Unveiling Insights: Answers to Your Burning Questions from the Summit
Over 200 MarTech professionals & industry leaders professionals gathered at The MarTech Summit Bangkok focused on exploring the latest advancements in marketing technology. It’s an unparalleled opportunity for like-minded professionals to connect, exchange experiences, and discuss the latest trends and challenges. Now, welcome to our summit’s aftermath—Join us as we unravel the mysteries and shed light on the lingering questions posed to the brilliant speakers who captivated us during the summit!
Unanswered Q&A from The MarTech Summit Bangkok
- Fireside Chat | [Customer Engagement] Building Bridges: The Convergence of Digital Experience, Trust & Loyalty
- Panel Discussion | [Marketing Attribution] Precision Marketing: How to Master Attribution Models for Optimal Performance
- Fireside Chat | [Content Automation] How to Revolutionise Marketing Through Content Automation
- Fireside Chat | [Mobile App Marketing] How to Champion Mobile App Marketing to Drive Innovation & Growth
- Keynote Presentation | [GenAI & LLMs] The Generative AI Maturity Ladder: A Walk, Crawl, Run Approach to Using ChatGPT, Gemini, and Other Large Language Models for Digital Marketing
Fireside Chat | [Customer Engagement] Building Bridges: The Convergence of Digital Experience, Trust & Loyalty
Speaker:
Ekaterina Brus, Head of Consumer Marketing, APAC-MEA, Electrolux Group
❓How can organisations measure the impact of trust on customer loyalty?
Measuring the impact of trust on customer loyalty requires a multifaceted approach. Trust is inherently intangible, but its effects are visible in customer behaviours. One effective way is to correlate Net Promoter Score (NPS) with trust indicators. By including trust-related questions in customer surveys, such as their confidence in data privacy practices or transparency, we can see how trust influences their likelihood to recommend the brand.
Another method is to analyse customer retention rates and lifetime value. High trust levels often lead to repeat purchases and longer customer lifecycles. Additionally, monitoring engagement metrics—like open rates on communications that emphasise transparency—can provide insights.
Qualitative feedback is equally important. Analysing customer reviews and social media sentiments can reveal trust levels and their direct impact on loyalty. In essence, while trust itself may be abstract, its impact on loyalty is measurable through a combination of quantitative and qualitative data.
❓How do changing consumer behaviours affect digital engagement strategies? And how do you track these changes?
Consumer behaviours are evolving rapidly due to technological advancements and societal shifts. Today’s consumers expect personalised, seamless experiences across all touchpoints. This means digital engagement strategies must be agile and adaptable.
We track these changes by leveraging real-time analytics, social listening tools, and customer feedback mechanisms. Monitoring how customers interact with our digital platforms provides insights into their preferences and pain points. For instance, shifts in engagement on certain channels might indicate a change in platform popularity among our target audience.
Additionally, staying attuned to broader trends—like increased mobile usage or concerns about data privacy—allows us to adjust our strategies proactively. By being customer-centric and data-informed, we can evolve our engagement approaches to meet changing behaviours effectively. Visiting conferences and listening to experts in the field can also help to get to know the trends.
❓What are your thoughts on open-loop customer engagement by partnering with other brands to increase customer lifecycle?
Open-loop customer engagement through strategic partnerships can significantly enhance the customer experience. By collaborating with complementary brands, we can offer added value that extends beyond our core products or services. This approach can deepen customer relationships by creating a more holistic ecosystem that meets a wider array of customer needs.
However, it’s crucial that these partnerships are built on shared values, especially regarding customer privacy and trust. Transparency is key—customers should be aware of and consent to any data sharing involved. When executed thoughtfully, such collaborations can enrich the customer journey and increase loyalty by providing seamless, integrated experiences.
❓With NPS (Net Promoter Score), how do you use the results to boost business growth and brand development?
NPS is a powerful tool for gauging customer loyalty and satisfaction. We use NPS results to identify promoters, passives, and detractors. For promoters, we engage them as brand advocates, encouraging testimonials and referrals which can attract new customers.
For passives, we delve into what might convert them into promoters—often, small enhancements in service or communication can make a significant difference. Addressing concerns raised by detractors is crucial; it provides an opportunity to rectify issues, reduce churn, and improve our offerings.
By integrating NPS feedback into our strategic planning, we ensure that business growth and brand development are aligned with customer expectations and needs, leading to more sustainable success.
❓Which tools do you suggest for fostering long-term loyalty in the digital space?
Fostering long-term loyalty requires tools that enable personalisation, engagement, and community building. Customer Relationship Management (CRM) systems are foundational, allowing us to track interactions and tailor communications.
