The speaker:

Thibaut Machet, CEO @ PlayPlay

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The quote to remember:

<aside> 💬 “Build your brand reputation by being consistent and credible. Create qualitative content.”


Actionable insights from the session

The technology available to us is evolving constantly. This is down to emerging technologies (from physical to digital), new platforms (the unstable world of social media), content creators (used to be the media, now challenged by social media and individuals themselves}, and audiences (what content they want to consume).

AI technology is moving so fast that many things we learn become outdated within just a few weeks. Use it to automate the more simple marketing processes, such as writing emails and structuring your CRM. It’s also a great tool for helping you with strategic decisions, such as what kind of content to create.

Content will always be key for any business, but formats are getting wider and wider. You may still work with agencies for the big-hit pieces, but more and more content will be created by you in the future. Whether it’s visuals, videos, audio, lives and webinars or even texts and conversations, you need to know how to create it, as well as how to build stories for each different format.

People don’t realize quite how big this industry is, and how big the opportunity to use it as a channel for communication is. There are 2.7bn players around the world, with 20bn hours watched on Twitch in 2022. Advertisements already exist here, but it’s just getting started, so you must bear gaming in mind for future opportunities.

People are getting more and more emotional. It’s really important that you remain human in your communication as this is your strongest asset and link to your audience. You must lead all communications with sincerity and integrity.

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The Replay