This area is studying new approaches to the cognitive digital marketing opportunities by applying AI algorithms to Telefónica’s data. The objective is to drive better marketing outcomes, while finding a balance between consumer privacy and the need of business to understand their customers.
A new user, brand, and content creators relationship model
The user is the protagonist.
Each user has control over their experience, they will be capable of expressing their preferences, they’ll have the maximum choice capacity and they’l have real benefits from their relationships with brands and content creators.
The Brand will be able to have a tighter relationship with users.
This relationship is based on transparency, on improving the user experience with the Brand and on providing new channels so users and brands can talk.
The content creator is important in the user’s daily life.
The communication media is capable of deciding which relationship or business model the Brand wants to have with the users, and it can be ton the quality of its contents, and therefore, the quality of the Brand to be again relevant to the user. It can also improve the conversation between brands and users.