With the title "The digital revolution: as told by the CEO's of the main Internet companies," Daemon Quest, a leading consultancy for Customers Strategy in Spain, yesterday gathered together at ESIC those in charge of companies that are setting the pace at which the Web is moving. The leit motiv of the meeting was to know firsthand the trends that are setting the stage for businesses in the digital world and provide the attendees with the necessary clues to look for new opportunities and make the most of the only area of business activity in which the figures exceed the sluggishness of the crisis.
Juan José Peso Viñals, President of Daemon Quest, introduced the seminars explaining how Internet has passed from being an opportunity to become a reality in which companies cannot turn their backs on and it is the only sector where there is real growth and creation of wealth. Peso set out Steve Jobs, who has recently passed away, as an example of a visionary who tried to change the world and introduced the participants in the event as those responsible for the most cutting-edge projects on the Web, in fact companies that want just that: to change the reality that surrounds us and improve the world. Lastly, Daemon Quest's President stressed, before giving way to the speakers, how companies have to get closer and closer to their customers and that the Web is essential for this.
The seminar counted on the participation of seven top class speakers. "Global trends in the digital economy that will benefit your business" was the statement with which Elena Gómez del Pozuelo, President of ADigital (Spanish Association for Digital Economy) set out figures that invite us to be optimistic about the growth of businesses on the Internet. She focused her presentation on the idea that companies have to adapt to the digital market and the opportunities it offers or they will be simply swept away by others that arrive having focused their strategy on the on line sector. For this, as an example, she used the case of an entrepreneur who sets up his business today and went over the original plan that they would make in a business with a global vision, where a company with a simple website can sell throughout the world, with technology that makes large and small companies equal and a scalable business idea with a flexible structure.
Nacho Somalo, CEO of Alice Europa, focused his presentation on an area that is just arriving "The revolution of consumer goods distribution," a sector that is still waking up despite the fact that it markets ideal products for e-commerce. Alice's success has been to allow brands to make consumers become customers, in such a way that the user can find offers of his favourite brands and can buy products through just one purchase and one sole dispatch. The company makes a complete solution available to brands to join together marketing, logistics and showcase services for its customers, the consumer goods brands.
"The take-off of crowdsourcing in Spain" is precisely the trend that has arrived from the hand of Adtriboo, a company with an original and innovative business idea that was explained by its CEO, Jaime Sanmartín and its Marketing Director, Juan Ramón Moreno. The idea starts with having access to creative talent at a price that has been fixed by the company beforehand, which facilitates a briefing in a community with 125,000 professionals in the marketing, creativity and contents field and later choses the work it has liked the most. It is an open model where professionals take part freely in those projects they want to opt for.
Faustino Jiménez, CEO of Arsys, called his presentation“Return to your roots” and unveiled the latest trends for hosting outsourcing and the range cloud computing opens up in this way. To define it, Jiménez commented that cloud is simply a metaphor on the Internet and he went over the enormous changes that the Web has produced in our lives together with how companies have not adapted sufficiently, with much slower changes. Cloud technology allows companies to do a lot of things, much faster and at a much lesser cost.
The General Director of Google in Spain, Javier Rodríguez Zapatero, titled his speech “On line consumer trends” and he carried out a thorough review of user behaviour in their Internet purchases, where advertising and searches played a prominent role. There will be 4,500 million people connected to the Internet in 2015, and it is going to become an information repository which means that companies will face challenges that are still unknown in sales and digital will be the main advertising means. Rodríguez Zapatero set out the four main trends that will affect the consumer on the Internet:
The consumer knows more about the product that the vendor himself because the user spends more and more time on the Internet searching for information.
"Where are social networks going to?" was the suggestive question with which Facebook's Director Irene Caro explained the latest changes adopted by the social network and the use that companies can make of it by being present there where users are developing their most personal communication. She commented that social networks go to where users take them because they are the people that set the content and therefore those that introduce changes and its development. One of those changes, which she pointed out as essential, is the step from searching to the intention of sharing those contents and that has in part made the social networks so successful.
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