More than just taking advantage of emerging technologies, DigiCon 2024 reminded attendees that we, as people, still need to be at the center of it all.
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In a world that gets increasingly digital by the day, it can honestly be hard to navigate all the ins and outs of the digital world. While most of us are digital natives, that doesn’t mean it isn’t confusing to keep up with all the trends and new and emerging technologies. There’s a lot of potential there, as well as questions and even anxieties, and this shift in lifestyle took center stage at the Digital Marketing Association of the Philippines (DMAP)’s most recent Digital Congress (DigiCon).
With the theme REVOLUTION, DigiCon 2024 took over Newport City last October 15 and 16 for two days of insightful talks, panel discussions, and immersive activities on digital trends and technologies to leverage rapid digital change. The annual digital convention was more than just a networking opportunity for digital marketers and creatives in the country, it was also two days of insights and strategies on how to make the most of the changing digital world. Here were some of the major highlights from the event.
THE CONTEXT COMES FROM YOU
Day one began with a plenary talk at the Newport Performing Arts Theater. The nearly packed theater witnessed talks from notable names in digital, marketing, and business, locally and abroad. Most notably, the keynote speaker was Steven Johnson, author and Editorial Director at Google Labs, who shared with the audience his thoughts and insights on the emergence of AI as a major tool in the digital landscape.
Like all inventions, AI is still growing as ideas take time to build. He implored the audience to practice a “playful curiosity” when it comes to AI and see where you can take the technology. But using AI, especially for the better, isn’t just about writing a prompt and calling it a day. It extends to having a clear mindset with your intentions, because, at the end of the day, the ideas and context come from you. This focus on the person was echoed in the following speakers that morning, who brought home the point that a digital pivot but ignoring the person and purpose is just noise.
THE POWER OF STORYTELLING
Following the morning plenary session, attendees then headed to their pick of breakout session held at the Sheraton and Hilton hotels. The session we went to focused on combining facts and storytelling for your brands to sell. A key point made during the session was that you can share all the facts you want, but that’s only half the picture until you incorporate digital stories that sell the point home.
Brand trust and authenticity come from a commitment to storytelling and understanding your purpose, and there is a point in incorporating human context into your digital and marketing efforts. Authentic stories still matter even in the digital era. Case in point: one speaker shared that user-generated content based on what you’re trying to sell is more effective than content coming from the brand and social proof that your message is resonating.
HUMAN AT THE CENTER
Day two kicked off with another plenary session that continued the talking points discussed during day one. A highlight here was the importance of community and listening and learning in the digital space. When we think digital, it can often come to us as an abstract concept, which is why it helps to ground the work in and with people.
And speaking of people, it was pointed out that a human-centric approach isn’t just limited to your audience, but also within the company structure. It’s all about putting people at the center and within the structures, because if people can’t live in or enjoy what you built, then that’s a red flag. So, know your audience and root your executions in a tangible, human need.
CHANGE ISN’T STRESS, BUT AN OPPORTUNITY TO THRIVE
Whether we like it or not, digital transformation is coming, and the rise of tools like AI means it’s going to be even more prevalent in our lives. But that doesn’t mean we can’t be prepared for it. Change can be scary, but it should not be seen as a threat. That was the highlight of the breakout session we attended on day two that had an interesting discussion on agility. Resilience to change depends on agility, and that can be hampered by an unhealthy working environment that prioritizes competition over cooperation.
Basically, if your employers don’t see you as a person, that’s a red flag. When faced with a fast-changing digital landscape, what matters is a motivational climate that encourages people to see change as a challenge, not a threat. There’s something to be said about empowering teams and individuals and valuing them as more than just a name on a sheet.
As DigiCon 2024 came to an end, it left an important takeaway that digital transformation still needs a person. AI may be on everyone’s radar right now and is increasingly being used in all manner of life, but as long as you don’t root it in the person, then it’s honestly pointless. The digital revolution is being led, after all, by us, so why not use the moment to make life better for us? Navigating the digital realm is exciting, but remember that we’re still people and meant to talk to and interact with each other at the end of the day. So, embrace digital but stay human.
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