DIRECT MEDIA United Solutions
Although the fourth industrial revolution brought about the belief that technology will prevail, the focus remains on people, their emotions, and their values, while technology solutions are quickly changing the world — albeit but to the measure of man. This is the takeaway from the 10th Direct Media Academy, which brought together more than 500 of the region’s most influential marketing and media experts at Madlenianum.
The season’s main marketing event welcomed world-class speakers and local experts in branding and communications, innovation and implementation of the latest technologies in the media, new age management, and the film industry.
Welcoming the audience, DIRECT MEDIA United Solutions’ Chief Executive Officer Jovan Stojanović said that the system is readily entering the new age of technology, which will command a comprehensive approach to overcoming business challenges.
“This approach includes openness in creative problem solving paired with in-depth use of technology, all for the purpose of brands responding better and more efficiently to consumers’ needs,” said Jovan Stojanović.
As many as 84% of DMA participants believe that the man of the new communication age still needs to know people better than machines, although they see greater use of technology like machine learning and artificial intelligence in marketing and the media as inevitable and beneficial. According to 65% of respondents, the new communication age advertising campaigns will focus on consumers’ emotions, which is also the opinion of one of the most creative minds of today and DMA speaker Ravid Kuperberg from Mindscapes.
“As always, the key skill is understanding people, their lives, and drama they experience, as well as creative new ways to solve them that are relevant to the brand and its life. Technology should never be the main point of the story, but instead it should help bring it to life,” Ravid said.
When it comes to media transformation, television as the original influencer will remain the most dominant medium, only in a new form, TV innovation experts asserted at Direct Media Academy.
“The transition from analogue to digital television along with new technologies have enabled the user experience as well as content consumption to become ever more personalized and tailored to individual needs and tastes. Now that these innovations are available in your region it is inevitable that the quality of the consumer viewing experience is going to improve substantially,” said Willem Janssen from Freewheel, a Comcast Company, a global leader in technological solutions in advertising and television.
United Group’s R&D Director Srđan Đurđević, who gave a talk on TV innovations, said that today’s viewers want content to be tailored to their preferences because they rightly expect services that allow them to spend time watching what they want, instead of searching for it.
“Mobile device use is growing at high speed — today’s viewers are constantly on the go, they live fast, and they want everything to be at their fingertips. Television had to keep up with this trend and offer viewers the desired content at the desired moment on the desired device. However, merely having large chunks of content is not enough, you also need a powerful technology platform based on the latest technologies like ML and AI, as well as a fast and convenient user interface. Our innovation center United Cloud strives to always keep us abreast of new trends and technologies, allowing us to boost our users’ satisfaction with watching TV,” said Srđan.
When it comes to the new networked organizational model, Digitalizuj.Me co-founder and Spark.me Program Director Vladimir Vulić voiced his view of the digital transformation process as one of the most important catalysts in the evolution of business.
“The most important step on the path of digital transformation is changing the ways we think. Modern work methods require a paradigm shift not only concerning technology, but also in the way of organizing work and processes within a company. Employees must shed the role of those who execute orders and take on the role of equal value creators, while communication with all stakeholders must be rooted in free flow of information and collaboration,” Vladimir said.
Branding consulting expert at TBC Global, content strategist, and co-author of Newsjacking Jon Burkhart and celebrated filmmaker Dragan Bjelorlić also appeared among this year’s speakers.
DMA participants concluded that in the new communication age having multidisciplinary skills will be nearly as important, as will proficiency in complex technology.
Acquiring new knowledge and practical skills was the very subject of the two-day training that showcased the latest media and communications trends through Media and Branding modules’ series of talks and workshops. The talks were given by the DIRECT MEDIA United Solutions system’s experts.
Every year, the proceeds from Direct Media Academy registration fees is donated to charity, which will be the case this year, too.