On Wednesday, 22nd May we headed to Madrid's IFEMA for this year's Digital Enterprise Show. The event, currently on its 4th edition is currently the world's leading trade show dedicated to Digital Transformation and its relationship with business.
Featuring an array of industries – from banking to urban mobility or media – and a packed agenda of talks, our very own CEO Juan Dominguez was amongst the list of speakers for the day. His talk was held at the 'Spain Digital SMEs' stage, sponsored by Santander. The particular theme for the stage's agenda highlighted the challenges small and medium businesses face in an increasing digitalised world – and what tools they have at their disposal to tackle them. In that line, Adglow's co-founder and CEO spoke about the changing world of advertising and the increasingly important role that CRM plays in any communication strategy. We live in a time where personalisation is paramount; consumers look for individual interactions and expect a tailored approach from the brands they engage with.
As Juan explained on his talk, it's key for businesses to know how to navigate the transition from communicating to audiences to communicating to customers correctly – and that's where technology comes in. More precisely, CRM technology. Far more than just a tool for managing existing customer relationships, CRM has also become a customer acquisition channel, too.
Juan's talk opened a whole day of very interesting speeches seeking to empower small and medium businesses with the necessary tools to remain competitive in an increasingly tech-dominated world. After taking questions from the audience, he was interviewed by TVE, Spain's national TV broadcaster – you can watch the interview here.