Marketing automation platforms help deliver personalised content at optimal times, enhancing engagement. Loyalty programs with rewards and exclusive benefits can incentivise repeat business. Additionally, analytics tools provide insights into customer behaviours, helping us refine our strategies.
Building online community platforms or forums encourages customers to engage with each other and the brand, creating a sense of belonging. Tools that facilitate feedback collection are also essential, as they show customers that their opinions are valued and help us continually improve.
❓How can you build loyalty and customer engagement with low-frequency customers, such as insurers, who may only interact once or twice a year?
For low-frequency customers, the key is to provide value beyond the core transaction. Offering educational content, such as tips, guides, or industry news, keeps the brand relevant in customers’ minds. Personalised communications that are timely and relevant can enhance engagement without overwhelming them.
Creating a user-friendly digital platform where customers can easily access their information, make changes, or find answers to their questions improves their experience. Implementing proactive outreach, like reminders or check-ins, shows that you care about their needs even when they’re not actively engaging with you.
By focusing on quality of interaction over quantity, you can build loyalty through meaningful, albeit infrequent, engagements.
❓How quickly can you deliver a personalised offer to a customer who has shown interest in one of your products or services?
With current technology, delivering a personalised offer can be almost instantaneous. Utilising AI and machine learning, we can analyse customer behaviours in real time and trigger personalised communications based on specific actions, like browsing a product page or engaging with content.
However, it’s important to ensure that the timing and relevance of the offer truly add value to the customer. Overzealous immediacy can sometimes feel intrusive. Striking the right balance between responsiveness and respect for the customer’s space is key to enhancing the customer experience without overwhelming them.
❓What does “long-term strategy” mean in the digital era, and how long does it typically extend?
In the digital era, a long-term strategy is about setting a vision and direction that guides an organisation over an extended period, typically 3 to 5 years. However, due to rapid technological advancements, these strategies must be flexible and adaptable.
This means establishing core objectives and values that remain constant while allowing for agility in tactics and implementation. Regularly reviewing and adjusting the strategy in response to market trends, consumer behaviours, and technological innovations ensures that the organisation remains relevant and forward-thinking.
❓How do you build a community around your brand? What makes customers stay loyal to a brand like Electrolux, rather than just the specific product category (e.g., wine/washing machines)?
Building a community around the brand involves creating meaningful connections with customers that go beyond the products themselves. We focus on shared values, such as sustainability, innovation, and improving everyday life.
We engage customers through interactive platforms—like social media, online forums, and events—where they can share experiences, provide feedback, and connect with others. By offering consistent quality and exceptional customer service, we build trust and demonstrate our commitment to enhancing their lives.
Customers stay loyal to Electrolux because they see us as a partner that understands their needs and values. We invest in storytelling that resonates emotionally, highlighting how our products contribute to a better quality of life. This creates a deeper bond that transcends individual products or categories, fostering a sense of belonging to the Electrolux community.
❓How do you think customer engagement will evolve in the next 5 to 10 years?
In the next 5 to 10 years, customer engagement will likely become more immersive, personalised, and ethical. Advances in technologies like AI, augmented reality (AR), and virtual reality (VR) will enable brands to create highly interactive and personalised experiences.
However, with growing awareness around data privacy, customers will demand greater transparency and control over their information. Ethical use of data will become a key differentiator.
Moreover, we’ll see a shift towards co-creation, where customers actively participate in developing products and services. Building communities and fostering genuine relationships will be essential as customers seek brands that align with their values and contribute positively to society.
Overall, the future of customer engagement will be defined by deeper, more meaningful connections, leveraging technology to enhance—but not replace—the human touch.
Panel Discussion | [Marketing Attribution] Precision Marketing: How to Master Attribution Models for Optimal Performance
Speaker:
Chaitanya Patel, Head of Performance Marketing, ALLIES OF SKIN
❓How do you decide which touchpoints to include and how to weigh them for a product with a complex or long customer journey?
Multi-touch attribution modelling with Time-decay attribution U-shape attribution because in the long sales cycle and complex products selling, “closing is more crucial than the initial awareness.”
For a bigger enterprise, you may wish to consider choosing Data-Driven attribution modelling.
❓What are the key differences between first-touch and multi-touch attribution models?
First touch and multi-touch are two different attribution models. Important in tracking first customer purchase ROAS.
First click attribution defines where you should be spending most of your marketing budget and driving effective quality traffic/leads which later turns into paying customers from any other channels.
First-click attribution especially helps with growth and acquisition.
Multi-touch attribution model focuses on a consumer journey across all touchpoints. Multi-touch attribution has a defined set of rules to further break it down based on scenarios such as linear attribution, time-decay attribution, U-shaped attribution, and DDA (data-driven attribution).
