In this presentation we will confront the looming fear (or thrill, depending on how you look at it) overshadowing the digital marketing landscape: the notion of AI usurping the human touch. This illuminating discourse shifts the narrative from replacement to enhancement, emphasizing that while AI itself cannot replace the marketer, a marketer's adept use of AI will redefine the frontier of competitive advantage. The presentation delves into the irreplaceable facets of human interaction — the emotional intelligence, the authentic connections, the creative intuition that machines cannot replicate. It underscores that the true power doesn't lie in AI alone but in humans harnessing AI to amplify their capabilities. Furthermore, it addresses our yearning for genuine human connection and more time — commodities that technology cannot fabricate but can help us reclaim in surprising ways. Through a tapestry of compelling case studies, expert insights, and practical strategies, attendees will learn how to navigate this delicate dance with AI. They'll emerge more prepared to leverage technological tools while championing the very human heart of marketing, thus orchestrating campaigns that resonate on a deeper, more human level than ever before.

1. KEYNOTE Permission Granted:
Transformative Trust in the
Age of Information Overload
JOHANNESBURG ~ OCTOBER 19 - 20, 2023
DIGIMARCONSOUTHAFRICA.CO.ZA | #DigiMarConSouthAfrica
Cassandra Potgieter
HEAD OF MARKETING
SPOOR & FISHER

2. Permission Granted:
Transformative Trust in the
Age of Information Overload
Presented by Cassandra Potgieter
DigiMarCon South Africa 2023

3. 3
The Communication Shift
From Interruption to Invitation

4. 4
The Communication Shift
From Interruption to Invitation

5. 5
Information
Avalanche
Study by Media Dynamics (2014):
While our daily media
consumption has escalated
astonishingly from 5.2 hours in
1945 to nearly 10 hours in the
present day, our exposure to ads
hasn't spiked in the same
trajectory.
Exposed to more than 5,000 brand exposures every
day.

6. 6
More than 5,000 brand exposures
every day.
Out of these, only about 362 are purely advertisements.
Here's where it gets interesting: out of these
hundreds, only around 153 ads capture our attention,
even if just for a fraction of a second.
Digging deeper, only 86 make it through our subconscious
screening, letting us have some level of awareness. And the
ultimate survivors? Only 12. Twelve ads that finally make an
impression.
Information
Avalanche

7. 7
Only 362 are purely
advertisements.
Here's where it gets interesting: out of these
hundreds, only around 153 ads capture our attention,
even if just for a fraction of a second.
Only 12. Twelve ads that finally make an impression.
Digging deeper, only 86 make it through our subconscious
screening, letting us have some level of awareness. And the
ultimate survivors?
Information
Avalanche

8. 8
Only around 153 ads capture our
attention, even if just for a fraction
of a second.
Digging deeper, only 86 make it through our subconscious
screening, letting us have some level of awareness. And the
ultimate survivors?
Only 12. Twelve ads that finally make an impression.
Information
Avalanche

9. 9
Only 86 make it through our
subconscious screening,
letting us have some level of
awareness.
And the ultimate survivors?
Information
Avalanche

10. 10
Only 12.
T W E L V E ads that finally
make an impression.
Information
Avalanche

11. 11

12. 12
Earning the Spotlight
Value, Relevance, Respect

13. 13
Earning the Spotlight
Valuable Content
Consumer-Driven
Communication

14. 14
The Informed Consumer Paradox
"Consumer Knowledge"
vs
"Company Strategies"
Embracing the Shift Educate, Don't Dictate

15. 15
Trust
Currency
Transparent Operations
Consumers champion brands that aren’t
afraid to pull back the curtain, revealing the
good, the bad, and the ugly.
It's vulnerability, and it’s brave.
Respecting Boundaries
Respect for their privacy, time, and intelligence.
Overstep here, and it's a long road back.

16. 16
Respecting Boundaries
Respect for their privacy, time,
and intelligence. Overstep
here, and it's a long road
back.
Trust
Currency

17. 17
Transformative Trust

18. The Road Ahead
As we venture into the unknowns of the future, one thing is
crystal clear: the human element in marketing is irreplaceable.
Technology will evolve, trends will shift, but the need for
authentic connection?
That is perpetual.

20. Is your brand
an invited guest
or
an unwelcome
intruder?