
