The brand and consumers is essential for CARAT's "transformational marketing

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The cemetery of companies is full of companies that did not see the future coming, but also of those that did not know how to provide short-term benefits ,» said Antonio Arizón , Managing Director of CARAT Madrid, after emphasizing that «success lies in versatility.» «Integrated solutions, data and technology solutions are now needed,» he added.

"Selling dreams without results doesn't make much sense, but selling results that are not sustainable in the long term is complicated. The long term has given us the direction, the list of jiangxi cell phone numbers company culture, the ability to attract talent and explain the reason for being, but the short term gives you the fuel and justifies the investments," he added.

"When planning a technology strategy, we need to contextualize where we are starting from, where we are ," said Alberto García , Data Tech & Programmatic Lead at CARAT.

García has placed special emphasis on the change in privacy in the digital ecosystem "due to the disappearance of cookies", which he refers to as "the common denominator" that has been used to optimise campaigns and which have "made the digital ecosystem grow".

“Now, without them, it is more relevant. We have the challenge of knowing the data in multi-platform environments, with different narratives, and we cannot be invasive. How can we do it? Through technology, through interoperability to personalize communication on various platforms,” he said.

According to Eduard Amiel, “the consumer journey in a purchasing process has changed a lot, it is much more complex.” This implies more opportunities to enter the process, “but at the same time it is also a risk because there are many escape points.” “The challenge for many brands is to understand, within the purchasing process, what pinches their shoe. It is important to understand what my product is like, if it is impulse or long-term, or even what my consumers are like,” he pointed out.