The APAC Track of the Global Virtual MarTech Summit, held on May 21, 2024, facilitated a comprehensive and cross-cultural understanding of global trends and best practices within the MarTech community. 18 speakers from diverse industries and regions shared insights on critical topics such as Digital Content Creation, Personalisation, Predictive Analytics, Revenue Generation, Data Insights, and MarTech Trends, providing invaluable knowledge. With a strong attendance of over 1,000 participants—more than 90% in leadership roles—and substantial representation from companies with over 500 employees, the summit offered a diverse and enriching experience for all involved.
Summit Screenshot 1. Panel Discussion
Summit Screenshot 2. Fireside Chat
Audience Insights
To start, let’s turn our attention to our invaluable audience. We’ll explore some industry-shaping insights by reviewing the poll question results.
The poll result indicated a significant challenge in the use and maturity of AI in digital content marketing within the organisation. With a Net Promoter Score (NPS) of -59, the majority of respondents (70.6%) are detractors, suggesting widespread dissatisfaction or lack of engagement. Only 11.8% are promoters, indicating a small group of advocates, while 17.6% are passive, reflecting a neutral stance. This suggests that efforts to integrate AI in digital content marketing are not meeting expectations, and there is a substantial need for improvement and increased support in this area.
The poll results also indicated that the majority of attendees (30.1%) were most interested in predictive analytics and machine learning for data-driven personalisation. Following closely, 28.8% of respondents had an equal interest in improving customer relationships and acquiring practical tips for effective personalisation. Only 12.3% of respondents are focused on overcoming implementation challenges. This suggested a strong emphasis on leveraging advanced analytics and practical strategies to enhance personalisation efforts while addressing implementation challenges was considered a lower priority.
Another poll showed that 57.9% of attendees were most excited about using predictive analytics to anticipate customer behaviour. Far fewer are interested in the other aspects, with 22.8% excited about integrating it into loyalty and retention programs, 10.5% focused on data sources and model quality, and just 8.8% looking at its impact on long-term customer relationships. The big draw here is the ability to predict what customers will do next!
Summit Highlights
Alongside the thought-provoking questions and findings, we are excited to share the MarTech community’s favourite segment: the notable quotes and key takeaways from the summit.
“When working with different teams, find your ally. Find someone who will be your cheerleader when you’re not present. Find common ground, no matter what you’re working on, find that OKR that you share across teams and use it.” – Pragati Singh, Senior Manager, Strategic Partnerships, Pinterest
“We bring in the data when the real-time experience needs to be given, if your offline data comes in, you will affect the whole value chain of real-time flow/ Integrate your offline data after the event or use it for personalisation next time for the customer. “- Karthik Murugan, Head of Data, AWS, Public Sector, Amazon Web Services
“Humans are habitual creatures, which makes transformation adoption a common challenge among staff. Convince them by creating a happier working environment and then you can work on integrating new initiatives to improve efficiency.” – Michelle Fu, Marketing Manager, APAC, SB Telecom Singapore
“To determine whether a campaign is successful or not, go back to the objective, do you want awareness or conversions? Then you can plan your whole marketing mix based on this and extract the data you need for it.” – Shamim Uz Zaman, Head of Marketing Communication, Robi Axiata Bangladesh
“Data project should never be run isolated. They always are a part of something. They are a part of your bigger goal in the organisation. It is okay to rely on external experts and it is still okay if you don’t have experts in your organisation, this is not the moment to panic. But it is the reality that you have to bring in the right talents at the right time and amount to grow together. Talents should not be forgotten.”- Andy Chang, Head of Engagement Solutions, Group Marketing Technology, Electrolux
“One of the most cost-effective & cost-efficient ways for lead generation is to improve lead quality and at the same time, eliminate poorly performing marketing funnels and campaigns instantly.” – Mya Thway (Michelle) Nwe, Digital Marketing Lead, CLM Hub, Prudential (Cambodia) Life Assurance
Key Takeaways:
Throughout the summit, our team has consolidated crucial insights shared by our exceptional speakers, and here are the key takeaways:
- Driving Data-Driven Marketing Success: Highlighting the importance of top-level commitment and seamlessly integrating data investments with core strategies, this approach advocates fearlessly embracing innovation and viewing early failures as invaluable learning experiences. By leveraging insights from industry experts, organisations can boldly innovate, overcome challenges, and propel data-driven marketing initiatives forward.
- Enhanced Competitive Advantage: Businesses using predictive analytics can stay ahead of the competition by quickly adapting to changes in the market and customer behaviour. This agility helps in maintaining and growing market share.
- Maximising Marketing Performance Through Data-Driven Optimisation: the importance of leveraging data insights is to drive higher engagement rates, better conversion rates, and improved ROI in marketing efforts. This involves understanding what works and what doesn’t, optimising resource allocation, making data-driven decisions, testing and refining strategies, and focusing on tangible outcomes for continuous improvement and success.
- Ensuring Global Marketing Efficiency and Compliance through MarTech Stack Alignment: To optimise global marketing efforts, ensure consistency in MarTech stack usage while adapting channels to local nuances and privacy regulations. Select a robust MarTech stack that aligns with the most stringent market requirements, guaranteeing compliance across all regions and safeguarding against potential risks.
With advancements and innovations constantly reshaping the marketing landscape, businesses must stay abreast of emerging technologies and trends to maintain their competitive edge. Looking ahead, we envision the Global Virtual MarTech Summit continuing to be a cornerstone event for MarTech professionals, fostering growth, collaboration, and excellence in the years to come.
Thank you again for participating in the second edition of this year’s Global Virtual MarTech Summit. Your engagement has truly enhanced the experience for all involved. For those unable to attend the live sessions or want 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. Stay tuned for updates!
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By: Jenny Tam, May 2024