Multi-touch attribution is the preferred model to understand the effectiveness of larger org efforts in complex consumer journeys and with the right data integration across multiple systems which then translates efforts and results of different teams and functions such as marketing/branding, performance marketing/growth, retention/crm and provides a holistic view of the overall org efforts and efficiencies.
It is more important for tracking a marketing effective ratio (MER).
Fireside Chat | [Content Automation] How to Revolutionise Marketing Through Content Automation
Speaker:
Faith Benjaathonsirikul, Head of Omnichannel, GSK
❓How can brands maintain authenticity in automated content outputs?
To maintain authenticity in automated content, ensure you have a clear brand message and vision. Use automation tools to amplify this message, setting parameters that align with your brand objectives.
❓Which specific AI/automation use cases do you see driving the most business impact over the next 12 months?
AI tools that enable data-driven decision-making at scale will drive the most impact. Specifically, use cases that address prioritised business gaps will be most effective.
❓How do you leverage AI tools in the highly-regulated pharmaceutical industry while staying compliant?
Understand the intent of SOPs, which were designed to keep patients safe and monitor product use. Challenge outdated SOPs and propose alternatives to accommodate new technologies while ensuring compliance.
Fireside Chat | [Mobile App Marketing] How to Champion Mobile App Marketing to Drive Innovation & Growth
Speaker:
Vaibhav Gupta, Head of Digital Growth, DeeMoney
❓How do push notifications impact user experience and app success, given the large number of notifications nowadays?
As marketers, we need to consider quality more than quantity. Hence, keep a maximum limit of 1-2 pushes per day. Please think of each push as an important path to driving user value, so if you don’t have anything important that needs to be shared, your push notification isn’t warranted. We need to take each push as the earned attention of our users.
❓Is it essential for businesses to own an app? How do you identify the needs?
Not every business needs an app. The best way to understand if your business needs it is to track user behaviour i.e. will the user be more likely to find value if its a mobile app vs just a website? For certain businesses the answer is a simple yes- think of food delivery and online shopping. However, it will be more complex for products where user behavior currently isn’t in the space. I recommend creating a mobile web experience and seeing if users are interacting/using the product and then deciding.
❓How can we justify the awareness metric? Do you have any recommendations on how to explain it to management?
Look to build a full-funnel view, i.e., if you drove awareness, how will it help in the long term to get revenue/users? For example- did the increase in followers/reach help you get more users in the database to drive retargeting campaigns? If you aren’t clear on how you can connect awareness to conversions then you need to fix that first before pitching to the management.
Keynote Presentation | [GenAI & LLMs] The Generative AI Maturity Ladder: A Walk, Crawl, Run Approach to Using ChatGPT, Gemini, and Other Large Language Models for Digital Marketing
Speaker:
Jeffrey Pe Benito, Director, Digital Marketing, Vertiv.com
❓How do companies effectively scale generative AI efforts? It seems like everyone only knows about ChatGPT.
Effective scaling comes from good decision-making, and good decision-making comes from both understanding the underlying gen AI technology and understanding the possible use cases.
I’ll use the search engine optimisation example I gave during my talk. The platform that we’re using can use OpenAI’s technology to draft the page titles and metatag descriptions. There’s still a human looking at the machine output, but instead of needing a writer and editor, now you just need an editor. But it’s only effective if you have existing SEOs that understand the manual version of the process, understand where to apply this technology, and also understand what the possible gen AI failure points are.
Now, apply that to different fields like voice of customer surveys or data analysis.
Whether you use prompt engineering on a system like ChatGPT, use an external tool that incorporates OpenAI or Gemini large language model technology, or build something custom in-house based on LLMs, you need a group of people who understand both the marketing use cases and are familiar with things like hallucinations.
❓How do you handle concerns about plagiarism?
You’d likely need to think about this on 3 fronts.
First, use prompt engineering to reduce the chances of lock, stock, and barrel responses from a particular source. Give good role, instruction, and format prompts to get started.
Second, think about the field and the level of risk. If you’re asking the engine to rewrite browser page titles for you after good prompts, this is not much of a concern. If you’re getting the machine to produce articles from scratch, this is more of a concern.
Third, right now, large language models are great at making things more efficient for humans, not removing humans from the equation. You need a really good editor who can process the output from LLMs, but at the same time, someone who understands how to harness LLMs to make work more efficient.
Throughout the event, your inquiries ignited conversations and fueled our curiosity. Your engagement has truly enhanced the experience for all involved. For those unable to attend the live sessions or wanting to revisit the insightful discussions and presentations, we invite you to access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and grow together, fostering innovation and excellence in the ever-evolving landscape of marketing technology. We eagerly anticipate welcoming you back at future events. Of course, there are more exciting in-person events throughout the year, please visit:
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Last updated: Dec 2024
