The Global Virtual MarTech Exchange Summit APAC Track on 7 December 2023, marked a successful conclusion to our year of learning and networking within the vibrant MarTech community. We gathered valuable insights from over 15 speakers across various industries and countries, covering essential topics like Customer Analytics, Marketing Automation, Marketing Mix Modelling, CRM, Personalisation, and Digital Engagement. With 800+ attendees, including over 97% in leadership positions, and a majority from companies with over 500 employees, the summit offered a diverse and enriching experience.
Audience Insights
Now, the spotlight shifts to our invaluable audience. Let us identify insights from their perspectives by examining the results of the poll questions.
Starting with the question – “How crucial do you perceive data-driven insights facilitated by AI in shaping consumer behaviour analysis for marketing strategies?” Over 90% of attendees believe it is important, and even 55.2% of them believe it is extremely crucial.
Moving to the question related to the Marketing Automation strategy, it is clear that over 80% of attendees prioritise it for the upcoming year 2024. Only 18.6% do not consider it a priority. From here, we can conclude that marketing automation remains one of the hot topics for marketers.
Addressing another important theme, personalisation, we are confident that our audience members recognise the importance of personalised interactions with customers.
Regarding the customer journey and AI, 50% of attendees believe that personalisation benefits the most from AI, followed by ongoing communication and initial engagement.
We were honoured to host over 15 distinguished thought leaders representing global and local companies operating in Vietnam, and we were delighted to welcome more than 200 live attendees to the event. The diversity of industries represented at the summit also greatly enriched the learning and networking experiences.
Summit Highlights
Apart from the inspired questions and results above. Here comes our MarTech community’s favourite part, the notable quotes and key takeaways we highlighted from the summit:
“Data is just data, we need to get useful insights out of it. To build a Data-Driven Culture, you need to ensure all you MarTech tool are integrated and talking with each other. ” – Neeraj Mishra, Digital Lead, Performance Marketing, Business Intelligence & Data Management Vinda Group SEA
“The little things are becoming more important in personalisation, any platform can do the job, but you need to pick the platform that’s the most relevant to you ” – Anjali Kalia, Assistant Vice President, Digital Marketing, IHH Healthcare
“If I look at that in terms of lead capture channels, marketing automation tools really enhance the ability to orchestrate lead capture across many different channels, say websites, landing pages, social media and so forth. And I think that’s an amazing leap forward in terms of sales and marketing” – Adrian M Odgers, Chief Commercial Officer (CCO), The Live Green Co
“How do you tap into their journey is key, keep an eye and land your customer on that micro-moment – hyper-personalisation is key. 365 engagement with your customer!” – Brajendra Yadav, Vice President, Omnichannel Strategy & Digital Innovation, Esprit
“It’s really easy for us to get caught in the flash of technology because by the end of it, personalisation requires enablers, hence technology. So I think, please ensure ourselves to always go back to what is our objective as a company. How do we then define wins? This is small wins, big wins. How do we identify small steps and big steps. Then the rest, I would say, will follow.”- Citra Ramadhani, Head of Marketing Tech & Consumer Data, Nestlé
Key Takeaways
Throughout the summit, our team has distilled key insights from our outstanding speakers, and here are our key takeaways:
- Data-Driven Marketing and AI Collaboration: One of the primary takeaways is the importance of data-driven marketing and the collaboration between human expertise and artificial intelligence (AI). Data is seen as valuable only when it is transformed into meaningful insights. To achieve this, it is essential to connect and integrate all MarTech tools and data sources. The consensus is that the best results are achieved when humans and AI work together, emphasizing a human-AI partnership rather than a choice between the two.
- Customer Lifetime Value (CLV) Enhancement through Data-Driven Strategies: Another key takeaway is the potential for businesses to enhance Customer Lifetime Value (CLV) by utilizing data-driven strategies. These strategies involve crafting compelling content and predicting customer preferences.
Looking ahead, we believe the MarTech industry will continue to grow and evolve at a rapid pace. With new technologies emerging all the time, businesses must stay on top of the latest trends and developments if they want to remain competitive. The Global Virtual MarTech Summit was a valuable step in this direction, and it will undoubtedly continue to be an essential event for MarTech professionals in the years to come.
Future Engagement
Thank you all again for having joined us at this edition of the Global Virtual MarTech Summit to share a moment of learning and networking. For those who couldn’t make it to our live sessions and felt like you’ve missed out, don’t worry, you still have the opportunity to relive the summit on-demand here or on our video learning platform – BEETc On-Screen.
There are more to come throughout the year! Check our 2024 APAC summits below:
Reserve your seats now!
Lastly, The MarTech Summit Team is proud and pleased 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!
Find our summit updates and latest MarTech insights on:
Check out the Summit Trailer we had on YouTube for the Global Virtual MarTech Exchange Summit, and follow us to see our upcoming updates!
By: Namsa Kang, Dec 2023
