DMA AWARDS ITALIA 2019: MORE THAN A PARTY
The seventh edition of the DMA AWARDS ITALIA, the prestigious competition promoted by DMA Italia (Data & Marketing Association) which awarded the best data-driven marketing campaigns, ended. The Award Ceremony was held on 4 July, in the beautiful setting of the Vodafone Theater in Milan.
DMA AWARDS ITALIA is the only award in Italy that, in addition to creativity and strategy, rewards the ability to collect, use and interpret data. The surveys are then studied through tools such as Marketing Database, DMP and Business Intelligence to get to know consumers, understand them and build relevance and engagement for them. The award is made in Italy by DMA Italia (www.dmaitalia.it), the association that promotes and encourages the creation of training programs for the market on marketing and communication issues, related to the use of data.
In this edition, the awarding format has been significantly renewed.
The ceremony was preceded by an afternoon full of content, presented by Enrico Barboglio. Waiting for the Awards, marketing professionals in companies of various industries have talked about how they faced the challenge of the progressive digitalization of the customer experience with the brands. Their interventions showed that information, data and creativity must find the right mix, inside and outside the company, to generate valuable experiences for consumers.
After the introductory contribution of Ivan Ortenzi (BIP), the microphone was passed to Andrea Roberto Bifulco of Startup Grind, which dealt with Growth Hacking to accelerate the growth of a business in a sustainable manner. Born in Silicon Valley a decade ago and applied by giants like Facebook, Dropbox, Instagram and others, in the last few years this phenomenon has literally exploded and has been adopted by companies of all kinds: from Coca-Cola to IBM, via Heineken , Colgate and Transavia. The Growth Hacking methodology is based on lateral thinking, creativity, experimentation, data analysis and the continuous interaction of marketing strategies and models.
Denis Balbo from Naos instead offered the audience an in-depth look at Open Innovation and Data Utilization. According to the expert, defining the digital brand strategy of a company means putting the use of the data at the center, but not only: the boundaries between brand and consumer become more permeable and managing the customer experience means letting the flow of ideas and information moves in both directions. The new culture in the company must therefore present the right mix between information on the data and creativity.
Fabio Borney of FCA, who examined the advantages of data marketing for the automotive market. FCA, like most companies, has had to manage over the last decade the challenge of the progressive digitalization of most of the customer experience with the brands. This path has resulted in a growing and exponential availability of interaction data with customers that the company has tried to capitalize to direct its investments and decisions.
Enrico Plateo of WeChat then underlined the differences between the Chinese and the Western digital system, some of which strongly affect the recovery and use of user data by consumer companies: on the one hand the market of technological providers, from the other the digital consumption habits of the Chinese population, finally the interaction between online and offline.
The afternoon speeches ended with Fabio Carsenzuola of Europ Assistance Italia, which outlined the new digital tools for consumer assistance, and Antonio Fratta Pasini of CheBanca !, which defined the prospects for PSD2 in the banking business model .
After the usual cocktail dinner, the real Award Ceremony was opened by Polo Romiti, President of the Association. Supported by the other members of the Board, Fabrizio Vigo (Vice-President), Federico Tornielli, Marco Rosso, Sergio Pilu and Enrico Barboglio, Romiti explained: “The goal of DMA Italia is to be the unique meeting point of the realities that it founded their development strategies on the centrality of the data. Only now in Italy is learning to structure and regulate the conscious use of data in marketing. We at DMA Italia “, continued the President of the association,” we are called to facilitate and support this process: only by having responsibility in the way in which communication is made and by placing users at the center of our strategies, we could gain credibility. This year DMA Italia will then participate as a leading actor in the drafting of the Code of Conduct that the European Guarantor will publish in the first few months of 2020 and through which DMA Italia will play the role of Auditor ”. A result of absolute prestige, although (again quoting the words of Paolo Romiti) “the road is still very long, but the challenge is compelling”.
Among the projects presented in the competition, the “Mind Portrait” campaign of The Embassy agency (DMA Award Gold in the Business Products and Services category), the “Wako’s Challenge” campaign of the A-Tono agency for San Carlo Unichips (Special Best Use of Social Media Award) and the “DDA – Dealer Digital Advertising” campaign of the Like Reply agency for FCA (Special Search & Display Award).
The evening ended with the traditional party Let’s Party the Results, with the extraordinary participation of Lo Stato Sociale.