The MarTech Summit Asia, formerly The MarTech Summit Singapore, made a significant impact on 23 and 24 April 2024 at the Raffles City Convention Centre in Singapore. Over 400 senior marketing professionals gathered, along with 70+ insightful speakers and 23 MarTech exhibitors, to discuss emerging trends, showcase innovations, and exchange valuable ideas.
We were honoured to host delegates from esteemed organisations such as SMRT, Singlife, Plaza Premium Group, NTUC FairPrice Group, AIA, JTC Singapore, Logitech, 3M, SPH Media, Lendlease, Diageo, Changi Airport, Johnson and Johnson, Carrier, Coca Cola and more. This diverse group turned the summit into a dynamic hub for fostering connections and exploring the future of MarTech.
Over 90% of our attendees held senior leadership roles or higher, and more than 60% represented organisations with over 1,001 employees.
Our fresh agenda this year covered a wide array of cutting-edge topics throughout the two days and featured separate B2C and B2B Stages on Day 2. These included MarTech Adoption Hurdles, AI in Marketing, Digital Customer Experience, E-commerce, Data Analytics & Insights, Demand Generation, Sales Enablement and more!
These themes were explored through panels, fireside chats, keynote presentations, and roundtable discussions. We received over 250 thought-provoking questions from our engaged attendees, enriching the event’s dynamic content.
Summit Highlights
When attendees registered for their tickets, we asked them a fundamental question: ‘Which area of your MarTech stack would you like to improve?‘
We prioritised delivering relevant sessions during this year’s summit to offer invaluable insights and key takeaways for our attendees, focusing on the top three areas of interest: Marketing Analytics Performance & Attribution, Marketing Automation & Campaign, and Content Marketing.
Our goal was to equip participants with the knowledge and tools needed to excel in these areas and beyond. By tailoring our discussions to their specific needs and interests, we ensured that every attendee had a valuable and relevant experience.
Marketing Analytics Performance & Attribution
On Day 1, we discussed Performance Marketing, focusing on achieving effective full-funnel ROI. A poll conducted during the session revealed that these challenges, i.e. attribution tracking, and measurement is one of the greatest obstacles faced by attendees in this area.
Our speakers shared their insights on tactics to set-up the measurement and metrics. Dawn Jeremiah, Vice President, Global Brand Marketing at Go City mentioned about the importance about internal data warehouse to monitor all the behaviours and derive the patterns. Sushil Katdare, Director, CX, Greater China & Intercontinental Region at GSK also brought up that qualitative metrics to track sentiment and feedback from customers matter for the full funnel marketing ROI. It has contributed to a better understanding on the customer behaviours.
On Day 2, the B2C stage featured a dedicated session on Predictive Analytics. The panel conducted a poll to identify the challenges attendees faced when using predictive analytics. The results revealed that budget, accuracy, and ROI are the top three concerns.
Nitin Bhargava, Chief Data & Analytics Officer at Trust Bank, highlighted the influence of predictive analytics on strategic customer engagement. He stated, ‘Strategic engagement involves behavioural segmentation, real-time action, and drives lifetime value by keeping customers engaged and active using the right mix of real-time data, technology, and immediate, transparent rewards for positive behaviour.’
Marketing Automation & Campaign
We recognised that automation and personalised campaigns significantly improve customer experience and engagement. On Day 2, Shelley Rowe, Head of Creative Technology at Indicia Worldwide, delivered a keynote presentation on Personalisation during the B2B stage.
She emphasised the importance of delivering the right content at the right time through the right channel to strengthen customer relationships. Shelley also discussed how harnessing AI can enable personalised and contextualised campaign assets to be delivered at scale across all consumer touchpoints.
Content Marketing
At the Day 1 Plenary Room session on Digital Content Creation, the panel posed an opening poll question, which revealed that content is a major challenge in our attendees’ digital marketing journeys.
Zann Chua, Regional Head of Marketing & Communications at ENGIE South East Asia, highlighted that integrating marketing and communications is crucial for digital content creation. It maximises synergies, provides personalised customer experiences, enhances engagement, and builds lasting relationships.
CRM
We held a panel on CRM, including a roundtable discussion in the B2B stage on Day 2. Attendees discussed challenges and pain points in integrating CRM with email marketing platforms, social media management tools, e-commerce platforms, and analytics software. They also shared solutions and advice with their peers.
Koo Sok Hoon, Director, Marketing Communications at The Travel Corporation, concluded the session with this takeaway: In CRM, customer satisfaction should always be the primary goal. By focusing on making customers happy, everything else falls into place. The systems and processes used to achieve this are secondary. Ultimately, satisfied and happy customers will boost sales.
AI in Marketing
We couldn’t ignore AI in marketing, and we were delighted to have Meredith Hasko, Head of Measurement, Data & Audience, Product GTM at Google, delivered a keynote on Google AI, first-party data, and ad privacy. She highlighted the opportunities in the evolving advertising privacy landscape and shared strategies to connect with customers, measure results, and boost ROI while prioritising user privacy.
Also, Ryan Treichler, Director, Product Management (HCL Unica) at HCLSoftware, gave a keynote presentation on AI in Marketing. He discussed how AI-powered predictive analytics provides forecasts based on data and how generative analytics creates new content from learned patterns. Ryan also highlighted critical considerations for AI governance, including ethical concerns, security risks, and human-AI collaboration.
Unique Summit Experience
This year, we introduced a fun photo booth for attendees at The MarTech Summit Asia, giving them an opportunity to capture memorable moments.
We also provided ample networking opportunities for our fellow marketers, including a lunch buffet, networking drinks, and breakout roundtables.
Future engagement
We extend our heartfelt gratitude to all our partners and MarTech enthusiasts who participated, making this summit a remarkable showcase of networking and knowledge-sharing. Your involvement ensured the event was a remarkable success, and we eagerly anticipate continued collaboration and growth.
The MarTech Summit Team is thrilled to have hosted such an exceptional and interactive community. Stay connected with us for future updates by following our social media channels and joining The MarTech Community on Slack!
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To see our upcoming summits, including the rest of our 2024 Calendar, please visit: https://themartechsummit.com/events/
By: Teddy Fung
