During the two-day Marketing congress of BAM, we got a quick plunge into what this probably will look like. In this edition, the main tracks were Meaningful Marketing, Inclusive Diversity and Martech. Discover our favourite talks that align with what we stand for and believe in with Bjièn.
My interest went more to the talks on the first two subjects. Don’t get me wrong, I love Martech, but the topics addressed weren’t - in my opinion - future possibilities but rather operational tools and activities we already use daily at tech startups.
How marketing can be made more inclusive
By Vincent Bragg
Being convicted, Vincent noticed that getting a second chance in the US is hard. He set up a marketing agency where he works with people still in or already out of prison, giving all of them an ideal first start to re-integrate into society and enabling them to become an entrepreneur themselves. This way, he helps them build a sustainable future.
“Forget advertising campaigns and branded content. All eyes are on the inner workings of your business – and how seamlessly it can adapt.”
By Kristel Vanderlinden
In this quickly changing economy, it is important not to stay stagnant and be able to act on short notice (agility), be sustainable, and have a holistic approach and a new way of thinking.
Employee happiness + customer care = healthy profit
By Isabel Verstraete and Ann De Bisschop
Care starts in the first place internally, by taking better care of your employees and working on the employee experience. When employees are happy, they will take good care of your customers and stakeholders, resulting in a sustainable business with a healthy profit.
How to change anyone’s mind
By Jonah Berger
It’s easier to do things we have done before. It requires less effort, while new things need more work. We are attached to what we have today and cannot let it go. We fear new stuff as we are uncertain about the outcome. However, we often need to abandon this status quo and change things to make progress. So, how to convince people to change? To mitigate barriers that hold people to change, we need to identify the barriers and obstacles to change. And use a catalyst to reduce these roadblocks. Catalysts reduce Reactance, ease Endowment, shrink Distance, alleviate Uncertainty, and find Corroborating Evidence.
Health is the most meaningful consumer value
By Christophe Jauquet
Everyone wants to become healthy and happy. We have become more conscious about our health in the last years, making it more important. In the needs pyramid of Maslov, this is the top-level one: the need for self-actualisation, resulting in a shift from product-driven to customer-driven to now an aspiration-driven market, e.g. we restore our jackets instead of buying new ones. People want to do good. Also, every business is a health business creating value. Companies’ focus shifted from products to services to experiences to today’s transformations. They focus on what their customer wants to become and how they want to be transformed.
How to use neurodiversity as the key to change
By Peter Ampe
Peter highlighted that being neurodiverse employees bring lots of added value and thrive well if you spend more effort looking into the ideal team and working culture for them. Being diagnosed with ADHD, I could relate to many things in this talk.
I hope you enjoyed my short recap of the marketing congress. Enjoy the future of marketing!