SXSW stands out as one of the most significant events today. Over the course of ten days, the festival brings together a diversity of participants from all over the world, providing a conducive environment for discussing relevant topics, such as innovation in media, interactivity, behavior, music, culture and consumption.
Speaking of these topics, with the increasing insertion of artificial intelligence in everyday consumption, it is clear that the role of technology in promptly handling transactions and personalizing the customer experience becomes fundamental. This is what Nathália Garcia, director of Marketing, CRM and Digital Sales at Bradesco, who is present at the event, says. According to the executive, Bradesco is focused on using technology to better understand the individual needs of customers, while also being guided by the importance of the public's human connections with the brand.
“In advertising, this translates into targeted campaigns and media with personalized messages that resonate with customers in a more meaningful and less intrusive way. We are investing in AI systems to analyze customer data and behaviors, which allows us to create almost individualized campaigns, bringing in addition to technology and creativity, the importance of human empathy and connections with our customers to meet each one's expectations them,” he says.
The event and the connection in Bradesco’s marketing strategies
Committed to staying ahead of changes, Bradesco uses these events to anticipate trends and adapt proactively, consolidating its position as an innovative leader in the financial market. The incorporation of cultural elements into the bank's strategies builds a strong brand and, above all, establishes emotional and personalized connections with the public.
As technology advances, opportunities arise to create more immersive and personalized experiences using augmented reality, artificial intelligence and other innovations. “These technologies allow us to tell stories in more engaging and relevant ways, increasing the impact of our marketing campaigns”, says the director.
Nathália also says that creativity plays a crucial role in differentiating the brand and creating emotional connections with customers. “By strategically combining creativity and technology, we can develop campaigns that not only inform, but also inspire and motivate action. As SXSW is also an event about humanity and the appreciation of human relationships, here we explore insights that increasingly improve our objective”, she adds.
The impact of culture, creativity and music on building brands
One of the most talked about topics at the event was the intersection between culture, creativity and music in trends for brands, as this is a major challenge for large companies. After all, how can you combine these elements without making them banal in the face of advertising?
Bradesco recognizes the importance of culture and creativity together in building strong and relevant brands. From this, it integrates these fronts into its branding strategies to stand out in the financial market, evidenced through the brand's culture platform.
“Our strategy incorporates the country’s major events in music, entertainment, regional events, concerts, visual arts and theater. We seek to incorporate characteristic elements of each event, exploring regionality in a creative way in our marketing and communication campaigns, providing experiences of emotional connection with people”, explains Nathália Garcia.
Bradesco's vision of the future highlights the continuous evolution in the technology scenario, with increasing opportunities to create increasingly memorable experiences for people. “We are committed to following these changes and taking advantage of the opportunities they offer to strengthen Bradesco’s position as an innovative leader in the financial market who always puts the customer first”, concludes the director.
Source: CNN Brasil

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