Post-Summit Report | The MarTech Summit Singapore April 2022

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The MarTech Summit Singapore on 27 & 28 April 2022 gathered over 300 attendees from 200+ different organisations. The summit was hosted at Suntec Singapore Convention and Exhibition Centre and comprised of two full days of content sharing and networking.

This two-day summit attracted an incredible number of attendees from cross-industry companies to listen to 20+ live sessions from 50+ speakers that included keynote presentations, fireside chats, and panel discussions.

In view of the theme of “Elevating Marketing & Technology to Transcend the Pandemic”, a clear point of discussion within many presentations were about hybrid channels of engagement – both internal and external. Marketeers are facing a complex transitional period to the Post-COVID era. They have to look after customer loyalty, data privacy, branding and social values, internal alignment, customer fatigue and last but not least the latest emerging MarTech.

Which leads us onto one of the extensively discussed topics – challenges in designing customer journeys. MarTech Gaps and internal teams alignment are always the hurdles for Marketeers.

Understanding the changing customer behaviours specific to your industries and pain points will be essential when you develop your customer journey segments and frameworks. Assemble the right team that could support each stage of the customer journey framework.  Attract the right talent with the right skill sets, from analytics to content marketing from diverse backgrounds to drive the value leveraging marketing technologies and the data that comes with it.
Alfie Ang, Marketing Director, Head of Digital & Marketing Enablement (Asia Pacific) – T. Rowe Price.

A highlight was the discussion that built on the changes happening in the marketing and technology industry throughout the pandemic.

Budget allocation is definitely one of the changes (Yes, majority of them are increasing)! How to effectively utilise them is one of the biggest challenges to all marketeers. As said by Karyn Flores-Jones, Director of Marketing APAC – Wolters Kluwer, “To maximise your budget, lessen outsourcing and invest in tools or platforms that empower the marketing team to create marketing assets—content, social, multi-media—by themselves.” Choosing the right MarTech stack for your own brand/organisation is always the hardest beginning, but it is extremely rewardable when you have done it wisely.

Once marketeers equipped themselves with the right technology, all marketing strategies nonetheless go back to “human”, our clients and customers. “There are over 8000 MarTech tools out there. However the critical success factor is  the culture of experimentation, to have the right processes and mindset in place and enable this with MarTech tools. MarTech must be used to reduce friction in delivering seamless customer connection both internally and externally.
Saurabh Singhal, Group Head of Marketing, Corporate, SME and Transaction Banking, DBS Bank.

As above-mentioned in this report, we all understood hybrid channels and modes of engagement turn to be the mainstream. There is a need for marketeers to blend in customer values into their business principles and values. They are mutually shaping each other in order to sustain the brand-customer relationship.

Define your brand purpose and initiatives with a consistent narrative across these stakeholders and stay authentic.” Siew Ting Foo, Chief Marketing Officer, Greater Asia – HP. Brands need to “walk the talk and act” vs. “just talking”; and have key metrics to hold one accountable.

Coming to an end, some key takeaways from our team on this two-day summit:

  • MarTech is a means to the end. Which is why we guess why most of you are interested in our MarTech Summit series.
  • It’s important to remember the human insights behind MarTech.
  • Stay consistent and marketers should be the ones to connect the dots across the organisation and with customers.
  • MarTech tools are a great enabler to bring people together at scale with speed.

We know attendees were not just gaining insight from the sessions, there was also plenty of lively interactions between the speakers, exhibitors and delegates at The MarTech Summit Singapore. However, for all the variety of opinions and experiences, attendees were united by a central conviction – which is propelling the marketing and technology industry towards unprecedented reach and sharing of high-quality content!

A huge thank you to all of our partners and MarTech enthusiasts who participated in the networking and learning of the two-day event.

The MarTech Summit Team is delighted to have hosted an elite and engaging community once again. Stay tuned for more to come by following our social media accounts and joining The MarTech Community on Slack!

See you again in October, Singapore! Get advantage of Super Early Bird pricing and reserve your seat for $400 less until 4th August.

By Teddy Fung.

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