On Wednesday, July 3, 2024, over 250 MarTech professionals & industry leaders professionals gathered at the Sheraton Manila Bay, The Fort in Manila for The MarTech Summit focused on exploring the latest advancements in marketing technology. We hosted delegates from leading companies such as L’Oreal, Levi’s, Shell, AIA, Zalora, Shopee, Scheider Electric, Metro Bank, AXA, Marriott International and many more. The event brought together experts to discuss the trends, challenges, and innovations shaping the MarTech landscape, emphasizing the integration of AI and generative technologies.
The summit featured a series of compelling presentations and discussions. Jeffrey Pe Benito, Digital Marketing Director at Vertiv, emphasised the importance of understanding the maturity ladder of generative AI tools. He pointed out that while tools like ChatGPT and Gemini are influential, it’s crucial for marketers to understand and utilise these technologies effectively within their existing stacks to maximise impact.
Marx Benedict So, Associate Director of Digital & Commercial Insights at Mega Prime Foods, discussed the inevitability of AI integration in both personal and professional realms. He highlighted the need for organisations to embrace AI to stay competitive and suggested a shift from seeking ‘cultural fit’ to ‘cultural add’ in hiring practices to encourage diverse perspectives.
Joey Flores, Associate Director of Marketing at ZALORA Group, spoke about fostering customer loyalty by creating meaningful engagements. Loven Ramos, Director of Brand & Marketing at The Ascott Limited, stressed the importance of personalizing customer experiences to enhance Customer Lifetime Value (CLV).
Melody Lim, Head of Customer Experience at AboitizPower, shared her insights on the three P’s – Process, Platform, and People – in designing smooth customer journeys and emphasized the importance of experimentation in understanding customer needs.
Summit Poll Result – Key Insights
Several interactive polls were conducted to capture the audience’s perspectives:
The attendees identified two primary benefits of influencer marketing:
- Expanding brand reach and awareness (30%): Influencers help brands reach wider audiences and increase brand visibility.
- Building trust and credibility (30%): Influencers enhance brand credibility and trust among their followers.
As for the critical stage in turning individuals into brand advocates, the majority of respondents (58%) believe that supporting customers after their purchase is crucial for turning them into loyal advocates. This emphasises the importance of maintaining strong relationships with customers’ post-purchase.
Summit Word Cloud – MarTech Stack State
Participants described their MarTech stacks in less than three words, with common themes being “outdated,” “undergoing transformation,” and “fragmented.” This highlights the ongoing challenges and opportunities for improvement in MarTech integration and optimisation.
Breakout Session – [Influencer Marketing] Outsourcing Creativity: How to Leverage Influencer Marketing to Grow Revenue
In a breakout session on “Maximizing Revenue with Influencer Marketing,” attendees discussed best practices for selecting and collaborating with influencers. Tips included identifying the right objectives, choosing the appropriate channels, and ensuring alignment with brand values.
Key Takeaways
Networking and roundtable discussions yielded several practical takeaways:
- AI Integration: Understanding the maturity ladder of AI and generative technologies is crucial for leveraging their full potential.
- Customer Loyalty: Personalizing experiences and creating a sense of belonging are key to increasing CLV.
- Process Optimization: Ensuring smooth processes, effective platforms, and open communication are essential for customer engagement.
- Experimentation: Continuous experimentation and learning are vital for adapting to changing customer needs and technological advancements.
Conclusion
The MarTech Summit Manila 2024 emphasised the importance of integrating AI and generative technologies, fostering customer loyalty through personalised experiences, and optimising processes for better customer engagement. By focusing on these areas, organisations can enhance their MarTech strategies and drive growth in the digital age. Thank you for joining us!
The MarTech Summit Team is thrilled to have had the opportunity to host such an exceptional and interactive community once again. We invite you to stay connected with us for future updates by following our social media accounts!
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For those who missed the live sessions or wish to revisit them, access the BEETc On-Screen on our learning platform. Let’s continue to connect, learn, and innovate together. We look forward to welcoming you at future events. To see our upcoming summits, including the rest of our 2024 Calendar, please visit: https://themartechsummit.com/events/
Stay tuned for updates!
By: Namsa Kangzhu, July 2024
